Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.

2. Ben Plomion @benplomion
Thanks for joining! Tweet us your thoughts and
predictions for 2015 to @benplomion or @chango
with hashtag #retroprogrammatic

3. We are a
programmatic
advertising
company,
targeting all
levels of the
funnel across all
media types.
We use intent data and
technology to create
highly targeted
advertising campaigns
which produce
marketing results.

4. Use data to target your
audience across their journey
Video
Mobile
Facebook &
Twitter
Display Ads
Your
Customers

5. PURCHASE DATA
+20
PURCHASE
INTENT
SOCIAL DATA
+14
SOCIAL
SIGNALS
1ST PARTY/CRM DATA
DEMOGRAPHIC DATA
CONTEXTUAL/BEHAVIORAL DATA
SEARCH INTENT DATA
+0
RECENCY
+7
FREQUENCY
+11
ONLINE
PURCHASES
+2
OFFLINE
PURCHASES
-7
LTV
SCORE
+1
LOYALTY
PROGRAM
-5
LIFESTYLE
+4
CITY/
DMA
-5
INCOME
-12
OCCUPATION
+8
AGE/
GENDER
-9
SEARCH
CATEGORIES
+9
SITE
SEARCH
+20
SEARCH
KEYWORDS
+20
REFERRAL
URL
-13
WEBSITE
-1
SITE
CATEGORY
-2
SITE
ACTIONS
+13
BROWSING
BEHAVIOR

7. Spend Decile
Resp Decile 0 1 2 3 4 5 6 7 8 9
0 $
1,950 $
8 63 $
6 92 $
5 55 $
5 15 $
6 12 $
4 35 $
4 94 $
6 38 $
269
1 $
1,662 $
5 33 $
4 83 $
6 74 $
3 33 $
4 75 $
3 45 $
4 03 $
2 76 $
238
2 $
1,023 $
3 82 $
2 72 $
4 03 $
2 83 $
2 20 $
2 33 $
1 98 $
2 35 $
163
3 $
459 $
1 63 $
1 62 $
1 80 $
1 90 $
2 21 $
2 39 $
1 70 $
1 93 $
157
4 $
283 $
2 65 $
1 62 $
1 61 $
1 65 $
1 69 $
1 72 $
1 48 $
2 03 $
172
5 $
430 $
2 75 $
1 69 $
1 46 $
2 16 $
1 2 $
2 69 $
1 04 $
2 48 $
107
6 $
436 $
2 21 $
1 85 $
2 03 $
1 51 $
1 33 $
1 58 $
2 50 $
1 25 $
156
7 $
335 $
2 26 $
1 29 $
1 84 $
1 57 $
4 7 $
1 89 $
1 49 $
1 06 $
80
8 272 1 25 1 0 1 49 1 01 4 6 1 21 1 45 7 1 41
9 214 1 20 6 8 4 0 1 5 1 47 4 8 7 4 4 2 40

8. Data
Right message,
right audience,
right time
Media Real-time

10. Right message,
right audience,
right time
Intent Graph
• Search engine
data
• On-site search
data
Browsing Graph
• Browsing history
• Pages visited on an
advertiser’s site
• Valued outcomes
on site
Social Graph
• Shared content
• Brand affinity
Purchase Graph
• Check-out data
• CRM data

12. Offline
Customers
Social
Data
Other Ad
Campaigns
Incoming
Data
In-Site
Search

14. Display Advertising Social Marketing Search Engine Marketing
Search Engine Optimization Social Media Marketing Mobile Advertising
Email Advertising Affiliate Marketing Content and Native Marketing

19. By transaction method
In $B. Source: eMarketer, October 2014 Programmatic Advertising Forecast

20. If you could use one word that best
describes how you feel about
Programmatic Advertising TODAY,
what would it be?
All questions based on survey of 232
marketers in the US, Canada and the
UK, Q4 2014. Percentages may not add
to 100% due to rounding

23. She notices her performance
is more sluggish than usual
….so does the app

24. On her way to work

25. On the way to work,
the search begins…

26. The taxi ad seems to
speak to her

27. Even the billboards seem
to know something

28. Arriving at work

29. A promoted tweet
from New Balance
pops up and
prompts a
conversation

30. That Twitter conversation
leads to an order

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

34. Thinking ahead to the end of 2015,
do you see your company’s % of budget
allocated to Programmatic Advertising?
All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

35. In the future, total respondents are split
fairly evenly on whether they will outsource
Programmatic advertising or bring it in-house
Again, thinking ahead to the end of 2015, how do you see your use of Programmatic
Advertising impacting internal organizations and staffing OVERALL?
All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

36. What Programmatic Marketing issues
keep you up at night?
What Programmatic Marketing issues keep you up at night? These can include ones we have
covered previously in this survey as well as ones we have not discussed.
All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

37. Living in a programmatic world
Please rate your endorsement of each of the following statements:
All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding