rocket fuel cross device and ptv 12-9-15 sharedv2

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015 ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015

R O C K E T F U E L

D e c e m b e r, 2 0 1 5

PEOPLE-BASED MARKET ING Lunch and Lear n

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015

M A R K E T I N G T H AT L E A R N S L E A R N T H E M O M E N T S T H A T D R I V E C A M P A I G N P E R F O R M A N C E

July 1 July 15 July 30

$100.00

$50.00

$40.00

$30.00

$60.00

$70.00

$10.00

$0.00

CU

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T P

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$5.00

$20.00

$90.00

$80.00

120

60

80

20

40

100

0

Cost per Action

Number of Attributes RELEVANT ATTRIBUTES OF ~11.3M:

+2.11 Visited a product page +0.95 Is in the Atlanta DMA +0.89 Saw an ad 7-14 days ago -0.55 Is planning a trip +0.60 Is reading the news +0.51 Searched for luxury products -0.65 On a mobile device +0.46 Made a luxury retail purchase +0.43 Played an online game -0.45 Purchased sporting goods -0.54 Made a non-luxury retail purchase +0.41 Is in the Tampa DMA -0.50 Watched a TV show online +0.38 Clicked on an ad before +0.31 Booked a flight in the last wee +0.29 Saw an ad 1-7 days ago +0.25 Is in the Orlando DMA -0.54 Is searching for an apartment -0.21 Is in the Los Angeles DMA -0.30 Saw an ad within the last hour +0.37 Has clicked on an ad before -0.31 Has seen 3+ ads already +0.48 Is in the Houston DMA -0.50 Watched a TV show online -0.54 Made a non-luxury retail purchase

+1.93 Visited a product page +0.73 Is on a social networking site +0.72 Saw an ad 7-14 days ago -0.32 Is shopping via online auction +0.71 Is reading the news +0.25 Is in the Orlando DMA -0.45 Purchased sporting goods +0.51 Searched for luxury products +0.47 Filed a tax return in the last week +0.42 Has seen 7+ ads already +0.40 Is in the Tampa DMA -0.54 Is searching for an apartment +0.39 Is in the Atlanta DMA -0.29 Is reading a political article -0.37 Is planning a wedding +0.31 Booked a flight in the last week +0.29 Saw an ad 1-7 days ago +0.26 Played an online game -0.22 Saw an ad within the last hour +0.26 Is in the Baltimore DMA +0.22 Booked an international trip -0.11 Checked sports scores -0.21 Is in the Los Angeles DMA -0.30 Has seen 3+ ads already +0.34 Is on a mobile device


P E O P L E N O T D E V I C E S


Radio Shack Ad from ‘90s Everything is replaced by your phone!

•  Cellular Phone (duh…) •  Personal “Stereo” •  Tandy Personal Computer •  Earphones •  Calculator •  Clock Radio •  Camcorder (video) •  Mobile CB radio •  CD Player •  Police Scanner •  Answering Machine •  Cassette Recorder •  Radar detector (Waze…) •  Speaker with Massive 15” Woofer (headphones!)


C O N S U M E R S A R E U S I N G M U L T I P L E D E V I C E S T O C O M P L E T E O N L I N E A C T I V I T I E S

Sources: Rocket Fuel, November 2015; Ipsos: “The New Multi-Screen World” August 2012

65% of consumers begin online shopping

activities on smartphones and continue onto other devices

6:1 Online IDs per online adult in the US


T H I S Y E A R - C R O S S - D E V I C E C O N V E R S I O N R E P O R T S A R E W I D E LY AVA I L A B L E


S I N G L E - D E V I C E AT T R I B U T I O N M I S S E S I M P O R TA N T C O N S U M E R I N T E R A C T I O N S

Impression Conversion Impression &

Click Impression Impression

UNDERVALUES MOBILE OVERVALUES DESKTOP


C R O S S - D E V I C E AT T R I B U T I O N M O R E A C C U R AT E LY A S S I G N S C R E D I T

Total Campaign ROI 6%

4% 7% 9%

when measured by cross-device attribution

ROI within Verticals

An analysis of more than 3,200 direct-response campaigns across the Rocket Fuel network showed that total conversions attributed to the campaign increased 6% when using last-touch cross-device attribution vs. single-device attribution.


M O B I L E I S M O R E VA L U A B L E T H A N P R E V I O U S LY U N D E R S T O O D

when measured by cross-device attribution

Mobile ROI 12.0%.

An analysis of more than 3,200 direct-response campaigns across the Rocket Fuel network showed that conversions attributed to mobile devices increased 12% when using last-touch cross-device attribution vs. single-device attribution.


