45. Kto kliká nareklamu?
– Study Showing 50 Percent Drop in
Number of U.S. Internet Users Who Click on
DisplayAds
– „Only 8 Percent of Internet Users Now
Account for 85 Percent ofall Clicks“
Performics
46. Study Showing 50 Percent
Drop in Number of U.S.
Internet Users Who Clickon
Display Ads
Performics
47. A kto sú títoklikeri?
InternetAverage InternetAverage
Insurance – Clickers Insurance – Converters
THIS SITE VS.
TOTAL
THIS SITE VS.
TOTAL
SEGMENT
Under 18
18–24
25–34
SEGMENT
Under 18
18–24
25–34
INDEX
147
138
66
INDEX
63
98
110
35–44
45–54
35–44
45–54
74
67
117
115
55–64
65+
55–64
65+
111
131
105
80
Performics
66. Goal
– To increase position of
brand Mobelix against
their competitor
–usingprogrammatic
buying video formats in
RTB ecosystem.
Performics
67. CONTROL
GROUP
Campaign
1. Dividing users (targeted
audience) into two groups.
Control group and Exposed
group.
2. Programmatic buying in
RTB ecosystem. Execution of
campaign in the period of 15
days.
EXPOSED
GROUP
Performics
71. – With this campaign we
helped client to know
position of his brand
and help himto
strengthen it.
– Increase brand recognitionon
internet +7,91%
– Put the advertiser on samelevel
withAsko
– Decrease leading position of Kika
from 55% to only 16% ontargeted
group
Summary
ETARGET CAMPAIGN
RESULTS
Performics
72. Client
„Our intent in Mobelix was to increase the
brand recognition, while using
programmatic opportunity to help to
achvieve our main object.The campaign
showed us that the strategy was chosen
very wisely, as the recognition of the
brand and increase of customers is the
best indicator for us.“
Simon Radil, Head of online
marketing, Mobelix
73. Čo je dôležité priRTB
STRATÉGIA
– Naplánovať si
rozpočty, akcie
(víkendové etc.
= zvýšenieCTR)
KREATÍVA
– Stratégia pri
tvorbe
– Testovanie
– Pravidelný
update (nová
kreatíva
PRAVIDELNE!)
OPTIMALIZÁCIA
– Kampaň
potrebuje zásahy
špecialistu a čas
na výsledky
ROZPOČET
– Mať pripravený
rozpočet -
je potrebný
min. zásahna
cieľovku
Performics