Servo Mobile Attribution Demystified

Servo Mobile Attribution Demystified

• 1.
  Mobile Attribution Demystified
• 2.
  Medialets Servo –Built for Mobile
• 3.
  The Myths ofMobile Attribution Advertisers Can’t Track in Mobile Because Cookies Don’t Work Consumers Don’t Convert on Mobile Devices Web Conversions Must Come From Web Exposure Advertisers Can Use Desktop Ad Servers for Mobile Attribution
• 4.
  Advertisers Can’t Trackin Mobile Because Cookies Don’t Work
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  Servo Universal DeviceID Servo identifies significantly more mobile devices than any other platform by going beyond cookies.
• 6.
  A telecom vendorsaw more orders coming from mobile devices and wanted an ad serving solution to effectively measure mobile attribution. • With Servo, after one month, the vendor saw 10% lower CPO. • After one year, the vendor saw a 600% increase in their attributable share of orders. Telecom Case Study: Tracking Beyond Cookies
• 7.
  Retail Case Study:Tracking Beyond Cookies A retailer wanted to increase mobile spend. However, they were hesitant because of the inaccuracies of cookie-only tracking. • With Servo’s mobile attribution, their 2014 holiday campaign achieved a 15:1 ROI, a huge improvement over their previous holiday campaign. • The client received internal and external praise from the industry. The brand’s 2014 holiday period was its best to date and propelled mobile growth in 2015.
• 8.
  Consumers Don’t Converton Mobile Devices
• 9.
  Traditional measurement solutionsonly capture click-through attribution in mobile. The client wanted to capture their full mobile ROI and lower their CPO. • Without Servo, only 20% of attributions would have been surfaced. • With Servo, client uncovered 100% of their mobile attribution, and considerably lowered their CPO. Food & Beverage Case Study: Converting on Mobile
• 10.
  Traditional measurement solutionsfail to capture anywhere between 38% and 94% of all mobile attributions across device, inventory and conversion type. Measuring View-Through Significantly Lifts ROI Percentage of View-Through Attribution Sources: Mobile & Tablet Ad Attribution Benchmark Report Q3 2014, Rich Media & Video Benchmarks 2015
• 11.
  Consumer Mobile PurchaseBehavior Consumers convert on mobile device throughout the day, especially at times when it is the most accessible device to use. Purchase: Peak Time of Day Analysis Source: Mobile & Tablet Ad Attribution Benchmark Report Q3 2014. Timezone is EST.
• 12.
  Web Conversions MustCome from Web Exposures
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  App ads drovethe most mobile web attribution. Mobile Web Conversion Rates - 2014 Conversion Rate by Environment Source: Mobile & Tablet Ad Attribution Benchmark Report Q3 2014
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  Mobile Web ConversionRates - 2015 App ad performance is increasing year over year. Conversion Rate by Environment Source: Attribution Benchmark Report Q3 2015
• 15.
  Advertisers Can UseDesktop Ad Servers for Mobile Attribution
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  Mobile ad serverstrack attributions where desktop ad servers cannot. Tracking Attribution: Mobile vs Desktop Ad Servers Source: NetMarketshare – Mobile/Tablet Browser Market Share 2015
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  A major financialservices company ran Servo's mobile attribution alongside their cookie-based desktop ad server’s attribution. • In a direct head-to-head comparison, Servo measured over 312% more credit card sign- ups than the leading desktop ad server. • The client’s success with Servo has propelled them to expand their use of Servo to all their other brands. Personal Finance Case Study: Head to Head Comparison
• 18.
  A leading subscription-basedsatellite TV and broadband provider in Europe ran a head- to-head comparison between their desktop ad server and Servo mobile ad server. • The client measured a subscription package purchase as a conversion. • Each attribution measured was verified by the client via a unique order ID. • Servo measured over 73 times more attributions than their desktop ad server, surfacing true mobile ROI. Broadband Case Study: Head to Head Comparison
• 19.
   Advertisers cantrack mobile attribution beyond cookies when they use correct mobile tracking technology.  Consumers convert on mobile devices when the correct view-through metrics are surfaced.  App and mobile web exposure drives conversions on mobile web pages.  All of this is made possible when advertisers use a specialized mobile ad server and measurement solution. Conclusions