Y O U C A N ’ T P R E D I C T W H AT D E V I C E S W I L L D R I V E P E R F O R M A N C E

Source: Rocket Fuel data warehouse 2015

AD EXPOSURE DEVICE VS. CONVERSION DEVICE ON TIER 1 AUTO CAMPAIGNS

Ad

Exp

osu

re D

evi

ce

Co

nve

rsio

n D

evi

ce

Up to

36% of conversions happen

across devices

Based on Rocket Fuel cross-device campaigns in 2015


IF YOU’RE PLANNING AT THE DEVICE LEVEL, YOU’RE PLANS WILL BE SUB-OPTIMAL


CONVERSION RATE 31%

COST PER ACTION 19%

O P T I M I Z AT I O N A C R O S S D E V I C E S D R I V E S 3 1 % B E T T E R P E R F O R M A N C E

0.011%

0.014%

CAMPAIGN CONVERSION RATE

C R O S S D E V I C E I M P R O V E M E N T

SINGLE-DEVICE OPTIMIZED

CROSS-DEVICE OPTIMIZED

Source: Rocket Fuel controlled A/B test comparing standard DR optimization vs. cross-device optimization – Aug 2015


M U L T I - D E V I C E E X P O S U R E

I S A D E X P O S U R E A C R O S S D E V I C E S T H E K E Y T O S U C C E S S ?

M U L T I - D E V I C E E X P O S U R E

0 . 5 % 1 . 5 %

T H E P E R F O R M A N C E I N C R E A S E I S N O T B E C A U S E C O N S U M E R S S E E A D S O N M U L T I P L E D E V I C E S



Source: Rocket Fuel controlled A/B test comparing standard DR optimization vs. cross-device optimization – Aug 2015


I T’S ABOUT A UNIFIED CONSUMER VIEW

D A T A P E R P R O F I L E D A T A P E R P R O F I L E

W O R S T C A S E S C E N A R I O : C a m p a i g n u s e s o n l y 1 1 % o f p o t e n t i a l c o n s u m e r d a t a

Source: Data per profile statistic based on Rocket Fuel unified profiles with exactly 1 computer, 1 smartphone, and 1 tablet



UNIF IED PROFILES HAVE UP TO 8X MORE DATA ON EACH CONSUMER

FRAGMENTED VIEW UNIFIED VIEW


A N D H AV I N G M O R E O P P O R T U N I T I E S T O P I C K T H E R I G H T M O M E N T

D A I L Y M O M E N T S

D A I L Y M O M E N T S

48

112



UNIF IED PROFILES ENABLE 133% MORE DAILY MOMENTS TO APPLY UNIF IED PROFILE DATA

Source: Rocket Fuel data warehouse 2015


R ICHER CONSUMER DATA… MORE MOMENTS TO CHOOSE FROM…

LEAD TO 31% MORE CONVERSIONS

UNIFIED PROFILES: PUTTING IT ALL TOGETHER


OPT IMIZAT ION VS . TARGET ING


P E O P L E - B A S E D TA R G E T I N G I S G O O D

“I reached 35% of our desktop audience on mobile”

“I capped ad frequency across

devices at 5x/day”

“I increased mult i -device

exposure by 42%”


P E O P L E - B A S E D O P T I M I Z AT I O N I S B E T T E R

“I drove 300 more conversions and increased revenue by $15,000”


V A L U A B L E I N S I G H T S

BET TER PERFORMANCE

C R O S S - D E V I C E R E P O R T I N G

1 2 3

25-35% average lift in conversions versus

single-device campaigns (when using cross-device

attribution)

Understand which devices are driving performance, the influence of Unified Profiles, and the optimal media mix for your other campaigns

Accurately attribute each impression’s influence on

conversion no matter where the ad was served or where

the conversion occurred

P E O P L E - B A S E D O P T I M I Z AT I O N B E N E F I T S


R O C K E T F U E L I S T H E I N D U S T R Y L E A D E R I N C R O S S - D E V I C E C O N N E C T I O N S

ACCURACY 97.5%

COVERAGE 50.0%

5x greater than competitors with public results

2.2 billion device IDs

560 million unified profiles


C R O S S - D E V I C E C O N N E C T I O N S

PROBABILISTIC DETERMINISTIC

Connections based on statistical likelihood •  Easier to achieve scale

(billions of devices) •  Accuracy based on technology

Connections based on Personally-Identifiable Information •  Harder to achieve scale for all

but the largest publishers •  Fairly accurate

•  The “Mobile Only” iceberg…?


