Бизнес-завтрак cpaexchange. Влас Хоровец, nextclick "recommendation...
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Бизнес-завтрак CPAExchange. Влас Хоровец, NextClick "Recommendation engines and the new era of data-driven engagement"TRANSCRIPT
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Recommendation engines and the new era of data-driven engagementNextClick
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Agenda• Biggest worldwide players already present on related
content engines• Numbers, statistics and potential• Platform support, mobile versions etc.• Advertising possibilities• Content marketing as the best way of advertising
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A few words about us…
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NextClick tracks and monitors user behavior on partner websites.
It develops a behavioral profile in order to recommend users content which matches their interests.
Based on user interest, NextClick suggests the best ads for them
About NextClick
NextClick widgets – recommendation boxes customized to address the interests of individual users| NextClick widgets are installed directly under the articles or in sidebars on content-focused websites.
CTR of NextClick widget: 4-12%!
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2. NEXTCLICK REACHES PROPER TARGET GROUP
BASED ON THEIR INTERESTS
3. WE MONETIZE THE TARGET GROUP BY CPC
CAMPAIGNS
1. SYSTEM CREATES BEHAVIOR PROFILES BASED
ON USER ACTIVITIES
So how it works?
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nextclick individually selects articles matched to specific users
Our Nextclick boxes suggest new content to users
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We are not a teaser network
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Three basic effects for publishers:
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And what are the basic technology effects?
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- 350 million UU per month- 130 billion recommendations per month
The biggest global publishers are already outsourcing recommendation technology
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- 90,000 blogs and websites- 50 billion recommendations per month
The biggest global publishers are already outsourcing recommendation technology
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EFFECTIVE PLACEMENT OF NATIVE ADVERTISING
Ad block
Just one advertising block in the recommendation widget
The ad is targeted based on user interests, using CPC model
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Ad formats
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MECHANICS OF BEHAVIORAL TARGETING
1 2 3
For example: goal is to sell a
Car credit…
The USER READ ABOUT CARS
and leasing on OUR network
NextClick WILL SHOW potential client the
appropriate CREDIT ADs regardless of the site where he
is!
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Suggested content in the right sidebar
Horizontal display of suggested content
Suggested content in a double block
WIDGET TYPES
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Horizontal display of suggested content
Suggested content on the lower bottom part
of the page
Farther away... Farther away... mobile version
WIDGET TYPES
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We are also very active in mobile!
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1X
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– analyzes user behavior on the website
– shows only what the users want to see
(the right content)
NextClick – A SEVERAL-FOLD INCREASE IN THE EFFECTIVENESS OF AD DISPLAYS
ADVERTISING COOPERATION BASED ON CPC
BETTER PROFIT RATES BY LEVERAGING USER INTEREST
NextClick widgets
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NextClick reaches 55 million Internet users!
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NextClick – in Russia very active after just three months!
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NextClick – effects after few months!
* monthly data.
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What kind of campaigns do we sell? NextClick = content marketing!
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What is content marketing?
Content marketing is the art of reaching a potential client
through valuable content which addresses their current interests,
without direct persuasion to purchase products or services.
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What is content marketing?
Quality content: • articles• infographics• guides• presentations and reports etc.
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What is content marketing?
Published on websites of high-quality publishers
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What is content marketing?
Which ensures high volume of traffic to that content
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Comprehensive content marketing = four inseparable components
*Content
*Distribution
*Reach
*Conversion
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Impact of expert content on purchasing decisions
source: study Nielsen/inPowered MediaLab, december 2013 – january 2014, N=900
The use of information sources on purchase decisions of consumers
Content marketing vs sales
Intention to purchase
Interest
Knowledge
user reviews
content of its own brand
expert content
social media
user reviews
online advertisement
Expert reviews
whisper marketing
official brand websites
TV Ad
Radio advertisement
less
more
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Before purchasing the product, we can be sure that will reach for his smartphone.
source : Winning the Zero Moment of Truth eBook (2011), N=5003; ZMOT – Zero Moment Of Truth
How do the user takes purchasing decisions?
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Case study - Toyota
Publications addressed to men
http://www.sukcesmagazyn.pl/artykul/831127,1120037.html?preview=tak
http://www.witajwpodrozy.pl/inspiracje/science-fiction-na-drodze.html
http://biznes.newsweek.pl/gwarancja-samochodu-co-nam-obiecuja-producenci-newsweek-pl,artykuly,342262,1.html
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Case study - Toyota
Promotion of men targeted publications
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http://www.elle.pl/promocja/artykul/wiosna-czas-odpowiednio-zadbac-o-wlosy-1
http://blog.instyle.pl/jakie-zabiegi-pomoga-usunac-przebarwienia-z-twarzy/
http://www.babskie.tv/mam-sucha-cere-jak-ja-pielegnowac/
Examples of campaigns of our clients
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http://www.glamour.pl/emolienty--ratunek-dla-suchych-zniszczonych-wlosow-961
http://www.milionkobiet.pl/uroda/jak-czesto-stosowac-kremy-i-balsamy,15933,1,a.html
http://www.zeberka.pl/art/wykorzystaj-upiekszajace-wlasciwosci-owocow-29482
Examples of campaigns of our clients
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http://www.elle.pl/moda/artykul/smart-shopping-kupuj-inteligentnie-plac-inteligentnie-1
http://www.marketinginternetowy.pl/wady-i-zalety-jednoosobowej-dzialalnosci/
Examples of campaigns of our clients
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Who we work with?
We work with a media agencies and networks:
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Who we work with?
We have completed campaigns, among others, for such companies as:
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THANK YOU FOR YOUR ATTENTION
Włas ChorowiecCEO LeadBullet [email protected]+48 729 014 973
NextClick в России: Мария Пилюк[email protected]+7 903 7588981