chango webinar: the fbx opportunity: search meets social 1.23.13
TRANSCRIPT
Dax HammanCRO / CSO, founding [email protected]
@chango / @daxhamman
Mini Webinar series:The FBX Opportunity – Search Meets Social
First: What is FBX / the Facebook ExchangeFBX versus Marketplace
Second: Data, data and data1st party retargeting dataCombining search data with
Facebook media
Third: 5 takeaway tips
Fourth: Q & A
Today’s agenda
Chango solves ‘programmatic’
Chango is the 2nd largest source of search data, with more monthly searches than Yahoo! and Bing combined
The arrival of FBX…
1bn+ registered users / 25% of real-time impressions
Frozen by indecision
From audience buying to
Individuals with intent
Seeing things differently
Real-time is growing!
Marketplace versus FBX
Marketplace Ads
Bought on a CPC
Uses Facebook data
Owned by the search marketing
FBX Ads
Bought in a 2nd price dCPM auction
Uses your data
Owned by the display buyer?
That ‘big data’ stuff
The complete solution
Prospect usingSearch data and 3rd party data
Convert existing visitors with1st party site data
Site Retargeting … evolved
Site Retargeting is about connecting with individuals, yet a typical solution will bucket users into segments with equal value.
With this fresh approach, Chango collects more actionable data about every visitor, translating it into their true value, making smarter and more efficient retargeting decisions.
Prospecting with search data
1. An individual searches for a keyword primarily on Google, Yahoo! or Bing
2. That search data is stored anonymously in our cookie
3. Chango matches the right individual to your campaign based on their searches
Programmatic FBX Advertising
300m profilesSearch data
3rd party data
Conversions
We use ‘Big Data’. A lot of it. It determines who to target and at what price – and who not to target.Our data includes the 2nd largest source of search data in the US, only available through Chango.
Chango provides FULL access to FBX on a full-service basis, and using the Chango Data Network to understand the intent of individuals.
We can utilize your creative ad units or will provide FBX-ready ad units at no additional cost.
CRMSite visits
Conversions
Yoursite data
FBX Performance
✔ Lower CPMs
✔ Requires less impressions
✔ Quicker to convert
✔ Search data + FBX = highest ROI
5 takeaways for FBX…
1. Start with retargeting
2. Invest the right amount, not ‘as much as you can’
3. Measurement is different – FBX should be treated differently
4. Use FBX for prospecting
5. Give us a call
(+1) 800.385.0607 / [email protected]
