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Programmatic Advertising 101

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This eye catching and informative presentation takes you on a journey past-->present-->future of programmatic advertising in the year 2015!

Published in: Marketing

Programmatic Advertising 101

  1. 1. TODAY’S AGENDA Online Advertising Types/Pricing Models Where we were The landscape What is programmatic? The importance of Data The Programmatic Future Predictions
  2. 2. So many types! Display Advertising Social Marketing Search Engine Marketing Search Engine Optimization Social Media Marketing Mobile Advertising Email Advertising Affiliate Marketing Content and Native Marketing
  3. 3. Common pricing models today • CPM – Cost per Mille (Flat Rate) • dCPM – dynamic cost per thousand (common on exchanges) • CPC - Cost per click • CPV – Cost per view • CPA – Cost per action • CPD – Cost per download • CPE – Cost per engagement • CPCV – Cost per completed view (Video) • Fixed Cost • And more!
  4. 4. Where it all started in display – AT&T 1994, No logo, no Ad Choices, no data, no networks, no video, no mobile, no rich media, 30MM only online, no exchanges, no RTB, most ads ISP driven and 44% CTR!
  5. 5. Where it all started in display – AT&T 2014, Ad choices, rich media, impression level targeting, exchanges, dynamic, learning algorithms, programmatic, cross device, <.1% CTR, fully interactive, social, and more…
  6. 6. Let’s face it, it’s complex
  7. 7. Things could get worse for print publishers Share of time spent with media vs. share of media ad spend (US, 2013)
  8. 8. What is programmatic? The use of real-time, software-based systems, rules and algorithms to automate and optimize the purchase and delivery of data driven, targeted and relevant ads to consumers. Marketing Technology Data
  9. 9. For Internal Use Only - Confidential
  10. 10. Some types of data used for targeted advertising
  11. 11. THE NEW WAY OF BUYING ADS
  12. 12. The old way
  13. 13. The new way
  14. 14. How DSPs, SSPs, and Ad Exchanges work
  15. 15. Programmatic Everywhere It started with RTB for display, it will end with everything… you have to be set up now 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 2013
  16. 16. PROGRAMMATIC IN ACTION
  17. 17. Programmatic + Live Data In Action Tomorrow An Omni-Channel customer experience in the near future
  18. 18. She notices her performance is more sluggish than usual CONFIDENTIAL // JANUARY 2014 // ….so does the app
  19. 19. CONFIDENTIAL // JANUARY 2014 // On her way to work
  20. 20. On the way to work, the search begins…
  21. 21. CONFIDENTIAL // JANUARY 2014 // The taxi ad seems to speak to her
  22. 22. CONFIDENTIAL // JANUARY 2014 // Even the billboards seem to know something
  23. 23. CONFIDENTIAL // JANUARY 2014 // Arriving at work
  24. 24. CONFIDENTIAL // JANUARY 2014 // A promoted tweet from New Balance pops up and prompts a conversation
  25. 25. CONFIDENTIAL // JANUARY 2014 // That Twitter conversation leads to an order
  26. 26. The shoes are 3D printed – and delivered by an Amazon Prime drone CONFIDENTIAL // JANUARY 2014 //
  27. 27. 30% 25% 20% 15% 10% 5% $25.0 $20.0 $15.0 $10.0 $5.0 Mobile display will be an area to look out for. Total spend, including Facebook and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017 Sources: IDC and eMarketer 2013 In billions 2012 2013 2014 0% $0.0 Total digital display ad spending Total spend on video advertising RTB as % of total digital display ad spend RTB as % of video advertising spend
  28. 28. Who we are We are a programmatic advertising company, purpose-built for the marketer. We use exclusive intent data and technology to create relevant, timely advertising campaigns, and generate customer insights. 56 44 28 of Fortune 500 of Internet Retailer 500 of Advertising Age 100
  29. 29. Peeling the onion back on social
  30. 30. PROGRAMMATIC WORLD Where we’re going… Technology Data Marketing
  31. 31. Programmatic Everywhere
  32. 32. Peeling the onion back on social
  33. 33. Programmatic Everywhere: The search begins
  34. 34. 3D printed, and delivered by a drone
  35. 35. Thank You For more information visit chango.com

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