Data driven display advertising

IN 5 STAPPEN NAAR REAL-TIME, RELEVANTE ADVERTENTIES MET PROGRAMMATIC

Wij zijn Expand Online.

’11 ’12 ’13 ’14 ’15

Zoekmachine Marketing, Web Analytics en

Conversie Optimalisatie

Rendementsgerichte Online Campagnes

Team van 70 Online Marketeers

Proud member van de Dept Family

70

Wij bereiken maximaal rendement voor o.a.

Nederland koploper op Programmatic gebied.

Netherlands

UK

France

Australia

Japan

Germany

Spain

China 23%

31%

33%

40%

52%

56%

59%

60%

Programmatic Display Ad Spending in Select Countries Worldwide, 2017

Complex landschap

Complex landschapTotdat Google aan het werk ging…

Stap 1Stel de juiste KPIs.

Programmatic buying.

Performance Thinkers Brand Thinkers

Programmatic buying.

Performance Thinkers Brand Thinkers

Last Click ExpertsSEM bureaus

KPI’sConversies

ConversieratioCPA

KPI’sMerkbekendheid

BereikFrequentie

Brand Builderstraditionele

mediabureaus

Programmatic buying.

Performance Thinkers Brand Thinkers

Last Click ExpertsSEM bureaus

KPI’sConversies

ConversieratioCPA

Programmatic marketeers

KPI’sMerkbekendheid

BereikFrequentie

Brand Builderstraditionele

mediabureaus

Google Analytics, Omniture etc.

DoubleClick biedt toegankelijk platform voor managen complexiteit binnen programmatic.

Laagdrempelig managen van complexiteit binnen programmatic. Campaign manager

Ad Serving en Reporting

Google Analytics, Omniture etc.

StudioRich media creatie

Bid ManagerReal Time Bidding

(RTB)

Search (DS)SEA

DoubleClick biedt toegankelijk platform voor managen complexiteit binnen programmatic.

Laagdrempelig managen van complexiteit binnen programmatic. Campaign manager

Ad Serving en Reporting

Mobile, Vpaid, Expandable

Sanoma, Facebook, Telegraaf, etc.

AdWords, Bing, Yahoo!

Stap 2Kies Creatives die passen bij uw doelgroep en doelstellingen.

Complex landschapZeer uitgebreid spectrum van formaten (I)IAB standaard formaten

11.

MobileHalfpage320x240

MobileInterstitial1x1

Mediumrectangle300x250

Mobileleaderboard320x50

Largemobilebanner320x100

x

Zeer uitgebreid spectrum van formaten (II)Mobile ads

Zeer uitgebreid spectrum van formaten (III)Video & rich media ads

Aandeel video binnen display formaten groeit snel (bron: IAB, NL)

Stap 3Richt uw media buying in.

Premium BuyGuaranteed position and price

Brand safety: premium websites

More and more replaced by auction model

Private MarketplaceClosed auctions, special deals between networks and

advertisers

Usually minimum bid prices

“First look” for auction participants

Advanced targeting and use of 1st and 3rd party

cookie data

Open ExchangeOpen Market place: bidding in open auctions

Access to all open networks and inventory within one

system

Advanced targeting and use of 1st and 3rd party

cookie data

Welke type display inkoop past bij uw campagne?

Juiste banner, op het juiste moment, op de juiste locatie, aan de juiste persoon.Groot bereik op premium websites, RTL, Sanoma Media, Telegraaf Media.

Real Time Bidding (RTB) via open exchanges.

99%Bereik

30 miljardViews/mnd

0,1%Gemiddelde CTR

€2,50Bereik (vanaf)

Bereik ook premiumsites via RTB.

Zeer groot bereik.

Stap 4Ook knowns bereiken.

1 2 3

Voldoet aan gestelderetargeting criteria…

Gebruiker bekijkt producten op de site…

En krijgt deze weerte zien via RTB

Dynamische retargeting.

