Published on February 19, 2014
CHANGO IN A NUTSHELL Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile, & Video.
We help in three ways Build brand awareness Acquire new customers Retarget existing site visitors 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.
Programmatic Everywhere? What the marketer needs to know to succeed in a cross-device world
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A 1994 Ad Innovation Promised to Ignite a New Era of Marketing Possibility
A 1994 Ad Innovation Promised to Ignite a New Era of Marketing Possibility Search Ad Networks Real-time Bidding Video, Social & Mobile Demand- & Supplyside Platforms Data Management Platforms
Over the Years, the Industry Has Coalesced Around Several Key Themes • Technology can, and should, empower the benefits of automation • The object of “engagement” can, and should, be the audience—not the channel • The growing availability of rich datasets can, and should, fuel the identification and engagement of target audiences
“Programmatic” is a Tangible Response to Those Evolving Opportunities Media Execution Open Auction / RTB Automated Guaranteed Unreserved Fixed Rate Invitation-only Auction Paid Owned Earned Audience Touchpoints
Programmatic Buying Approaches Have Been Widely Adopted... 91% 85% Today Publishers Advertisers Publishers 72% Advertisers Panelists: Has your organization pursued a programmatic approach to media buying/selling? Are you likely to do so within two years? 83% In Two Years
… Though Fundamental Interests Differ Across “Supply” and “Demand” Sides What objectives are driving your organization’s interest in programmatic approaches? Improve operational efficiency More effectively target consumers across digital properties Publishers Advertisers 0% 20% 40% Top responses among panelist groups 60%
Today, Programmatic = Automated Auctions What does “programmatic” mean to you? Machinedriven automation Real-time bidding (RTB) Auction-based approach to media buying 0% 20% 40% 60% Percent of panelists who mentioned each in their “top 3”
And Not Surprisingly, Various Approaches to “Buying” Have Already Emerged
But Tomorrow’s Programmatic Use Cases Will Address a Wider Breadth of Strategic Purposes Has your organization pursued a programmatic approach to the following use cases? Are you likely to do so within two years? 91% 79% 88% Audience Segmentation In two years Today In two years Today 63% Actionable Insight Development
New Approaches to Creative and Content, For Example, Are Gaining Traction Has your organization pursued a programmatic approach to the following use case? Are you likely to do so within two years? 69% In two years Today 47% Content Optimization “Dynamic creative and message matching is growing… and that’s something that’s good for the consumer and for the advertiser” — Panelist
Though Early Organizational Hurdles Have Receded, Challenges Still Hindering Adoption Which pain points are inhibiting your organization’s adoption of programmatic approaches? Brand Safety Issues Resistance from Current Process Owners Advertisers All Panelists 0% 10% 20% 30% 40%
Programmatic’s Evolution Will By Marked by Five Developing Trends “Cookie-less,” cross-device audience recognition “Omnichannel” addressability— spanning paid, owned and earned channels Holistic process optimization to support programmatic execution Executive-level data governance and management practices/platforms Evolution of the ecosystem, creating “stacks” to support enterprise & SMB needs
Questions? Jonathan C. Margulies Managing Director firstname.lastname@example.org @jcmargulies www.winterberrygroup.com @WinterberryGrp
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