IAB Internet of Things Presentation: Marketers’ Utopia – Embracing a Connected World

PowerPoint Presentation

Chango Internet of ThingsJuly 2014

Martyn BentleyRegional Vice President@martynbentley

Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile & Video. CHANGO IN A NUTSHELL

Company Confidential | chango.com3

Programmatic Everywhere

RTBDISPLAYRTB MOBILERTBSOCIAL (FBX)RTBVIDEONATIVESMARTTVRTBPremiumDisplaySOCIAL (TWITTER)OOHRADIOGLASSES

$2008 2013

It started with RTB for display, it will end with everything you now have to be set up for masses of live data

IOT - definition30B connected devices by 2020

NestGoogle glass 1k

My Thoughts:Programmable WorldInternet of everythingBranding opportunity turn brands into services (can we PLEASE begin with rebranding the Internet of Things!!?!Opportunities to revolutionize healthcare and eco efficiency

5

The ConnectedLife and Home

Deployment in Sports/ Healthcare

England Rugby 7s team were connected during training.

80% reduction in soft tissue injuries

Predict who would get a cold! 7

With Great Connectivity comes Great Responsibility

IOT the flip side

Michale Hastings

Journalist outspoken author of surveillance state killed June 2013Flip side hacking, insurance premiums go up, global meltdownwill people have time to read all this additional info?!Are we ready have we solved mobile yet?Do I need something to tell me I havent had enough sleep I bloody know that. 9

20,000 GBData Collected Every Day

For Marketers, LIVE, consolidate-able DATA and the ability to decode and organise it are crucial. Its silos at the moment. No standards.

CONFIDENTIAL // 2014 //

Add insights. Lost cyclical process.


Chango strongly believes in delivering quality impressions for our clients. We integrate with third-party services such as Integral (adSafe) and Adometry (click forensics), but more importantly, our data science team develops algorithms and tactics to detect and neutralize fraud.

The attached image represents one of the dozens of algorithms developed by the Chango team. At first glance you might think this is a map of a galaxy far far away, but in reality, this is map of IP addresses.

The clusters of blue dots are fraudulent clicks (from China), and the clusters of red dots are fraudulent impressions (served in China). The algorithm that generated this visualization can detect distinct clusters of fraudulent activity and cleanly sever them from our bidding pool, in the same way a surgeon uses a scalpel to cut a way a piece of cancer tissue.12

IOT Weve have had it for a while

Use internet to record TV from the pubWearables - Nike+

But is this data informing marketing? Not really

13

From unearthed death-traps to internet connected amps

So, what does the data say to marketers?

Yup I am a guitarist, but not all the time15

I am also aFatherHusbandFood ShopperBusiness TravellerPotential RetireeCar OwnerFootball Fan

Live Profile

Programmatic + Live Data In Action TomorrowAn Omni-Channel customer experience in the near future

She notices her performanceis more sluggish than usual

.so does the app


On her way to work


On the way to work, the search begins

The taxi ad seems to speak to her


Even the billboards seem to know something


Arriving at work


A promoted tweet from New Balance pops up and prompts aconversation


That Twitter conversation leads to an order


The app then becomes a health monitor that could potentiallybe open to health providers and insurers


The shoes are 3D printed and delivered by an Amazon Prime drone


Stalking is when 2 people go for a long, romantic walk together

but only oneof them knows about it!


THE NEARER, LESS CREEPY FUTUREWhere is mobile targeting in terms of maturity?

Standard PracticeWill soon be standard practiceIn the experimental stageI dont know

Survey of 449 brand marketers and agencies, May 2014

13.95 percent of brands say mobile targeting is standard practice; 40.7 percent say mobile retargeting will soon be standard practice; 38.37 percent say mobile targeting is in the experimental stage; 6.98 percent dont know.18.27 percent of agencies say mobile targeting is standard practice 46.63 percent say mobile retargeting will soon be standard practice; 31.73 percent say mobile targeting is in the experimental stage; 3.37 percent dont know. Brands and agencies clearly view the status of mobile targeting through their own level of experience with it. This makes sense, but it is important to understand the overall meaning of mobile targeting. The difference right now seems to be in two camps: Some see mobile as experimental; some see mobile as already standard practice. There is some room to grow here.

30

Is social the key to mobile retargeting?YesNo

Survey of 449 brand marketers and agencies, May 2014

41.18 percent of brands say yes; 58.82 percent say no. 41.06 percent of agencies say yes; 58.94 percent say no.Many of the respondents who said no offered an important caveat: While social exchanges can be a boost to mobile retargeting, it is not a magic bullet to cure all of mobiles ails. Of the 59 percent who said that social exchanges arent the key to mobile success, it was the word key that was problematic; and even those who said its not key are saying its important and useful, but not necessarily the whole picture. Additionally, many are waiting to see how things develop.

On the other hand, a little over 40 percent of both brands and agencies believe that social exchanges are indeed the key to mobile success. Many told us that the combination between mobile and social is a good way to capture an audience on the go in a way that identifies the people behind the devices. Also, social platforms are more and more mobile. 31

Thank YouFor more information visitchango.com


IAB Internet of Things Presentation: Marketers’ Utopia – Embracing a Connected World

Marketing

Transcript of IAB Internet of Things Presentation: Marketers’ Utopia – Embracing a Connected World