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eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017



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Feeling fuzzy on the latest progress on the cross-device targeting front or hoping to get a pulse on what's in store for 2017? Join eMarketer's Lauren Fisher for her annual look at the changing capabilities and technologies in cross-screen targeting, including: How the cross-device conversation is changing from one of device matching to one of identity matching; why building a richer audience profile that factors in TV and offline data is a must; and an outlook for 2017: Better ad creative, push for measurement integration and more.

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eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017

  1. 1. © 2016 eMarketer Inc. Made possible by Cross-Device Targeting: What to Watch for in 2017 Lauren T. Fisher Senior Analyst January 12, 2017
  2. 2. © 2016 eMarketer Inc. Agenda  The evolving nature of cross-device targeting  Five things to watch for in 2017  Two things you won’t see in 2017 #eMwebinar
  3. 3. © 2016 eMarketer Inc. The Evolving Nature of Cross-Device Targeting
  4. 4. © 2016 eMarketer Inc. Cross-device targeting is a top priority 69% cross-device audience recognition 52% advanced analytics and modeling to target audiences Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group, January 2016 Topics or Developments that Will Command Most of Their Attention in 2016, According to US Digital Marketing and Media Practitioners #eMwebinar
  5. 5. © 2016 eMarketer Inc. Even today, the phrase ‘cross-device targeting’ still means different things to different folks “There are probably more companies that are targeting media across devices than there are companies that actually understand the cross-device behavior of their customer base.” —Brandon Wishnow, EVP, Measurement and Activation, Ovative/group #eMwebinar
  6. 6. © 2016 eMarketer Inc. Marketers’ adoption of the necessary capabilities for true cross-device targeting is still a work in progress #eMwebinar
  7. 7. © 2016 eMarketer Inc. Knowledge and use of the two main device identification methodologies has grown Deterministic Probabilistic #eMwebinar
  8. 8. © 2016 eMarketer Inc. Perhaps due to growing sophistication, focus on the ‘device’ piece of cross-device is shifting “Things are moving away from being just about cross-device identity and more toward identity itself, which is who is this user, what are their interests, and what are they likely to purchase.” —Rahul Bafna, VP, Product Management and Partnerships, Drawbridge #eMwebinar
  9. 9. © 2016 eMarketer Inc. Fleshing out the identity graph is the ultimate goal, but most are just beginning this process #eMwebinar
  10. 10. © 2016 eMarketer Inc. Question: How confident are you in your cross-device targeting capabilities?
  11. 11. © 2016 eMarketer Inc. Five Things to Watch for in 2017
  12. 12. © 2016 eMarketer Inc. Brands will get on board with O2O data onboarding 1
  13. 13. © 2016 eMarketer Inc. Focus will be placed on bridging online-to-offline (O2O) data sets to enhance the purchase journey #eMwebinar
  14. 14. © 2016 eMarketer Inc. This mirrors consumer expectations for what a holistic messaging strategy should look like #eMwebinar
  15. 15. © 2016 eMarketer Inc. Loyalty card data, shopper data, CRM data and location data will be just some of the many sources of offline purchase info #eMwebinar
  16. 16. © 2016 eMarketer Inc. TV will become a core component of the cross-device equation 2
  17. 17. © 2016 eMarketer Inc. Buyers want more cohesion between TV and digital ad targeting efforts; a good portion are already buying this way #eMwebinar
  18. 18. © 2016 eMarketer Inc. Greater momentum around TV ad targeting is one driver of growth #eMwebinar
  19. 19. © 2016 eMarketer Inc. Interest in TV ad targeting is high, but true cross-device integration is only just surfacing “We’re seeing an increase in requests from clients to go ahead and apply the same kind of targeting practices and audience-defining capabilities to TV that we are seeing in digital. But from a cross-device or cross-channel lens, we’re not seeing this yet as a ubiquitous request. … It’s more exploratory.” —Denise Colella, SVP, Advanced Advertising Products and Strategy, NBCUniversal #eMwebinar
  20. 20. © 2016 eMarketer Inc. ConnectedTV Addressable Linear Connected and addressable TV offer the most precision with audience matching, but audience matching with linear TV is the ultimate goal #eMwebinar
  21. 21. © 2016 eMarketer Inc. Creative capabilities will advance 3
  22. 22. © 2016 eMarketer Inc. Getting a handle on sequencing and frequency will be a top priority “What advertisers want when they go to cross-device is not just to deliver ads on a smartphone or a tablet or a desktop, they want to know who is behind those devices, and they only want to message that person a certain number of times a day. They want to manage frequency, and in some cases they want to create a narrative. And if they can’t connect the message they gave you on your smartphone with the message on the laptop, they’re constantly starting over.” —Jon Schulz, CMO, Viant #eMwebinar
  23. 23. © 2016 eMarketer Inc. Many, though not all, inhibitors will subside Select Personalization Challenges According to Senior-Level Marketers in North America  29% - Lack of technology to execute personalization  33% - Not having enough data  30% - Inaccurate data  31% - Linking data for a single customer view Source: Experian Marketing Services, April 2016 #eMwebinar
  24. 24. © 2016 eMarketer Inc. A rethinking of how brands and creative agencies work together will help drive advances #eMwebinar
  25. 25. © 2016 eMarketer Inc. Attribution will see greater cross-device capabilities 4
  26. 26. © 2016 eMarketer Inc. Measurement is absolutely vital for a number of activities related to cross-screen advertising #eMwebinar
