programmatic everywhere: what the marketer needs to know to succeed in a cross-device world
TRANSCRIPT
Chango is a programmatic advertising platform that
connects marketers with their customers in real time across
Display, Social, Mobile, & Video.
CHANGO IN A NUTSHELL
Build brand awareness
Acquire new customers
Retarget existing
site visitors
We help in three ways
Chango solves 3 essential challenges for marketers. We work towards the marketer’s goal, and leverage all available tactics.
Algorithms collect and review all of this data and make programmatic decisions about
optimization.
Programmatic Everywhere?What the marketer needs to know to succeed in a cross-
device world
About Winterberry Group
• Corporate Strategy• Marketing System
Engineering• M&A Due Diligence Support• Market Intelligence• Investment Banking, through
Thanks to Our Generous Sponsors!
In partnership with:
A 1994 Ad Innovation Promised to Ignite a New Era of Marketing Possibility
Search
Ad Networks Video, Social & Mobile
Real-time Bidding
Data Management
Platforms
Demand- & Supply-side Platforms
A 1994 Ad Innovation Promised to Ignite a New Era of Marketing Possibility
Over the Years, the Industry Has Coalesced Around Several Key Themes
• Technology can, and should, empower the benefits of automation
• The object of “engagement” can, and should, be the audience—not the channel• The growing availability of rich
datasets can, and should, fuel the identification and engagement of target audiences
“Programmatic” is a Tangible Response to Those Evolving Opportunities
Media Execution
Open Auction / RTBAutomated Guaranteed
Unreserved Fixed Rate
Invitation-only Auction
PaidOwnedEarned
Audience Touchpoints
Strategy &Insight
Process Opt.
&
Automation
Panelists: Has your organization pursued a
programmatic approach to media
buying/selling? Are you likely to do so within
two years?
Programmatic Buying Approaches Have Been Widely Adopted...
85%72%
Adve
rtis
ers
Publ
ishe
rsToday
91%83%
Adve
rtis
ers
Publ
ishe
rs
In Two Years
0% 10% 20% 30% 40% 50% 60% 70%
What objectives are driving your organization’s interest in
programmatic approaches?
Top responses among panelist groups
Advertisers
… Though Fundamental Interests Differ Across “Supply” and “Demand” Sides
PublishersImprove
operational efficiency
More effectively
target consumers
across digital
properties
0% 10% 20% 30% 40% 50% 60% 70%
What does “programmatic” mean to you?
Percent of panelists who mentioned each in their “top 3”
Auction-based approach to media buying
Machine-driven
automation
Real-time bidding (RTB)
Today, Programmatic = Automated Auctions
And Not Surprisingly, Various Approaches to “Buying” Have Already Emerged
Actionable Insight Development
63%
88%
Toda
y
In t
wo
year
s
Audience Segmentation
79%91%
Toda
y
In t
wo
year
s
Has your organization pursued a programmatic approach to the following use cases? Are you likely to
do so within two years?
But Tomorrow’s Programmatic Use Cases Will Address a Wider Breadth of Strategic Purposes
New Approaches to Creative and Content, For Example, Are Gaining Traction
Content Optimization
Has your organization pursued a programmatic approach to the
following use case? Are you likely to do so within two years?
47%
69%
“Dynamic creative and
message matching is
growing… and that’s
something that’s good for the consumer
and for the advertiser”
— Panelist
Toda
y
In t
wo
year
s
0% 5% 10% 15% 20% 25% 30% 35% 40%
Which pain points are inhibiting your organization’s adoption of
programmatic approaches?
Advertisers
Though Early Organizational Hurdles Have Receded, Challenges Still Hindering Adoption
Resistance from Current
Process Owners
Brand Safety Issues
All Panelists
Programmatic’s Evolution Will By Marked by Five Developing Trends
“Cookie-less,” cross-
device audience
recognition
“Omnichannel”
addressability—spanning
paid, owned and earned channels
Executive-level data
governance and
management practices/platf
orms Holistic process
optimization to support
programmatic execution
Evolution of the ecosystem,
creating “stacks” to
support enterprise & SMB needs
Jonathan C. MarguliesManaging [email protected]@jcmargulies
www.winterberrygroup.com
@WinterberryGrp
Questions?
Download the report (and more) at chango.com/resources