State of the Industry Survey Presented by Chango

Dax Hamman
Chief Product Officer, @daxhamman
dax@chango.com

‘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

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

Acquisition
Tactics include Search Retargeting, Look-alike
modeling across Display, FBX, Mobile, Twitter & Video
Retargeting
Site visitors or existing customers from your CRM
are “scored” and retargeted with dynamic creative
across Display, FBX, Mobile, Twitter & Video
Branding
We 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 Twitter Conversion
Desktop

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 experience
1-5 years experience
>1 years experience
Title Experience
VP or higher
Director/Manager
Associates
Survey of 449 brand marketers and agencies, May 2014
Digiday Programmatic Summit, May 2014

Site and search retargeting are the
most popular tactics
Total
Agency
Brand

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

“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
Total
Agency
Brand

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%

Total
Agency
Brand
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
Total
Agency
Brand

Retargeting on FBX is popular, followed
by Twitter’s tailored audiences
Use FBX Use Twitter Tailored Audiences
Yes
No

“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?
Total
Agency
Brand

Where is mobile targeting in terms of
maturity?
Standard Practice
Will soon be standard practice
In the experimental stage
I 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 managing
partner 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?
Yes
No

“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 managing
partner of digital at Universal McCann

3 key takeaways…

Download The State of The
Industry Retargeting Report at
chango.com/retargeting

Thank You
For more information visit
chango.com

State of the Industry Survey Presented by Chango

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State of the Industry Survey Presented by Chango