dax hamman ses chicago 2012

Chicago | November 12–16

PPC Beyond Search Cu#ng through the noise of RTB

Dax Hamman Chango CRO

Chicago | November 12–16, 2012 | #SESCHI


@daxhamman


@daxhamman

RTB DSP+DMP (=PMP)

Programmatic FBX VT%


@daxhamman


Shh… “1+1=3”

isn’t real!


@daxhamman


First quesDons from search marketers

Speaker Logo Here


@daxhamman / @chango


@daxhamman


Audience buying

@daxhamman


@daxhamman


= SEM? @daxhamman


Media (where) Data (who)

@daxhamman


When is an ad network, not an ad network?


When is an ad network, not an ad network?

When it’s an ad network!


≠ Social


Media L1: Direct from exchange L2: ‘DSP’ L3: More ‘DSPs’ L4: Full-service solution

Data L1: 1st party L2: More 1st party! L3: 3rd party L4: Full-service solution


retargeting ≠ retargeting


What do I buy?

Speaker Logo Here


@daxhamman


Customize to location Customize to product

Customize with actual search term used

Use form fields

@daxhamman


@daxhamman


The PSA report

@daxhamman


SEM

Display

Order ID

Order ID

1. T

rack

2.

Mea

sure

SEM = $4,000 Display = $5,000 SEM and display = $1,000 Overlap = $1k / $10k = 10%

@daxhamman


In 2009 your liver had to be strong, and your contacts broad In 2010 you realized you weren’t as ‘media smart’ as you thought In 2011 we all needed to take a deep breath! In 2012 you needed to figure out DSPs (oh, and DMPs) In 2013 you must understand the impact of ‘ProgrammaUc’ In 2014 there will be a lot Udying up to do (and consolidaUon) In 2015 your colleagues will be very different


80 / 20 @daxhamman


“Thank you!”

Find us:

Chango / @chango

Daxthink.com

Dax Hamman / @daxhamman

View-Through Attribution Exposed: What last click isn’t telling you

Chango.com/resources

dax hamman ses chicago 2012

Business

seschi shh

seschi data

seschi view

seschi audience

seschi social

seschi media datal1

seschi retargeting retargeting

noise of rtb chicago