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Alex LePage @lepage
Thanks for joining us! Tweet us your thoughts to
@lepage or @chango with hashtag #AdV15
Brand /brand/
Verb
Mark permanently with a hot iron.
Noun
1. Explicit or implicit promise to deliver a valuable, different...
Awareness
Perception
Consideration
Intent
Loyalty
Use data (hopefully knowledge) to reach Audience
Identify
Target
Engage
Measure
Specific audiences
Psychographic segments
...
Measuring how ads lead
consumers to actually try
and buy products
Marc Pritchard, Global Brand Officer, P&G
We’re using more and more data to understand
who our consumer is, and more importantly, find
the right moment and right me...
Better targeting
cross-device
Improved
performance
Data and insights
about target
market
Cost
efficiencies
Source: Chango ...
We need to focus on understanding
the unique customer experiences
that move consumers through the
customer lifecycle. Amy ...
Affinity Moment
CUSTOMER JOURNEY Engagement/
Conversion
Shopping for prom
dresses
Reads Hunger Games
blogs
Fast food consu...
You don’t want to start
communicating with them once they
show interest in Vegas, but instead
start that conversation earl...
NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time
Source: Google
Programmatic can be more effective at
STORYTELLING
Test and learnMap (literally) the
consumer journey
Target specific
affi...
Marketers now understand that the
value of an interaction is far greater
than the value of an impression.
Amy Michaels, T-...
Programmatic can be used to
measure engagement
Leverage CRM lists to
find more consumers
that look like loyalists
Identify...
Technology stack – unifying
channels, attribution, analysis
Understanding the customer
– segments vs personas
Reconciling ...
Mobile to In-store
attribution
Native mobile
ad units
Programmatic
(premium) direct
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
What Brands Think They Really Want
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What Brands Think They Really Want

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As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.

Speaker: Alex LePage, VP Market Development and Client Strategy, Chango

Published in: Marketing
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What Brands Think They Really Want

  1. 1. Alex LePage @lepage Thanks for joining us! Tweet us your thoughts to @lepage or @chango with hashtag #AdV15
  2. 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. 3. Awareness Perception Consideration Intent Loyalty
  4. 4. Use data (hopefully knowledge) to reach Audience Identify Target Engage Measure Specific audiences Psychographic segments Responders Loyalists
  5. 5. Measuring how ads lead consumers to actually try and buy products Marc Pritchard, Global Brand Officer, P&G
  6. 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. 7. Better targeting cross-device Improved performance Data and insights about target market Cost efficiencies Source: Chango programmatic pulse, November 2014
  8. 8. We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle. Amy Michaels, T-Mobile
  9. 9. Affinity Moment CUSTOMER JOURNEY Engagement/ Conversion Shopping for prom dresses Reads Hunger Games blogs Fast food consumer Ad Opportunity
  10. 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. 11. NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time Source: Google
  12. 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. 13. Marketers now understand that the value of an interaction is far greater than the value of an impression. Amy Michaels, T-Mobile
  14. 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. 15. Technology stack – unifying channels, attribution, analysis Understanding the customer – segments vs personas Reconciling creative and programmatic inventory
  16. 16. Mobile to In-store attribution Native mobile ad units Programmatic (premium) direct

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