A Look Into The Biddable, Programmatic Future!

A look into the Biddable, Programmatic FutureSept 2014

Martyn BentleyRegional Vice President@martynbentley

Chango is a programmatic advertising platform that

connects marketers with their customers in real time across

Display, Social, Mobile & Video.

CHANGO IN A NUTSHELL

IoT - The Connected Life

Programmatic Everywhere

IoT – We’ve have had it for a while

CONFIDENTIAL // 2014 //

Brands and apps become valuable services with potential to monitor and improve health…and beam data to hospitals, insurers…and advertisers

IoT – who owns it?

30B connected devices by

2020$7.1tr

market! (IDC)

Nest$3.2bn

Google glass £1k

Deployment in Sports/Healthcare

With Great Connectivity comes Great Responsibility

IoT – the flip side

IoT = Complexity

IoT = Programmatic Everywhere

RTBDISPLAY

RTB MOBILE

RTBSOCIAL (FBX)

RTBVIDEO

NATIVE SMARTTV

RTBPremiumDisplay

SOCIAL (TWITTER)

OOH RADIO GLASSES

$

2008 2014

It started with RTB for display, it will end with everything… you now have to be set up for masses of live data

What about the individual?.. in my spare time I am…

From unearthed death-traps to internet connected amps

So, what does the data say to marketers?

I am also a…

FatherHusband

Food Shopper

Business Traveller

Potential Retiree

Car Owner

Football Fan

20,000 GBData Collected Every

Day

Know your customer

+4CITY/DMA

-12INCOME

-5LIFESTYLE

+8AGE/GENDER

-12OCCUPATION

-7

LTV SCORE

+2

OFFLINE PURCHASES

+11ONLINE PURCHASE

-2SITE ACTIONS

-1SITE CATEGORY

-13WEBSITE

+13BROWSING BEHAVIOR

+20REFERRAL URL

+9

SITE SEARCH

-9SEARCH CATEGORIES

+20

SEARCH KEYWORDS

+14

SOCIAL SIGNALS

+20

PURCHASE INTENT

+17

RECENCY

+1

LOYALTY PROGRAM

INTERACTION

+0

FREQUENCY

PURCHASE DATA

DEMOGRAPHIC DATA

SEARCH INTENT DATA CONTEXTUAL/

BEHAVIORAL DATA

1st PARTY/CRM DATASOCIAL DATA

Know where they are

VideoOptimizing for engagementA campaign can be optimized for the highest CTR or completion rate based on user behavior and results measured by Nielsen Online Campaign Ratings (OCR)

MobileDriving App-Installs and Retargeting Behavior

Engage with consumers while they’re in research and purchase mode, and drive messages across devices

FBX and TwitterAudience extension and media amplification Chango has the unique ability to apply search intent data to Facebook and Twitter audiences. Drive Likes and Shares and Re-tweets.

Search

The message, creative, media type and device is changed in real time based on the actions of your target customers.

DisplayTargeting with reachWe are integrated with all major ad exchanges and have access to hundreds of private exchanges.

Programmatic + Live Data In Action Tomorrow

An Omni-Channel customer experience in the near future


She notices her performanceis more sluggish than usual

….so does the app


On her way to work

On the way to work, the search begins…


The taxi ad seems to speak to her


Even the billboards seem to know something


Arriving at work


A promoted tweet from New Balance pops up and prompts aconversation


That Twitter conversation leads to an order


The shoes are 3D printed – and delivered by an Amazon Prime drone


Stalking is when 2 people go for a long, romantic walk together…

…but only oneof them knows about it!

THE NEARER, LESS CREEPY FUTURE…Where is mobile targeting in terms of maturity?

Standard PracticeWill soon be standard practiceIn the experimental stageI don’t know

Survey of 449 brand marketers and agencies, May 2014

Is social the key to mobile retargeting?

YesNo

Survey of 449 brand marketers and agencies, May 2014

Thank YouFor more information visit

chango.com

Marketing

A Look Into The Biddable, Programmatic Future!