webiz 2016 aleksandar petković - novi digitalni advertajzing
TRANSCRIPT
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NOVI DIGITALNI ADVERTAJZINGALEKSANDAR PETKOVIĆEXECUTIVE DIRECTOR, IAB SERBIA
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ŠTA JE IAB SERBIA?
Udruženje koje pruža podršku razvoju digitalnog marketinga u Srbiji, kao deo globalne svetske i evropske IAB mreže
Misija: Konstantan razvoj lokalnog tržišta digitalnog oglašavanjakroz edukaciju
Glavni ciljevi:Promocija digitalnog marketingaPovećanje nivoa investicije u digitalni marketingPropisivanje standarda i merenja u internet oglašavanju
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ŠTA JE ADVERTAJZING?
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40+
Kad brend plaćamogućnost da prikaže
željenu promotivnu poruku, na određenom prostoru, u određeno vreme kako bi naveo određenu ciljnu
grupu da napravi željenuaktivnost.
Milenijal
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Ako:
BREND PLAĆA: ADVERTAJZINGMEDIJI OBAJAVLJUJU: PRLJUDI PRIČAJU: WORD-OF-MOUTH
TREBALO BI DA JE PROSTO
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NIKADA TEŽE NIJE BILO DEFINISATI
ŠTA JE ADVERTAJZING
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”…TANKA JE LINIJA ŠTO SPAJA
I RAZDVAJA...”BIJELO DUGME
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TAKSONOMIJA U DIGITALNOM ADVERTAJZINGU
Social Video
Viral Video
Native Advertising
Advertorial Display Advertising
Publicity
Branded (Editorial) Content
Editorial Content Sponsored (Editorial) Content
Word-of-Mouth
Consumer - Generated Advertising
Sponsored Word-of-Mouth
Consumer - Generated Advertising Competitions
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Ko je kreirao sadržaj?Da li je kreiranje ili
postavljanje sadržajaplaćeno?
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TAKSONOMIJA U DIGITALNOM ADVERTAJZINGU
Social Video
Viral Video
Native Advertising
Advertorial
Display Advertising
Publicity
Branded (Editorial)Content
Editorial Content
Sponsored (Editorial) Content
Word-of-Mouth
Consumer - Generated Advertising
Sponsored Word-of-Mouth
Consumer - Generated Advertising Competitions
NEPLAĆENI
PLAĆENI
BREND BREND+NOVINARI NOVINARI KORISNIK
K R E A T O R S A D R ŽA J A
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TIPOVI INTERNET OGLASAU ZAVISNOSTI OD CILJA
CONCEPT COMMERCECONTENT
IAB RISING STARS FORMATI
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GENERIŠU SVEST, PA INTERES.
TIPOVI INTERNET OGLASACONCEPT
Full-Page Flex Billboard
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TIPOVI INTERNET OGLASACONTENT
PRETVARAJU INTERES U ŽELJU.
Filmstrip Portrait
SM feed
NATIVE ADVERTISING PLAYBOOK
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TIPOVI INTERNET OGLASACOMMERCE
PRETVARAJU ŽELJU U KONKRETNU AKTIVNOST.
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INOVACIJE U DIGITALNOM
ADVERTAJZINGU
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PROGRAMMATIC ADVERTISING
Tehnologija koja činiproces kupovineoglasnog prostora• efikasnijim• preciznijim i• jeftinijimkroz automatizacijučitavog procesa.
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BIG DATA
Mnoge kompanije imajuveliku količinu podataka o svojim potrošačima, alinemaju znanje, ideju istrategiju kako da ihiskoriste na pravi način.
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INOVATIVNI STORYTELLING
Potrošači najbolje reagujuna dobar storytelling:• Drži pažnju, prenosi
emociju, tera na akciju• Priča koja motiviše i
izaziva emociju• Brend je glavni glumac,
a priča ima početak, razradu i kraj
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HTML5
• Kreativnost• Rich media• Mobile-ready• Bolji engagement• Bolji CTR• Data collection
Guidance for Ad Designers and Creative Technologists
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VIDEO FORMATI & INOVACIJE
• YouTube 360• Facebook 360• Virtual Reality• Snapchat• Periscope• Programmatic
video
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PUNOADVERTAJZINGA
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PUNOLOŠEG
ADVERTAJZINGA
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PUNOLOŠEG I BESKORISNOG
ADVERTAJZINGA
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VIEWABILITY
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AD BLOCKERI
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KAKO SE ODBRANITI?
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“ADVERTAJZING SE BRANI LEPOTOMI ČAŠĆU I ZNANJEM.ADVERTAJZING SE BRANI ŽIVOTOMI LEPIM VASPITANJEM.”
LJUBIVOJE RŠUMOVIĆ
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ALEKSANDAR PETKOVIĆEXECUTIVE DIRECTOR, IAB SERBIA
@IABSerbia@fivewho@MblnMrktng
www.iab.rs www.digitalday.rswww.aleksandarpetkovic.com
HVALA VAM NA PAŽNJI!