webinar: the programmatic marketing opportunity
TRANSCRIPT
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Chango Mini-webinar:The ProgrammaticMarketing Opportunity
Dax HammanFounding Team, [email protected]@daxhamman
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Marketers need solutions and partners, not just more technology
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CONFIDENTIAL // 2013 //
CHANGO OVERVIEW
How we help
GAIN INSIGHTAnd better understandYour data & audience
RAISE BRAND AWARENESSand widen the funnel
PROSPECT AND FINDNEW CUSTOMERS
RETARGET AND CONVERTmore of your existing customers
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CONFIDENTIAL // 2013 //
TECHNOLOGY OVERVIEW
Our Programmatic Marketing Platform
v
v
v
Your 1st Party Data
Chango Data Management
Platform
Audience Insights & Targeting
Inventory
Sources
VIDEO
MOBILE
DISPLAY
SOCIAL
CRM DataOn Site Data
Programmatic Buying &
Algorithmic Efficiency
3rd Party Data
Overlays
Chango Demand Side
Platform
Real-Time Reporting
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‘Big Data’ simply means ‘more data’, lots of it to be precise. And it’s unstructured and somewhat scattered.
So the promise of ‘Programmatic Marketing’ is to make big data actionable, and make our marketing programs more efficient.
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
It started with RTB for display,it will end with everything….
RTB
Remnant Premium Mobile Social Video OOH Print Radio TV e.g. Glassese.g. RFID
$
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
On the way to work, the search begins…
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
Running late, she decides to jump in a cab…
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
And passes billboards on the way…
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
When she does arrive, she starts by checking Facebook ;)
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
The radio is on in the office…
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
And her phone is always with her…
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
Finally, the products are 3D printed on demand, to her specification
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
Stalking is when 2 people go for a long, romantic walk together…
…but only oneof them knows about it!
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
Billboard experiments in London and Times Square
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CONFIDENTIAL // 2013 //
PROGRAMMATIC EVERYWHERE
We have already started ‘cookie’ing’ individuals
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CONFIDENTIAL // APR 2013 //
Ignore Big Data at your peril
CONFIDENTIAL // APR 2013 //
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CONFIDENTIAL // 2013 //
PROGRAMMATIC APPROACH
Data + inventory source + optimization real time
Site DataSearch & Browsing
Data
CRM Data Demo Data
+$
Display Banners
FBX Video Exchanges
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CONFIDENTIAL // 2013 //
BIG DATA
Collecting your data
2. Universal cookie/profile on every user1. Easily pass in 1st party Data
1st party data can be collected through a ‘front end process’, through a pixel. This can be made easier with a tag management partner.
Data can also be passed through a ‘backend process’, or what is called cookie syncing
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CONFIDENTIAL // APR 2013 //
Retargeting is fundamentally broken
CONFIDENTIAL // APR 2013 //
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CONFIDENTIAL // 2013 //
CONVERT SITE VISITORS
Programmatic Site Retargeting focuses on the true value of each site visitor
WHY USE IT?- Re-engage with visitors that
matter, even on FBX- Full transparency- Reduce wastage- Fully managed solution
Advanced Site Retargeting
Standard RetargetingAll visitors treated the same
Dynamic ads based on pages viewed
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CONFIDENTIAL // 2013 //
3RD PARTY DATA
Search data
Over 8 Billion searches captured every month!
CATEGORY SEARCHES CAPTURED POPULAR SOURCE
Retail
Electronics
Travel
Auto
Finance
Telecom
CPG
Sports &Entertainment
Other
2+ Billion
1.5+ Billion
1+ Billion
750+ Million
750+ Million
650+ Million
550+ Million
450+ Million
350+ Million
Designer Purse
xBox 360
Car rentals
Best winter tires
Low APR
iOS 7
Pregnancy diet
Iron Man
Emergency plumber
Using search data outside of SEM• Search behavior indicates
consumers’ intent very clearly and can be used to find the desired audience.
How do we use it• Search behavioral base targeting
can be layered with other data points (e.g. demographic data, CRM data)
• Optimization will be at the keyword level; not segmentation to ensure the most granular
• Each restaurant will have a unique set of keywords to be used based on the target audience profile.200,00+ publishers
• Largest source of Search data outside Google
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CONFIDENTIAL // 2013 //
WHY USE IT?- Find new customers- Exclusive access to Chango’s
300+ million search profiles- Easy onboarding & fully
managed campaigns- Boost brand awareness
PROSPECT FOR NEW CUSTOMERS
Search Retargeting reacts to hand-raisers based on their searches
HOW IT WORKS:
An Individual searches
Chango identifies those searches
Target only those relevant individuals based on the terms that matter to you
Search Term
Search Term
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CONFIDENTIAL // 2013 //
Video
Drag picture to placeholder or click icon to add
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CONFIDENTIAL // 2013 //
THE FACEBOOK EXCHANGE
• Large scale• Drive conversions• Can include total "Likes"
from FB Page
2 types of Ads: Right-hand side Ad and also News Feed Post Ad
FBX RIGHT-HAND SIDE AD
• Prominently placed in News Feed
• Linked to FB Page• Drive Likes, Comments
Shares & Conversions
NEWS FEED PAGE POST ADS
Chango offers FBX ad creative services, ask us for details
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Questions
For more information visit
chango.com/resources
DAX HAMMAN
Chief Revenue Officer