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OMD_presentation_gemiusWorkShop_March_2011

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The presentation from gemiusWorkShop organized by Gemius in Riga, Latvia. The Workshop was dedicates to the ad serving technology and targeting opportunities, as well as the measurement of the …

The presentation from gemiusWorkShop organized by Gemius in Riga, Latvia. The Workshop was dedicates to the ad serving technology and targeting opportunities, as well as the measurement of the effectiveness of online advertising campaigns.

Published in: Technology, Business

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Transcript

  • 1. Internet advertising and the importance of targeting
    viktors.rozkalns@omnicommediagroup.lv
    twitter.com/vektorz
  • 2. What is Web Marketing? (nothing new)Why targeting? (yes / no/ maybe)Without "interesting" statisticsMy feelings (subjective)
  • 3. 4 parts of web advertising
  • 4. In Latvia widely used 2 of 4
  • 5. Display ads
    CLICK
    CLICK
    CLICK
  • 6. Click here to subscribe
    now!
  • 7. E-mail marketing
  • 8. Retargeting offers to merge the best features of display ads and e-mail marketing
  • 9. E-mail subscriber ~ cookie
    Newsletter ~ impression
  • 10. But still to make a complete web campaing you will return to this:
  • 11.
  • 12. Retargeting
    = a good part of a web campaing
    ≠ a core of a web campaing
  • 13. Retargeting plan:
    Users from clients page
    Users from surveys
    How many cookies
    Which media and formats?
  • 14. Case study for client X
    Campaign 45 days
    Retargeting starts after 15
    Two products
    Two languages
    3 different media
    Average CTR 8.70%
  • 15. Each case is unique and there is no universal approach for all!