DEVELOP CROSS-DEVICE PREDICTIONS VALIDATE PREDICTIONS

X

M A K I N G A N D VA L I D AT I N G O U R C R O S S -D E V I C E P R E D I C T I O N S

G E O L O C A T I O N

W E B B R O W S I N G

I P A D D R E S S

T I M E

F R E Q U E N C Y A P P U S A G E


Android browser cookie

U N I F I E D P R O F I L E S

Desktop Firefox cookie

iPad IDFA

Android AdID Desktop Chrome cookie

Unified Profile

200% + more data in a unified profile (vs. standard profile) to be used in bidding & machine learning

•  Impression activity •  Click activity •  Site activity


H O W R O C K E T F U E L O P T I M I Z E S U N I F I E D P R O F I L E S + M O M E N T S C O R I N G

Commute

Work

At home

At home

Consumer begins researching ways to get his finances in order.

Consumer continues research, hones his research on rewards credit cards

Consumer is targeted with advertiser ad. Consumer clicks and visits advertiser site.

Consumer decides to apply. Completes application on desktop.

8:15am

12:30pm

8:30pm

8:45pm

PIXEL

PIXEL

IMPRESSION & CLICK

CONVERSION


DEVICE CONVERSION MATRIX

DEVICE-LEVEL EXPOSURE & RESULTS

Performance by device exposure

UNIFIED PROFILE INFLUENCE

Impact of unified profiles on campaign goal (clicks, conversions, impressions)

OPTIMAL MEDIA MIX

Where should media be allocated?

Ad exposure device vs. conversion device

P E O P L E - B A S E D R E P O R T I N G & I N S I G H T S


P E R F O R M A N C E R E P O R T I N G


I N F L U E N C E


D E V I C E - C O N V E R S I O N M AT R I X

Single-device conversions


D E V I C E E X P O S U R E R E P O R T I N G


W H AT S E P E R AT E S R O C K E T F U E L ’ S P E O P L E - B A S E D M A R K E T I N G ?

Rocket Fuel has the most accurate probabilistic cross-device data with 5x greater reach than other measured

companies

No other company is able to optimize towards cross-

device performance metrics like Rocket Fuel

Best-in-class optimization uses unified profile data with 200% more data for enhanced decisioning

GREATER SCALE , BETTER ACCURACY

BU ILT TO DR IVE PERFORMANCE

MOMENT SCORING TECHNOLOGY

1

1 As measured by 2015 Nielsen study


C H A N G E T H E C H A N N E L …


TODAY’S DISCUSSION

Part I: Navigating the New Video Landscape And the opportunity for TV marketers

Part 2: All-Screen Optimization

Optimizing ROI across TV & Digital

Part 3: Testing Opportunities Review testing scenarios to prove the value of All-Screen optimization


THE AVERAGE AMERICAN SPENDS

7h 29m PER DAY

ON

(3.5) DEVICES

LIVE TV 4h 55m

SMARTPHONE 1h 27m

PC 1h 07m

TIME-SHIFTED TV

0h 35m

MULTI-MEDIA DEVICE

0h 34m Source: Nielsen Total Audience Report Q1 2015 (P18+) *Multi-media device includes Connected TV, Gaming Console, DVD Player

SCREEN OBSESSED MULTI-SCREEN VIEWING DRIVES VIDEO CONSUMPTION


MOMENTS MATTER CONTEXT IS MORE CRITICAL THAN EVER AS VIDEO EXPANDS


Mobile

Desktop

Tablet

FEP

MCN

Direct Buy

TV Extension

Short Form

MOMENT SCORING PLATFORM

DMP

PMP

Connected TV

UNITING SCREENS

REAL-TIME BIDDING


PROGRAMMATIC TV BUYING TODAY Two Primary Methods of Buying PTV

Audience/Index-Based Targeting Household Targeting

Input Audience Target: Male 25-54, Auto Intender

Output: Optimized Schedule based on Audience Comp

Input Audience Target: Male 25-54, Auto Intender

Output: Target specific HH based on audience profile


Content

Linear

Satellite

DISH DirecTV

Cable Operators

Comcast Cablevision Charter Cox

Telephone Providers

AT&T U-Verse

Verizon FiOS

The Landscape

38

Non-Linear

OTT/ Streaming

Netflix Hulu Sling TV

Video on Demand

placemedia AudienceXpress clypd WideOrbit

National Broadcast

Cable Networks

Local Broadcast /

Station Groups


RIGHT CUSTOMER, RIGHT TIME?

