poets & plumbers - banneret som annoncemedie 21/04/2010

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9.55 – 10.30 Bannerannonceringens plads i det digitale marketing mixv/SEBASTIAN GULLAK, CEO, Deducta Online Marketing

- Hvad kan banneret som de andre medier ikke kan og hvordan måles effekten?

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Hvor passer banneret ind?

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Display 1.0 “OS” vs. Display Search “OS”

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Hensigt

Display ”OS” V 1.0

Awareness

Reach & Freq.

CPM

Display Search ”OS”

Performance

Data

CPX

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Segmentering

Display ”OS” V 1.0

Lav segmentering

Demografisk

Tidligere adfærd

Display Search ”OS”

Høj segmentering

Modtager

Nuværende adfærd

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Creatives

Display ”OS” V 1.0

Lav versionering

Høje udvkl. omk.

Udviklings tid

Display Search ”OS”

Høj versionering

Dynamisk

Selv servicering

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Indkøb

Display ”OS” V 1.0

Høj forhandler magt

Verbal

Start/Stop

Display Search ”OS”

Lav forhandler magt

Platform

Automatiseret

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Kampagne håndtering

Display ”OS” V 1.0

Højt minimum

Switching Cost

Lav optimering

Display Search ”OS”

Lavt minimum

No Switching Cost

Høj optimering

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SEARCH MARKETING

PPC

CN

SEO

Display Search “OS”

Display Search ”OS”

GoogleYahooBing

TDC online(Eniro)JubiiLycosYandexBaidu

Google Content Networkhar et 80% reach på online medier World Wide(*Ifølge to Comscore/Google)

PIMaps

Mobile

Video

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CN

Display Search ”OS”

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Grænserne udviskes

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Vi er enige om at dette er et banner

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Og det her er ikke…

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Hvad med det her?

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Eller det her…

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Og det her?…

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Dét her er helt sikkert…

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Og måske det her?...

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Det handler om relevansLigegyldigt form og funktion!

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Pris

Mængde

Relevans

Barometer

Relevant (Pull)

Irrelevant (P

ush)

MWR

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“Annoncering er et puslespil af mennesker, behov, efterspørgelse, opmærksomhed, kreativitet, budskaber

og vigtigtst af alt – timing og kontekst.”

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Gid det altid var så nemt som AIDA…

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Men de fleste kender også…1. Kampagnen der skal igang NU

2. Brief og materiale 5 dage inden deadline

3. Ingen koordinering mellem produktion og planlægning

4. Lav grad af test

5. Convenience og opt. på spend frem for CR

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Display annoncering virker, hvis du…1. Giver modtageren kontrol

2. Leverer relevant indhold

3. Tester, måler og optimerer

4. Værdifastsætter MWR korrekt

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En metode til at måle ”display advertising” effektivitet:

Search + Besøgende + e-commerce spending(målt over tid for forsinket effekt)

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1 ud af 5 der blev eksponeret for display, viste relaterede søgninger efter det annoncerede brand.

*Comscore & OPA 2009

1 ud af 3 eksponeret for display besøgte annoncørens site.

Folk der blev eksponeret for display ads, er mere engagerede på annoncørens side - de bliver længere og ser flere sider.

E-commerce spending i den annoncerede kategori var signifikant højere (7%) blandt modtagere der blev eksponeret for display-kampagner.

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Hvor mange her, bruger tid på at optimere Search langsigtet men kører display kampagner af, som om det var 1999 og den med den højeste

Burn-Rates stadig var den sejeste?

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SPØRGSMÅL?Sebastian Gullak

CEO / Partner

Deducta Online Marketing

Tlf.: 6060 4444

E-mail: sg@deducta.dk

Linkedin: www.linkedin.com/in/internetmarketing