What Brands Think They Really Want
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As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had. Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
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What Brands Think They Really Want
- 2. Alex LePage @lepage Thanks for joining us! Tweet us your thoughts to @lepage or @chango with hashtag #AdV15
- 3. Brand /brand/ Verb Mark permanently with a hot iron. Noun 1. Explicit or implicit promise to deliver a valuable, differentiated, authentic and consistent experience
- 9. Use data (hopefully knowledge) to reach Audience Identify Target Engage Measure Specific audiences Psychographic segments Responders Loyalists
- 12. Measuring how ads lead consumers to actually try and buy products Marc Pritchard, Global Brand Officer, P&G
- 14. 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
- 15. Better targeting cross-device Improved performance Data and insights about target market Cost efficiencies Source: Chango programmatic pulse, November 2014
- 16. We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle. Amy Michaels, T-Mobile
- 17. Affinity Moment CUSTOMER JOURNEY Engagement/ Conversion Shopping for prom dresses Reads Hunger Games blogs Fast food consumer Ad Opportunity
- 18. 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
- 19. NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time Source: Google
- 20. Programmatic can be more effective at STORYTELLING Test and learnMap (literally) the consumer journey Target specific affinities at scale Evolve story with message sequencing
- 22. Marketers now understand that the value of an interaction is far greater than the value of an impression. Amy Michaels, T-Mobile
- 23. 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)
- 24. Technology stack – unifying channels, attribution, analysis Understanding the customer – segments vs personas Reconciling creative and programmatic inventory
- 25. Mobile to In-store attribution Native mobile ad units Programmatic (premium) direct
Notas do Editor
- The process of “branding” is filled with many goals. Given the importance of brand in conveying authenticy, value, differentiation, that’s why CMO’s measure brand EQUITY.
- Soap Opera created to target affinity audience with relevant content and sell advertising. Started 1920s in radio industry.
- Marketers task has become more complex – more competition and more fragmented audience with discerning tastes but competing attention
- But the goal remains simple… marketing’s singular goal:
- Why programmatic is uniquely positioned to drive brand marketing
- P&G’s Pritchard says the branding practice has changed: because of our ability to measure, he now asserts we must measure outcomes/engagement/sales… Mention MMM and latency of that information. P&G said he’s moving past the in-process metrics to measuring outcomes. “We need to break the cycle of addiction to outdated metrics”
- But the goal remains simple…
- But the goal remains simple…
- WE ASKED 232 MARKETERS: What are some benefits marketers are telling their boss about? Sprint campaign that linked branding and DR using video (from the original draft from Alex)
- BRANDING IN THE MOMENT “The next ad seen by a loyalist could have a different offer from someone that we know has recently switched to a competitor’s product.” Erica Lamoreax, The Clorox Company
- Over 56% of her customers are being shown an ad on a mobile device who then convert on desktop. Programmatic can assist in identifying the journey AND doing so across screens (from the original draft from Alex)
- Nike's Phenomenal Shot is a perfect example: a real-time campaign that played off the action in ways that wouldn't have been possible four years ago. Nike Phenomenal Shot let fans all over the world view, remix and share phenomenal moments from Nike athletes just seconds after the plays happened. Display ads that celebrated these moments were delivered across the Google Display Network to a global audience with near-instantaneous speed.
- “TV used to drive all advertising – now use digital to “experiment” with message” Chris Moloney – Wells Fargo
- Measuring those OUTCOMES Pritchard referred to
- WE ASKED 232 MARKETERS: What are some benefits marketers are telling their boss about?
- Mention Zappos (LIsa Archambault) branding test HOW? “START BY IDENTIFYING THE ( SUCCESS) EVENTS THAT ARE ASSOCIATED WITH CUSTOMER INTEREST, CUSTOMER ENGAGEMENT” Map that Path to purchase Need to SCORE these. There will be low-value that leads to high-value”