Rethinking Retargeting:

The Cross-Device Opportunity

Adam Berke – CMO and President

@adamberke

#SMX

#RollAbout

Sydney, Australia Opened April 2014

Hiring 20 by

2015

The AdRoll Story

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Media and Advertising Industries are

Evolving

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Intent data is your most valuable

asset

#RollAbout

Data is the center of the new digital advertising ecosystem

Display Search

Social

Video

Mobile

Email

Content

Mktg

Data

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Marketers have been capturing intent data

through search for years

Modern Furniture

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There Are Other Places to Capture Intent

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#RollAbout

60-Day Holding

Period

30-Day Holding

Period

Segment Your Intent Data

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Duration & Segment Prioritization

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Number of Impressions

Bid decay

function

Algorithms can do the heavy lifting

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Exploring cross-device retargeting

Mobile is now overtaking the same way as Facebook did a few years ago

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"90% of consumer transactions are

started on one device and finished

on another." - Neil Mohan, Google VP of Display Advertising

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Mobile usage is incremental to time spent on

desktop

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Yet marketers haven’t caught up in mobile advertising

Source: KCPB

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We’re Now in a Multi-Screen World Dave wants to shop wherever, whenever he

wants

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Key Differences: Mobile vs. desktop advertising

Mobile app & browser environments

• SDKs vs. pixel

• Unique KPIs

• Screen sizes smaller

• Less opportunities to serve ads

• Touch instead of click

• App store distribution

• Connectivity issues exist

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Meet your mobile marketing objectives

• Cross-device retargeting

• Driving app installs

• Increase mobile conversions

• App re-engagement

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Cross-device retargeting

Gain incremental reach and drive conversions

across mobile, desktop, and tablet.

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Reach users across desktop, mobile, and tablet

With our customers across multiple screens throughout their day,

cross-device retargeting allows us to connect with them regardless of

the device or platform they’re using.

► 50% below target CPC

► CTRs greater than 1%

► 223% more volume on Apple versus Android products

► 300% more volume on iPhone versus Android Phones

► 20% more efficient CPC on iPhone versus Android phones

—Kristina Simonsen, Marketing Associate

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Increase app discovery and app installs

You desktop audience are the most likely to download your app, so

engage this audience while they’re on their mobile device

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Case Study: Trek’s omni-channel and cross-device strategy

We wanted to make sure that our current website visitors could

continuously engage with our product anytime they’re on mobile

devices.

► 3.25% avg. CTR on mobile

► CPC $0.32

► 160% spike in app installs

— Casey Kohner, Web Production Manager at Trek

#SMX

Increase mobile conversions Similar to desktop retargeting, continue to re-engage your potential

customers through mobile web browsers

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Taking a multi-channel approach

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Thank You Adam Berke

@adamberke