What I need… What can make an interactive agency work properly today

This is about advertising Why? Because advertising is the first system of money-making for any new Internet thingie So deal with it…

This is about advertising

Why?

Because advertising is the first system of money-making for any new Internet thingie

So deal with it…

need time need education = need money = need time need specialists = need education = need money = need time need technology = need money = need time need digital planners = need education = need specialists = need education = need money = need time need money

need time

need education = need money = need time

need specialists = need education = need money = need time

need technology = need money = need time

need digital planners = need education = need specialists = need education = need money = need time

need money

2 significant needs

2 significant TRUTHS

One specific need

One specific need

Internet is about Myths (great) expectations Fustrations Unexplained succeses

Myths

(great) expectations

Fustrations

Unexplained succeses

Internet is about Conversion funnel Standards Reliability Ease of use Immediacy More data we can use

Conversion funnel

Standards

Reliability

Ease of use

Immediacy

More data we can use

Reliable conversion measurement Conversion funnel or how we prove online sells One known experiment in Romania No biiig success story Failing CTR before successful CTR No conversion experience No ability to meet foreign providers’ expectations No good practice guide No in house teams for optimization No model for conversion No time to make model

Conversion funnel or how we prove online sells

One known experiment in Romania

No biiig success story

Failing CTR before successful CTR

No conversion experience

No ability to meet foreign providers’ expectations

No good practice guide

No in house teams for optimization

No model for conversion

No time to make model

Reliable conversion measurement Make your own conversion scheme and sell it to the client Set up quick&easy measurement algorithm; create quick&easy interface Use it

Make your own conversion scheme and sell it to the client

Set up quick&easy measurement algorithm; create quick&easy interface

Use it

Conversion data We do not have it or we do not have the time to interpret it We do not have ENOUGH specialists to design conversion-based programs Press clients to supply it Do not be discouraged by it Use it to improve the next program

Industry standards CTR monitoring scandal – opposing parties, strange arguments for not implementing it, clients not asked, payment issues Traffic issues – two standards of measuring traffic of websites SATI measurements: basic in presentation and the way they are thought out Blogosphere is not measured No actual way of measuring brand (!!!) No research data on users and their behavior Two to three foreign providers offering their services and slow adoption policies

CTR monitoring scandal – opposing parties, strange arguments for not implementing it, clients not asked, payment issues

Traffic issues – two standards of measuring traffic of websites

SATI measurements: basic in presentation and the way they are thought out

Blogosphere is not measured

No actual way of measuring brand (!!!)

No research data on users and their behavior

Two to three foreign providers offering their services and slow adoption policies

Implement the campaign results software in a palatable form and do it fast All publishers (in ALL forms) wanting to get advertising money should be audited All beyond banner projects should implement a standard algorithm for measuring Get some industry standards # publish industry segmented traffic and industry segmented CTR results without pointing out the company/brand

Implement the campaign results software in a palatable form and do it fast

All publishers (in ALL forms) wanting to get advertising money should be audited

All beyond banner projects should implement a standard algorithm for measuring

Get some industry standards

# publish industry segmented traffic and industry segmented CTR results without pointing out the company/brand

More easily usable campaign management software Campaigns need to be resolved with speed for efficiency Currently we are peddling excell files If there is no standard then at least inside agencies a system of real time campaign management should be implemented Assign responsibilities for this role Train specific people to do it

More easily usable campaign management software

Campaigns need to be resolved with speed for efficiency

Currently we are peddling excell files

If there is no standard then at least inside agencies a system of real time campaign management should be implemented

Assign responsibilities for this role

Train specific people to do it

Seriously… do ghosts (God forgive me!)

Seriously… do ghosts (God forgive me!)

Data Looks researched Gives arguments Makes you look good Gets your boss to like you Trust (like) the agency

Data

Conversion Leads Sales Makes you look good Gets your boss to like you Trust (like) the agency

Conversion

conversion model case studies standards data fast#smart

conversion model

case studies

standards

data

fast#smart