Performance 2013 - Vincent Siegelaar - Sanoma

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Performance 2013 - Vincent Siegelaar - Sanoma

  1. 1. Emerce Performance Performance Partnerships Vincent Siegelaar 21-11-2013
  2. 2. Introductie Media, een markt in beweging Disruptie Sanoma in transitie Performance Based als (een van de) oplossingen Elementen Performance Based Advertising Aanpak Sanoma: operational excellence Key Take Aways 2 22 November 2013
  3. 3. Introduction 3 22 November 2013
  4. 4. 4 22 November 2013 Presentation name
  5. 5. 90% mediagebruik via schermen = 90% Smartphone s PCs Tablets S TV = 10% Radio Source: Google 2012 Kranten Tijdschriften
  6. 6. 6 22 November 2013 Presentation name
  7. 7. Disruption 7 22 November 2013 Presentation name
  8. 8. Focus 8 22 November 2013 Presentation name
  9. 9. Balancing Act 9 22 November 2013 Presentation name
  10. 10. 10 22 November 2013 Presentation name
  11. 11. Surfing the waves of giants 11 22 November 2013 Presentation name
  12. 12. Sales budget is ongelimiteerd 12 22 November 2013 Presentation name
  13. 13. Performance Based advertising sucks! 13 22 November 2013 Presentation name
  14. 14. Big data & analytics 14 22 November 2013 Presentation name
  15. 15. Technology 15 22 November 2013 Presentation name
  16. 16. Trading 16 22 November 2013 Presentation name
  17. 17. Relevance 17 22 November 2013 Presentation name
  18. 18. People
  19. 19. 19 22 November 2013 Presentation name
  20. 20. Our main job: Optimization 20 22 November 2013 Presentation name
  21. 21. Optimization variables Over 10.000 variables just for display advertising Targeting Context Creative Device Size Site Message Zone Call to action Placement Landingpage Topic Behavioural Retargeting Audience Time Geographic Pricing model Network CPM Sanoma CPC External 21 22 November 2013 CPA Internet Hungary 2013 Price
  22. 22. Context optimization q9uA Site level Clicks : 3038 CPL: € 83,- Clicks : 5441 CPL : € 56,- Clicks : 370 CPL : € 42,- Clicks : 20 CPL : … 22 22 November 2013 Internet Hungary 2013
  23. 23. Context optimization CPL : € 80,- Position level CPL : € 75,- 23 22 November 2013 Internet Hungary 2013 CPL : € 5,-
  24. 24. Context optimization Device level CPL : € 80,- 24 22 November 2013 Internet Hungary 2013 CPL : € 100,- CPL : € 180,-
  25. 25. Challenges 25 22 November 2013 Presentation name
  26. 26. Performance Paradox Friction between cost per lead and volume 100 Leads à CPL development 1 1st lead: € 5,10th lead: € 10,100th lead: € 1000,- Price à 1 26 22 November 2013 100 Internet Hungary 2013
  27. 27. Measurement 27 22 November 2013 Presentation name
  28. 28. Sanoma? §  Dynamic Retargeting §  Audience Extension §  eGRP 28 22 November 2013 Presentation name
  29. 29. Key Take Aways •  •  •  •  •  •  29 22 November 2013 Presentation name Data & Analytics Technology People Attribution Transparency Joint Effort
  30. 30. 30 22 November 2013 Presentation name vincent.siegelaar@sanoma.com @thesiege1

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