VP Marketing Ben Plomion gives a lecture to NYU grad students on what we can expect to see more of in the programmatic future. Hint: use of live data,drones,more flow advertising,video video VIDEO,and yes,cookies (they're not dead yet). He also discusses whether or not receiving an MBA is necessary to become a successful CMO in this programmatic future.

1. Ben Plomion,
VP Marketing Chango

2. Ben Plomion @benplomion
Thanks for joining! Tweet us your thoughts and
predictions for 2015 to @benplomion or @chango
with hashtag #2015marketingpredictions

3. Who we are
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.
56 44 28
of Fortune 500 of Internet Retailer 500 of Advertising Age 100

4. What we achieve for marketers
Drive incremental lift by combining acquisition and retargeting
WHO: A multi-category mass retailer
WHAT: Ran an acquisition and retargeting campaign to increase new-to-file customers,
total revenue and ROI concurrently
HOW: Targeted mid-funnel intenders using Chango’s intent data and client’s CRM data
Create brand awareness and generate sales
WHO: Leading maker of OTC allergy medication
WHAT: Created a video ad with coupon download overlay
HOW: Used Chango intent data and pollen count as principle intent signals
Leverage video and Twitter to drive intention
WHO: Major cable TV network
WHAT: Ran integrated video and Twitter campaign to support launch of a new show
HOW: Developed custom messaging to address audience via Twitter who had viewed video ad

5. MARCH 2013
Launch of FBX News Feed; native
solution within social…
Q3 & Q4 2014
Acquisitions, IPOs, funding…
DECEMBER 2013
Launch of Twitter’s tailored
ONGOING audiences…
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…

6. 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

8. Personal versus anonymous data
Anonymous vs. Personal Data

9. Types of data used for targeted
advertising

16. THE
NEW WAY OF
BUYING ADS

17. The old way

18. The new way

19. Programmatic Everywhere
It started with RTB for display, it will end with everything…
you have to be set up now 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 2013

20. PROGRAMMATIC
IN ACTION

21. Programmatic + Live Data In Action Tomorrow
An Omni-Channel customer experience in the near future

22. She notices her performance
is more sluggish than usual
CONFIDENTIAL // 2014 //
….so does the app

23. CONFIDENTIAL // 2014 //
On her way to work

24. On the way to work,
the search begins…

25. CONFIDENTIAL // 2014 //
The taxi ad seems to
speak to her

26. CONFIDENTIAL // 2014 //
Even the billboards seem
to know something

27. CONFIDENTIAL // 2014 //
Arriving at work

28. CONFIDENTIAL // 2014 //
A promoted
tweet from
New Balance
pops up and
prompts a
conversation

29. CONFIDENTIAL // 2014 //
That Twitter
conversation
leads to
an order

30. CONFIDENTIAL // 2014 //
The shoes are 3D printed –
and delivered by an Amazon
Prime drone

44. 30%
25%
20%
15%
10%
5%
$25.0
$20.0
$15.0
$10.0
$5.0
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 2017
Sources: IDC and eMarketer 2013
In billions
2012 2013 2014
0%
$0.0
Total digital
display ad
spending
Total spend on
video advertising
RTB as % of total
digital display ad
spend
RTB as % of video
advertising spend

45. What does
this mean
for MBAs?

46. Is the
Industry
Asking Too
Much of its
CMOs?

47. 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.