Download - RTB - 8 april. - Thomas eskildsen, MEC
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RELEVANS ØGES
ENDNU HØJERE GRAD AF SPECIALICERING
VI ER KUN LIGE STARTET
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Vi arbejder på i alle sammenhænge at skabe mest mulig effekt for annoncørens budgetter 1. Ved at skabe maksimal relevans 2. Indkøbe til den rigtige pris 3. Sikre effekt fra hver enkel eksponering / identificere de kilder der skaber salget 4. Rigtigt budskab
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Programmatic Buying er en metode til at bringe mere relevans ind i medieindkøbet
(men grundprincipper i medieplanlægning er den samme som tidligere)
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Målgruppen
Medie 1
Medie 2
Medie 3
Medie 5
Medie 4
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Kundens data Owned media, CRM etc.
Det vi skaber / forædler Via teknik og algoritmer
Medie data / markeds data Køber eller opsamler som del af kampagner
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SPEND
TID
Adwords
Søgemaskineoptimering
Affiliate
Re-targeting
Look-a-likes
Behavioural targeting
Contextual targeting
Reach
Social
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RTB
1. halvår 2010 2. halvår 2010 1. halvår 2011 2. halvår 201q 1. halvår 2012 2. halvår 2012 1. halvår 2013 2. halvår 2013
Search
Affiliate
Målretning
Pris / salg
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Organiske søgninger
Display
Direct
Affiliate
Social Media
Referer
AdWords
Total
1,98
1,00
15,52
1,81
1,07
1,00
1,46
5,80
1,29
Gns. frekvens pr. konvertering
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Organiske søgninger
Re-targeting
Display
Direct
Affiliate
Social Media
Referer
AdWords
Total
1,99
5,64
3,14
2,31
1,23
1,00
1,41
1,55
3,84
1,98
15,52
1,81
1,07
1,00
1,46
5,80
1,29
0,01
5,64
-12,39
0,50
0,16
0,00
0,08
-1,96
0,11
Frekvens pr. konvertering periode 2
Frekvens pr. konvertering periode 1
Ændring
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SILVAN – case DCO
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STANDARD BANNER DCO
Index 100
Index 100
Index 281
Index 20 Index 100
Index 325 KLIKRATE
KONVERTERINGSRATE
PRIS PR. KONVERTERING
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Procentdel af bannere inscreen
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RELEVANS ØGES
ENDNU HØJERE GRAD AF SPECIALICERING
VI ER KUN LIGE STARTET