SOTI ( State of The Industry) Retargeting Report Q2 2014 presented by Dax Hamman, CPO
 

SOTI ( State of The Industry) Retargeting Report Q2 2014 presented by Dax Hamman, CPO

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Retargeting via mobile devices is an industrywide challenge, but our new study shows digital media buyers are experimenting with paid social exchanges to fill the gap left by cookies.

Retargeting via mobile devices is an industrywide challenge, but our new study shows digital media buyers are experimenting with paid social exchanges to fill the gap left by cookies.

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    SOTI ( State of The Industry) Retargeting Report Q2 2014 presented by Dax Hamman, CPO SOTI ( State of The Industry) Retargeting Report Q2 2014 presented by Dax Hamman, CPO Presentation Transcript

    • TODAY’S AGENDA HELLO 
    • Dax Hamman Chief Product Officer, @daxhamman dax@chango.com
    • ‘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.
    • Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile, & Video. CHANGO IN A NUTSHELL
    • Agencies love Chango
    • Brands love Chango
    • 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.
    • Acquisition Tactics include Search Retargeting, Look-alike modeling across Display, FBX, Mobile, Twitter & Video Retargeting Site visitors or existing customers from your CRM are “scored” and retargeted with dynamic creative across Display, FBX, Mobile, Twitter & Video Branding We connect you to your exact target audience using our intent, behavioral and geographic data. Programmatic Video, Display, Twitter and other inventory sources can be leveraged Chango managed solutions
    • Intent and time replaces the funnel Desktop Time Intent to purchase Mobile Search FBX Website Pinterest Twitter Conversion Desktop
    • Data exists everywhere
    • Omni-channel marketing is based on the concept of creating personalized, contextually relevant customer experiences across all the channels through which someone interacts with your brand. 92% of panelists agree that omni- channel will add “real-value”. But challenges persist… 58% cite lack of tools/technology 47% say they lack right processes 47% say media simply isn’t optimized
    • Chango-Digiday Retargeting State Of The Industry 333 Agency Executives | 117 Brand Executives 5+ years experience 1-5 years experience >1 years experience Title Experience VP or higher Director/Manager Associates Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014
    • Site and search retargeting are the most popular tactics Total Agency Brand Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Site retargeting is used to increase revenue. Search retargeting is used to find new customers Total Agency Brand
    • “We’re always looking to conquest. We have a paid conquest strategy. It’s one of the key things we do.” – Erich Marx, Nissan’s director of Interactive and Social Media Marketing
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 View-through is gaining more traction Total Agency Brand
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Retargeting budgets are on the rise 2013 2014 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Total Agency Brand Retargeting budgets come mostly from display
    • Stalking is when 2 people go for a long romantic walk together… but only one of them knows about it!
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Paid social budgets are increasing 2013 2014 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Facebook takes the lion’s share of paid media budget
    • “[Paid social] can be used as putting gasoline on the original fire in terms of that initial ignition. And it can really help push messages out and proliferate them. However, you're seeing things like social commerce. You're seeing some very real things that are happening, even things like FBX.” – Brian Decker, managing director of client and social action leadership at Mindshare
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Paid social budget are becoming a budget on its own Total Agency Brand
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Retargeting on FBX is popular, followed by Twitter’s tailored audiences Use FBX Use Twitter Tailored Audiences Yes No
    • “The key is much better targeting. Just look at what's going on in the past year. Facebook has gotten much better at targeting, Twitter has gotten much better at targeting, Pinterest has been talking about it and planning on some changes. Social has gotten better. LinkedIn within the last year has done their paid posts. There's just a lot more ways to monetize social and do much better targeting.” – Barry Lowenthal, president of The Media Kitchen
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 What, exactly, is mobile? Total Agency Brand
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Where is mobile targeting in terms of maturity? Standard Practice Will soon be standard practice In the experimental stage I don’t know
    • “The industry has advanced to the extent that we're already able to measure our paid social activity against business goals, and we've seen some evidence of the fact that paid social is a really effective way of driving our overall business goals whether that be sales or brand metrics because that's for the most part where our consumers are spending most of their time particularly when it comes to mobile and thinking about Facebook in particular.” - Natalie Brokenham, SVP and managing partner of digital at Universal McCann
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Mobile marketing budgets are also growing 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%
    • Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Is social the key to mobile retargeting? Yes No
    • “It's really a case of share of mind and share of real estate on the smartphone. Paid social platforms such as Facebook are really dominating the small screen, so the ability to retarget across those apps and to activate consumer mindshare is pretty interesting.” - Natalie Brokenham, SVP and managing partner of digital at Universal McCann
    • Download The State of The Industry Retargeting Report at chango.com/retargeting
    • Thank You For more information visit chango.com