webinar: programmatic predictions for 2014
TRANSCRIPT
Premal Shah @prem_shah
Thanks for joining! Tweet us your thoughts and
predictions for 2014 to @prem_shah or @chango
with hashtag #2014marketingpredictions
BRANDINGFor Generating Awareness
• Programmatic Video
• Custom Premium Marketplace
• 3rd Party Data Segments
• FBX News Feed
• Search Retargeting
• Twitter Retargeting
PROSPECTINGFor Finding New Customers
• Search Retargeting
• Look-alike Targetng
• Demographic/Psychographic
• Twitter Retargeting
RETARGETINGFor More Conversions
• CRM Data Retargeting Email RetargetingProgrammatic Site RetargetingFBX Right-railFBX News Feed
• Twitter Retargeting
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…
BIG TOPIC AT EVENTS
Ongoing attention to attribution and incrementality…
ONGOING & GROWING
Device fragmentation: desktop, smartphones, TV, tablets, etc…
APRIL 2013
Rise in Video RTB spend…
NOVEMBER 2013
Continued rise in RTB spend…
NOVEMBER 2013
Role of mobile during Thanksgiving…
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…
And more…
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
2013 was noisy but extremely productive as it relates to driving the right message to the right audience,
at the right time, to the right medium/platform.
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 2017.
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
Note: Survey included over 225 brands and agenciesSource: The Retargeting Barometer Report by Chango
Over 70% of brands and agencies surveyed said they DON’T have separate retargeting goals for mobile
Over 65% of respondents use a combination of CT & VT or VT only. Attribution and testing for incrementality will continue to matter.
Only 25% of the respondents were very satisfied with the vendors or partners they’ve been working with. Majority are somewhat happy. There’s much more to be done along the lines of transparency, efficiency and overall effectiveness.
YES
NO
Click-through & View-through
View-through
Somewhat
Very