This document provides an overview of cross-device advertising and insights on how marketers can master it. It finds that cross-device advertising is important as consumers use multiple devices and media time is increasingly spent on mobile. Marketers see benefits like optimizing budgets, expanding reach, and retargeting users. They also face challenges like tracking users across devices. The document provides tips for evaluating cross-device partners and questions to consider around data, methodology, creative options, insights, and proven effectiveness.

1. MASTER
CROSS-DEVICE
ADVERTISING IN
ABOUT 10 MINUTES
CONVERSANT INSIGHTS
ESPECIALLY FOR MEDIA
PROFESSIONALS
Cross-device advertising is the digital marketing trend
of the year. Use this research-packed guide to master
cross-device and get the best results for your brand.

2. WHY THIS REPORT IS IMPORTANT
Marketers need to master cross-device advertising in order to effectively
reach and engage today’s consumer. It’s critical to incorporate multi-device
consumer behavior into the strategies used to take brands to market.
Conversant, Inc. commissioned this study in 2013 to give you the facts,
separate the truth from the hype, and provide a concrete checklist of what
to look for as you evaluate potential cross-device media partners.
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3. FIRST THINGS FIRST:
WHAT DOES “CROSS-DEVICE
ADVERTISING” REALLY MEAN?
An integrated advertising program to reach the same user across
multiple digital devices like smartphones, tablets and laptop computers.
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4. Table of Contents
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WHY CROSS-DEVICE SHOULD MATTER TO YOU
MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE
CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS
WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE
WHAT THEY WANT: MARKETERS’ WISH LIST
FIVE QUESTIONS TO ASK FUTURE CROSS-DEVICE PARTNERS
CROSS-DEVICE PARTNER EVALUATION CHECKLIST
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7
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10
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5. WHY CROSS-DEVICE MATTERS
53+4753%
of digital media time now
on mobile devices.
CONSUMERS ARE USING MORE
DEVICES TO ACCESS THE WEB
THEY’RE ALSO SPENDING A
LOT MORE TIME BROWSING VIA
SMARTPHONES AND TABLETS
NET: Your marketing efforts should reflect today’s cross-device consumer behavior.
3+ 12+
Americans use
an average of
3+ devices
Their behavior is
tracked on an average
of 12 + cookies
Source: SophosLabs (2013). Mobile Device Survey. Source: comScore (February 2014). Mobile Future in Focus.
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6. 10%
8%
6%
4%
2%
4 AM 12 PM 8 PM8 AM12 AM 4 PM
0%
Tablet
Computer
WHY CROSS-DEVICE MATTERS
“Primetime” varies by device
Smartphone
NET: Cross-device insights and data help you reach the right consumer,
on the right device, at the right time.
Source: comScore (February 2013). Mobile Future in Focus.
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7. Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.
MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE
CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS
76+24
75+25
77+23 89+1176%
Three quarters want cross-
device data for Mobile
targeting messages/offers
75%
Of media buyers have seen
increased effectiveness with
cross-device campaigns
As a result, cross-device now
represents almost 1/3 of digital
media spending
77%
Almost 8 out of 10 say
cross-device targeting
is important
89%
A majority believe it’s critical
to target the SAME user
across DIFFERENT devices
NET: Cross-device starts with the
consumer. The consumer must
be at the center of your planning,
not platform or device silos.
NET: Money follows performance.
Investing more in cross-device
can drive greater marketing
effectiveness.
19%
24%
30%
2009-2011 2012 2013
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8. 52% 830=
50% 730=
50% 530=
43% 490=
38% 270=
38% 250=
WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE
BENEFITS
Marketers see great benefits to using one
partner when advertising across devices
OPTIMIZE PERFORMANCE OF THE
ENTIRE MEDIA BUDGET
EXPAND REACH OF CAMPAIGNS
MORE COST-EFFICIENT
RETARGET THE SAME
USER ACROSS DEVICES
EXTEND SUCCESSFUL DISPLAY
AUDIENCE SEGMENTS INTO MOBILE
STREAMLINE THE MEDIA
BUYING PROCESS
Percent of marketers who value these benefits of cross-device advertising:
Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.
NET: Think holistically. Choose a single partner to help optimize your budget,
expand your reach, and drive overall campaign efficiency.
8

