Naslednja vroča stvar v oglaševanju
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Transcript of Naslednja vroča stvar v oglaševanju
Web Analytics for Advertising
MAKINGQUALITY
TIME
Brand
DR
Offline Online
BANNERSARE DEAD
OR?
Vogue bild
Vogue bild
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
”Harvests” demand.Response, not Branding.
HOW TO MAKE DISPLAY ADS:
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
HOW TO MAKE DISPLAY ADS:
#1 INTUITIVE
Web Analytics for Advertising
High resolution media measurement.
CHANGING HOW MEDIA IS MEASURED
AND MADE
Analyzing online display advertising for Scandinavian Airlines
KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and ”Online media buyer of the year, Sweden”
Clicks are not enough.Click ROI decreasing rapidly since 2008.
Quality of sites where ads are displayed vary greatly.The majority is ”junk”.
Media buyers who are not up to speed with the market conditions contribute to the development of ”junk”.
Click ROI
4
1
0,52008 2009 2010
EXAMPLES OF “JUNK”:
Small units that cannot be seen long enough.
Ads that compete with other ads on cluttered sites.
Run-of-the-mill ”creative” design, in the wrong context.
Not in target audience or with poor timing.
SHARE OF VIEW
22%
IN-SCREEN DURATION
17 sec
ADS / PAGE
3.1
IN-SCREEN RATE
93%
SECRET SAUCE ALGORITHM
MEDIA QUALITY
7.9
EXAMPLE TV100% In-Screen Rate30 sec In-Screen Duration100% Share of View1 Ads/PageMedia Quality = 10
Frequency and reach more important than high media quality
Direct Response
High media quality is very important
Brand Building
HOW TO MAKE DISPLAY ADS:
#2 CONSISTENT
Print’s secret sauce:
1. High affinity audience
2. Emotional impact
3. Intuitive for buyers
4. Safe - ”it just works”
5. Consistent over time
HOW TO MAKE DISPLAY ADS:
#3 NATIVE
WHAT IF THERE WAS ONLY ONE TYPE OF DISPLAY PLACEMENT?
THE UNIT:
1. People, not cookies.
2. Guaranteed visible.
3. Native placement.
4. 30% share-of-screen.
5. One visible ad. Yours.
”The only viewable ad for 10 seconds and take up 1/3 of the screen.”
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
”The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
– Howard Gossage
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