Mobil hirdetések - mérés, tervezés, optimalizálás - Evolution Hungary, 2015., Arany János
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Mobil hirdetések - mérés, tervezés, optimalizálás - Evolution Hungary, 2015., Arany János
- 1. Arany János Ebola Play Country Manager
- 2. Mobil felület • Kisebb felület – nagyobb rész a reklám (AV érték) • Érintő – több véletlen kattintás (CTR érték) • Személyes – érzékenyebb használó (Content, frequency) • Kevesebb reklám/oldal (publishing ár) MIÉRT MÁS?
- 3. A CTR és SAR ellentétesen mozognak A CTR NEM MINDEN – SŐT!
- 4. • Az offline interaktivizálása a mobillal • Kereszt hatások (aktivizálás, mérés) „OFF-DEVICE MOBILE ADVERTISING”
- 5. És jöhet a BigData… KONTEXTUS ANALÍZIS
- 6. Ha 3-at megjegyzünk: • Nincsenek cookie-k: Device ID • Lehetőség: APP indítás (deep link) • Frequency: maximalizáljunk a hatékonyságért REMARKETING MOBILON
- 7. • Ami a cél: AV, CT, CPA, SA, app letöltés, community,… • CT, csak ha van mobil oldal! • Vigyázzunk a CTR-rel! ÚTRAVALÓ • Eszköztípus célzás célcsoport és napszak alapján • “Device type” is demográfiai adat!
- 8. 2014 © Ebola Play I All Rights Reserved MOBILIZE! WWW.EBOLAPLAY.COM JANOS.ARANY@EBOLAPLAY.COM
Editor's Notes
- Nielsen and xAd assessed multiple ways to measure campaign success, including Click-Through-Rate (CTR), secondary actions such as calls and navigation, and lift in store visitation post ad exposure. In online advertising, CTR has long been a straight-forward and preferred way to measure banner ad engagement. This is because the act of clicking on a banner is an intentional two-step action and accidental clicks are not frequent. Since mobile advertising is comparatively new and digital in format, CTR quickly became the most popular way to gauge the success of mobile campaigns as well. The problem with CTR in mobile, however, is that when used as the only success metric for campaigns, it’s a glaringly inaccurate one. Not only do small touchscreens often lead to accidental clicks, inflating CTR, but the metric also fails to capture post-click engagements. Local Search Association’s LSA Insights database shows that mobile display ads that were geo-targeted had secondary action rates much higher than the industry benchmark, up to 2.5 times higher.
- (“az offline világ egere”)