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The Modern
Brand Advertiser
Hint: It involves Video and Twitter
U.S. & Canada Toll-Free: 1-800-757-5680
UK Toll-Free: 0800...
Prem Shah
VP, Strategy, Chango
@prem_shah
Ori Carmel
Marketing Manager, Twitter
@theoc
Chango is a programmatic advertising
platform that connects marketers with their
customers in real time across Display, So...
Build brand
awareness
Acquire new
customers
Retarget existing
site visitors
We help in three ways
Chango solves 3 essentia...
Programmatic Branding
#programmaticshow
Raising brand awareness across video, social, mobile and enhanced
offerings across...
The evolution of
video advertising
#programmaticshow
Advertising used
to be simple
#programmaticshow
It has become
a little more
complex
#programmaticshow
#programmaticshow
Video is shifting from TV to online
#programmaticshow
Video is a key component of RTB spend and growth.
Video RTB is seeing explosive
growth
Programmatic
Video
#programmaticshow
Programmatic Video
The power of light,
motion and sound
Put a 15 to 60 seconds
pre-roll ad spot in front
of those individu...
#programmaticshow
Before
Programmatic
(Now + Future)
• Television
• GPRs
• Impressions
• Mutli-Device
• Efficiency via Qua...
#programmaticshow
Chango serves ads to the
qualified audience
Pre-Roll Ad
15-30 seconds
Companion
Banner
300x250px
HALLOWE...
Fashion Intent
Luxury
Products
Discounts Only
Real-time Data,
Audience Profiles
& Targeting
GOAL: Reach HH income of $75K ...
#programmaticshow
What is it? Example
Chango Data Network
The largest source of search data.
1000's of historical touch po...
Chango's Programmatic Video solution combines the branding power of
video advertisements with the programmatic efficiency ...
The evolution
of
programmatic
branding
#programmaticshow
#programmaticshow
Just to name a few exciting areas to keep a
close eye on:
• More spend via private marketplaces
• Introd...
1.
Meet
Client
Services
2.
Draft
Campaign
Strategy
3.
Onboarding
4.
Optimize
Your
Campaign
Next Steps
Chango.com/resource
s
Q&A
#programmaticshow
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Webinar with Twitter: The Modern Brand Advertiser

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In this presentation you will:
>Discover the benefits of programmatic videos and Twitter tailored audiences
>Learn intent and behavioral data to build your brand
>Learn how to leverage Twitter Ads to engage potential customers in the moment

Published in: Marketing, Technology, Business
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  • Data driven. 1:1 marketing vs. hoping to reach the right audience. With targeting via RTB comes scale, targeting, accuracy and efficiency.
    Scoring of users…
    Reporting and insights. Know more about the audience we reached.
    Measure with brand lift, but also brand engagement pre/post targeting, or engagement with the ad itself…a shift towards new metrics like completed views

  • SanDiego Zoo
    April 2005
    12.4M+ views and counting
  • Transcript of "Webinar with Twitter: The Modern Brand Advertiser"

    1. 1. The Modern Brand Advertiser Hint: It involves Video and Twitter U.S. & Canada Toll-Free: 1-800-757-5680 UK Toll-Free: 0800-496-0825 June 2014
    2. 2. Prem Shah VP, Strategy, Chango @prem_shah Ori Carmel Marketing Manager, Twitter @theoc
    3. 3. Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile, & Video. CHANGO IN A NUTSHELL
    4. 4. 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. #programmaticshow
    5. 5. Programmatic Branding #programmaticshow Raising brand awareness across video, social, mobile and enhanced offerings across display is making it easier and more efficient and measurable for marketers.
    6. 6. The evolution of video advertising #programmaticshow
    7. 7. Advertising used to be simple #programmaticshow
    8. 8. It has become a little more complex #programmaticshow
    9. 9. #programmaticshow Video is shifting from TV to online
    10. 10. #programmaticshow Video is a key component of RTB spend and growth. Video RTB is seeing explosive growth
    11. 11. Programmatic Video #programmaticshow
    12. 12. Programmatic Video The power of light, motion and sound Put a 15 to 60 seconds pre-roll ad spot in front of those individuals most relevant to you. A true data-driven approach Leverage your data, Chango’s or third party data to identify the relevant audience. Expand your reach In addition to display and social, be visible and engage with your audience on some of the most popular video websites such as YouTube, The Weather Channel, Sony Pictures, CBS Interactive etc. Boost brand awareness Offer a unique brand experience where customers are highly engaged. #programmaticshow
    13. 13. #programmaticshow Before Programmatic (Now + Future) • Television • GPRs • Impressions • Mutli-Device • Efficiency via Qualified 1:1 Reach • Engagement, Completed Views, Ads Skipped, Post click/view behaviour Opportunities for the data driven marketer
    14. 14. #programmaticshow Chango serves ads to the qualified audience Pre-Roll Ad 15-30 seconds Companion Banner 300x250px HALLOWEEN COSTUME Falls under “30- 35, $80K HH” buyers based on 3rd party demo data Programmatic video in action
    15. 15. Fashion Intent Luxury Products Discounts Only Real-time Data, Audience Profiles & Targeting GOAL: Reach HH income of $75K AND those with intent for fashion and luxury item Reach / Scale *site agnostic RESULT: the most efficient video buy to engage with your audience Higher bid How it works #programmaticshow
    16. 16. #programmaticshow What is it? Example Chango Data Network The largest source of search data. 1000's of historical touch points Keywords, time, day, date, month, data source, geo, intent score, time since search Client 1st Party Data Chango can ingest all 1st party data through a cookie or a backend process Visits, pages, purchases, CRM, products, profit margin Client CRM Data Convert offline customer records into online targeting profiles Address, email, form responses Contextual Understand for every single impression the value of the placement Domain, page, position on page, historical performance, Chango context score, Google / IAB context score, Integral data 3rd Party Data All sources of 3rd party segments are available through the Chango Platform Exelate, MasterCard and many others Device / OS In a multi-screen world, it is important to understand where the individual is Device type, mobile interactions, tablets, operating system Multiple sources of data available
    17. 17. Chango's Programmatic Video solution combines the branding power of video advertisements with the programmatic efficiency and scale of real- time buying. #programmaticshow Programmatic Targeting Chango uses its exclusive live intent data data, 1st and 3rd party data to inform the buy Real-Time Decisions What to bid and how much is managed real time at the most granular level for maximum efficiency Robust Reach Find your target audience across multiple video exchange partners, including YouTube The Chango difference
    18. 18. The evolution of programmatic branding #programmaticshow
    19. 19. #programmaticshow Just to name a few exciting areas to keep a close eye on: • More spend via private marketplaces • Introduction of programmatic TV • Introduction & growth of native placements More to come…
    20. 20. 1. Meet Client Services 2. Draft Campaign Strategy 3. Onboarding 4. Optimize Your Campaign Next Steps
    21. 21. Chango.com/resource s Q&A #programmaticshow
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