better understanding of online display advertising
Post on 05-Dec-2014
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Better Understanding of Online Display Advertising
@martinfai
What is Online Advertising?
Which one is the most effective?
Costumer Journey
My friend talk about
disneyland at surabaya
I was browsing and see
Disneyland adsRegistered for promotion
Holiday is near, where i can take
my family?
Family Vacation
Check my Inbox and see
Disneyland Promotion
Find out the USER INTENT
Tips olahraga tanpa nyeri?
7 step bebas nyeri sendi?know who concern to
Why Glucosamine
Product benefit
Community berbagi sehat
sendi
Exactly know who have the problem
User who’s looking for general info
User who’s looking
general info for one
specific brand
User who’s looking for
detailed product
description
User who’s ready to buy the product
Obat Sendi
Build brand
credential
Where to buy?
Promotion?Direct user
to buy
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospect’s
attention. Inbound marketing earns the attention of customers,[1] makes the company easy to be found[2] and draws customers to the
website[4] by producing interesting content.[3]
in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or
paying commissioned sales people, respectively)
Inbound Marketing
Landing page Goal:
1. Targeting the right Audience
3. Choosing the right Media : Site, SE, SocMed, etc
4. Delivering the right content
5. Delivering at the right time and frequency
Mobile
Desktop
Advertiser site
1
2
2. Choosing the right medium
6. Retargeting the potential consumer
7. Measuring the goals (objective)
Awareness !Perform
Ad
Publisher.com
!!video ad
4
3
5Search Engine
Social Media
Ad
Organic Paid
AdAd
6
7
Media
Key element of online advertising
Landing page Goal:
1. Targeting the right Audience
3. Choosing the right Media : Site, SE, SocMed, etc
4. Delivering the right content
5. Delivering at the right time and frequency
Mobile
Desktop
Advertiser site
1
2
2. Choosing the right medium
6. Retargeting the potential consumer
7. Measuring and optimising the goal conversion
Brand Awareness Lead Gen Sales trx
Ad
Publisher.com
!!video ad
4
3
5Search Engine
Social Media
Ad
Organic Paid
AdAd
6
7
Media
Key element of online advertising - get found
1. Targeting the right audience
Each user has their own intent, thru audience profiling, we are able to define :
User who’s looking for general info
User who’s looking
general info for one
specific brand
User who’s looking for
detailed product
description
User who’s ready to buy the product
Campaign Objective (goals)
User who’s looking for general info
User who’s looking
general info for one
specific brand
User who’s looking for
detailed product
description
User who’s ready to buy the product
Awareness
Performance
1. General measurement • # Imp • # Unique view • CTR • # Unique Visitor 2. Brand Awareness • e-GRP (unique user x frequency) • Demographic viewers • Visibility Index 3. Leads • # of email • # clicks • # Audience Tagging
Activation • # of transaction • Cost per Action
Consumer has different state of mind in different media.Desktop vs Tablet vs Mobile
Attention spend
Location proximity
Time Sensitive
Quality browsing Age Shopping
Desktop High No Yes More specific All age Online shopping
Tablet/mobile
Low Yes Yes General Younger generation
Store location, Compare price, seek review at
the store
2. Choosing the right medium
Quality browsing time Detail content Active on interact with website Most of the user access from the office
Basic content Location sensitive SES targeting based on Device Type Action : call Active in teens segment
Quality browsing time SES targeting based on Device Type Active in teens segment
Costumer behavior on certain medium
Head Media
• High traffic, Quality content
Middle Media
• Medium traffic, high engagement
Above the fold (ATF)
Below the fold (BTF)
3. Choosing the right media
Tail Media
• Low traffic, high engagement
HEAD MEDIA
• High traffic, Mid engagement
• High exposure
• General online content
• Premium media brand
• Creative Ad support :
• Rich media support and Standard Banner
• Video Pre-Roll
MIDDLE MEDIA
• High traffic, high engagement
• Content centric
• Solid online community
• Creative Ad support :
• Rich media support and Standard banner
• Video Pre-Roll
• Support other activity :
• Content creative for content marketing
• Offline Activation
TAIL MEDIA
• High traffic, high engagement
• Personal review for advertorial
• Creative Ad support :
• Rich media support and standard banner
Awareness
Performance
Mapping objective v Media
4. Delivering the rights Content
Creative Type1
Creative Type2
Creative Type3
Creative Type4
Develop creative ads by consumer state of mind (user intent)
User who’s looking for general info
User who’s looking
general info for one
specific brand
User who’s looking for
detailed product
description
User who’s ready to buy the product
Landing Page 1
Landing Page 2
Landing Page 3
Landing Page 4
Standard BannerRich Media banner
In-game
Pre-Roll Video
Expandable
In-Banner Video
Social action
E-Commerce Banner
Ecommerce shopping cart
Creative Banner
Awareness Performance
5. Delivering Ads at the Right Time and Frequency
Which Day ?
Which Hour ? Frequency+
6. Retargeting the potential consumer
Consumer
Consumer visit brand
website
Consumer exit brand
website without
reaching the brand goal
Publisher sites
Consumer view ad that related with the content/info/product
that consumer view on brand website
Consumer click the ad and back to brand
website
Targeting pre-define campaign
Pre-define email
marketing
Demographic Profile Facebook
Adv
Pre-define Search Engine
Advertising
..... .....
Banner ad
Publisher.com
!!video ad
ad
Targeting the user intent
Yes, it’s blank
SITE -
ADUNIT
CONTENT
BANNER
LANDING
PAGE
7. Measuring the goals (objective)
GET FOUND GET LEAD LEAD NURTURINGgoal
Review all factors, and re-strategize to achieve your objective
eGRP
Demographic
Visibility Index
GA Tracking
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