Ben Plomion, VP Marketing Chango

Ben Plomion @benplomion

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predictions for 2015 to @benplomion or @chango

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We are a programmatic advertising company, purpose-built for the marketer.

We use exclusive intent data and technology to create relevant, timely advertising campaigns and to produce rich customer insights.

Who we are

56 44 28of Fortune 500 of Internet Retailer 500 of Advertising Age

100

Create brand awareness and generate sales

WHO: Leading maker of OTC allergy medication WHAT: Created a video ad with coupon download overlayHOW: Used Chango intent data and pollen count as principle intent signals

Drive incremental lift by combining acquisition and retargeting

WHO: A multi-category mass retailerWHAT: Ran an acquisition and retargeting campaign to increase new-to-file customers,

total revenue and ROI concurrentlyHOW: Targeted mid-funnel intenders using Chango’s intent data and client’s CRM data

Leverage video and Twitter to drive intention

WHO: Major cable TV networkWHAT: Ran integrated video and Twitter campaign to support launch of a new showHOW: Developed custom messaging to address audience via Twitter who had viewed video ad

What we achieve for marketers

MARCH 2013 Launch of FBX News Feed; native solution within social…

Q3 & Q4 2014

Acquisitions, IPOs, funding…

DECEMBER 2013 Launch of Twitter’s tailored audiences…ONGOING

Evolution of DMPs, DSPs, platforms and data…

OCTOBER 2013 Enhancements to Facebook Custom Audiences…

MARCH 2014

Availability of true dynamic creative solution

JULY 2014

In-app ad retargeting

APRIL 2013

Rise in Video RTB spend…

NOVEMBER 2013

Continued rise in RTB spend…

NOV-/DEC 2013

Role of mobile during Black Friday and Christmas…

OCTOBER 2013 BUT ONGOING

Search related changes rolled out by Google…

SEPTEMBER & OCTOBER 2013

More on cookie-less environment?Microsoft, Google, Device

Identifiers…

ONGOING

Rise in viewability and fraud awareness…

2013 was noisy but extremely productive as it relates to driving the

right message to the right audience, at the right time, and to the right

medium/platform

Personal versus anonymous dataAnonymous vs. Personal Data

Types of data used for targeted advertising

THE NEW WAY OF BUYING ADS

The old way

The new way

Programmatic Everywhere

RTBDISPLAY

RTB MOBILE

RTBSOCIAL (FBX)

RTBVIDEO

NATIVE SMARTTV

RTBPremiumDisplay

SOCIAL (TWITTER)

OOH RADIO GLASSES

$

2008 2013

It started with RTB for display, it will end with everything…

you have to be set up now for masses of live data

PROGRAMMATIC IN ACTION

An Omni-Channel customer experience in the near future

Programmatic + Live Data In Action Tomorrow

CONFIDENTIAL // 2014 //

She notices her performanceis more sluggish than usual

….so does the app

CONFIDENTIAL // 2014 //

On her way to work

On the way to work, the search begins…

CONFIDENTIAL // 2014 //

The taxi ad seems to speak to her

CONFIDENTIAL // 2014 //

Even the billboards seem to know something

CONFIDENTIAL // 2014 //

Arriving at work

CONFIDENTIAL // 2014 //

A promoted tweet from New Balance pops up and prompts aconversation

CONFIDENTIAL // 2014 //

That Twitter conversation leads to an order

CONFIDENTIAL // 2014 //

The shoes are 3D printed – and delivered by an Amazon Prime drone

Mobile display will be an area to look out for. Total spend, including Facebook and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017Sources: IDC and eMarketer 2013

In b

illio

ns

2012 2013 2014

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

0%

5%

10%

15%

20%

25%

30%

Total digital dis-play ad spending

Total spend on video advertising

RTB as % of total digital display ad spend

RTB as % of video advertising spend

What does this mean for MBAs?

Is the Industry Asking Too Much of its CMOs?

You certainly can make it in digital marketing without

a B-School degree, but the degree might just help you

make it to the top.