Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.

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
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5. Why Cross Screen / Channel Matters
4

6. Why Cross Screen / Channel Matters
5

7. Why Cross Screen / Channel Matters
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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
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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
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11. And This…
Facebook Exchange
(FBX)
Users: Owned  Social
10

12. And This.
Jumptap Cross
Screen Audience+
Users: Mobile  PC
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13. Consumers Expect This
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14. But They Are Getting This
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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
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17. Will One Garden Ever Be Big Enough?
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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
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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
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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.