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CREAR / MEDIR / APRENDER

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CREAR / MEDIR / APRENDER …

CREAR / MEDIR / APRENDER
Digital Revolution / Campañas efectivas
By Luciana Salazar - Southern Cone Manager
September 2013

Published in: Technology

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  • It may have been easier to measure brand impact in past when there were few media channels and people spent time together having meals together, waiting together for the Lone Ranger to come on and then sitting in front of a TV for hours – but this is not the fifties!! Those same adverts in that Soap Opera my mother watches today has reacted with taking 30 second ad a reducing it to a 3 second bumper ad either side of the ad break to make it more effective, so when I skip those ads in TIVO, I speed up and slow down for couple of secs either side of break. I still get the repetition. I still get the emotional connection. It has had to find a way to work with the audience, rather than against them.
  • [The consequences of not adopting change] So today, the risks are greater if you DON’T change A lot of companies didn ’ t accept digital – or adopt it fast enough. In 2004, Blockbuster had 60,000 employees and 9,000 stores. In 2010 – filed bankruptcy, was purchased by Dish Networks, and now has fewer than 500 stores. Newsweek was the second largest weekly news magazine in the US. In 2010, merged with The Daily Beast – which was started only in 2008. By 2012, Newsweek was no longer available in print. Kodak moment: 90% market share during most of the 20 th century; but by 2012, filed for bankruptcy. – all because it was slow to adopt digital Our industry isnt exempt from this.
  • [intro to the platform and identifying the videofusion platform as the specific solution for videoconvergence] That was the question we asked ourselves. And that’s why we built dg VideoFusion. We’ve been listening to our customers, watching the industry, and all the meanwhile planning for the future. And now video convergence is here. And videofusion is the answer.
  • In fact when all those clickable little banners appeared on those first websites, we didn ’ t stop there. We invented rich media advertising. From overlays to microsites in banners to the first online video ads – developing polite loading ads that worked with publisher restrictions when people were still using modems… and now dynamically updated ads that you can share on social media and inteacrtive full screen video – ads that talk to one another and take over pages. Yes, we are proud to say “ we invented rich media ” .
  • We have 6 tools that will help you to access your data your way. 1) Campaign Monitor updates key delivery data every 15 minutes 2) One-Click PowerPoint makes presentations a snap 3) 30+ predefined reports with vertical benchmarks 4) Custom Report Builder to get the precise answer you need 5) Excel Plug-In for great flexibility 6) Data Feeds and API to automate data integration from any source
  • DG. Spot On. And so thank you for giving me the time here today to share some high level thoughts with you – and I am sure you have many questions… So feel free. Over to you. And I will do my best to answer your questions for you…
  • Transcript

