sem standard 2010

Artur Banach, NetSprint

Ads in contextual networks as an element of

SEM

Agenda

How much context is there in SEM?

Source: eMarketer, US Search Engine Marketing Spending by Type, February 2009

How much context is there in display advertising?

Source: Forrester's Online Advertising And Classifieds ModelForecast: US Display Advertising Spend, April 2009

Changing dynamics in online advertisement spending

Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010

Changing dynamics of online advertisement spending

Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010

Average share of PPC advertisement budget assigned to contextual ads in 2009

Source: Adkontekst poll, SEM agencies and media agencies. April 2010, N 24

Source: Adkontekst poll, direct clients. April 2010, N 31

Average share of PPC advertisement budget assigned to contextual ads in 2009

Net revenues from contextual ads

Source: Poll analysis, Adkontekst, April 2010

Comparison with other ad types

Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010

Contextual networks – market players in numbers

Name Number of users Reach (%)

Google AdWords 16 197 470 93.49

Adkontekst 15 901 946 91.78

SmartContext 12 954 552 74.77

OnetBoksy 12 717 091 73.4

BusinessClick 8 061 572 46.53

AdSearch 5 260 221 30.36

Source: adStandard report, February 2010

Contextual networks – comparison of market players

Contextual networkGoogle partner services

Adkontekst Adsearch Businessclick Xclaim OnetKontekst Smartcontext

Types of ads Boxes: • text, • image,• video

•Boxes: • text, • text and imageIn-text ads• text• text and image• image

In-text ads:• text • text and image

Boxes:• text,•Text and imageIn-text ads:•text, • text and imageText links

In-text ads:• text,• text and image,• image,• video

Boxes: • text

In-text ads:• text,• text and image,•image, • video

Search engine display Yes Yes Yes

Settlement model CPC/CPM CPC CPC CPC, CPM, CPL CPC, CPM CPC CPC, CPM

Geotargeting Yes Yes Yes No No Yes Yes

Site targeting Yes Yes Yes Yes No No Yes

Consultant careOnly for strategic partners

Yes Yes Yes Yes Yes Yes

Source: own analysis

How to use the potential of contextual ads

Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst

How to use the potential of contextual ads

Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst

How to use the potential of contextual ads

Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst

How to use the potential of contextual ads

How to use the potential of contextual ads

Declared share of contextual ad budget in SEM budget

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Declared share of contextual ad budget in SEM budget

Source: Adkontekst poll, direct clients. April 2010, N 31

Objectives of campaigns in partner services

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Objectives of campaigns in partner services

Source: Adkontekst poll, direct clients. April 2010, N 31

Settlement model for ads in contextual networks

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Settlement model for ads in contextual networks

Source: Adkontekst poll, direct clients. April 2010, N 31

Average CPC for contextual network campaigns compared to CPC of search engine campaigns

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Source: Adkontekst poll, direct clients. April 2010, N 31

Average CPC for contextual network campaigns compared to CPC of search engine campaigns

Arguments in favour of spending budget funds on campaigns in contextual networks

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Arguments in favour of spending budget funds on campaigns in contextual networks

Source: Adkontekst poll, direct clients. April 2010, N 31

Expected spending on campaigns in contextual networks in 2010 compared to 2009

Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24

Source: Adkontekst poll, direct clients. April 2010, N 31

Expected spending on campaigns in contextual networks in 2010 compared to 2009

Trend #1

In-text ads – user attitudes

Source: Nielsen Online, May 2008

Trend #2

Trend #3

Trend #4

Trend #5

Thank you for your attention

Artur BanachPresident of the Board

NETSPRINT.PL SP. Z O.O.BIEŻANOWSKA ST.7, 02-655

WARSAWPHONE: +48 22 844 49 90 #110ARTUR.BANACH@NETSPRINT.PL