![Page 1: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/1.jpg)
Ben Plomion, VP Marketing Chango
![Page 2: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/2.jpg)
Ben Plomion @benplomion
Thanks for joining! Tweet us your thoughts and
predictions for 2015 to @benplomion or @chango
with hashtag #2015marketingpredictions
![Page 3: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/3.jpg)
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
![Page 4: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/4.jpg)
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
![Page 5: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/5.jpg)
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…
![Page 6: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/6.jpg)
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
![Page 7: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/7.jpg)
![Page 8: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/8.jpg)
Personal versus anonymous dataAnonymous vs. Personal Data
![Page 9: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/9.jpg)
Types of data used for targeted advertising
![Page 10: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/10.jpg)
![Page 11: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/11.jpg)
![Page 12: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/12.jpg)
![Page 13: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/13.jpg)
![Page 14: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/14.jpg)
![Page 15: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/15.jpg)
![Page 16: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/16.jpg)
THE NEW WAY OF BUYING ADS
![Page 17: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/17.jpg)
The old way
![Page 18: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/18.jpg)
The new way
![Page 19: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/19.jpg)
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
![Page 20: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/20.jpg)
PROGRAMMATIC IN ACTION
![Page 21: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/21.jpg)
An Omni-Channel customer experience in the near future
Programmatic + Live Data In Action Tomorrow
![Page 22: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/22.jpg)
CONFIDENTIAL // 2014 //
She notices her performanceis more sluggish than usual
….so does the app
![Page 23: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/23.jpg)
CONFIDENTIAL // 2014 //
On her way to work
![Page 24: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/24.jpg)
On the way to work, the search begins…
![Page 25: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/25.jpg)
CONFIDENTIAL // 2014 //
The taxi ad seems to speak to her
![Page 26: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/26.jpg)
CONFIDENTIAL // 2014 //
Even the billboards seem to know something
![Page 27: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/27.jpg)
CONFIDENTIAL // 2014 //
Arriving at work
![Page 28: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/28.jpg)
CONFIDENTIAL // 2014 //
A promoted tweet from New Balance pops up and prompts aconversation
![Page 29: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/29.jpg)
CONFIDENTIAL // 2014 //
That Twitter conversation leads to an order
![Page 30: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/30.jpg)
CONFIDENTIAL // 2014 //
The shoes are 3D printed – and delivered by an Amazon Prime drone
![Page 31: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/31.jpg)
![Page 32: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/32.jpg)
![Page 33: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/33.jpg)
![Page 34: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/34.jpg)
![Page 35: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/35.jpg)
![Page 36: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/36.jpg)
![Page 37: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/37.jpg)
![Page 38: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/38.jpg)
![Page 39: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/39.jpg)
![Page 40: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/40.jpg)
![Page 41: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/41.jpg)
![Page 42: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/42.jpg)
![Page 43: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/43.jpg)
![Page 44: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/44.jpg)
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
![Page 45: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/45.jpg)
What does this mean for MBAs?
![Page 46: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/46.jpg)
Is the Industry Asking Too Much of its CMOs?
![Page 47: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/47.jpg)
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.
![Page 48: NYU Presentation: A Look Into The Programmatic Future](https://reader031.vdocuments.us/reader031/viewer/2022032305/55d5167ebb61eb846b8b4706/html5/thumbnails/48.jpg)