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Traffic Driving Using Search & Networks & Exchanges 7.9.09

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Digital Leap Seminar 07 October 2009
The Good Agency
Roger Jones
Henry Stokes

Publicado en: Tecnología
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Traffic Driving Using Search & Networks & Exchanges 7.9.09

  1. 1. Traffic driving
  2. 2. . What am I going to do? How technology is changing and improving the way we plan, buy, target and track online advertising and what the opportunities are
  3. 3. 'Traffic driving' It is not a strategic objective!
  4. 4. Objectives = interactions registrations sales Video views Game plays Widget downloads Send to a friend pdf downloads Over 3 pages viewed Over 2 minutes spent donations
  5. 5. With digital media you interact You need to think about the value
  6. 6. Direct Response Awareness Est 75% of spend Est 25% spend Who worked out the value of an interaction?
  7. 7. Sizing the digital market Source: IAB & Circus Street estimates IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Digital market = £3.2bn Display market = £672m Display DR 75% Display Brand 25% Brand display market = £168m Search market = £1.8bn
  8. 8. . What am I not going to do? Tell you how Google Adwords works
  9. 9. Market Dynamics 91,732,000,000 monthly page views Ninety-one billion, seven hundred and thirty-two million (US) Source: Comscore June 2009 (Top 100 ad sites) Over-supply
  10. 10. Dump the unsold inventory networks
  11. 11. 41% of display spend through networks Source: IAB
  12. 12. Display performance CPM £ CTR %
  13. 13. Search performance CPC £ CTR %
  14. 14. Search performance Increasing CPC’s Decreasing CTR’s The long tail BMW prices BMW Luxury cars BMW 3 series Black M3 BMW for sale in Angel
  15. 15. So what? <ul><li>Increase price (yield) </li></ul><ul><li>Improve performance (CTR) </li></ul><ul><li>Increase efficiency </li></ul><ul><li>Simplify process </li></ul>
  16. 16. The Four T’s Trading Targeting Tracking Technology
  17. 17. Automated web interfaces Dynamic pricing Targeting technology Tracking technology (source Comscore 2009 ) 51.5 billion imps per month 36 million users
  18. 18. Imps CPM/C Format 1 Set campaign parameters 2 Define targeting and review sites A A 3 Create or upload ads 4 Track, review and optimise performance
  19. 19. Let’s see some examples
  20. 20. Trading
  21. 21. CPM CPA CPC - + Risk
  22. 22. The CPM auction process – dynamic pricing Bid becomes £0.45 Publisher (P) has an impression it cannot sell at a premium Win! Buys impression at a price aligned to ROI Sells ad imp for max value automatically Does not bid – incorrect targeting criteria £0.60 deal in place Bids £0.75 Bids £0.65 Network is outside the exchange but has trading relationship with publisher The Exchange Platform Publisher Advertiser Network Advertiser Advertiser Network
  23. 23. eCPM model – based on performance CPC %CTR eCPM Position/Win £0.50 1% £5 1 £0.60 1% £6 1 £0.35 2% £7 1 2 2 3 Sold on a CPC but valued on a eCPM
  24. 24. What does this mean? <ul><li>You need to take responsibility for performance </li></ul><ul><li>High performing media / keywords inflate in price </li></ul><ul><li>Bid strategies become very important </li></ul>
  25. 25. Targeting
  26. 26. Behavioural
  27. 27. Re-targeting Place tracking pixel on your site to drop cookies Users leave your site Users visit network sites Personalised ad is served 1 2 3 4 In Reigate Looking for a puppy?
  28. 28. Registered users
  29. 29. Contextual
  30. 30. It’s set to grow…
  31. 31. Tracking
  32. 32. Duplication Single source tracking
  33. 33. Who?
  34. 34. flashtalking examples ROI
  35. 35. Building an attribution model with ‘engagement tracking’ Credited conversions to ads
  36. 36. How do we take advantage?
  37. 37. Testing Learning Identifying rich audience segments Driving ROI Looking for efficiency
  38. 38. Bespoke creative Implementation Tracking set up Data / targeting management Optimisation Bid management
  39. 39. Summary <ul><li>Online advertising is changing </li></ul><ul><li>Smaller companies get a place at the table </li></ul><ul><li>Pricing depends on performance </li></ul><ul><li>Unique niche audiences can be targeted </li></ul><ul><li>Success comes with testing </li></ul>
  40. 40. Questions?

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