performance marketing en un mundo multipantalla andrés snitcofsky
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Performance Marketing en un mundo multipantalla
Andrés Snitcofsky@ams
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FUENTE: IPSOS MEDIACT/GOOGLE 2012 HOLIDAY SHOPPING INTENTIONS SURVEY
80%
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La atención del consumidor está cada vez más dividida
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Atención (más)
dividida
Sobreabundancia de información
EspaciosMás
Pequeños
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Conversiones
Acciones medibles
Comportamientos
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Real Time Bidding
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Fuente: IAB UK - The Evolution of Online Display Advertising
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Fuente: IAB UK - The Evolution of Online Display Advertising
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Fuente: IAB UK - The Evolution of Online Display Advertising
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Fuente: IAB UK - The Evolution of Online Display Advertising
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Fuente: IAB UK - The Evolution of Online Display Advertising
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Fuente: IAB UK - The Evolution of Online Display Advertising
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¡¿QUE?!
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Una vez que el targeting hizo su trabajo…
es el turno del mensaje
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http://thenextweb.com/media/2012/11/09/federated-media-kills-off-display-ads-shifting-focus-to-native-advertising-and-programmatic-media/
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Formatos Nativos
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¿Quién comenzó con esto?
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Goto.com – Primer buscador de anuncios pagos
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Las claves originales de Google
• Contenido relevante para el usuario.• Claramente diferenciado e identificado como
anuncio.• Equilibrio entre contenido editorial y
publicitario.
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El nivel de calidad define
• Si el anuncio será mostrado o no• Cuál es el CPC mínimo para la primera página
de esa palabra clave• La posición del anuncio en los resultados de
búsqueda.• Cuánto pagarás por el clic en tu anuncio
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DESPUÉS DEL CLIC
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DESPUÉS DE LA CONVERSIÓN
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CÓMO MEDIR
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Modelos de atribución
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Embudos Multicanal
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MUCHAS [email protected]
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Multipantalla
• Anuncios móviles en Facebook y Google• Redes Mobile (HUNT, AdMovil, etc.)• Coherencia de mensajes• La importancia de search como puente entre
canales.
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