Geavanceerde retargeting via DoubleClick Ad Exchange met volledige controle

Implementatie via Data Layer Tag Manager

Segmentatie op basis van doelgroepen, gedrag, type pagina’s, bestellingen

Frequency capping zelf in te stellen, bijv. Hoger bij shopping cart abandoners dan bij product viewers

Bid management op basis van afhaakmoment, waarde winkelmandje, loyaliteit klant etc.

Stap 5Meten, weten, verbeteren.

“Half the money I spend on advertising is wasted, I just don’t know which half.”

Veelgehoorde opmerkingen over ROI via Display…

My Search Brand campaigns are the only ones driving good CPA and positive ROI.

“

Why should I invest in Display if I barely have conversions in this channel?

“

My branding channels haven’t got any last-click conversions.

“

Although it’s a branding channel, I still analyse it from a performance perspective.

“

I don’t know how I should allocate budget based on the contribution of every channel, especially mobile.

“

Het doel van een attributie model is om betere inzichten in het effect van display te

verkrijgen

Meerdere touchpoints in customer journey dragen bij aan uiteindelijke conversie

click

Search

view

RTB

click

Retargeting

Buy

click

view

Premium display

Orientation

SITE

view

See Think Do

Single user path

start Impressies,new visitors

CTR, micro conversion, supporting conversion

Conversies,CPA, ROI

conversion

Don’t just focus on last-click conversion.

Linear

Time Decay

Position-based

Conversion Credit Change under

Non-Last Click Model

+ 109%

+ 6%

+ 5%

Channel 1

Channel 2

Channel 3

1.

2.

3.

4.

5.

6.

7.

8.

1,565 (31.67%)

1,059 (21.43%)

390 (7.89%)

232 (4.63%)

121 (2.45%)

104 (2.10%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

4.20

1.21

0.39

0.84

0.37

0.87

373

878

998

272

330

119

(2.40%)

(36.96%)

(17.66%)

(4.84%)

(5.87%)

(2.12%)

Assisted Conversions

Assisted Conversion Value

Last Click or Direct Conversions

Last Click or Direct ConversionValue

Assisted/Last Click or DirectConversions

Custom Channel Grouping

Display & Video: Mid Funnel

Paid Search: Generics

Display & Video: Upper Funnel

Direct

Referral

Paid Search: Brand

Social Network

Display & Video: Lower Funnel

Assist Conversions

Last-Click Conversions Assist Ratios=

Zorg voor een attributie model waarin assisted conversies worden meegewogen.

15.0 5.09.0 3.1 0.8 0.7 0.6 0.5 0.3

DirectOrganicSearch

Display & Video:Lower Funnel

Referral

Email

Paid Search:Generic

Display & Video:Mid-FunnelDisplay & Video:

Upper Funnel

More likely to be assist touchpoint More likely to be last touchpoint

AssisRatios

Brand PaidSearch

1.

2.

3.

4.

5.

6.

7.

8.

1,565 (31.67%)

1,059 (21.43%)

390 (7.89%)

232 (4.63%)

121 (2.45%)

104 (2.10%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

$0.00 (0.00%)

4.20

1.21

0.39

0.84

0.37

0.87

373

878

998

272

330

119

(2.40%)

(36.96%)

(17.66%)

(4.84%)

(5.87%)

(2.12%)

Assisted Conversions

Assisted Conversion Value

Last Click or Direct Conversions

Last Click or Direct ConversionValue

Assisted/Last Click or DirectConversions

Custom Channel Grouping

Display & Video: Mid Funnel

Paid Search: Generics

Display & Video: Upper Funnel

Direct

Referral

Paid Search: Brand

Social Network

Display & Video: Lower Funnel

Assist Conversions

Last-Click Conversions Assist Ratios=

Analyseer naast bereik en vertoningen ook conversies en ratios in Assisted Conversion rapportages.Staar je niet blind op conversies, Display is een upper funnel kanaal en helpt bij brandbuilding en awareness.Display draagt op de langere termijn bij aan meer naamsbekendheid en toename van conversies.

Succes meten van je display campagnes.

1.

2.

3.

Vragen? Fire away.Bedankt!