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 effectiveness of online advertising campaigns.

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OMD_presentation_gemiusWorkShop_March_2011

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

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