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 promis...
Chango is a programmatic advertising
platform that connects marketers with
their customers in real time across
Display, So...
Agencies
love
Chango
Brands
love
Chango
Build brand
awareness
Acquire new
customers
Retarget existing
site visitors
We help in three ways
Chango solves 3 essentia...
Acquisition
Tactics include Search Retargeting, Look-alike
modeling across Display, FBX, Mobile, Twitter & Video
Retargeti...
Intent and time replaces the funnel
Desktop
Time
Intent to purchase
Mobile
Search FBX Website Pinterest Twitter Conversion...
Data exists
everywhere
Omni-channel marketing is based on
the concept of creating personalized,
contextually relevant customer
experiences across...
Chango-Digiday Retargeting
State Of The Industry
333 Agency Executives | 117 Brand Executives
5+ years experience
1-5 year...
Site and search retargeting are the
most popular tactics
Total
Agency
Brand
Survey of 449 brand marketers and agencies, Ma...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Site retargeting is used to inc...
“We’re always looking to
conquest. We have a paid
conquest strategy. It’s one of
the key things we do.”
– Erich Marx, Niss...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
View-through is gaining more tr...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Retargeting budgets are on the ...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Total
Agency
Brand
Retargeting ...
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 increas...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Facebook takes the lion’s share...
“[Paid social] can be used as putting gasoline on the
original fire in terms of that initial ignition. And it can
really h...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Paid social budget are becoming...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Retargeting on FBX is popular, ...
“The key is much better targeting. Just look at
what's going on in the past year. Facebook has
gotten much better at targe...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
What, exactly,
is mobile?
Total...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Where is mobile targeting in te...
“The industry has advanced to the extent that we're
already able to measure our paid social activity against
business goal...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Mobile marketing budgets are al...
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014
Is social the key to
mobile ret...
“It's really a case of share of mind and share
of real estate on the smartphone. Paid social
platforms such as Facebook ar...
Digiday Programmatic Summit, May 2014
3 key takeaways…
Download The State of The
Industry Retargeting Report at
chango.com/retargeting
Thank You
For more information visit
chango.com
State of the Industry Survey Presented by Chango
State of the Industry Survey Presented by Chango
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State of the Industry Survey Presented by Chango

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In this session, Chango will present the findings of a new study conducted with Digiday to better understand how brands and agencies are incorporating programmatic practices into their strategies. The findings will reveal the scope of marketers that have adopted the programmatic approach, as well as insight into the specific marketing goals for which they are leveraging the approach and seeing the greatest impact. Furthermore, the results also provide an understanding of how data-driven marketers plan to refine and update their programmatic efforts in the upcoming year.

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State of the Industry Survey Presented by Chango

  1. 1. TODAY’S AGENDA HELLO
  2. 2. Dax Hamman Chief Product Officer, @daxhamman dax@chango.com
  3. 3. ‘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.
  4. 4. Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile, & Video. CHANGO IN A NUTSHELL
  5. 5. Agencies love Chango
  6. 6. Brands love Chango
  7. 7. 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
  8. 8. 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
  9. 9. Intent and time replaces the funnel Desktop Time Intent to purchase Mobile Search FBX Website Pinterest Twitter Conversion Desktop
  10. 10. Data exists everywhere
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. “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
  16. 16. Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 View-through is gaining more traction Total Agency Brand
  17. 17. 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%
  18. 18. Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Total Agency Brand Retargeting budgets come mostly from display
  19. 19. Stalking is when 2 people go for a long romantic walk together… but only one of them knows about it!
  20. 20. 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%
  21. 21. Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Facebook takes the lion’s share of paid media budget
  22. 22. “[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
  23. 23. 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
  24. 24. 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
  25. 25. “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
  26. 26. Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 What, exactly, is mobile? Total Agency Brand
  27. 27. 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
  28. 28. “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
  29. 29. 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%
  30. 30. Survey of 449 brand marketers and agencies, May 2014 Digiday Programmatic Summit, May 2014 Is social the key to mobile retargeting? Yes No
  31. 31. “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
  32. 32. Digiday Programmatic Summit, May 2014 3 key takeaways…
  33. 33. Download The State of The Industry Retargeting Report at chango.com/retargeting
  34. 34. Thank You For more information visit chango.com
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