wtf is cross-device targeting? - wtf programmatic uk, 11/11/14
Post on 20-Jun-2015
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SUE HUNTSENIOR DIRECTOR, PROGRAMMATIC
HOW DID WE GET HERE?
Late 20s/early 30s the TV set debuts
Mid-90s – peopleare buying PCs and
cookies are introduced
About 50 years later BARB is introduced to measure audiences
and provide TV ratings
Originated at Netscape in 1994, from “magic cookie” which may have been started as a result of- Comic that ran in San Francisco Chronicle- Fortune cookie – string of characters on a page- Some say the idea of a cookie jar
Late 20s/early 30s the TV set debuts
Mid-90s – peopleare buying PCs and
cookies are introduced
About 50 years later BARB is introduced
to measure audiences and provide TV ratings
cook•ies
Late 20s/early 30s the TV set debuts
Mid-90s – peopleare buying PCs and
cookies are introduced
About 50 years later BARB is introduced to measure audiences
and provide TV ratings
2010 – Commercially
available tablets become available
~2015 still not a generally accepted
way to measure
Source: Magid Video Entertainment Study, 2013
POPULATION WITH 4+ SCREENS
40% of TV viewing is background noise
55% of the time, people are using other devices while watching TV
MULTI-TASKING?
Source: Magid Video Entertainment Study, 2013
MULTI-TASKING?MULTI-SWITCHING
40% of TV viewing is background noise
55% of the time, people are using other devices while watching TV
Source: Magid Video Entertainment Study, 2013
57% of people constantly switch between devices at any given time
59% constantly switch between multiple tabs and apps
62% constantly switch between multiple tabs and apps
Source: Magid Video Entertainment Study, 2013
MULTI-SWITCHING
WHERE ARE WE TODAY?
TRACKING
METHODS
THEPROBLEM
SOLUTIONS
TAKEAWAYSAdvertising needs to keep pace with consumer shifts from PC to mobile devices
Device ID tracking is key to creating the optimal model for the publisher and advertiser
Creative needs to capture user engagement, by device, environment and intent
THANK YOU SUE HUNTSENIOR DIRECTOR, PROGRAMMATIC
shunt@tremorvideo.com
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