compra de medios online
DESCRIPTION
Presentación sobre compra de medios online presentada por Albizu García y James Lynnn durante la primera actividad de capacitación del IAB Puerto Rico. La actividad se llevó a cabo el 26 de febrero de 2010.TRANSCRIPT
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Albizu GarcíaVP Digital Channels
Contáctica Interactive
Compra y Medición de Medios Online
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Inversión Global en Medios
ZenithOptimedia - Global Advertising Expenditure Forecast - Dec 2009
Periódicos2008 2009 2010 2011 201225.3% 23.3% 22.2% 21.1% 20.0%
RevistasTelevisiónRadioCinesOutdoorInternet
11.6% 10.3% 9.8% 9.3% 8.9%38.2% 39.2% 39.7% 40.0% 40.2%7.7% 7.7% 7.5% 7.4% 7.4%5.0% 5.0% 5.0% 5.0% 5.0%6.6% 6.6% 6.7% 6.8% 6.8%
10.1% 12.4% 13.7% 15.0% 16.2%
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“We expect the internet to overtake newspapers to become the world’s
second-largest advertising medium by the time we are half-way through the
next decade.”- ZenithOptimedia
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Para el 2015 la inversiónen Online Media será mayor
que en los Periódicos.
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¿Por qué este crecimiento?
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Auspicio(Pago Fijo Mensual)
CPM(Costo Por Millar)
CPC(Costo Por Clic)
CPA(Costo Por Acción / Adquisición)
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Ad Networks
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Ad Network
WebsiteLocal
WebsiteGlobal
SocialNetwork
WebsiteUS
Puerto Rico
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Representation
Tipos de Ad Network
Vertical Networks
Mobile Networks
Blind Networks
Ad Networks
Contextual Networks
Behavioral Networks
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Tipos de Compra en Ad Networks
Ad Networks
RONRun On Network
ROCRun On Channel
ROSRun On Site
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Ad Networks
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Ad Networks
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Ad Networks
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Ad Networks
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Ad Networks
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Ad Networks
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Ad Networks
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Ad Networks
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Reach
Ventajas de Ad Networks
TargetingEfectivo para cualquier producto o servicio
Control
Ad Networks
Desventajas de Ad Networks
Creatividad Limitada
Bajo Costo
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Facebook Social Ads
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Website #3 en Puerto Rico
17 Millones de visitas únicas al mes
(Puerto Rico)
comScore Nov 2009
1,043,740 Usuarios
Facebook Ad Tool Febrero 2010
Mayor crecimiento: Mujeres 35+
Facebook Global Monitor
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Facebook Global Monitor
13-1710%
18-2429%
25-3429%
35-4418%
45-549%
55+5%
Distribución de Edades de Facebook en Puerto Rico
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Facebook Social Ads
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Facebook Social Ads
22+ Años
Graduado deUniversidad
Mujeres
Puerto Rico
409,100
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Hyper-Targeting
CPC (Costo por Clic)
Efectivo para cualquier producto o servicio
Ayuda a crear Fans y “Engagement”
Ventajas de Social Ads
Desventajas de Social AdsBranding Limitado
Compites con “Papo Mufflers”
Facebook Social Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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Facebook Engagement Ads
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RSVPInvita sus amigos
Incluye un mensaje para sus amigos
Facebook Engagement Ads
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CTR (Click Through Rate) AltoImpacto
Efectivo para cualquier producto o servicioAyuda a crear Fans y “Engagement”
Facebook Engagement Ads
Ventajas de Engagement Ads
Desventajas de Engagement AdsCPM
Mantiene la experiencia en Facebook
Frequency Cap
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SEM
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Google AdWords
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IRA
Google AdWords
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Google AdWords
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Google AdWords
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Google AdWords
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Contextual
Preferible para lo que se hace “research”
Todos lo usamos
CPC
Google AdWords
Ventajas de Google Adwords Search
Desventajas de Google Adwords SearchPlataforma puede ser complicada
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Google Contextual Ads
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Google Contextual Ads
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Google Contextual Ads
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Relevante
Banners, Video o TextoReach
CPC
Google Contextual Ads
Ventajas de Google Contextual Ads
Desventajas de Google Contextual AdsCreatividad Limitada
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Mobile Advertising
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Mobile Advertising
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Mobile Advertising
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Estás en sus Manos
Banners o Texto
Alcance Alto
CPC (Costo por Clic)
Ventajas de Móvil
No apto para todo website
Desventajas de Móvil
Mobile Advertising
Auspicio Mensual cuando no es network
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Video Advertising
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Video Advertising
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Video Advertising
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Video Advertising
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Video Advertising
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Video Advertising
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Interacción más larga
Banners, Video o Texto
CPC (Costo por Clic)
Ventajas de Video Advertising
Comercial de TV no es ideal
Video Advertising
Desventajas de Video Advertising
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Behavioral Targeting
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Behavioral Targeting
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Behavioral Targeting
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Behavioral Targeting
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Behavioral Targeting
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Behavioral Targeting
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Basada en el Comportamiento del Usuario
Elimina el “Shotgun Approach”
Efectivo para Productos Nichos
Behavioral Targeting
Ventajas de Behavioral Targeting
Desventajas de Behavioral TargetingCPM
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Efecto Branding de CPC
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Clic Lo vi Lo vi Lo vi
Lo vi
Lo vi
Lo vi Lo vi Lo vi Lo vi
BrandingLo vi Lo vi Lo vi Lo vi
Clic Clic
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18,980 Clics
15,342,980Impresiones
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CPL / CPA
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Creativos
James LynnDirector
piedra papel y tijera, Inc
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¿Cómo se logra?
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Identificandonecesidades
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Definiendoestrategias
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Optimizandoesfuerzos
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Implementandotecnologías
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“La Planificación de Medios Digitales es tan creativa como las ideas que se
quieren comunicar”
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Gracias
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Albizu GarcíaVP Digital Channels
Contáctica Interactive
Compra y Medición de Medios Online