clickers' clique

Download Clickers' Clique

Post on 20-Jan-2015

1.947 views

Category:

Business

0 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

  • 1. Clickers Clique 10 November 2010

2. 2 3. CT=succesful campaign?Photo: http://www.flickr.com/photos/oherinophobia/4503067775/sizes/l/in/photostream/ 4. Display CT FTW? WTF?! Photo: http://www.flickr.com/photos/tonyshi/3101610876/sizes/l/in/photostream/ 5. comScore: Whither the Click in Europe? (2010)Non-clicked display ads are also OK. Visitation to the+72%advertisers web site roseby 72%. Likelihood of conducting a+94%trademark search queryincreased by 94%. 5 6. Eyeblaster (Media Mind): Search & Display (2010) 6 7. Eyeblaster (Media Mind): Search & Display (2010) 7 8. comScore: Natural Born Clickers (2009)Clicks8% - 85% 8 9. A klikk egy olyan zrt csoport, amelynek tagjai azonosA clique is an inclusive group of people who share rdekldssel, nzetekkel, clokkal,interests, views, purposes, patterns of behavior, or viselkedsmintzatokkal vagy etnikummal brnak.ethnicity.- Wikipedia- Wikipedia 10. Clickers Clique1. Profile of Clickers In what proportion do Hungarian users click on display ads? Who? Does the Clicker Man exsist?2. Clickers of CEMP How they differ from theThey were not studied! average clicker? Photo: http://www.flickr.com/photos/zingrid/2247105911/sizes/l/in/photostream/ 11. Clickers Clique Methodology Research partner: Gemius Timing: May 2010 No. of campaigns: 876 96% of 15+ domestic internet audience is covered Methodolgy: gemiusProfileEffect Pop-up panel of gemius/Ipsos Audience (sample size: 53.000) matching of clickers and non-clickers with the members of Pop-up panel definition of the number of real (15+, domestic) users definition of their socioeconomic profile11 12. Clickers Clique Proportion of Clickers 34% of internet users dont clickon display ads at all. 12 Source: CEMP SH Gemius: Clickers Clique, May 2010 13. Clickers Clique Distribution of ClickersHalf of the clickers click on display adsonly once a month. 13 Source: CEMP SH Gemius: Clickers Clique, May 2010 14. Clickers Clique Distribution of Clicks64% of clicks are generated Clicks by only 10% of internet users.10% - 64% 14 Source: CEMP SH Gemius: Clickers Clique, May 2010 15. Az n sikeres kampnynak kattinti Clickers of Your Succesful Campaign.15 Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/ 16. 16Profile of Clickers Source: CEMP SH Gemius: Clickers Clique, May 2010 17. 17Profile of Frequent (5+) Clickers Source: CEMP SH Gemius: Clickers Clique, May 2010 18. 18-49 ABThose cheap bastards whodont click on display ads at all. 18-49 AB clickers Primary audience of a 30% CT-based display campaign. 8%3% 3+ clickers 5+ clickers 18 19. 19Clickers of CEMP Source: CEMP SH Gemius: Clickers Clique, May 2010 20. Clickers Clique Main Findings 34% of internet users dont click on display ads at all. Half of the clickers click on display ads only once a month. 64% of clicks are generated by only 10% of internet users. Frequent clickers are a less important target group. Clickers of CEMP have a higher level of education and socioeconomic status. 20 21. ConclusionsWith a CT-based display campaign: the attention, at best, is focused on the third of the target group, 21 22. ConclusionsWith a CT-based display campaign: efficiency is only apparent: not the actual target group clicks but a disposed minority,22 23. ConclusionsWith a CT-based display campaign: the purpose of the campaign and the buying method diverge from each other,23 24. ConclusionsWith a CT-based display campaign: Advertisers optimize on reaching their audience at no cost, while Media Owners focus on delivering the clicks. 24 25. Conclusions A click means nothing,earns no revenue andcreates no brand equity.- John Lowell, Starcom (Natural Born Clickers, 2009)25 26. sales@cemp.hu www.cemp.hu cemp.blog.hu @cempsh