  27. 27. © 2016 eMarketer Inc. But here, the imperative for accuracy is much, much higher “The challenge with measurement is you need to have a much higher accuracy bar. If you get a false positive in targeting, it’s wastage or money out the door. But if you get a false positive in measurement, you’re actually attributing a conversion to the wrong impression, and so you get a misleading understanding of what exactly is happening. ” —Jonathan Lewis, Manager, Measurement and Identity Products, Facebook #eMwebinar
  28. 28. © 2016 eMarketer Inc. Expect to see cross-device attribution capabilities improve in the following ways:  Greater incorporation of identity graphs into existing measurement providers  Greater movement away from solely cookie-based solutions  Greater adoption of cross-platform attribution services, thanks to mobile and O2O demands  Greater convergence of traditional and digital attribution models #eMwebinar
  29. 29. © 2016 eMarketer Inc. Data quality will become a bigger priority 5
  30. 30. © 2016 eMarketer Inc. There are multiple levels on which data quality can be assessed #eMwebinar
  31. 31. © 2016 eMarketer Inc. It’s not just a transparency issue; it’s a terminology issue “Data standardization is a major pain point for buyers of [cross-device] solutions. There is very little standardization within the industry for different terminologies such as ‘accuracy’ or ‘match rate’ or ‘active cookies.’” —Ajit Thupil, Director, ID Graph, Oracle #eMwebinar
  32. 32. © 2016 eMarketer Inc. Four things marketers will consider when assessing issues of quality: 1. How segments are created 2. Ability to use one’s first-party data 3. Onboarding match rates and methodologies 4. Quantity of data vs. quality of data #eMwebinar
  33. 33. © 2016 eMarketer Inc. The inevitable—and growing—number of holes in the identity graph will also pose challenges 32.0% US internet users employing an ad blocker this year 20.5% Share of iOS mobile devices in US with “Limit Ad Tracking” feature enabled Source: eMarketer, June 2016; adjust as cited in company blog, Oct 12, 2016 #eMwebinar
  34. 34. © 2016 eMarketer Inc. Two Things You Won’t See in 2017
  35. 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is needed to fuel cross-device targeting? A single view of the customer across devices A single view of the customer across channels
  36. 36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solving the Identity Challenge with Adobe Audience Manager 1. Data In 2. Logic, Organization, Segmentation 3. Data Out POS CRM WEB DATA SHOPPING CART Data Aggregation Sourced from devices and channels, foundational Audience Creation Unify data to profiles, modeling, audience creation Audience Syndication Push segments to marketing channels for reach/personalization DEVICE DATA
  37. 37. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Getting to a Single View of the Customer with the Adobe Device Co-Op OTHERSITE.COM Login No Login YOURSITE.COM No Login Login No LoginLogin Login No LoginLogin VIEW WITH THE DEVICE CO-OP
  38. 38. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Impact of Getting Identity Right Reported by 1/3 of customers Site Conversion Rate +26% Better Conversion Among most customers Cost Per Order -20% Improved Efficiency Among 1/3 of customers Average Order Value +50% Increased Order Size By focusing on a single view of the customer +3x Additional Reach Source: Adobe Audience Manager Customer Check-In Survey, fielded October-November 2016 Identifiable Audience
  39. 39. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. More Information  Adobe Audience Manager Website  Adobe Device Co-Op Webinar - Jan 18th, 1pm PST   Email Molly Felz:  Adobe Digital Marketing Blog  Email Me:
  40. 40. © 2016 eMarketer Inc. Two Things You Won’t See in 2017
  41. 41. © 2016 eMarketer Inc. You won’t see the emergence of a universal identifier 1
  42. 42. © 2016 eMarketer Inc. Without a universal identifier, marketers face significant challenges in obtaining a single customer view #eMwebinar
  43. 43. © 2016 eMarketer Inc. Walled gardens and consumer privacy concerns are two significant holdups #eMwebinar
  44. 44. © 2016 eMarketer Inc. You won’t see marketers turning a blind eye to consumer privacy concerns 2
  45. 45. © 2016 eMarketer Inc. Brands will not want to work with companies that do not uphold consumer privacy standards “Marketers aren’t running fast and loose with trying to reach users across devices; I think they are quite concerned.” —Dan Taylor, Managing Director, Global Display, Google #eMwebinar
  46. 46. © 2016 eMarketer Inc. Potential legal ramifications are also cause for concern #eMwebinar
  47. 47. © 2016 eMarketer Inc. Key Takeaways  Cross-device is no longer a conversation of device identification but of audience identification  Cross-device targeting isn’t just about digital; it’s also about television and offline, in-store interactions  As targeting capabilities strengthen, improvements to ad creative—particularly the ability to sequence and frequency cap—are top of mind  Focus on data quality and the validity of data used to inform identity graphs will also strengthen in 2017 #eMwebinar
  48. 48. © 2016 eMarketer Inc. Poll Results: How confident are you in your cross-device targeting capabilities?
  49. 49. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by: You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Lauren T. Fisher Cross-Device Targeting: What to Watch for in 2017  Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience  Television Update Winter 2016-2017: The Shift in Ad Currency  Cross-Platform Video Ad Buying: Gaining Ground, but Fraught With Hurdles  Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models and Merging Online-Offline Data  Television Update Fall 2016: Is the Surge in TV Ad Spending a Normal Shift or a Trend?