digital advertising training presentation

Digital Advertisingand beyond...

Mutlu Dogus Yildirim

ADLINE.CO

V1.1

Before starting...

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Dijital Advertising

Mobile

Video

Display

Classifieds

Search

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Display

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Campaign

Start DateFinish Date

BannerImpression

Click Budget

GeoOS

BrowserSurvey

Behavioral...

AD SERVER

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1000 CPM (Impression)

1 CPC (Click)

1 CPD (Day)

1 CPA (Action)ADLINE.CO

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CPM CPC CPD CPA

Publisher

Advertiser

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Branding = CPM & CPD

Performance = CPC & CPA & ...

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CTR= (click / impression) x 100

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CPM = 1 TL1.000.000 impressions= 1000 TL500 click

CTR = (500 / 1.000.000) x 100 = %0.05

CPC = 2 TL 500 click= 1000 TL2.000.000 impressions

CTR = (500 / 2.000.000) x 100 = %0.025

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Conversion= expected action

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CPM = 1 TL1.000.000 impressions= 1000 TL500 clicks

CPC = 2 TL 500 clicks= 1000 TL2.000.000 impressions

Publisher Advertiser

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eCPM= (revenue / impressions) x 1000

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CPM = 1 TL1.000.000 impressions= 1000 TL

eCPM = (1000 / 1.000.000) x 1000 = 1

CPC = 2 TL 500 click= 1000 TL2.000.000 impressions

eCPM = (1000 / 2.000.000) x 1000 = 0,5

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FC= Frequency capping

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Targeting

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VS.

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ContextualTargeting

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GeoTargeting

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Behavioral Targeting

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Likes EconomyLives in IstanbulWomanHigh Income

Likes SportLives in AnkaraMan

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OBA= Online Behavioral Targeting

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http://www.aboutads.info/choices/

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Re-Targeting

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RichMedia

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http://origin.demo.mediamind.com/Europe/Spain/demos/orange/elcomercio_dropwall/DropWall_ElComercio_orange_nov12/

http://origin.demo.mediamind.com/italy/preview/INFOMOTORI/VIDEOBACKGROUND_PUSHDOWN/preview_GOLF_nov_2012.html

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Video

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Pre-Roll

Mid-Roll

Post-Roll

Pause-Roll

Overlay

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http://vimeo.com/14301686#

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http://www.iab.net/guidelines/508676/digitalvideo/digitalvideorisingstars

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Mobile

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CPM

CPC

CPI

CPD

Click to Landing page

Click to AppStore

Click to Video

Click to SMS

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http://www.iab.net/risingstarsmobile

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RealTime

BiddingADLINE.CO

http://www.slideshare.net/dogusy/real-time-bidding-dsp-ssp-dmp-atd-itd

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Search

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Classified

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Social Media

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Market

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http://www.iabturkiye.org/sites/default/files/adextr2012.pdf

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Thank You

http://www.adline.co

http://www.linkedin.com/in/mutluyildirim