A Look Into The Biddable, Programmatic Future!
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Regional VP Martyn Bentley's presentation given at Biddable World on September 1st, 2014.
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A Look Into The Biddable, Programmatic Future!
- 1. A look into the Biddable, Programmatic Future Sept 2014
- 2. Martyn Bentley Regional Vice President @martynbentley
- 3. CHANGO IN A NUTSHELL Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile & Video.
- 4. IoT - The Connected Life
- 9. IoT – We’ve have had it for a while
- 10. CONFIDENTIAL // 2014 // Brands and apps become valuable services with potential to monitor and improve health…and beam data to hospitals,
- 11. IoT – who owns it? 30B connected devices by 2020 $7.1tr market! (IDC) Nest $3.2bn Google glass £1k
- 13. With Great Connectivity comes Great Responsibility
- 14. IoT – the flip side
- 16. IoT = Complexity
- 17. IoT = Programmatic Everywhere It started with RTB for display, it will end with everything… you now have to be set up for masses of live data RTB DISPLAY RTB MOBILE RTB SOCIAL (FBX) RTB VIDEO NATIVE SMART TV RTB Premium Display SOCIAL (TWITTER) OOH RADIO GLASSES $ 2008 2014
- 19. What about the individual?.. in my spare time I am…
- 20. From unearthed death-traps to internet connected amps
- 21. So, what does the data say to marketers?
- 22. I am also a…
- 23. 20,000 GB Data Collected Every Day
- 24. Know your customer +4 CITY/DMA -12 INCOME PURCHASE DATA -5 LIFESTYLE +8 AGE/GENDER -12 OCCUPATION SOCIAL DATA DATA -7 LTV SCORE 1st PARTY/CRM +2 OFFLINE PURCHASES +11 ONLINE PURCHASE -2 SITE ACTIONS -1 SITE CATEGORY -13 WEBSITE +13 BROWSING BEHAVIOR +20 REFERRAL URL +9 SITE SEARCH -9 SEARCH CATEGORIES +20 SEARCH KEYWORDS +14 SOCIAL SIGNALS +20 PURCHASE INTENT +17 RECENCY +1 LOYALTY PROGRAM INTERACTION +0 FREQUENCY DEMOGRAPHIC DATA SEARCH INTENT DATA CONTEXTUAL/BE HAVIORAL DATA
- 25. Know where they are The message, creative, media type and device is changed in real time based on the Video Optimizing for engagement A campaign can be optimized for the highest CTR or completion rate based on user behavior and results measured by Nielsen Online Campaign Ratings (OCR) Mobile Driving App-Installs and Retargeting Behavior Engage with consumers while they’re in research and purchase mode, and drive messages across devices FBX and Twitter Audience 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 actions of your target customers. Display Targeting with reach We are integrated with all major ad exchanges and have access to hundreds of private exchanges.
- 26. Programmatic + Live Data In Action Tomorrow An Omni-Channel customer experience in the near future
- 27. She notices her performance is more sluggish than usual CONFIDENTIAL // 2014 // ….so does the app
- 28. CONFIDENTIAL // 2014 // On her way to work
- 29. On the way to work, the search begins…
- 30. CONFIDENTIAL // 2014 // The taxi ad seems to speak to her
- 31. CONFIDENTIAL // 2014 // Even the billboards seem to know something
- 32. CONFIDENTIAL // 2014 // Arriving at work
- 33. CONFIDENTIAL // 2014 // A promoted tweet from New Balance pops up and prompts a conversation
- 34. CONFIDENTIAL // 2014 // That Twitter conversation leads to an order
- 35. The shoes are 3D printed – and delivered by an Amazon Prime drone CONFIDENTIAL // 2014 //
- 36. Stalking is when 2 people go for a long, romantic walk together… …but only one of them knows about it! CONFIDENTIAL // 2014 //
- 37. THE NEARER, LESS CREEPY FUTURE…Where is mobile targeting in terms of maturity? Standard Practice Will soon be standard practice In the experimental stage I don’t know Survey of 449 brand marketers and agencies, May 2014
- 38. Is social the key to mobile retargeting? Yes No Survey of 449 brand marketers and agencies, May 2014
- 39. Thank You For more information visit chango.com
Hinweis der Redaktion
- Things that failed on the way here - My Phone – turned itself off – no alarm Ticket machine – internet connection Automatic announcement on train and message board Escalator The wheels on my bag full of stuff Questions: Can someone think of a better name for the internet of things? Who has an IoT device beyond a smart phone Who has been marketed to by it? Who has bought something from it
- See also the Gartner Hype Cycle Exaflop is a milestone in super computer performance
- Use internet to record TV from the pub Wearables - Nike+ But is this data informing marketing…? Not really…
- My Thoughts: Marketing companies quick to try to own the gateway to the consumer Programmable World…Internet of everything Branding opportunity – turn brands into services (can we PLEASE begin with rebranding the Internet of Things!!?! Opportunities to revolutionize healthcare and eco efficiency…
- England Rugby 7s team were connected during training. 80% reduction in soft tissue injuries Predict who would get a cold!
- Michael Hastings – Journalist – outspoken author of surveillance state – killed June 2013 Flip side– hacking, insurance premiums go up, global meltdown…will people have time to read all this additional info?! Are we ready – have we ‘solved mobile’ yet? Do I need something to tell me I havent had enough sleep – I bloody know that.
- Yup – I am a guitarist, but not all the time…
- The key is being uniquely identifiable…or masking it depending on what you are doing.
- 13.95 percent of brands say mobile targeting is standard practice; 40.7 percent say mobile retargeting will soon be standard practice; 38.37 percent say mobile targeting is in the experimental stage; 6.98 percent don’t know. 18.27 percent of agencies say mobile targeting is standard practice 46.63 percent say mobile retargeting will soon be standard practice; 31.73 percent say mobile targeting is in the experimental stage; 3.37 percent don’t know. Brands and agencies clearly view the status of mobile targeting through their own level of experience with it. This makes sense, but it is important to understand the overall meaning of mobile targeting. The difference right now seems to be in two camps: Some see mobile as experimental; some see mobile as already standard practice. There is some room to grow here.
- 41.18 percent of brands say yes; 58.82 percent say no. 41.06 percent of agencies say yes; 58.94 percent say no. Many of the respondents who said no offered an important caveat: While social exchanges can be a boost to mobile retargeting, it is not a magic bullet to cure all of mobile’s ails. Of the 59 percent who said that social exchanges aren’t the key to mobile success, it was the word “key” that was problematic; and even those who said it’s not key are saying it’s important and useful, but not necessarily the whole picture. Additionally, many are waiting to see how things develop. On the other hand, a little over 40 percent of both brands and agencies believe that social exchanges are indeed the key to mobile success. Many told us that the combination between mobile and social is a good way to capture an audience on the go in a way that identifies the people behind the devices. Also, social platforms are more and more mobile.