digital advertising training presentation
DESCRIPTION
This is a presentation I'm using to give training about digital advertising. I tried to cover the most important topics and usually give many details and examples during training.TRANSCRIPT
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://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