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Data driven display advertising
IN 5 STAPPEN NAAR REAL-TIME, RELEVANTE ADVERTENTIES MET PROGRAMMATIC
Wij zijn Expand Online.
’11 ’12 ’13 ’14 ’15
Zoekmachine Marketing, Web Analytics en
Conversie Optimalisatie
Rendementsgerichte Online Campagnes
Team van 70 Online Marketeers
Proud member van de Dept Family
70
Wij bereiken maximaal rendement voor o.a.
Nederland koploper op Programmatic gebied.
Netherlands
UK
France
Australia
Japan
Germany
Spain
China 23%
31%
33%
40%
52%
56%
59%
60%
Programmatic Display Ad Spending in Select Countries Worldwide, 2017
Complex landschap
Complex landschapTotdat Google aan het werk ging…
Stap 1Stel de juiste KPIs.
Programmatic buying.
Performance Thinkers Brand Thinkers
Programmatic buying.
Performance Thinkers Brand Thinkers
Last Click ExpertsSEM bureaus
KPI’sConversies
ConversieratioCPA
KPI’sMerkbekendheid
BereikFrequentie
Brand Builderstraditionele
mediabureaus
Programmatic buying.
Performance Thinkers Brand Thinkers
Last Click ExpertsSEM bureaus
KPI’sConversies
ConversieratioCPA
Programmatic marketeers
KPI’sMerkbekendheid
BereikFrequentie
Brand Builderstraditionele
mediabureaus
Google Analytics, Omniture etc.
DoubleClick biedt toegankelijk platform voor managen complexiteit binnen programmatic.
Laagdrempelig managen van complexiteit binnen programmatic. Campaign manager
Ad Serving en Reporting
Google Analytics, Omniture etc.
StudioRich media creatie
Bid ManagerReal Time Bidding
(RTB)
Search (DS)SEA
DoubleClick biedt toegankelijk platform voor managen complexiteit binnen programmatic.
Laagdrempelig managen van complexiteit binnen programmatic. Campaign manager
Ad Serving en Reporting
Mobile, Vpaid, Expandable
Sanoma, Facebook, Telegraaf, etc.
AdWords, Bing, Yahoo!
Stap 2Kies Creatives die passen bij uw doelgroep en doelstellingen.
Complex landschapZeer uitgebreid spectrum van formaten (I)IAB standaard formaten
11.
MobileHalfpage320x240
MobileInterstitial1x1
Mediumrectangle300x250
Mobileleaderboard320x50
Largemobilebanner320x100
x
Zeer uitgebreid spectrum van formaten (II)Mobile ads
Zeer uitgebreid spectrum van formaten (III)Video & rich media ads
Aandeel video binnen display formaten groeit snel (bron: IAB, NL)
Stap 3Richt uw media buying in.
Premium BuyGuaranteed position and price
Brand safety: premium websites
More and more replaced by auction model
Private MarketplaceClosed auctions, special deals between networks and
advertisers
Usually minimum bid prices
“First look” for auction participants
Advanced targeting and use of 1st and 3rd party
cookie data
Open ExchangeOpen Market place: bidding in open auctions
Access to all open networks and inventory within one
system
Advanced targeting and use of 1st and 3rd party
cookie data
Welke type display inkoop past bij uw campagne?
Juiste banner, op het juiste moment, op de juiste locatie, aan de juiste persoon.Groot bereik op premium websites, RTL, Sanoma Media, Telegraaf Media.
Real Time Bidding (RTB) via open exchanges.
99%Bereik
30 miljardViews/mnd
0,1%Gemiddelde CTR
€2,50Bereik (vanaf)
Bereik ook premiumsites via RTB.
Zeer groot bereik.
Stap 4Ook knowns bereiken.
1 2 3
Voldoet aan gestelderetargeting criteria…
Gebruiker bekijkt producten op de site…
En krijgt deze weerte zien via RTB
Dynamische retargeting.
