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Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.
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Advertising Effectiveness for Cross Screen Models
February 28, 2013
Join the conversation on Twitter - #iabxscreens
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Agenda Welcome & Housekeeping
● Nicole Horsford, Member Services, IAB
Speakers● Matt Tengler, Senior Director of Product, Jumptap
General Overview on Cross Screens & Challenges Faced by Advertisers Today
● Matt Gay, GM Media Optimization, OperativeDiscussion on how companies are solving these challenges as it relates to Cross Screen Advertising
Q&AJoin the conversation on Twitter - #iabxscreens
Questions?
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Attendees should ask questions using the GoToWebinar user interface. Please type questions into the Question box on the GoToWebinar user interface at any time during the presentations.
● We will create a queue and answer as many questions as possible following the presentations.
● Additional questions should be directedto Nicole Horsford, [email protected]
Join the conversation on Twitter - #iabxscreens
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A Quick Explanation
When I say Screens and Channels I mean:
Screens
Ch
an
nels
SearchDisplaySocial
Video
Owned
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
Source: http://www.mobilecommercedaily.com/sephora-exec-mobile-orders-up-167pc-year-over-year
“Customers don’t view mobile, tablets, Web and stores separately,” Ms. Marcus [Director of Mobile and Digital Store Marketing] said. “They are ways for consumers to shop when and where they want.”
33%of sephora.com traffic is from mobile and tablet
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Why Cross Screen / Channel Matters
It is how consumers behave
It is how consumers expect us to behave
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But Advertising Is Still Sold Like This…
AdWords Enhanced Campaigns
Buying: Cross screen
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And This…
Facebook Exchange (FBX)
Users: Owned Social
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And This.
Jumptap Cross Screen Audience+
Users: Mobile PC
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Consumers Expect This
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But They Are Getting This
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And It’s a Hard Problem To Solve
Walled gardens
Fragmented data
Different standards across screens
Funnel specialization
User ‘re-association’
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How Are The Walled-Gardens Fairing?
The large platform plays are trying to bring more people into their gardens
Search Video / Display Email Login, Social, TV
Social Login Email Search
OS / App Eco Search Email Display, Social,
TV
OS / App Eco Display TV
Social Login Email Search
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Will One Garden Ever Be Big Enough?
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Networks Will Have to Evolve
Advertising User networks
Walled gardens Buy across channels
Fragmented data Centralize interactions / learnings Different standards across screens Simplify buying
Specialization Optimize the entire funnel
User ‘re-association’ Connect user experiences
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Who Will Benefit?
Consumers will get a more connected and cohesive message
Platforms that can connect and optimize across screens and channels will get the advertising dollars
Advertisers will get better insights, attribution and efficiency
Q&A
This webinar will be made available on iab.net/events_training/interactive_insights_webinars
Please contact [email protected] with questions.
Please type questions into the question
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