Dax hamman ses chicago 2012
Transcript of Dax hamman ses chicago 2012
Chicago | November 12–16
PPC Beyond Search Cu#ng through the noise of RTB
Dax Hamman Chango CRO
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
RTB DSP+DMP (=PMP)
Programmatic FBX VT%
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Shh… “1+1=3”
isn’t real!
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
First quesDons from search marketers
Speaker Logo Here
Chicago | November 12–16, 2012 | #SESCHI
First quesDons from search marketers
Speaker Logo Here
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman / @chango
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Audience buying
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
= SEM? @daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Media (where) Data (who)
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
When is an ad network, not an ad network?
Chicago | November 12–16, 2012 | #SESCHI
When is an ad network, not an ad network?
When it’s an ad network!
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
≠ Social
Chicago | November 12–16, 2012 | #SESCHI
Media L1: Direct from exchange L2: ‘DSP’ L3: More ‘DSPs’ L4: Full-service solution
Data L1: 1st party L2: More 1st party! L3: 3rd party L4: Full-service solution
Chicago | November 12–16, 2012 | #SESCHI
retargeting ≠ retargeting
Chicago | November 12–16, 2012 | #SESCHI
What do I buy?
Speaker Logo Here
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
Customize to location Customize to product
Customize with actual search term used
Use form fields
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
The PSA report
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
SEM
Display
Order ID
Order ID
1. T
rack
2.
Mea
sure
SEM = $4,000 Display = $5,000 SEM and display = $1,000 Overlap = $1k / $10k = 10%
@daxhamman
Chicago | November 12–16, 2012 | #SESCHI
In 2009 your liver had to be strong, and your contacts broad In 2010 you realized you weren’t as ‘media smart’ as you thought In 2011 we all needed to take a deep breath! In 2012 you needed to figure out DSPs (oh, and DMPs) In 2013 you must understand the impact of ‘ProgrammaUc’ In 2014 there will be a lot Udying up to do (and consolidaUon) In 2015 your colleagues will be very different
Chicago | November 12–16, 2012 | #SESCHI
80 / 20 @daxhamman
Chicago | November 12–16, 2012 | #SESCHI
“Thank you!”
Find us:
Chango / @chango
Daxthink.com
Dax Hamman / @daxhamman
View-Through Attribution Exposed: What last click isn’t telling you
Chango.com/resources