a look into the biddable, programmatic future!
TRANSCRIPT
A look into the Biddable, Programmatic FutureSept 2014
Martyn Bentley
Regional Vice President@martynbentley
Chango is a programmatic advertising platform that
connects marketers with their customers in real time across
Display, Social, Mobile & Video.
CHANGO IN A NUTSHELL
IoT - The Connected Life
Programmatic Everywhere
IoT – We’ve have had it for a while
CONFIDENTIAL // 2014 //
Brands and apps become valuable services with potential to monitor and improve health…and beam data to hospitals, insurers…and advertisers
IoT – who owns it?
30B connected devices by
2020$7.1tr
market! (IDC)
Nest$3.2bn
Google glass £1k
Deployment in Sports/Healthcare
With Great Connectivity comes Great Responsibility
IoT – the flip side
IoT = Complexity
IoT = Programmatic Everywhere
RTBDISPLAY
RTB MOBILE
RTBSOCIAL (FBX)
RTBVIDEO
NATIVE SMARTTV
RTBPremiumDisplay
SOCIAL (TWITTER)
OOH RADIO GLASSES
$
2008 2014
It started with RTB for display, it will end with everything… you now have to be set up for masses of live data
What about the individual?.. in my spare time I am…
From unearthed death-traps to internet connected amps
So, what does the data say to marketers?
I am also a…
FatherHusband
Food
Shopper
Business Traveller
Potential Retiree
Car Owner
Football Fan
20,000 GBData Collected Every
Day
Know your customer
+4
CITY/DMA
-12
INCOME-5
LIFESTYLE
+8
AGE/GENDER
-12
OCCUPATION
-7
LTV SCORE
+2
OFFLINE PURCHASES
+11
ONLINE PURCHASE
-2
SITE ACTIONS
-1
SITE CATEGORY
-13
WEBSITE
+13
BROWSING BEHAVIOR
+20
REFERRAL URL
+9
SITE SEARCH
-9
SEARCH CATEGORIES
+20
SEARCH KEYWORDS
+14
SOCIAL SIGNALS
+20
PURCHASE INTENT
+17
RECENCY
+1
LOYALTY PROGRAM
INTERACTION
+0
FREQUENCY
PURCHASE DATA
DEMOGRAPHIC DATA
SEARCH INTENT DATA CONTEXTUAL/
BEHAVIORAL DATA
1st PARTY/CRM DATASOCIAL DATA
Know where they are
Video
Optimizing for engagement
A campaign can be optimized for the highest CTR or completion rate based on user behavior and results measured by Nielsen Online Campaign Ratings (OCR)
Mobile
Driving App-Installs and Retargeting Behavior
Engage with consumers while they’re in research and purchase mode, and drive messages across devices
FBX and Twitter
Audience extension and media amplification
Chango has the unique ability to apply search intent data to Facebook and Twitter audiences. Drive Likes and Shares and Re-tweets.
Search
The message, creative, media type and device is changed in real time based on the actions of your target customers.
Display
Targeting with reach
We are integrated with all major ad exchanges and have access to hundreds of private exchanges.
Programmatic + Live Data In Action Tomorrow
An Omni-Channel customer experience in the near future
CONFIDENTIAL // 2014 //
She notices her performanceis more sluggish than usual
….so does the app
CONFIDENTIAL // 2014 //
On her way to work
On the way to work, the search begins…
CONFIDENTIAL // 2014 //
The taxi ad seems to speak to her
CONFIDENTIAL // 2014 //
Even the billboards seem to know something
CONFIDENTIAL // 2014 //
Arriving at work
CONFIDENTIAL // 2014 //
A promoted tweet from New Balance pops up and prompts aconversation
CONFIDENTIAL // 2014 //
That Twitter conversation leads to an order
CONFIDENTIAL // 2014 //
The shoes are 3D printed – and delivered by an Amazon Prime drone
CONFIDENTIAL // 2014 //
Stalking is when 2 people go for a long, romantic walk together…
…but only oneof them knows about it!
THE NEARER, LESS CREEPY FUTURE…Where is mobile targeting in terms of maturity?
Standard PracticeWill soon be standard practiceIn the experimental stageI don’t know
Survey of 449 brand marketers and agencies, May 2014
Is social the key to mobile retargeting?
YesNo
Survey of 449 brand marketers and agencies, May 2014
Thank YouFor more information visit
chango.com