Are Traasdahl is the Founder and CEO of Tapad, the leader in cross-device content delivery. Prior to Tapad, Traasdahl founded Thumbplay, a mobile entertainment service that is now known as iHeartRadio. The Makegood recently spoke with Traasdahl about their recent study on consumer behavior and preferences.
The Makegood: Could you elaborate on what the cross-screen behavioral study conducted by Forrester is about?
The study takes a closer look at consumer behavior and preferences across different devices. It also examines consumer expectations from marketers or brands within these environments and how seamless it all really needs to be. It was encouraging to see that 66% of consumers now discover products through digital resources rather than offline. But what was most interesting was data that showed that 71% of consumers react negatively to inconsistent brand experiences across devices. It’s pretty clear that consumers are ready for true cross-screen experiences and are raising the bar on marketers.
The Makegood: Why do you believe that a unified cross-screen marketing strategy is representative of a huge opportunity for the marketing and advertising industry?
Well, it’s interesting. Mobile has become the “go-to” screen for most consumers in terms of convenience, even though many complete their purchases on desktop/laptop. So there is opportunity to better message to consumers and improve the shopping experience across screens, given how mobile and connected the typical “day in the life” today really is. We know from this study that expectations are high for brands to provide a smooth cross-screen communication experience. So consumers will be receptive to any progress in that direction by brands. They’re expecting it.
The Makegood: What sort of insights could you provide, based on the study, for the future of cross-screen advertising?
Twenty-eight percent (28%) of consumers expect to see the same ad on all devices and for it to be tailored to that device. We think that percentage is going to continue to grow, so marketers should develop a real understanding of their customers’ device preferences and behaviors. Then they can test, analyze and personalize the experience on the device of choice. As consumers enjoy more relevant marketing, campaign results will improve — that’s a win-win situation for everyone.
The Makegood: Tapad has recently announced technology partnerships with companies like BlueKai, Datalogix and Visual IQ to license your Device Graph. Can you talk a little bit about the Device Graph and the role these deals play?
Sure. After getting many questions from companies like this – some of whom we work with on our media-buying business – about making our technology available, we realized there was a real demand in the marketplace for it. By licensing Tapad Device Graph Access technology to other companies, we enable more marketers to deliver consistent content and messages to consumers across all devices through their existing technology providers. We want to be the world’s leading cross-device solution, so it makes sense to take our technology beyond our walled garden to the larger marketing tech ecosystem. “Unified by Tapad” is an essential technology for marketers, similar to how “Intel Inside” is an essential component for personal computers and other devices.
The Makegood: There is, of course, a great benefit to using cross-screen behavioural information to your advantage. How should advertisers proceed with this information, given that there is an expected level of consumer privacy?
We believe consumer privacy must be a top priority for any digital advertising. Brands need to be aware of how their partners operate; and in our experience, the majority of them are. They should be looking for tools that deliver transparency and consumer control; these are paramount. In fact, clear notification and persistent opt-out tools were baked into Tapad since Day 1. We also built our technology in such a way that allows us to stay blind to any Personally Identifiable Information (PII) — a critical component of our industry-leading privacy practices.
So, bottom line: Take every opportunity to bring the conversation directly to the consumer. Acknowledge that data collection is a sensitive matter, represent your intent clearly and then empower people. Consumers are a very smart lot, and we’ve found that when you treat them with the respect they deserve, they respond accordingly.
The Makegood: Thank you, Are.
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