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A Look Into The Biddable, Programmatic Future!

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Regional VP Martyn Bentley's presentation given at Biddable World on September 1st, 2014.

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A Look Into The Biddable, Programmatic Future!

  1. 1. A look into the Biddable, Programmatic Future Sept 2014
  2. 2. Martyn Bentley Regional Vice President @martynbentley
  3. 3. CHANGO IN A NUTSHELL Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile & Video.
  4. 4. IoT - The Connected Life
  5. 5. Programmatic Everywhere
  6. 6. IoT – We’ve have had it for a while
  7. 7. CONFIDENTIAL // 2014 // Brands and apps become valuable services with potential to monitor and improve health…and beam data to hospitals,
  8. 8. IoT – who owns it? 30B connected devices by 2020 $7.1tr market! (IDC) Nest $3.2bn Google glass £1k
  9. 9. Deployment in Sports/Healthcare
  10. 10. With Great Connectivity comes Great Responsibility
  11. 11. IoT – the flip side
  12. 12. IoT = Complexity
  13. 13. IoT = Programmatic Everywhere It started with RTB for display, it will end with everything… you now have to be set up for masses of live data RTB DISPLAY RTB MOBILE RTB SOCIAL (FBX) RTB VIDEO NATIVE SMART TV RTB Premium Display SOCIAL (TWITTER) OOH RADIO GLASSES $ 2008 2014
  14. 14. What about the individual?.. in my spare time I am…
  15. 15. From unearthed death-traps to internet connected amps
  16. 16. So, what does the data say to marketers?
  17. 17. I am also a…
  18. 18. 20,000 GB Data Collected Every Day
  19. 19. Know your customer +4 CITY/DMA -12 INCOME PURCHASE DATA -5 LIFESTYLE +8 AGE/GENDER -12 OCCUPATION SOCIAL DATA DATA -7 LTV SCORE 1st PARTY/CRM +2 OFFLINE PURCHASES +11 ONLINE PURCHASE -2 SITE ACTIONS -1 SITE CATEGORY -13 WEBSITE +13 BROWSING BEHAVIOR +20 REFERRAL URL +9 SITE SEARCH -9 SEARCH CATEGORIES +20 SEARCH KEYWORDS +14 SOCIAL SIGNALS +20 PURCHASE INTENT +17 RECENCY +1 LOYALTY PROGRAM INTERACTION +0 FREQUENCY DEMOGRAPHIC DATA SEARCH INTENT DATA CONTEXTUAL/BE HAVIORAL DATA
  20. 20. Know where they are The message, creative, media type and device is changed in real time based on the Video Optimizing for engagement A campaign can be optimized for the highest CTR or completion rate based on user behavior and results measured by Nielsen Online Campaign Ratings (OCR) Mobile Driving App-Installs and Retargeting Behavior Engage with consumers while they’re in research and purchase mode, and drive messages across devices FBX and Twitter Audience extension and media amplification Chango has the unique ability to apply search intent data to Facebook and Twitter audiences. Drive Likes and Shares and Re-tweets. Search actions of your target customers. Display Targeting with reach We are integrated with all major ad exchanges and have access to hundreds of private exchanges.
  21. 21. Programmatic + Live Data In Action Tomorrow An Omni-Channel customer experience in the near future
  22. 22. She notices her performance is more sluggish than usual CONFIDENTIAL // 2014 // ….so does the app
  23. 23. CONFIDENTIAL // 2014 // On her way to work
  24. 24. On the way to work, the search begins…
  25. 25. CONFIDENTIAL // 2014 // The taxi ad seems to speak to her
  26. 26. CONFIDENTIAL // 2014 // Even the billboards seem to know something
  27. 27. CONFIDENTIAL // 2014 // Arriving at work
  28. 28. CONFIDENTIAL // 2014 // A promoted tweet from New Balance pops up and prompts a conversation
  29. 29. CONFIDENTIAL // 2014 // That Twitter conversation leads to an order
  30. 30. The shoes are 3D printed – and delivered by an Amazon Prime drone CONFIDENTIAL // 2014 //
  31. 31. Stalking is when 2 people go for a long, romantic walk together… …but only one of them knows about it! CONFIDENTIAL // 2014 //
  32. 32. THE NEARER, LESS CREEPY FUTURE…Where is mobile targeting in terms of maturity? Standard Practice Will soon be standard practice In the experimental stage I don’t know Survey of 449 brand marketers and agencies, May 2014
  33. 33. Is social the key to mobile retargeting? Yes No Survey of 449 brand marketers and agencies, May 2014
  34. 34. Thank You For more information visit chango.com

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