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Chango Programmatic branding

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The rise of programmatic branding - what marketers need to know

Programmatic is remnant and is like a modern ad network just for DR and retargeting in display, right?

Wrong…well…partly. Yes programmatic can be used very effectively for DR and arguably began as an improvement to the display/remnant ecosystem, enabling the fusion of big data with Real Time Buying – so focusing on the individual at scale!

But now big brands like Mondelez and P&G and similar are pledging significant allegiance to this highly efficient automated marketing method. And these brands don’t sell direct…ergo Programmatic is evolving into a hot new space from which the world’s biggest brands are starting to reap rewards.

In this must-see webinar, Martyn Bentley, RVP of Chango Europe will take you through the evolution of programmatic marketing, lift the lid on how it can help build a business online from Branding and awareness through to Direct Response, Retargeting, Social, Mobile…and even look into the approaching era of the Internet of Things.

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Chango Programmatic branding

  1. 1. Martyn Bentley @martynbentley Thanks for joining! Hope you enjoy the webinar and feel free to get in touch – martyn@chango.com
  2. 2. Catherine Smith @SMG_London Thanks for joining! Enjoy the show.
  3. 3. We are a programmatic advertising company, purpose-built for the marketer.
  4. 4. Use data to target your audience across their journey Video Mobile Facebook & Twitter Display Ads Your Customers
  5. 5. PURCHASE DATA SOCIAL DATA 1ST PARTY/CRM DATA DEMOGRAPHIC DATA SEARCH INTENT DATA CONTEXTUAL/BEHAVIORAL DATA +0 RECENCY +7 FREQUENCY +11 ONLINE PURCHASES +2 OFFLINE PURCHASES -7 LTV SCORE +1 LOYALTY PROGRAM +20 PURCHASE INTENT +14 SOCIAL SIGNALS -5 LIFESTYLE +4 CITY/ DMA -5 INCOME -12 OCCUPATION +8 AGE/ GENDER -9 SEARCH CATEGORIES +9 SITE SEARCH +20 SEARCH KEYWORDS +20 REFERRAL URL -13 WEBSITE -1 SITE CATEGORY -2 SITE ACTIONS +13 BROWSING BEHAVIOR
  6. 6. • Change brand perception • Build brand loyalty • Entice an audience to buy a product or service MEDIUM/PUBLISHER $545Bn globally each year! ADVERTISER CUSTOMER
  7. 7. VS Print Radio TV Other Online Mobile Source: eMarketer
  8. 8. 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. Search Engine Advertising Banner ads & video Source: IAB
  10. 10. The Brand Automated Trading Platforms Ad Exchange AUTOMATION + DATA (for targeting & feedback) = EFFICIENCY! Display Ad
  11. 11. 70% YoY Compound growth!
  12. 12. Winning the consumer knowledge and customer contact race is the advantage programmatic will bring brand marketers • You need to be the first ‘shoe shop a shoe-shopper thinks of’, wherever they are! • You need tech AND people that are experts in branding, targeting, closing and growing customers.
  13. 13. Continuous updates of 400m+ user profiles
  14. 14. Build brand awareness Acquire new customers Retarget customers Chango Flow Advertising Awareness Consideration Action/Purchase Experience Loyalty/Advocacy
  15. 15. Meet Claire Reads several articles on new handbags on iPad + CHANGO INTENT DATA DISCOVERY Reads news on CNN.com + CHANGO SERVES DISPLAY AD Checks Facebook on smartphone + CHANGO SERVES FBX AD Goes to NYtimes.com on smartphone + CHANGO SERVES iAD Checks Facebook, converts on a Chango ad at handbags.com Facebook
  16. 16. “Content that is helpful is content that sells” Beth Comstock, GE’s CMO
  17. 17. Video 1 Video 2 Video 3 Site Brand Response Banner 68% Viewed to 100%! Lowest CPCV in campaign #1 Programmatic Vendor for completed views
  18. 18. Programmatic is coming to TV Bus Shelter predicts audience Data connection
  19. 19. 4G Connected Cars 30B connected devices by 2020 $7.1tr market! (IDC) Nest $3.2bn
  20. 20. http://www.cityam.com/209010/glimpse-future-internet-things-day-life-connected-city
  21. 21. She notices her performance is more sluggish than usual ….so does the app
  22. 22. On her way to work
  23. 23. On the way to work, the search begins…
  24. 24. The taxi ad seems to speak to her
  25. 25. Even the billboards seem to know something
  26. 26. Arriving at work
  27. 27. A promoted tweet from New Balance pops up and prompts a conversation
  28. 28. That Twitter conversation leads to an order
  29. 29. The shoes are 3D printed – and delivered by an Amazon Prime drone
  30. 30. martyn@chango.com

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