naslednja vroča stvar v oglaševanju
DESCRIPTION
(Burt Inc)TRANSCRIPT
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Web Analytics for Advertising
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MAKINGQUALITY
TIME
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Brand
DR
Offline Online
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BANNERSARE DEAD
OR?
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Vogue bild
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Vogue bild
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
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”Harvests” demand.Response, not Branding.
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HOW TO MAKE DISPLAY ADS:
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
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HOW TO MAKE DISPLAY ADS:
#1 INTUITIVE
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Web Analytics for Advertising
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High resolution media measurement.
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CHANGING HOW MEDIA IS MEASURED
AND MADE
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Analyzing online display advertising for Scandinavian Airlines
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KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and ”Online media buyer of the year, Sweden”
Clicks are not enough.Click ROI decreasing rapidly since 2008.
Quality of sites where ads are displayed vary greatly.The majority is ”junk”.
Media buyers who are not up to speed with the market conditions contribute to the development of ”junk”.
Click ROI
4
1
0,52008 2009 2010
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EXAMPLES OF “JUNK”:
Small units that cannot be seen long enough.
Ads that compete with other ads on cluttered sites.
Run-of-the-mill ”creative” design, in the wrong context.
Not in target audience or with poor timing.
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SHARE OF VIEW
22%
IN-SCREEN DURATION
17 sec
ADS / PAGE
3.1
IN-SCREEN RATE
93%
SECRET SAUCE ALGORITHM
MEDIA QUALITY
7.9
EXAMPLE TV100% In-Screen Rate30 sec In-Screen Duration100% Share of View1 Ads/PageMedia Quality = 10
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Frequency and reach more important than high media quality
Direct Response
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High media quality is very important
Brand Building
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HOW TO MAKE DISPLAY ADS:
#2 CONSISTENT
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Print’s secret sauce:
1. High affinity audience
2. Emotional impact
3. Intuitive for buyers
4. Safe - ”it just works”
5. Consistent over time
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HOW TO MAKE DISPLAY ADS:
#3 NATIVE
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WHAT IF THERE WAS ONLY ONE TYPE OF DISPLAY PLACEMENT?
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THE UNIT:
1. People, not cookies.
2. Guaranteed visible.
3. Native placement.
4. 30% share-of-screen.
5. One visible ad. Yours.
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”The only viewable ad for 10 seconds and take up 1/3 of the screen.”
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#1 INTUITIVE#2 CONSISTENT#3 NATIVE
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”The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
– Howard Gossage