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TODAY’S AGENDA
Online Advertising Types/Pricing Models
Where we were
The landscape
What is programmatic?
The importance of Data
The Programmatic Future
Predictions
So many types!
Display Advertising Social Marketing Search Engine Marketing
Search Engine Optimization Social Media Marketing Mobile Advertising
Email Advertising Affiliate Marketing Content and Native Marketing
• CPM – Cost per Mille (Flat Rate)
• dCPM – dynamic cost per thousand (common on exchanges)
• CPC - Cost per click
• CPV – Cost per view
• CPA – Cost per action
• CPD – Cost per download
• CPE – Cost per engagement
• CPCV – Cost per completed view (Video)
• Fixed Cost
• And more!
Common pricing models today
Where it all started in display – AT&T
1994, No logo, no Ad Choices, no data, no networks, no video, no mobile, no rich media,
30MM only online, no exchanges, no RTB, most ads ISP driven and 44% CTR!
Where it all started in display – AT&T
2014, Ad choices, rich media,
impression level targeting,
exchanges, dynamic, learning
algorithms, programmatic, cross
device, <.1% CTR, fully interactive,
social, and more…
Let’s face it, it’s complex
Things could get worse for print publishers
Share of time spent with media vs. share of media ad spend (US, 2013)
The use of real-time, software-based systems, rules and algorithms to
automate and optimize the purchase and delivery of data driven,
targeted and relevant ads to consumers.
What is programmatic?
Marketing
Technology
Data
For Internal Use Only - Confidential
Some types of data used for targeted advertising
THE
NEW WAY OF
BUYING ADS
The old way
The new way
How DSPs, SSPs, and Ad Exchanges work
Programmatic Everywhere
RTB
DISPLAY
RTB
MOBILE
RTB
SOCIAL
(FBX)
RTB
VIDEONATIVE SMART
TV
RTB
Premium
Display
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 // JANUARY 2014 //
She notices her performanceis more sluggish than usual
….so does the app
CONFIDENTIAL // JANUARY 2014 //
On her way to work
On the way to work, the search begins…
CONFIDENTIAL // JANUARY 2014 //
The taxi ad seems to speak to her
CONFIDENTIAL // JANUARY 2014 //
Even the billboards seem to know something
CONFIDENTIAL // JANUARY 2014 //
Arriving at work
CONFIDENTIAL // JANUARY 2014 //
A promoted tweet from New Balance pops up and prompts aconversation
CONFIDENTIAL // JANUARY 2014 //
That Twitter conversation leads to an order
CONFIDENTIAL // JANUARY 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 2017
Sources: IDC and eMarketer 2013
In b
illio
ns
2012 2013 2014
0%
5%
10%
15%
20%
25%
30%
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
Total digitaldisplay adspending
Total spend onvideo advertising
RTB as % of totaldigital display adspend
RTB as % of videoadvertising spend
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 generate customer insights.
Who we are
56 44 28of Fortune 500 of Internet Retailer 500 of Advertising Age 100
Peeling the onion back on social
PROGRAMMATICWORLD Where we’re going…
Data Marketing
Technology
Programmatic Everywhere
Peeling the onion back on social
Programmatic Everywhere: The search begins
3D printed, and delivered by a drone
Thank You
For more information visit
chango.com
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