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9.55 – 10.30 Bannerannonceringens plads i det digitale marketing mixv/SEBASTIAN GULLAK, CEO, Deducta Online Marketing
- Hvad kan banneret som de andre medier ikke kan og hvordan måles effekten?
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Hvor passer banneret ind?
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Display 1.0 “OS” vs. Display Search “OS”
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Hensigt
Display ”OS” V 1.0
Awareness
Reach & Freq.
CPM
Display Search ”OS”
Performance
Data
CPX
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Segmentering
Display ”OS” V 1.0
Lav segmentering
Demografisk
Tidligere adfærd
Display Search ”OS”
Høj segmentering
Modtager
Nuværende adfærd
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Creatives
Display ”OS” V 1.0
Lav versionering
Høje udvkl. omk.
Udviklings tid
Display Search ”OS”
Høj versionering
Dynamisk
Selv servicering
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Indkøb
Display ”OS” V 1.0
Høj forhandler magt
Verbal
Start/Stop
Display Search ”OS”
Lav forhandler magt
Platform
Automatiseret
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Kampagne håndtering
Display ”OS” V 1.0
Højt minimum
Switching Cost
Lav optimering
Display Search ”OS”
Lavt minimum
No Switching Cost
Høj optimering
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SEARCH MARKETING
PPC
CN
SEO
Display Search “OS”
Display Search ”OS”
GoogleYahooBing
TDC online(Eniro)JubiiLycosYandexBaidu
Google Content Networkhar et 80% reach på online medier World Wide(*Ifølge to Comscore/Google)
PIMaps
Mobile
Video
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CN
Display Search ”OS”
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Grænserne udviskes
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Vi er enige om at dette er et banner
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Og det her er ikke…
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Hvad med det her?
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Eller det her…
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Og det her?…
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Dét her er helt sikkert…
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Og måske det her?...
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Det handler om relevansLigegyldigt form og funktion!
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Pris
Mængde
Relevans
Barometer
Relevant (Pull)
Irrelevant (P
ush)
MWR
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“Annoncering er et puslespil af mennesker, behov, efterspørgelse, opmærksomhed, kreativitet, budskaber
og vigtigtst af alt – timing og kontekst.”
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Gid det altid var så nemt som AIDA…
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Men de fleste kender også…1. Kampagnen der skal igang NU
2. Brief og materiale 5 dage inden deadline
3. Ingen koordinering mellem produktion og planlægning
4. Lav grad af test
5. Convenience og opt. på spend frem for CR
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Display annoncering virker, hvis du…1. Giver modtageren kontrol
2. Leverer relevant indhold
3. Tester, måler og optimerer
4. Værdifastsætter MWR korrekt
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En metode til at måle ”display advertising” effektivitet:
Search + Besøgende + e-commerce spending(målt over tid for forsinket effekt)
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1 ud af 5 der blev eksponeret for display, viste relaterede søgninger efter det annoncerede brand.
*Comscore & OPA 2009
1 ud af 3 eksponeret for display besøgte annoncørens site.
Folk der blev eksponeret for display ads, er mere engagerede på annoncørens side - de bliver længere og ser flere sider.
E-commerce spending i den annoncerede kategori var signifikant højere (7%) blandt modtagere der blev eksponeret for display-kampagner.
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Hvor mange her, bruger tid på at optimere Search langsigtet men kører display kampagner af, som om det var 1999 og den med den højeste
Burn-Rates stadig var den sejeste?
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SPØRGSMÅL?Sebastian Gullak
CEO / Partner
Deducta Online Marketing
Tlf.: 6060 4444
E-mail: [email protected]
Linkedin: www.linkedin.com/in/internetmarketing