LIMITED OPTIMIZATION

SILO’D EXECUTION

Modeled reach, limited control over

time & context

Limited ability to optimize Operates independently from

other video touchpoints

PTV platforms today are still evolving toward the level of control, optimization and transparency needed to keep up with the increasingly “video neutral” consumer


BRINGING THE POWER OF REAL-TIME TO LIVE TV

Advanced TV Targeting

[Program Targeting]

Real-Time Addressable

[Impression by Impression Buys]

Efficiency

Control

Precision, Optimization & Control

Scale

Household Addressable [HH Targeting]

Precision

Optimization

STRENGTHS

WEAKNESSES

PROGRAMMATIC TV Data-driven, software based TV advertising [IAB]

Traditional TV [National & Local

Linear Programming]

Reach

Waste

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015 PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015

N O W B R I N G I N G T H E P O W E R O F M O M E N T S C O R I N G T O T H E

B I G G E S T S C R E E N

Leverage over 80+ addressable parameters to target your audience

across 8MM households

INCREASED ADDRESSABILITY

Extend PTV reach to a national footprint,

including ability to target by viewership behaviors

and daypart

NATIONAL SCALE

Buy TV household by household, impression by impression powered by

the industry’s leading RTB decision engine

MOMENT SCORING

Integrate campaign insight and optimization

across TV & Digital

TV-DIGITAL OPTIMIZATION


ADDRESSABILITY AT SCALE

4B Requests per

Quarter

210 DMAS

8MM HOUSEHOL

DS SAMPLE BID REQUEST Location: Wisconsin Female, 18-34 HHI: $60K+ Marital: Single Ethnicity: Hispanic Content Interests: Sports, Comedy, News Daypart: Prime

•  True Real-Time Bidding •  80+ Addressable

Segments per Household •  Increased Control

(Creative, Daypart, Geo, Frequency)

•  Ability to Optimize from In-Flight Learnings across TV and Digital


ALL-SCREEN MOMENT SCORING

Define Target Audience & Objective

Adults, 18-34 Non-Homeowner

1

Rocket Fuel Reaches Audiences Across All

Screens

RTB + 7 Day Delivery (Household)

RTB + Person Based Targeting

2

In-Target Reach, Frequency & Efficiency

Awareness Engagement Conversions Sales

Leverage Moment Scoring to Improve In-

Flight

3

Generate Cross Screen Insight for Future Planning

Reach Channel Mix

Audience Media Behaviors

4


TARGETING PARAMETERS FOR DISH pTV BY IMPRESSION

AGE 18+ 25+ 35+ 45+ 55+ 18-24 18-34 18-44 18-54 25-54

GENDER Female Male GEO State

CHILDREN None Children 0-10 Children 11-15 Children 16-17 EDUCATION None High School College Grad School

ETHNICITY African American Asian Caucasian Hispanic Native American Other HOME OWNERSHIP Owner Renter

INCOME Less than $30k $30k-$75k $75k-$100k $100k-$150k More than $150k LANGUAGE Spanish

MARITAL Single Married

DAYPART Prime (8PM-Midnight Local Time) Non Prime

VIEWING BEHAVIORS Hockey Baseball Football Sitcom Kids & Family Golf & Tennis Drama Action

Romantic Comedy Sci-Fi African Am Comedy Comedy Early AM Fighting

Real Women Cop Show Cult Movie Real Action/Adven Horror WWE Nascar Indy

PPV Traffic Basketball Real Music Soccer Sunday AM News


Example 1 Example 2

Campaign Target: Campaign Target: Ages 18-3

4 Owner Viewing Interest

Campaign Stats: Campaign Stats:

Ads Served

7.84 M HHs Reached

2.53 M Frequency

3.1 Ads

Served

10.11 M HHs Reached

1.99 M Frequency

5.4

Daypart Daypart

EXAMPLE INSIGHTS


Ntwk Network Imps

FNC Fox News Channel 1.61m

HGTV Home & Garden Television 1.38m

ID Investigation Discovery 1.06m

HST History Channel 1.05m

USA USA 876.6k

DSC Discovery Channel 776.5k

ESPN ESPN 767.3k

TNT Turner Network Television 761.3k

APL Animal Planet 708.3k

TBS Turner Broadcast Television 705.1k

Delivery by Channel Demo Insights (non-Targeted Attributes)

Gender: 42% 58%

Home:

HHI:

<$30k

$30k to $75k

$75k to $100k

$100k to $150k $150k

+ 12% 21% 17% 32% 18%

Owner Renter 61% 39%

Children: 67% 33%

EXAMPLE INSIGHTS (cont)


BID TO DELIVERY TIMELINE


Exposure data

Cre

ativ

e

Insertion Order & Creative

Customer Rocket Fuel

Extreme Reach

Creative

Reporting

STBs

Creative / Schedule

DISH

HOW IT WORKS

Delivery Report

Addressable pTV Media buy over OpenRTB

Using Moment Scoring Technology

Rentrak


ROCKET FUEL PROGRAMMATIC TV

INCREASE REACH & OVERALL EFFICIENCY

IMPROVE CROSS-SCREEN EFFECTIVENESS

HOLISTIC AUDIENCE &

MEDIA INTELLIGENCE