Chango's Dax Hammon's Presentation from the IAB Canada X-Series: Programmatic 2015 event.

2. Dax Hamman @daxhamman
Thank you for joining us! Tweet us your thoughts to
@daxhamman or @chango with hashtag
#iabcanada!

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

4. Data clues: Search Company website Behavioral CRM Contextual Social Behavioral Affinity
Source: Inspired from Forrester Research ‘A more complex sales funnel’

6. NEW!
For whites and
special care
Organic
2x cleaningpower

7. NEW!
For whites and
special care
Organic
2x cleaningpower

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

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

14. 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!

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

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

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

18. 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!

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

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

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

23. 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)!

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

25. Mobile to In-store
attribution
Programmatic
everywhere
Native mobile units

27. If a shortcut
was easy,
it would just
be the way!