FIGARODIGITAL.CO.UK


also shown to ‘lookalike’ followers who matched the brand’s demographic. The result? Nine million unique users were reached. For Kettleborough, it’s this bespoke approach to marketing technology that distinguishes Chalk Social from other agencies. “What also sets us apart is that we


don’t charge for ad serving,” he says.  lot of big network agencies have all their digital channels in isolation - their PPC, their video, their social, their display and so on. When we work across digital platforms, we’re always looking at the full funnel, not just the top or the bottom.”


 Anyone who’s picked up a trade publication or attended a marketing industry event over the last 18 months will be fully aware of the buzz around programmatic. So freely, in fact, is the term bandied about that its meaning isn’t always entirely clear.      


new customers for them using social.” Fashion retailer Warehouse has been another repeat client for the agency, and in 2014 Chalk Social led a campaign to boost awareness of their autumn/winter collection. The key objective in this instance was reach. Using a mix of custom whitelists and contextual/semantic targeting around fashion and lifestyle-related content, Chalk Social were able to ensure Warehouse’s ads only appeared in premium relevant locations, including blogs, fashion publications and the national press. Serving millions of impressions across


multiple channels, the strategy guaranteed relevance for Warehouse, mitigating the risk of wasted ad impressions. Newsfeed ads on Facebook enabled the brand to further target an audience of fashion- focused women. Promoted Tweets drove Twitter engagement and were


passionate about digital, who want to push the industry forward and test new things


56 annual sourc e guide 2016


We want to work with people who are


    acknowledges Kettleborough. “We were in a senior meeting with one of our clients recently and one of the marketing managers was explaining programmatic in layman’s terms to        was that if you have to pick up the phone and book something, it’s not programmatic!”


As a starting point, however,


programmatic refers to the automatic purchase of any online ad space, either through bidding or guaranteed, direct purchase. “You can set up direct buys and PMP (private market place) deals, but generally we use programmatic as a learning curve,” he says. “If we can see that we’re getting more traction on a cluster of audiences, and that there are media owners looking to buy


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