Chango Programmatic branding
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The rise of programmatic branding - what marketers need to know Programmatic is remnant and is like a modern ad network just for DR and retargeting in display, right? Wrong…well…partly. Yes programmatic can be used very effectively for DR and arguably began as an improvement to the display/remnant ecosystem, enabling the fusion of big data with Real Time Buying – so focusing on the individual at scale! But now big brands like Mondelez and P&G and similar are pledging significant allegiance to this highly efficient automated marketing method. And these brands don’t sell direct…ergo Programmatic is evolving into a hot new space from which the world’s biggest brands are starting to reap rewards. In this must-see webinar, Martyn Bentley, RVP of Chango Europe will take you through the evolution of programmatic marketing, lift the lid on how it can help build a business online from Branding and awareness through to Direct Response, Retargeting, Social, Mobile…and even look into the approaching era of the Internet of Things.
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Chango Programmatic branding
- 2. Martyn Bentley @martynbentley Thanks for joining! Hope you enjoy the webinar and feel free to get in touch – martyn@chango.com
- 3. Catherine Smith @SMG_London Thanks for joining! Enjoy the show.
- 4. We are a programmatic advertising company, purpose-built for the marketer.
- 5. Use data to target your audience across their journey Video Mobile Facebook & Twitter Display Ads Your Customers
- 6. PURCHASE DATA SOCIAL DATA 1ST PARTY/CRM DATA DEMOGRAPHIC DATA SEARCH INTENT DATA CONTEXTUAL/BEHAVIORAL DATA +0 RECENCY +7 FREQUENCY +11 ONLINE PURCHASES +2 OFFLINE PURCHASES -7 LTV SCORE +1 LOYALTY PROGRAM +20 PURCHASE INTENT +14 SOCIAL SIGNALS -5 LIFESTYLE +4 CITY/ DMA -5 INCOME -12 OCCUPATION +8 AGE/ GENDER -9 SEARCH CATEGORIES +9 SITE SEARCH +20 SEARCH KEYWORDS +20 REFERRAL URL -13 WEBSITE -1 SITE CATEGORY -2 SITE ACTIONS +13 BROWSING BEHAVIOR
- 9. • Change brand perception • Build brand loyalty • Entice an audience to buy a product or service MEDIUM/PUBLISHER $545Bn globally each year! ADVERTISER CUSTOMER
- 12. 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
- 13. Search Engine Advertising Banner ads & video Source: IAB
- 14. The Brand Automated Trading Platforms Ad Exchange AUTOMATION + DATA (for targeting & feedback) = EFFICIENCY! Display Ad
- 25. 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.
- 26. Continuous updates of 400m+ user profiles
- 27. Build brand awareness Acquire new customers Retarget customers Chango Flow Advertising Awareness Consideration Action/Purchase Experience Loyalty/Advocacy
- 28. Meet Claire Reads several articles on new handbags on iPad + CHANGO INTENT DATA DISCOVERY Reads news on CNN.com + CHANGO SERVES DISPLAY AD Checks 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 Facebook
- 29. “Content that is helpful is content that sells” Beth Comstock, GE’s CMO
- 32. Video 1 Video 2 Video 3 Site Brand Response Banner 68% Viewed to 100%! Lowest CPCV in campaign #1 Programmatic Vendor for completed views
- 35. Programmatic is coming to TV Bus Shelter predicts audience Data connection
- 36. 4G Connected Cars 30B connected devices by 2020 $7.1tr market! (IDC) Nest $3.2bn
- 40. She notices her performance is more sluggish than usual ….so does the app
- 41. On her way to work
- 42. On the way to work, the search begins…
- 43. The taxi ad seems to speak to her
- 44. Even the billboards seem to know something
- 45. Arriving at work
- 46. A promoted tweet from New Balance pops up and prompts a conversation
- 47. That Twitter conversation leads to an order
- 48. The shoes are 3D printed – and delivered by an Amazon Prime drone
Notas del editor
- Ads really started with Branded Response – think about madmen…soap opera sponsorship…building trust and impulse. Online has generally focused on creating impulse and suffers form lack of branding which is out of whack with time spent on digital media devices Programmatic $15bn
- Marissa Mayer famously said a year or so ago “The opposite of programmatic is manual, not premium,”
- This actually was out of kilter with where time was being spent More eyes ere on pages with display ads…but they just werent effective as they were loosly targeted
- Most marketing presentations have something like this in them – which is misleading when you look at reality – we are going to focus on the realities of the every day consumer’s life…and use data and tech to address that. Although I do like this one - Marissa Mayer 2014 - “The opposite of programmatic is manual, not premium,”
- A brand connection is about timing as well as relevance – only online has the data and technology to truly find ‘the moment’ to tell them your story.
- I’ve got nothing against TV – I used to work in it. Tv kid of works because people are having their moment – but increasingly less so with multi device usage.
- Obviously TV is still important but the money needs to better forllow the evidence and insight into ‘the moment’
- You have to know consumers
- Constand online panel Facebook log in data
- Rise of PMPs and so called Native
- https://www.youtube.com/watch?v=LhD7BHA2k4Q
- 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…