Geavanceerde retargeting via DoubleClick Ad Exchange met volledige controle
Implementatie via Data Layer Tag Manager
Segmentatie op basis van doelgroepen, gedrag, type pagina’s, bestellingen
Frequency capping zelf in te stellen, bijv. Hoger bij shopping cart abandoners dan bij product viewers
Bid management op basis van afhaakmoment, waarde winkelmandje, loyaliteit klant etc.
Stap 5Meten, weten, verbeteren.
“Half the money I spend on advertising is wasted, I just don’t know which half.”
Veelgehoorde opmerkingen over ROI via Display…
My Search Brand campaigns are the only ones driving good CPA and positive ROI.
“
Why should I invest in Display if I barely have conversions in this channel?
“
My branding channels haven’t got any last-click conversions.
“
Although it’s a branding channel, I still analyse it from a performance perspective.
“
I don’t know how I should allocate budget based on the contribution of every channel, especially mobile.
“
Het doel van een attributie model is om betere inzichten in het effect van display te
verkrijgen
Meerdere touchpoints in customer journey dragen bij aan uiteindelijke conversie
click
Search
view
RTB
click
Retargeting
Buy
click
view
Premium display
Orientation
SITE
view
See Think Do
Single user path
start Impressies,new visitors
CTR, micro conversion, supporting conversion
Conversies,CPA, ROI
conversion
Don’t just focus on last-click conversion.
Linear
Time Decay
Position-based
Conversion Credit Change under
Non-Last Click Model
+ 109%
+ 6%
+ 5%
Channel 1
Channel 2
Channel 3
1.
2.
3.
4.
5.
6.
7.
8.
1,565 (31.67%)
1,059 (21.43%)
390 (7.89%)
232 (4.63%)
121 (2.45%)
104 (2.10%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
4.20
1.21
0.39
0.84
0.37
0.87
373
878
998
272
330
119
(2.40%)
(36.96%)
(17.66%)
(4.84%)
(5.87%)
(2.12%)
Assisted Conversions
Assisted Conversion Value
Last Click or Direct Conversions
Last Click or Direct ConversionValue
Assisted/Last Click or DirectConversions
Custom Channel Grouping
Display & Video: Mid Funnel
Paid Search: Generics
Display & Video: Upper Funnel
Direct
Referral
Paid Search: Brand
Social Network
Display & Video: Lower Funnel
Assist Conversions
Last-Click Conversions Assist Ratios=
Zorg voor een attributie model waarin assisted conversies worden meegewogen.
15.0 5.09.0 3.1 0.8 0.7 0.6 0.5 0.3
DirectOrganicSearch
Display & Video:Lower Funnel
Referral
Paid Search:Generic
Display & Video:Mid-FunnelDisplay & Video:
Upper Funnel
More likely to be assist touchpoint More likely to be last touchpoint
AssisRatios
Brand PaidSearch
1.
2.
3.
4.
5.
6.
7.
8.
1,565 (31.67%)
1,059 (21.43%)
390 (7.89%)
232 (4.63%)
121 (2.45%)
104 (2.10%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
4.20
1.21
0.39
0.84
0.37
0.87
373
878
998
272
330
119
(2.40%)
(36.96%)
(17.66%)
(4.84%)
(5.87%)
(2.12%)
Assisted Conversions
Assisted Conversion Value
Last Click or Direct Conversions
Last Click or Direct ConversionValue
Assisted/Last Click or DirectConversions
Custom Channel Grouping
Display & Video: Mid Funnel
Paid Search: Generics
Display & Video: Upper Funnel
Direct
Referral
Paid Search: Brand
Social Network
Display & Video: Lower Funnel
Assist Conversions
Last-Click Conversions Assist Ratios=
Analyseer naast bereik en vertoningen ook conversies en ratios in Assisted Conversion rapportages.Staar je niet blind op conversies, Display is een upper funnel kanaal en helpt bij brandbuilding en awareness.Display draagt op de langere termijn bij aan meer naamsbekendheid en toename van conversies.
Succes meten van je display campagnes.
1.
2.
3.
Vragen? Fire away.Bedankt!