Advertising effectiveness for cross screen models
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The document outlines a webinar on advertising effectiveness for cross-screen models, highlighting the challenges faced by advertisers and discussing possible solutions. Key speakers provided insights on consumer behavior across various screens and the importance of cohesive advertising strategies. The session concluded with a Q&A segment and resources for further inquiries.
![Why Cross Screen / Channel Matters
33% of sephora.com traffic is from mobile and tablet
“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.”
Source: http://www.mobilecommercedaily.com/sephora-exec-mobile-orders-up-167pc-year-over-year
7](https://image.slidesharecdn.com/advertisingeffectivenessforcrossscreenmodels-130228124732-phpapp02/85/Advertising-effectiveness-for-cross-screen-models-8-320.jpg)
Advertising effectiveness for cross screen models
- 1. Advertising Effectiveness for Cross Screen Models Thank You for joining, we will begin momentarily. February 28, 2013 Join the conversation on Twitter - #iabxscreens
- 2. 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, Operative Discussion on how companies are solving these challenges as it relates to Cross Screen Advertising Q&A Join the conversation on Twitter - #iabxscreens 1
- 3. Questions? 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 directed to Nicole Horsford, Nicole@iab.net Join the conversation on Twitter - #iabxscreens 2
- 4. A Quick Explanation When I say Screens and Channels I mean: Screens Channels Owned Search Display Social Video 3
- 5. Why Cross Screen / Channel Matters 4
- 6. Why Cross Screen / Channel Matters 5
- 7. Why Cross Screen / Channel Matters 6
- 8. Why Cross Screen / Channel Matters 33% of sephora.com traffic is from mobile and tablet “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.” Source: http://www.mobilecommercedaily.com/sephora-exec-mobile-orders-up-167pc-year-over-year 7
- 9. Why Cross Screen / Channel Matters It is how consumers behave It is how consumers expect us to behave 8
- 10. But Advertising Is Still Sold Like This… AdWords Enhanced Campaigns Buying: Cross screen 9
- 11. And This… Facebook Exchange (FBX) Users: Owned Social 10
- 12. And This. Jumptap Cross Screen Audience+ Users: Mobile PC 11
- 14. But They Are Getting This 13
- 15. And It’s a Hard Problem To Solve Walled gardens Funnel specialization Fragmented data Different standards across screens User ‘re-association’ 14
- 16. How Are The Walled-Gardens Fairing? The large platform plays are trying to bring more people into their gardens Search Social Video / Display Login Email Email Login, Social, TV Search OS / App Eco OS / App Eco Social Search Display Login Email TV Email Display, Social, TV Search 15
- 17. Will One Garden Ever Be Big Enough? 16
- 18. Networks Will Have to Evolve Advertising User networks Walled gardens Buy across channels Specialization Optimize the entire funnel Fragmented data Centralize interactions / learnings Different standards across screens Simplify buying User ‘re-association’ Connect user experiences 17
- 19. Who Will Benefit? Consumers will get a more connected and cohesive message Advertisers will get better insights, attribution and efficiency Platforms that can connect and optimize across screens and channels will get the advertising dollars 18
- 20. Q&A Please type questions into the question feature This webinar will be made available on iab.net/events_training/interactive_insights_webinars Please contact nicole@iab.net with questions.