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One Consumer: Way Too Many Devices Ian Johnson, Global EVP of Product of Cadreon

Improving The Customer Experience: Leveraging Data for Cross-Device Strategies

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Page 1: Improving The Customer Experience: Leveraging Data for Cross-Device Strategies

One Consumer: Way Too Many DevicesIan Johnson, Global EVP of Product of Cadreon

Page 2: Improving The Customer Experience: Leveraging Data for Cross-Device Strategies

Confidential. All rights reserved.2

Who is Cadreon? Cadreon is the programmatic AdTech arm of the Interpublic Group / Mediabrands holding group (NYSE: IPG)

We provide a unique programmatic model to all major brand verticals in over 25 markets

Cross-platfor

m intellige

nce

Cross-platform

Intelligence

Plug & Play Open

Architecture

Digital Core+ +

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Confidential. All rights reserved.3

Consumers want to adoptAgencies need to adapt

Page 4: Improving The Customer Experience: Leveraging Data for Cross-Device Strategies

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Consumer adoption trends

67%+Of all internet users utilize

multiple devices

13% Of Millennials ONLY use a

mobile device

1 out of 5Waking minutes spent by

Millennials on their smartphone

79% Of US adult population

have a smartphone

2xTime spent watching

Youtube has doubled YoY

90%Of people switch screens

to complete tasks

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Consumers use multiple devices to complete their tasks

• Poor mobile connectivity may lead consumer to finish transaction on a more stable device connection

SLOW CONNECTION

• Consumer is on the move and has limited time

• Multi-tasking, switching devices rapidly

TIME CONSTRAINTS

• Complex activities with multiple steps not ideal for all devices

• Security or privacy concerns

COMPLEX / SENSITIVE INFO

• Content or service is only available through certain devices

• Cannot transact all purchases through all devices

AVAILABILITY

Source: Google/Ipsos

90% of consumers move sequentially between difference screens the same day

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Consumers expect their content to be available wherever, whenever and however they want to consume it

Anytime Anywhere Any Device

…..Consumer’s exposure to advertising follows this dynamic

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Cross device gives us the ability to more precisely tailor consumer’s interactions with their brand’s messaging

Right Time Right Place Right Device

11:40 PM at home

9:25 AM at work

10:15 AM at work

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But today….

We still leverage decade’s old planning and siloed media buying practices

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Which leads to….

A deluge of uncoordinated ad experiences for our consumers

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Why have we been slow to adapt?

Siloed Planning & Measurement

Fear / Myths Lack of Expertise

TV Data ≠ Digital Data

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Cross Device

Confidential. All rights reserved.

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What is Cross Device?

Cross device is the ability to tie one consumer to many devices, to help with planning, targeting, and measurement

One Person = Many Devices

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How can we connect a consumer to their devices?

A device graph uses numerous identifiers to link the devices to each user

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Cross Device Uses

ENGAGEMENT EXTENSION

Leverage existing learnings & extend them across devices, maximizing consumer engagement

CROSS DEVICE TARGETING

Programmatic execution across channels the way consumers expects it

CROSS DEVICE MEASUREMENT

A truly holistic view of complex paths to purchase across devices

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Consistent dialog with your consumers, offering them high value content at the right time, right place and optimal frequency

Consumer’s ad experience is better with Cross Device

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Brands also Benefit from Cross Device

Increase budget efficiency

Holistic view of consumer with more insights into where actions take place

Confidential. All rights reserved.16

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Cross Device works: Automotive

Process

Outcome

• We evaluated cross device performance by region and month for the Tier 2 group via a deterministic device graph

• Showed that late in the quarter with less money, rebalancing the budget to 30% mobile decreased the eCPA by 42% & increased conversions by 16%

Scenario• Auto manufacturer was running tier 1 and tier 2

campaigns across channels but planning them in isolation

• Tier 2 front loaded the budget during the quarter

Optimized Mobile Allocation

-42% eCPA

16%More conversions

Confidential. All rights reserved.17

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Cross Device works: CPG

Process

Outcome

• Exposed users in the morning and then retargeted in the evening across Desktop, Mobile and Tablet

• 47% of all Desktop retargeted imps were found on Tablet or Mobile in the evening

• Engagement was boosted using cross-device retargeting in the PM, with a 10x higher CTR

Scenario• CPG marketer was running standard retargeting,

exposing users in the morning and then retargeting in the evening on same device

• We wanted to explore if it was possible to improve performance by leveraging all devices.

10xCTR

Improvement

1.5m Imps on Desktop1251 Clicks0.08% CTR

365k Imps on Desktop557 Clicks0.15% CTR

172k Imps across Desktop, Mobile, Tablet1.5k Clicks0.87% CTR

S T A N D A R D D E S K T O P R E T A R G E T I N G

C R O S S D E V I C E R E T A R G E T I N G

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What do you need to make cross device work?

1

2

3

4

Right process

Right technology and data

Right attribution

Education & organizational buy-in

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Cautionary tale – make sure you understand how your performance is judged

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The future….

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Where next?

Cross Screen Less optimization to proxies Develop new agency tools & processes

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Thank you!Contact:

+1 415 262 5900

[email protected]

653 Front Street

San Francisco, CA 94111

www.cadreon.com