    • 1. Luciana Salazar Southern Cone Manager September 2013 CREAR/MEDIR/APRENDER Digital Revolution Campañas efectivas 10/02/13 ©2013 Digital Generation Inc. All rights reserved 1
    • 2. ©2013 DG Inc. All rights reserved 2
    • 3. Hace muchos pero muchos años. ………… ©2013 DG Inc. All rights reserved 3
    • 4. © 2010 MediaMind Technologies Inc. | All rights reserved La TV era el motivo de reunion
    • 5. ©2013 DG Inc. All rights reserved 5
    • 6. ©2013 DG Inc. All rights reserved 6 La manera de consumir cambio….
    • 7. ©2013 DG Inc. All rights reserved 7 Campañas Digitales. Exitosas
    • 8. ©2013 DG Inc. All rights reserved 8
    • 9. ©2013 DG Inc. All rights reserved 9
    • 10. ©2013 DG Inc. All rights reserved 10
    • 11. ©2013 DG Inc. All rights reserved 11
    • 12. El video potenciador ©2013 DG Inc. All rights reserved 12
    • 13. ©2013 DG Inc. All rights reserved 13
    • 14. ©2013 DG Inc. All rights reserved 14
    • 15. Impresionar a la audiencia
    • 16. TIEMPO
    • 17. Procesos de trabajo Equipos: planificadores, creativos, desarrolladores, programadores CLIENTE Publishers ©2013 DG Inc. All rights reserved 17 Desterremos elDesterremos el mito de quemito de que porque es digitalporque es digital eses INMEDIATOINMEDIATO Desterremos elDesterremos el mito de quemito de que porque es digitalporque es digital eses INMEDIATOINMEDIATO
    • 18. ©2013 DG Inc. All rights reserved 18 Aprovecharse de las herramientas
    • 19. 3rd party Ad Server Cuentan AdViews (Impresiones reales). Multiples reportes (Cross Campaign, +35 reportes predefinidos, diferentes tipos de metricas). Implementacion centralizada (todo en una sola plataforma, permite rotacion y optimizacion de creativos). Mejores formatos (mayor capacidad de peso, ejecuciones de alto impacto).
    • 20. El anuncioEl anuncio correctocorrecto A la personaA la persona correctacorrecta En el momentoEn el momento exactoexacto
    • 21. ©2013 DG Inc. All rights reserved Desktop (Standard, Rich Media, Search, VAST) Mobile (Standard, Rich Media / HTML5) TV (GRPS alcanzados) Plataforma Crosschannel
    • 22. Lo importante es mantener su atención, entretenerle y ofrecerle contenido de valor 10/02/13©2013 Digital Generation Inc. All rights reserved 22
    • 23. 23©2013 DG Inc. All rights reserved
    • 24. ©2013 Digital Generation Inc. All rights reserved 24 10/02/13
    • 25. Making Data Actionable
    • 26. Métricas Básicas 10/02/13©2013 Digital Generation Inc. All rights reserved 26 Clicks Variable de básica de perfomance que muestra, en cierta medida, el interés del usuario hacia la marca o el mensaje publicitario. -El Click NO asegura que el usuario sea Target. -La compra CPC asegura visitas al site del Anunciante. Pero que calidad de visitas? -Variable primogénita del MKT Online. Contexto en el que nació el click (LATAM año 2000)
    • 27. ©2013 DG Inc. All rights reserved 27 Ya no queremos ver trafickers y planificadores en este estado
    • 28. ©2013 Digital Generation Inc. All rights reserved 28 Usuarios Únicos 10/02/13 • Overlap de Audiencia Muestra la duplicidad de los usuarios entre los diferentes medios de la campaña. Campaign Name Frequency Served Impressions per Frequency CTR Interaction Rate Dwell Rate Conversion Rate to Frequency 1304_campaña_xxxxxx 646.108 2,21% 14,62% 8,65% 0,25% 1 426.700 3,28% 21,20% 12,57% 0,30% 2 67.451 0,14% 4,92% 2,97% 0,30% 3 28.147 0,14% 1,30% 0,67% 0,29% 4 18.108 0,18% 0,65% 0,19% 0,28% 5 12.464 0,12% 0,32% 0,06% 0,28% 6 9.744 0,05% 0,26% 0,07% 0,28% 7 7.533 0,17% 0,27% 0,03% 0,28% 8 6.266 0,18% 0,29% 0,03% 0,28% 9 5.061 0,20% 0,26% 0,02% 0,28% 10 4.333 0,14% 0,18% 0,00% 0,28% • Performance por Frecuencia. Muestra la evolución de las diferentes métricas de performance a medida que se suceden los impactos en el usuario.
    • 29. ©2013 Digital Generation Inc. All rights reserved 29 Engagement Dwell / Exposición Es una métrica exclusiva que mide la exposición por la acción de rollover del usuario sobre el anuncio. Se basa en la premisa que la atención del usuario está sobre el cursor, si el cursor está sobre el banner, el usuario está viendo el banner. De esta acción se derivan dos métricas: Dwell rate, es el porcentaje de usuarios que realizaron esta acción por más de un segundo. Dwell avereage duration, es la duración en segundos promedio que el usuario paso realizando esta acción. 10/02/13 Site Name Served Impressions Interaction Rate CTR Dwell Average Duration (Sec) Dwell Rate Total Expansions Rate Expansion Average Duration (Sec) Video Started Rate Video Average Duration (Sec) MSN LATAM 22,022,529 21.13 % 0.18 % 70.16 15.05 % 2.38 % 103.38 23.88 % 19.84 ESPN Latam 1,298,272 18.39 % 0.44 % 46.39 9.15 % 6.34 % 19.95 59.94 % 18.96 Televisa LATAM 642,109 11.33 % 3.29 % 18.85 47.61 % 2.63 % 16.18 62.64 % 15.40 Terra LATAM 622,081 8.63 % 0.57 % 15.24 19.69 % 7.77 % 43.20 25.85 % 8.51 Totals 25,792,525 20.87 % 1.66 % 39.44 9.42 % 2.61 % 95.36 26.62 % 19.73
    • 30. ©2013 Digital Generation Inc. All rights reserved 30 Métricas Avanzadas 10/02/13 Interacción (Expansiones, video, Interacciones custom) Mediamind puede medir todo tipo de interacciones del usuario con el creativo. Video VAST y VPAID / Mobile Nuestras capacidades de Medición se extienden a nuestros formatos de video instream y Mobile, con métricas nuevamente certificadas. Detailed Video Metrics Report Reporte armado.
    • 31. Integridad, seguridad y calidad de los datos
    • 32. Retargeting ©2013 DG Inc. All rights reserved 32
    • 33. Targeting & Retargeting Geo targeting Ciudades mas importantes de Latino América, por estado, por país. Keyword Targeting Comportamiento de los usuarios en los sites. Por ejemplo, ej. página moda = mujeres, página deportes = hombres Importante: los sites deben proporcionar las keywords para hacer este seteo. Retargeting Comportamiento de los usuarios en las páginas del cliente. REGISTRO, BAJO INFO, etc. Targeting Audiencies. Generando clusters de usuarios. Se trata de identificar a los usuarios según su comportamiento o su ubicación geográfica.
    • 34. ©2013 DG Inc. All rights reserved 35
    • 35. ©2013 DG Inc. All rights reserved 36
    • 36. ©2013 DG Inc. All rights reserved 37 “Brand Awareness Impresiones Usuarios Únicos Adjusted Unique Interaction Clicks Direct Response Data Feeds Dwell Detailed Video Metrics Report Conversiones Atribución Crosschannel API data actionable reach ROI
    • 37. ©2013 DG Inc. All rights reserved 39 UIP Media “dwell rate” 54,83% Interacción en tiempo 90,40 segundos CTR 11,89% CTR in social 0,44%
    • 38. ©2013 DG Inc. All rights reserved 40 Corte Ingles 12 millones de impactos 5.7 millones de UU Cobertura: 60% sobre el target Interaccion 13.8 millones RI 32% Dwell time 93 segundos, con picos de 2 minutos. 3,200 catalogos catálogos descargados 100 mil visitas unicas al site
    • 39. Muchas gracias. Ahora es tu turno. Luciana Salazar Lsalazar@dgit.com www.dgit.com ©2013 DG Inc. All rights reserved 41