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Tracking the Mobile Customer Journey
The rise of mobile browsing is presenting a whole new set of challenges for tracking the customer
journey. However, we are already seeing big improvements in solving the cross-device challenge.
Average Time Spent per Day by US Adult Users
of Each Major Medium, 2010-2014 (hrs:mins)
(eMarketer, September 2014)
2010 2011 2012 2013 2014
4:29 4:37 4:44 4:39 4:45
0:21 1:38 1:59 2:22 2:43
3:04 3:14 3:03 2:49 2:38
0:40 1:03 1:35 2:03 2:13
1:43 1:42 1:39 1:38 1:36
1:08 1:05 1:00 0:55 0:47
TV
Tablet
Desktop/laptop
Smartphone (nonvoice)
Radio
Print
Cross-device advertising
Social advertising
Video advertising
Getting better results from real-time bidding
Mobile advertising
Measurement and attribution
70%
41%
45%
55%
61%
64%
Digital Advertising Topics that US Agency Media
Proffessionals Would Like to Know More About in 2014
(% of respondents)
(Conversant, April 2014)
The transition to people-based targeting with user profiles/log-in data is a huge step forward.
Services like Atlas allow marketers to track people’s activities and target them across devices
(including apps).
As time spent on desktops/laptops declines, time spent on
mobile devices (tablets and smartphones) has been on the rise.
Mobile Drives Growth 7

Tracking the Mobile Customer Journey
The rise of mobile browsing is presenting a whole new set of challenges for tracking the customer
journey. However, we are already seeing big improvements in solving the cross-device challenge.
Average Time Spent per Day by US Adult Users
of Each Major Medium, 2010-2014 (hrs:mins)
(eMarketer, September 2014)
2010 2011 2012 2013 2014
4:29 4:37 4:44 4:39 4:45
0:21 1:38 1:59 2:22 2:43
3:04 3:14 3:03 2:49 2:38
0:40 1:03 1:35 2:03 2:13
1:43 1:42 1:39 1:38 1:36
1:08 1:05 1:00 0:55 0:47
TV
Tablet
Desktop/laptop
Smartphone (nonvoice)
Radio
Print
Cross-device advertising
Social advertising
Video advertising
Getting better results from real-time bidding
Mobile advertising
Measurement and attribution
70%
41%
45%
55%
61%
64%
Digital Advertising Topics that US Agency Media
Proffessionals Would Like to Know More About in 2014
(% of respondents)
(Conversant, April 2014)
The transition to people-based targeting with user profiles/log-in data is a huge step forward.
Services like Atlas allow marketers to track people’s activities and target them across devices
(including apps).
As time spent on desktops/laptops declines, time spent on
mobile devices (tablets and smartphones) has been on the rise.
Mobile Drives Growth 7

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