Transcript
Page 1: What Brands Think They Really Want
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Alex LePage @lepage

Thanks for joining us! Tweet us your thoughts to @lepage or @chango with hashtag #AdV15

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Brand /brand/

VerbMark permanently with a hot iron.

Noun1. Explicit or implicit promise to deliver a valuable, differentiated, authentic and consistent experience

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Awareness

Perception

Consideration

Intent

Loyalty

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NEW!

For whites and

special care

Organic

2x cleaning power

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NEW!

For whites and

special care

Organic

2x cleaning power

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Use data (hopefully knowledge) to reach Audience

IdentifyTarget EngageMeasure

Specific audiencesPsychographic

segmentsResponders

Loyalists

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Measuring how ads lead consumers to

actually try and buy productsMarc Pritchard, Global Brand Officer, P&G

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We’re using more and more data to understand who our consumer is, and more importantly, find the right moment and right message to reach her for our brands. It’s hard to find those moments!Erica Lamoreaux, The Clorox Company

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Better targeting

cross-device

Improved performance

Data and insights about target market

Cost efficiencies

Source: Chango programmatic pulse, November 2014

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We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle.

Amy Michaels, T-Mobile

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Affinity Moment

CUSTOMER JOURNEY Engagement/ Conversion

Shopping for prom dresses

Reads Hunger Games blogs

Fast food consumer

Ad Opportunity

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You don’t want to start communicating with them once they show interest in Vegas, but instead start that conversation early on so you are top of their mind when they begin planning for their trip.Robyn Phelan, Palms Casino Resort

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NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time

Source: Google

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Programmatic can be more effective at STORYTELLING

Test and learn

Map (literally) the consumer

journey

Target specific affinities at

scale

Evolve story with

message sequencing

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Marketers now understand that the value of an interaction is far

greater than the value of an impression. Amy Michaels, T-Mobile

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Programmatic can be used to measure engagement

Leverage CRM lists to find more consumers that look like loyalists

Identify and score customer touch-points deemed successes

Use attribution (statistical market tests; physical-world attribution)

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Technology stack – unifying channels, attribution, analysis

Understanding the customer – segments vs personas

Reconciling creative and programmatic inventory

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Mobile to In-store attribution

Native mobile ad units

Programmatic (premium) direct

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