performance based advertising – een kijkje in de keuken
DESCRIPTION
TRANSCRIPT
Sanoma Media Netherlands Stefan Havik
§ http://www.youtube.com/watch?v=Br2KSsaTzUc
“Marketing budget is limited, sales budget unlimited”
Performance Based:
Performance Based Sucks!
Performance Paradox Law of diminishing returns
Effortà
Resu
ltà
100
100
1
Not a charge model, but necessary added value
Performance Based:
CPS is just a way to reduce risk
Charge models:
CPS shifts the way we optimize (focus on my own ROI)
Charge models:
CPM is the fastest growing currency
Charge models:
Optimization and managing risks
Performance Based:
Agency fee
Publisher revenue
Publisher revenue
Agency fee
SSP’s, DSP’s, DMP’s, Technology providers,
Data providers, tradings desks….
Adding value
Data
Trading & optimization
Technology as a service
1. Increase share of wallet
Make advertising more efficient by combining data, technology and optimization to:
2. Become #1 player in leadgeneration 3. Performance advertising competence center
Data
Technology
Optimization
Device
Launch &
Iterate
Context Creative
Audience
Site
Zone
Page
Placement
Context
Creatives
Devices
Data: Analytics
Data: Targeting
Interest Intent
Example
Interest data
Intent data
Results
CTR + 6% CCR + 42%
CTR + 33% CCR + 64%
Advertising creatives
Advertiser Network Affiliate
Creatives + tracking
Visitors
Sales fee € 100,- € 30,- € 70,-
Affiliate Marketing
1. Extra revenue source
Why we use affiliate marketing:
2. Insights and data source 3. Hassle free (low cost of sale)
1. Authority of a brand
How we use affiliate marketing:
2. Close to a transaction 3. High volume
“Affiliate sites”
Affiliate revenue 2013
Affiliate revenue 2013
What’s Next?
Data science
Privacy
Cross Media
Goals
1. Invest in creatives and optimization
Takeaways
2. Look beyond the last click 3. Prepare for the data age
Questions?