IAB Internet of Things Presentation: Marketers’ Utopia – Embracing a Connected World
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The document discusses the Internet of Things (IoT) and its implications for marketers. It describes how IoT involves connecting billions of devices to the internet to generate live data. This real-time data provides opportunities for more personalized and omnichannel customer experiences through programmatic advertising across multiple platforms. The document also cautions that with increased connectivity comes increased responsibility regarding privacy and use of people's personal data.
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IAB Internet of Things Presentation: Marketers’ Utopia – Embracing a Connected World
- 2. Martyn Bentley Regional Vice President @martynbentley
- 3. Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile & Video. CHANGO IN A NUTSHELL
- 4. Programmatic Everywhere RTB DISPLAY RTB MOBILE RTB SOCIAL (FBX) RTB VIDEO NATIVE SMART TV RTB Premium Display SOCIAL (TWITTER) OOH RADIO GLASSES $ 2008 2013 It started with RTB for display, it will end with everything… you now have to be set up for masses of live data
- 5. IOT - definition 30B connected devices by 2020 Nest Google glass £1k
- 6. The Connected Life and Home
- 8. With Great Connectivity comes Great Responsibility
- 9. IOT – the flip side
- 10. 20,000 GB Data Collected Every Day
- 11. CONFIDENTIAL // 2014 // For Marketers, LIVE, consolidate-able DATA and the ability to decode and organise it are crucial. It’s silos at the moment. No standards.
- 13. IOT – We’ve have had it for a while
- 14. From unearthed death-traps to internet connected amps
- 15. So, what does the data say to marketers?
- 16. I am also a…
- 17. Live Profile
- 18. Programmatic + Live Data In Action Tomorrow An Omni-Channel customer experience in the near future
- 19. CONFIDENTIAL // 2014 // She notices her performance is more sluggish than usual ….so does the app
- 20. CONFIDENTIAL // 2014 // On her way to work
- 21. On the way to work, the search begins…
- 22. CONFIDENTIAL // 2014 // The taxi ad seems to speak to her
- 23. CONFIDENTIAL // 2014 // Even the billboards seem to know something
- 24. CONFIDENTIAL // 2014 // Arriving at work
- 25. CONFIDENTIAL // 2014 // A promoted tweet from New Balance pops up and prompts a conversation
- 26. CONFIDENTIAL // 2014 // That Twitter conversation leads to an order
- 27. CONFIDENTIAL // 2014 // The app then becomes a health monitor that could potentially be open to health providers and insurers
- 28. CONFIDENTIAL // 2014 // The shoes are 3D printed – and delivered by an Amazon Prime drone
- 29. CONFIDENTIAL // 2014 // Stalking is when 2 people go for a long, romantic walk together… …but only one of them knows about it!
- 30. 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
- 31. Is social the key to mobile retargeting? Yes No Survey of 449 brand marketers and agencies, May 2014
- 32. Thank You For more information visit chango.com
Editor's Notes
- My Thoughts: Programmable World…Internet of everything Branding opportunity – turn brands into services (can we PLEASE begin with rebranding the Internet of Things!!?! Opportunities to revolutionize healthcare and eco efficiency…
- England Rugby 7s team were connected during training. 80% reduction in soft tissue injuries Predict who would get a cold!
- Michale Hastings – Journalist – outspoken author of surveillance state – killed June 2013 Flip side– hacking, insurance premiums go up, global meltdown…will people have time to read all this additional info?! Are we ready – have we ‘solved mobile’ yet? Do I need something to tell me I havent had enough sleep – I bloody know that.
- Add insights. Lost cyclical process.
- Chango strongly believes in delivering quality impressions for our clients. We integrate with third-party services such as Integral (adSafe) and Adometry (click forensics), but more importantly, our data science team develops algorithms and tactics to detect and neutralize fraud. The attached image represents one of the dozens of algorithms developed by the Chango team. At first glance you might think this is a map of a galaxy far far away, but in reality, this is map of IP addresses. The clusters of blue dots are fraudulent clicks (from China), and the clusters of red dots are fraudulent impressions (served in China). The algorithm that generated this visualization can detect distinct clusters of fraudulent activity and cleanly sever them from our bidding pool, in the same way a surgeon uses a scalpel to cut a way a piece of cancer tissue.
- Use internet to record TV from the pub Wearables - Nike+ But is this data informing marketing…? Not really…
- Yup – I am a guitarist, but not all the time…
- 13.95 percent of brands say mobile targeting is standard practice; 40.7 percent say mobile retargeting will soon be standard practice; 38.37 percent say mobile targeting is in the experimental stage; 6.98 percent don’t know. 18.27 percent of agencies say mobile targeting is standard practice 46.63 percent say mobile retargeting will soon be standard practice; 31.73 percent say mobile targeting is in the experimental stage; 3.37 percent don’t know. Brands and agencies clearly view the status of mobile targeting through their own level of experience with it. This makes sense, but it is important to understand the overall meaning of mobile targeting. The difference right now seems to be in two camps: Some see mobile as experimental; some see mobile as already standard practice. There is some room to grow here.
- 41.18 percent of brands say yes; 58.82 percent say no. 41.06 percent of agencies say yes; 58.94 percent say no. Many of the respondents who said no offered an important caveat: While social exchanges can be a boost to mobile retargeting, it is not a magic bullet to cure all of mobile’s ails. Of the 59 percent who said that social exchanges aren’t the key to mobile success, it was the word “key” that was problematic; and even those who said it’s not key are saying it’s important and useful, but not necessarily the whole picture. Additionally, many are waiting to see how things develop. On the other hand, a little over 40 percent of both brands and agencies believe that social exchanges are indeed the key to mobile success. Many told us that the combination between mobile and social is a good way to capture an audience on the go in a way that identifies the people behind the devices. Also, social platforms are more and more mobile.