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gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group
 

gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group

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“Re-targeting: Innovation in opportunities for targeted advertising” / gemiusWorkShop 03.03.2011, Riga, Latvia ...

“Re-targeting: Innovation in opportunities for targeted advertising” / gemiusWorkShop 03.03.2011, Riga, Latvia

Presentation by Viktors Rožkalns, Project manager of digital advertising at “Omnicom Media Group”

Contacts: workshop@gemius.lv

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    gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group Presentation Transcript

    • Internet advertising and the importance of targeting
      viktors.rozkalns@omnicommediagroup.lv
      twitter.com/vektorz
    • What is Web Marketing? (nothing new)Why targeting? (yes / no/ maybe)Without "interesting" statisticsMy feelings (subjective)
    • 4 parts of web advertising
    • In Latvia widely used 2 of 4
    • Display ads
      CLICK
      CLICK
      CLICK
    • Click here to subscribe
      now!
    • E-mail marketing
    • Retargeting offers to merge the best features of display ads and e-mail marketing
    • E-mail subscriber ~ cookie
      Newsletter ~ impression
    • But still to make a complete web campaing you will return to this:
    • Retargeting
      = a good part of a web campaing
      ≠ a core of a web campaing
    • Retargeting plan:
      Users from clients page
      Users from surveys
      How many cookies
      Which media and formats?
    • Case study for client X
      Campaign 45 days
      Retargeting starts after 15
      Two products
      Two languages
      3 different media
      Average CTR 8.70%
    • Each case is unique and there is no universal approach for all!