state of the industry survey presented by chango

TODAY’S AGENDA

HELLO

Dax Hamman

Chief Product Officer, @[email protected]

‘Big Data’ simply means ‘more data’, lots of it to be precise. And it’s unstructured and somewhat scattered.

So the promise of ‘Programmatic Marketing’ is to make big data actionable, and make our marketing programs more efficient.

Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social,

Mobile, & Video.

CHANGO IN A NUTSHELL

Agencies love

Chango

Brands love

Chango

Build brand awareness

Acquire new customers

Retarget existing

site visitors

We help in three ways

Chango solves 3 essential challenges for marketers. We work towards the marketer’s goal, and leverage all available tactics.

Algorithms collect and review all of this data and make programmatic decisions about

optimization.

AcquisitionTactics include Search Retargeting, Look-alike modeling across Display, FBX, Mobile, Twitter & Video

RetargetingSite visitors or existing customers from your CRM are “scored” and retargeted with dynamic creative across Display, FBX, Mobile, Twitter & Video

BrandingWe connect you to your exact target audience using our intent, behavioral and geographic data. Programmatic Video, Display, Twitter and other inventory sources can be leveraged

Chango managed solutions

Intent and time replaces the funnel

Desktop

Time

Intent to purchase

Mobile

Search FBX Website Pinterest TwitterConversio

n

Desktop

Data exists everywher

e

Omni-channel marketing is based on the concept of creating personalized, contextually relevant customer experiences across all the channels through which someone interacts with your brand.

92% of panelists agree that omni-channel will add “real-value”.

But challenges persist…

58% cite lack of tools/technology

47% say they lack right processes

47% say media simply isn’t optimized

Chango-Digiday Retargeting State Of The Industry

333 Agency Executives | 117 Brand Executives

5+ years experience1-5 years experience>1 years experience

Title ExperienceVP or higherDirector/ManagerAssociates

Survey of 449 brand marketers and agencies, May 2014

Digiday Programmatic Summit, May 2014

Site and search retargeting are the most popular tactics

TotalAgencyBrand





Site retargeting is used to increase revenue. Search retargeting is used to find new customers

TotalAgencyBrand

“We’re always looking to conquest. We have a paid conquest strategy. It’s one of the key things we do.”

– Erich Marx, Nissan’s director of Interactive and Social Media Marketing



View-through is gaining more traction

TotalAgencyBrand



Retargeting budgets are on the rise

2013 2014

0%

1-10%

11-20%

21-30%

31-40%

41-50%

51-60%

61-70%

71-80%

81-90%

91-100%



TotalAgencyBrand

Retargeting budgets come mostly from display

Stalking is when 2 people go for a long romantic walk together… but only one of them knows

about it!



Paid social budgets are increasing

2013 2014

0%

1-10%

11-20%

21-30%

31-40%

41-50%

51-60%

61-70%

71-80%

81-90%

91-100%



Facebook takes the lion’s share of paid media budget

“[Paid social] can be used as putting gasoline on the original fire in terms of that initial

ignition. And it can really help push messages out and proliferate them. However, you're seeing things like social commerce. You're

seeing some very real things that are happening, even things like FBX.”

– Brian Decker, managing director of client and social action leadership at Mindshare



Paid social budget are becoming a budget on its own

TotalAgencyBrand



Retargeting on FBX is popular, followed by Twitter’s tailored

audiences

Use FBXUse Twitter Tailored

Audiences

YesNo

“The key is much better targeting. Just look at what's going on in the past year. Facebook has gotten much better at targeting, Twitter

has gotten much better at targeting, Pinterest has been talking about it and planning on some changes. Social has gotten better.

LinkedIn within the last year has done their paid posts. There's just a lot more ways to

monetize social and do much better targeting.”

– Barry Lowenthal, president of The Media Kitchen



What, exactly, is mobile?

TotalAgencyBrand



Where is mobile targeting in terms of maturity?

Standard PracticeWill soon be standard practiceIn the experimental stageI don’t know

“The industry has advanced to the extent that we're already able to measure our paid social

activity against business goals, and we've seen some evidence of the fact that paid social is a

really effective way of driving our overall business goals whether that be sales or brand metrics because that's for the most part where our consumers are spending most of their time

particularly when it comes to mobile and thinking about Facebook in particular.”

- Natalie Brokenham, SVP and managingpartner of digital at Universal McCann



Mobile marketing budgets are also growing

0%

1-10%

11-20%

21-30%

31-40%

41-50%

51-60%

61-70%

71-80%

81-90%

91-100%



Is social the key to mobile retargeting?

YesNo

“It's really a case of share of mind and share

of real estate on the smartphone. Paid social platforms such as Facebook are really dominating the small screen, so

the ability to retarget across those apps and to activate consumer

mindshare is pretty interesting.”

- Natalie Brokenham, SVP and managingpartner of digital at Universal McCann


3 key takeaways…

Download The State of The Industry Retargeting Report at

chango.com/retargeting

Thank YouFor more information visit

chango.com