Chango Programmatic branding
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Transcript of Chango Programmatic branding
Martyn Bentley @martynbentley
Thanks for joining! Hope you enjoy the webinar and feel free to get in touch – [email protected]
Catherine Smith @SMG_London
Thanks for joining! Enjoy the show.
We are a programmatic advertising company, purpose-built for the marketer.
Use data to target your audience across their journey
Video
Mobile
Facebook & Twitter
Display AdsYour
Customers
PURCHASE DATA
SOCIAL DATA
1ST PARTY/CRM DATA
DEMOGRAPHIC DATA
SEARCH INTENT DATA
CONTEXTUAL/BEHAVIORAL DATA
+0RECENCY
+7FREQUENCY
+11ONLINE
PURCHASES
+2OFFLINE
PURCHASES
-7LTV
SCORE
+1LOYALTY
PROGRAM
+20PURCHASE
INTENT
+14SOCIAL SIGNALS
-5LIFESTYLE
+4CITY/DMA
-5INCOME
-12OCCUPATION
+8AGE/
GENDER
-9SEARCH
CATEGORIES
+9SITE
SEARCH
+20SEARCH
KEYWORDS
+20REFERRAL
URL
-13WEBSITE
-1SITE
CATEGORY
-2SITE
ACTIONS
+13BROWSINGBEHAVIOR
• Change brand perception• Build brand loyalty• Entice an audience to buy a product or
service
MEDIUM/PUBLISHER
$545Bn globally each year!
ADVERTISER CUSTOMER
VSPrintRadio
TV
Other
Online
Mobile
Source: eMarketer
The use of real-time, software-based systems, rules and algorithms to automate and optimize the purchase and delivery of data driven, targeted and relevant ads to consumers.
MARKETING
TECHNOLOGY
DATA
Search EngineAdvertising
Banner ads& video
Source: IAB
The Brand Automated TradingPlatforms
Ad Exchange
AUTOMATION + DATA (for targeting & feedback) = EFFICIENCY!
Display Ad
70% YoYCompound growth!
Winning the consumer knowledge and customer contact race is the advantage programmatic will bring brand marketers
• You need to be the first ‘shoe shop a shoe-shopper thinks of’, wherever they are!
• You need tech AND people that are experts in branding, targeting, closing and growing customers.
Continuous updates of 400m+ user profiles
Build brand awareness
Acquire new customers
Retarget customers
Chango Flow Advertising
Awareness Consideration Action/Purchase Experience
Loyalty/Advocacy
Meet ClaireReads several articles on new handbags on iPad
+ CHANGO INTENT DATA DISCOVERY
Reads news on CNN.com
+ CHANGO SERVES DISPLAY ADChecks Facebook on smartphone
+ CHANGO SERVES FBX AD
Goes to NYtimes.com on smartphone
+ CHANGO SERVES iAD
Checks Facebook, converts on a Chango ad at
handbags.com
“Content that is helpful is content that sells”Beth Comstock, GE’s CMO
Video 1 Video 2 Video 3 Site
Brand Response
Banner
68%Viewed to 100%!
Lowest CPCVin campaign
#1Programmatic Vendor for
completed views
Programmatic is coming to
TV
Bus Shelter predicts audience
Data connection
4G Connected Cars
30B connected devices by 2020
$7.1tr market! (IDC)Nest
$3.2bn
http://www.cityam.com/209010/glimpse-future-internet-things-day-life-connected-city
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 conversationleads to an order
The shoes are 3D printed – and delivered by an Amazon Prime drone