9. 52% 830=
50% 730=
50% 530=
43% 490=
38% 270=
38% 250=
WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE
TRACKING AND REPORTING COMPLEXITIES
METHODOLOGIES FOR CONNECTING
DEVICES LACK CREDIBILITY
MOBILE, ONLINE AND TABLET ARE MANAGED AS
SEPARATE BUDGETS
LACK OF A SINGLE POINT OF CONTACT
DIFFICULT TO HIT MY SPECIFIC TARGET AUDIENCE
THROUGH CROSS-DEVICE ADVERTISING
TOO MANY PRIVACY ISSUES INVOLVED
Percent of marketers who identify these barriers for greater utilization of cross-device advertising:
Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.
NET: Look for a partner that provides accurate matching methodology
and comprehensive performance tracking.
OBSTACLES
Marketers also perceive significant executional hurdles
that cross-device partners must help them overcome
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10. FEATURES AND CAPABILITIES
Leading marketers look for these top features
and capabilities in a cross-device solution
84+16+R 84+16+R 83+17+R
82+18+R 78+22+R 78+22+R
77+23+R 73+27+R 73+27+R
CROSS-DEVICE
ANALYTICS AND INSIGHTS
TO MEASURE CAMPAIGN
EFFECTIVENESS
ACCURACY OF
METHODOLOGY
USED TO TARGET AN
AUDIENCE ACROSS
DEVICES
ABILITY TO OPTIMIZE
EFFECTIVELY ACROSS
DEVICES
ACCESS TO A
WIDE RANGE
OF ENGAGING
CREATIVE FORMATS
FOR EACH SCREEN
REACHING THE SAME
HOUSEHOLD ACROSS
MULTIPLE DEVICES
FIELDING SEQUENTIAL
ADVERTISING
CAMPAIGNS
REACHING THE SAME
USER ACROSS
MULTIPLE DEVICES
PROTECTS AUDIENCE
PRIVACY/DOES
NOT VIOLATE
AUDIENCE PRIVACY
EASY MEDIA
PLANNING USING A
SINGLE PARTNER
WHAT THEY WANT: MARKETERS’ WISH LIST
NET: Move quickly, but also recognize the need for a smart and strategic
approach when picking your cross-device partner.
84%
82%
77%
84%
78%
73%
83%
78%
73%
Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.
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11. 82+18+R 82+18+R 81+19+R
80+20+R 80+20+R 77+23+R
76+24+R 75+25+R 73+27+R
REACH ACROSS ALL
SCREENS
RETURN ON
ADVERTISING
INVESTMENT
IMPACT ON BRAND
LIFT IN COMBINATION
ACROSS MULTIPLE
DEVICES
PATH TO
CONVERSION
IMPACT ON OFFLINE
RESPONSE AND/OR
RETAIL TRAFFIC
GRP’S ACROSS
ALL SCREENS
IMPACT ON SALES IN
COMBINATION ACROSS
MULTIPLE DEVICES
PERFORMANCE
BY DEVICE
PERFORMANCE IN
COMBINATION ACROSS
MULTIPLE SCREENS
WHAT THEY WANT: MARKETERS’ WISH LIST
NET: Look for a cross-device partner that reports and delivers
on the key performance measures you care about most.
82%
80%
76%
82%
80%
75%
81%
77%
73%
Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.
MEASUREMENT
Today’s ROI-focused marketers seek a broad set
of measurements for cross-device campaigns
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12. 1
Does your solution provide
comprehensive and insightful
behavioral targeting data?
Cross-device campaigns are most
effective when you can understand and
see the richest possible audience data.
Choose a vendor that offers a complete
data set that’s actionable across devices.
Conversant’s single DMP provides
exclusive action-oriented display and
mobile data for precise targeting.
2
What is your user-to-device
matching methodology, and
is it accurate? Matching
consumers to devices is complex.
Your partner needs a sophisticated
matching algorithm. Conversant offers a
proprietary methodology that matches
individual consumer profiles to devices
with over 80% accuracy.
3
What ad creative options
does your solution offer?
Look for a vendor with a variety of
engaging ad formats to support
your campaign objectives. Conversant’s
in-house creative team offers captivating
product carousels, interactive video,
social engagements and more.
4
Can I get brand-specific
insights from you as part of
our engagement strategy?
Basic reporting isn’t enough.
Your vendor should have cross-device
experts that will provide genuine insights
on the behaviors of your brand audience.
Conversant provides both a comprehensive
measurement and insights suite to ensure
the richest possible learnings.
5
Has your solution been
proven effective in real
world campaigns? The value of
cross-device is too important to
place in the hands of an unproven vendor.
Look for an experienced partner with real
cross-device campaign results. Conversant
has delivered proven cross-device
campaigns with outstanding results.
FIVE QUESTIONS TO ASK WHEN
EVALUATING CROSS-DEVICE PARTNERS
NET: Take the first step in finding
the best cross-device partner by
asking these five questions.
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13. ABOUT THIS REPORT
METHODOLOGY
The Mobile & Cross-Device Study was conducted online between March 11th and 25th, 2013. Respondents were offered a cash
incentive by Advertiser Perceptions on behalf of Conversant in exchange for completing the survey. 201 U.S. survey respondents who
are involved in mobile/tablet and online (desktop/laptop) media placement decisions completed this survey. Respondents represent
brands that have spent at least $1 million on digital advertising and $500,000 on mobile advertising in the past 12 months.
Advertiser Perceptions is the world leader in providing the media industry with research-based advertiser insight and guidance
necessary for strengthening brands and increasing advertising sales, market share and competitive advantage. Advertiser Perceptions
specializes in determining, analyzing and communicating what advertisers think — their plans, opinions and motivations.
Advertiser Perceptions’ proprietary database of media decision-makers is one of the largest in the world. The advertiser survey and
questionnaire development process employed ensures optimal response. Singular focus and media industry expertise enables
Advertiser Perceptions to effectively analyze and accurately interpret the research that is conducted on behalf of clients who
represent many of the largest in international media.
ABOUT CONVERSANT, INC.
Conversant, Inc. (Nasdaq: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies
grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a
fully integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network - all
fueled by a deep understanding of what motivates people to engage, connect and buy.
For more information, please visit: www.conversantmedia.com.
Copyright 2014 Conversant, Inc. All Rights Reserved.
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14. PARTNER EVALUATION CHECKLIST
Keep this checklist nearby
A true cross-device marketing solution should include all five elements listed below:
Does the vendor have a data management platform (DMP)
with proprietary action-oriented display and mobile data?
Does the vendor have an accurate user-to-device matching
methodology to reach the same individual across devices?
Does the vendor offer the agency the option of in-house
creative with engaging ad formats for all devices?
Will the vendor present a full suite of reporting with audience
insights and campaign measurements?
Has the vendor demonstrated robust cross-device results?
CONTACT
For more information on our cross-device solutions,
contactyourConversantrepresentative today at:
cross-device@conversantmedia.com
To learn more about this cross-device study,
visit our website: www.conversantmedia.com
Copyright 2014 Conversant, Inc. All Rights Reserved.
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