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Ben Plomion, VP Marketing Chango
Ben Plomion @benplomion
Thanks for joining! Tweet us your thoughts and
predictions for 2015 to @benplomion or @chango
with hashtag #2015marketingpredictions
We are a programmatic advertising company, purpose-built for the marketer.
We use exclusive intent data and technology to create relevant, timely advertising campaigns and to produce rich customer insights.
Who we are
56 44 28of Fortune 500 of Internet Retailer 500 of Advertising Age
100
Create brand awareness and generate sales
WHO: Leading maker of OTC allergy medication WHAT: Created a video ad with coupon download overlayHOW: Used Chango intent data and pollen count as principle intent signals
Drive incremental lift by combining acquisition and retargeting
WHO: A multi-category mass retailerWHAT: Ran an acquisition and retargeting campaign to increase new-to-file customers,
total revenue and ROI concurrentlyHOW: Targeted mid-funnel intenders using Chango’s intent data and client’s CRM data
Leverage video and Twitter to drive intention
WHO: Major cable TV networkWHAT: Ran integrated video and Twitter campaign to support launch of a new showHOW: Developed custom messaging to address audience via Twitter who had viewed video ad
What we achieve for marketers
MARCH 2013 Launch of FBX News Feed; native solution within social…
Q3 & Q4 2014
Acquisitions, IPOs, funding…
DECEMBER 2013 Launch of Twitter’s tailored audiences…ONGOING
Evolution of DMPs, DSPs, platforms and data…
OCTOBER 2013 Enhancements to Facebook Custom Audiences…
MARCH 2014
Availability of true dynamic creative solution
JULY 2014
In-app ad retargeting
APRIL 2013
Rise in Video RTB spend…
NOVEMBER 2013
Continued rise in RTB spend…
NOV-/DEC 2013
Role of mobile during Black Friday and Christmas…
OCTOBER 2013 BUT ONGOING
Search related changes rolled out by Google…
SEPTEMBER & OCTOBER 2013
More on cookie-less environment?Microsoft, Google, Device
Identifiers…
ONGOING
Rise in viewability and fraud awareness…
2013 was noisy but extremely productive as it relates to driving the
right message to the right audience, at the right time, and to the right
medium/platform
Personal versus anonymous dataAnonymous vs. Personal Data
Types of data used for targeted advertising
THE NEW WAY OF BUYING ADS
The old way
The new way
Programmatic Everywhere
RTBDISPLAY
RTB MOBILE
RTBSOCIAL (FBX)
RTBVIDEO
NATIVE SMARTTV
RTBPremiumDisplay
SOCIAL (TWITTER)
OOH RADIO GLASSES
$
2008 2013
It started with RTB for display, it will end with everything…
you have to be set up now for masses of live data
PROGRAMMATIC IN ACTION
An Omni-Channel customer experience in the near future
Programmatic + Live Data In Action Tomorrow
CONFIDENTIAL // 2014 //
She notices her performanceis more sluggish than usual
….so does the app
CONFIDENTIAL // 2014 //
On her way to work
On the way to work, the search begins…
CONFIDENTIAL // 2014 //
The taxi ad seems to speak to her
CONFIDENTIAL // 2014 //
Even the billboards seem to know something
CONFIDENTIAL // 2014 //
Arriving at work
CONFIDENTIAL // 2014 //
A promoted tweet from New Balance pops up and prompts aconversation
CONFIDENTIAL // 2014 //
That Twitter conversation leads to an order
CONFIDENTIAL // 2014 //
The shoes are 3D printed – and delivered by an Amazon Prime drone
Mobile display will be an area to look out for. Total spend, including Facebook and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017Sources: IDC and eMarketer 2013
In b
illio
ns
2012 2013 2014
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
0%
5%
10%
15%
20%
25%
30%
Total digital dis-play ad spending
Total spend on video advertising
RTB as % of total digital display ad spend
RTB as % of video advertising spend
What does this mean for MBAs?
Is the Industry Asking Too Much of its CMOs?
You certainly can make it in digital marketing without
a B-School degree, but the degree might just help you
make it to the top.
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