1.
Alex LePage @lepage
Thanks for joining us! Tweet us your thoughts to
@lepage or @chango with hashtag #AdV15

2.
Brand /brand/
Verb
Mark permanently with a hot iron.
Noun
1. Explicit or implicit promise to deliver a valuable, differentiated,
authentic and consistent experience

3.
Awareness
Perception
Consideration
Intent
Loyalty

4.
Use data (hopefully knowledge) to reach Audience
Identify
Target
Engage
Measure
Specific audiences
Psychographic segments
Responders
Loyalists

5.
Measuring how ads lead
consumers to actually try
and buy products
Marc Pritchard, Global Brand Officer, P&G

6.
We’re using more and more data to understand
who our consumer is, and more importantly, find
the right moment and right message to reach her
for our brands. It’s hard to find those moments!
Erica Lamoreaux, The Clorox Company

7.
Better targeting
cross-device
Improved
performance
Data and insights
about target
market
Cost
efficiencies
Source: Chango programmatic pulse, November 2014

8.
We need to focus on understanding
the unique customer experiences
that move consumers through the
customer lifecycle. Amy Michaels, T-Mobile

9.
Affinity Moment
CUSTOMER JOURNEY Engagement/
Conversion
Shopping for prom
dresses
Reads Hunger Games
blogs
Fast food consumer
Ad Opportunity

10.
You don’t want to start
communicating with them once they
show interest in Vegas, but instead
start that conversation early on so
you are top of their mind when they
begin planning for their trip.
Robyn Phelan, Palms Casino Resort

11.
NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time
Source: Google

12.
Programmatic can be more effective at
STORYTELLING
Test and learnMap (literally) the
consumer journey
Target specific
affinities at scale
Evolve story
with message
sequencing

13.
Marketers now understand that the
value of an interaction is far greater
than the value of an impression.
Amy Michaels, T-Mobile

14.
Programmatic can be used to
measure engagement
Leverage CRM lists to
find more consumers
that look like loyalists
Identify and score
customer touch-points
deemed successes
Use attribution
(statistical market
tests; physical-world
attribution)

15.
Technology stack – unifying
channels, attribution, analysis
Understanding the customer
– segments vs personas
Reconciling creative and
programmatic inventory

16.
Mobile to In-store
attribution
Native mobile
ad units
Programmatic
(premium) direct