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"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and Tomorrow

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Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.

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"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and Tomorrow

  1. 1. Ben Plomion @benplomion Thanks for joining! Tweet us your thoughts and predictions for 2015 to @benplomion or @chango with hashtag #retroprogrammatic
  2. 2. We are a programmatic advertising company, targeting all levels of the funnel across all media types. We use intent data and technology to create highly targeted advertising campaigns which produce marketing results.
  3. 3. Use data to target your audience across their journey Video Mobile Facebook & Twitter Display Ads Your Customers
  4. 4. PURCHASE DATA +20 PURCHASE INTENT SOCIAL DATA +14 SOCIAL SIGNALS 1ST PARTY/CRM DATA DEMOGRAPHIC DATA CONTEXTUAL/BEHAVIORAL DATA SEARCH INTENT DATA +0 RECENCY +7 FREQUENCY +11 ONLINE PURCHASES +2 OFFLINE PURCHASES -7 LTV SCORE +1 LOYALTY PROGRAM -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
  5. 5. Spend Decile Resp Decile 0 1 2 3 4 5 6 7 8 9 0 $ 1,950 $ 8 63 $ 6 92 $ 5 55 $ 5 15 $ 6 12 $ 4 35 $ 4 94 $ 6 38 $ 269 1 $ 1,662 $ 5 33 $ 4 83 $ 6 74 $ 3 33 $ 4 75 $ 3 45 $ 4 03 $ 2 76 $ 238 2 $ 1,023 $ 3 82 $ 2 72 $ 4 03 $ 2 83 $ 2 20 $ 2 33 $ 1 98 $ 2 35 $ 163 3 $ 459 $ 1 63 $ 1 62 $ 1 80 $ 1 90 $ 2 21 $ 2 39 $ 1 70 $ 1 93 $ 157 4 $ 283 $ 2 65 $ 1 62 $ 1 61 $ 1 65 $ 1 69 $ 1 72 $ 1 48 $ 2 03 $ 172 5 $ 430 $ 2 75 $ 1 69 $ 1 46 $ 2 16 $ 1 2 $ 2 69 $ 1 04 $ 2 48 $ 107 6 $ 436 $ 2 21 $ 1 85 $ 2 03 $ 1 51 $ 1 33 $ 1 58 $ 2 50 $ 1 25 $ 156 7 $ 335 $ 2 26 $ 1 29 $ 1 84 $ 1 57 $ 4 7 $ 1 89 $ 1 49 $ 1 06 $ 80 8 272 1 25 1 0 1 49 1 01 4 6 1 21 1 45 7 1 41 9 214 1 20 6 8 4 0 1 5 1 47 4 8 7 4 4 2 40
  6. 6. Data Right message, right audience, right time Media Real-time
  7. 7. Right message, right audience, right time Intent Graph • Search engine data • On-site search data Browsing Graph • Browsing history • Pages visited on an advertiser’s site • Valued outcomes on site Social Graph • Shared content • Brand affinity Purchase Graph • Check-out data • CRM data
  8. 8. Offline Customers Social Data Other Ad Campaigns Incoming Data In-Site Search
  9. 9. Display Advertising Social Marketing Search Engine Marketing Search Engine Optimization Social Media Marketing Mobile Advertising Email Advertising Affiliate Marketing Content and Native Marketing
  10. 10. By transaction method In $B. Source: eMarketer, October 2014 Programmatic Advertising Forecast
  11. 11. If you could use one word that best describes how you feel about Programmatic Advertising TODAY, what would it be? All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding
  12. 12. She notices her performance is more sluggish than usual ….so does the app
  13. 13. On her way to work
  14. 14. On the way to work, the search begins…
  15. 15. The taxi ad seems to speak to her
  16. 16. Even the billboards seem to know something
  17. 17. Arriving at work
  18. 18. A promoted tweet from New Balance pops up and prompts a conversation
  19. 19. That Twitter conversation leads to an order
  20. 20. The shoes are 3D printed – and delivered by an Amazon Prime drone
  21. 21. Thinking ahead to the end of 2015, do you see your company’s % of budget allocated to Programmatic Advertising? All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding
  22. 22. In the future, total respondents are split fairly evenly on whether they will outsource Programmatic advertising or bring it in-house Again, thinking ahead to the end of 2015, how do you see your use of Programmatic Advertising impacting internal organizations and staffing OVERALL? All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding
  23. 23. What Programmatic Marketing issues keep you up at night? What Programmatic Marketing issues keep you up at night? These can include ones we have covered previously in this survey as well as ones we have not discussed. All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding
  24. 24. Living in a programmatic world Please rate your endorsement of each of the following statements: All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

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