Naslednja vroča stvar v oglaševanju

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Naslednja vroča stvar v oglaševanju

  1. 1. burtcorp.com @burtcorp
  2. 2. Web Analytics for Advertising
  3. 3. MAKINGQUALITYTIME
  4. 4. BrandOffline Online DR
  5. 5. BANNERSARE DEAD OR?
  6. 6. Vogue bild
  7. 7. #1 INTUITIVE#2 CONSISTENT Vogue bild#3 NATIVE
  8. 8. ”Harvests” demand.Response, not Branding.
  9. 9. HOW TO MAKE DISPLAY ADS:#1 INTUITIVE#2 CONSISTENT#3 NATIVE
  10. 10. HOW TO MAKE DISPLAY ADS:#1 INTUITIVE
  11. 11. Web Analytics for Advertising
  12. 12. High resolution media measurement.
  13. 13. CHANGING HOWMEDIA IS MEASURED AND MADE
  14. 14. Analyzing online display advertising for Scandinavian Airlines
  15. 15. KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and”Online media buyer of the year, Sweden”Clicks are not enough. Click ROIClick ROI decreasing rapidly since 2008. 4Quality of sites where ads aredisplayed vary greatly.The majority is ”junk”.Media buyers who are not up tospeed with the market conditions 1contribute to the development of 2008 2009 2010”junk”. 0,5
  16. 16. EXAMPLES OF “JUNK”: Small units that cannot be seen long enough. Ads that compete with other ads on cluttered sites.Run-of-the-mill ”creative” design, in the wrong context. Not in target audience or with poor timing.
  17. 17. EXAMPLE TV 100% In-Screen Rate 30 sec In-Screen Duration 100% Share of View 1 Ads/PageIN-SCREEN RATE Media Quality = 10 93% IN-SCREEN DURATION 17 sec MEDIA QUALITY 7.9 SECRET SAUCE ALGORITHMSHARE OF VIEW 22% ADS / PAGE 3.1
  18. 18. Direct ResponseFrequency and reach more importantthan high media quality
  19. 19. Brand BuildingHigh media quality is very important
  20. 20. HOW TO MAKE DISPLAY ADS:#2 CONSISTENT
  21. 21. Print’s secret sauce:1. High affinity audience2. Emotional impact3. Intuitive for buyers4. Safe - ”it just works”5. Consistent over time
  22. 22. HOW TO MAKE DISPLAY ADS:#3 NATIVE
  23. 23. WHAT IF THERE WAS ONLY ONETYPE OF DISPLAY PLACEMENT?
  24. 24. THE UNIT:1. People, not cookies.2. Guaranteed visible.3. Native placement.4. 30% share-of-screen.5. One visible ad. Yours.
  25. 25. ”The only viewable ad for 10 seconds and take up 1/3 of the screen.”
  26. 26. #1 INTUITIVE#2 CONSISTENT#3 NATIVE
  27. 27. ”The real fact of the matter is that nobodyreads ads. People read what interests them,and sometimes it’s an ad.” – Howard Gossage
  28. 28. ?alman@burtcorp.com | @danielalman vanja@burtcorp.com | @vajna www.burtcorp.com | @burtcorp
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