Artur Banach, NetSprint<br />All youeverwanted to knowaboutcontextual networks but wereafraid to ask…<br />
.....but coming back to contextual networks<br />
Outside Poland…<br />Poland<br />Ukraine(Adpower.com.ua)<br />Denmark (Openadex.com)<br />Lithuania, Latvia (Textads)<br /...
… and in Poland<br />Adkontekst - network of contextualadspublished as SponsoredLinksinsearchresults and partner websites....
Dynamics of online<br />ad spending<br />Dynamics of spending by ad types<br />(increaseinspendingin % Q3’10 VS Q3’09)<br ...
How much context<br />in display?<br />Spendingforecasts for display adsinthe US: 2009-2014 <br />Source: Forrester's Onli...
Intextads<br />– viewerattitudes<br />Attitudes of viewers by ad types<br />54 % describeintextads as easy to remembercomp...
Partner websitesvssearchengineinthe US<br />Spending on adsin Google Content (US) went up by 32% (23%inthewholeSearchEngin...
How much context<br />in SEM?<br />Share of contextualadsin SEM spending<br />Source: eMarketer, US Search Engine Marketin...
Averageshare of contextual networks in SEM spendingin 2010<br />Averagedeclaredshare was 28,52% compared to 24,75% inthepr...
Share of net revenue<br />fromcontextualads<br />Source: Analysis of Adkontekst questionnaires, February 2011<br />
Contextual networks – <br />Market players<br />Source: Report adStandard, February 2010<br />
Query „Rodos”<br />
Query „Hvar”<br />
Social Media and<br />directresponse<br />campaign<br />Data fromNewsPoint Social Media of 18 Nov. 2010, <br />4882 profil...
Perception and perspectives of contextualadsin Poland<br />
Declaredbudget for contextualadswithin SEM budget<br />Source: Adkontekst questionnaire, SEM  agencies  and media agencies...
Used ad products<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
Dynamics of changes in CPC rates<br />On average CPC <br />increased by 18.14%<br />Source: Adkontekst questionnaire, SEM ...
Comparison of CPC for campaignsincontextual networks and inthesearchengine<br />57% of Media Agencies and agencieshaveatta...
Dynamics of ROI changes<br />Average  ROI <br />increased by 2.22%<br />Source: Adkontekst questionnaire, SEM agencies and...
Reasons for allocating<br />budgetfunds for ads<br />incontextual networks<br />Source: Adkontekst questionnaire, SEM agen...
Expectedspending on campaignsincontextual networks in 2011 compared to 2010<br />67% of agencies and media agenciesareplan...
Keydistinctivefeatures of contextual networks<br />(in 2009)<br /><ul><li>Targeting:contextual
Advertising products: mainlytext(oftencreatedwithsearchenginecampaignsinmind)
Pricing model:  CPC, advertisers’ auction
Advertisers’ database: balancebetweenagencyclients, dotcoms and SMEs (significant role of directresponse and self-service)
Space: boxes and in-text
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Ad Standard 2011

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Ad Standard 2011

  1. 1. Artur Banach, NetSprint<br />All youeverwanted to knowaboutcontextual networks but wereafraid to ask…<br />
  2. 2.
  3. 3. .....but coming back to contextual networks<br />
  4. 4. Outside Poland…<br />Poland<br />Ukraine(Adpower.com.ua)<br />Denmark (Openadex.com)<br />Lithuania, Latvia (Textads)<br />Norway (Adpower)<br />Bulgaria, Romania (Adpower)<br />Legend:<br />Information Access Platform (IAP)<br />ContextualAds Network (nsContext)<br />
  5. 5. … and in Poland<br />Adkontekst - network of contextualadspublished as SponsoredLinksinsearchresults and partner websites.<br />
  6. 6. Dynamics of online<br />ad spending<br />Dynamics of spending by ad types<br />(increaseinspendingin % Q3’10 VS Q3’09)<br />IAB Polska 2010, Adex report, Q3<br />
  7. 7. How much context<br />in display?<br />Spendingforecasts for display adsinthe US: 2009-2014 <br />Source: Forrester's Online Advertising And Classifieds Model<br />Forecast: US Display Advrtising Spend, April 2009 <br />
  8. 8. Intextads<br />– viewerattitudes<br />Attitudes of viewers by ad types<br />54 % describeintextads as easy to remembercompared to othertypes<br />Ad spacesavings – viewedonly upon hoveringovertheunderlinedword<br />Over 41% perceivethis ad type as „engagingtheviewer”<br />Source: Nielsen Online, May 2008 <br />
  9. 9. Partner websitesvssearchengineinthe US<br />Spending on adsin Google Content (US) went up by 32% (23%inthewholeSearchEngine Marketing), whereas return on investment improved by 37%. <br />Source: Q4 2010 GLOBAL DIGITAL MARKETING PERFORMANCE REPORT By EfficientFrontier <br />
  10. 10. How much context<br />in SEM?<br />Share of contextualadsin SEM spending<br />Source: eMarketer, US Search Engine Marketing Spending by Type, February 2009 <br />
  11. 11. Averageshare of contextual networks in SEM spendingin 2010<br />Averagedeclaredshare was 28,52% compared to 24,75% intheprecedingyear<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  12. 12. Share of net revenue<br />fromcontextualads<br />Source: Analysis of Adkontekst questionnaires, February 2011<br />
  13. 13. Contextual networks – <br />Market players<br />Source: Report adStandard, February 2010<br />
  14. 14. Query „Rodos”<br />
  15. 15. Query „Hvar”<br />
  16. 16. Social Media and<br />directresponse<br />campaign<br />Data fromNewsPoint Social Media of 18 Nov. 2010, <br />4882 profiles, last 50 profile threads, <br />Posts not olderthan 1 July 2010<br />
  17. 17. Perception and perspectives of contextualadsin Poland<br />
  18. 18. Declaredbudget for contextualadswithin SEM budget<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  19. 19. Used ad products<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  20. 20. Dynamics of changes in CPC rates<br />On average CPC <br />increased by 18.14%<br />Source: Adkontekst questionnaire, SEM agencies and mediaagencies. February 2011, N 29<br />
  21. 21. Comparison of CPC for campaignsincontextual networks and inthesearchengine<br />57% of Media Agencies and agencieshaveattainedlower CPC compared to searchresults<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  22. 22. Dynamics of ROI changes<br />Average ROI <br />increased by 2.22%<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  23. 23. Reasons for allocating<br />budgetfunds for ads<br />incontextual networks<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  24. 24. Expectedspending on campaignsincontextual networks in 2011 compared to 2010<br />67% of agencies and media agenciesareplanning to increasespendingcompared to 55% intheprecedingyear<br />Averagedeclaredincreaseinspending was 20.56% compared to 14.25% in 2009<br />Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29<br />
  25. 25. Keydistinctivefeatures of contextual networks<br />(in 2009)<br /><ul><li>Targeting:contextual
  26. 26. Advertising products: mainlytext(oftencreatedwithsearchenginecampaignsinmind)
  27. 27. Pricing model: CPC, advertisers’ auction
  28. 28. Advertisers’ database: balancebetweenagencyclients, dotcoms and SMEs (significant role of directresponse and self-service)
  29. 29. Space: boxes and in-text
  30. 30. Automaticallyoptimizedimpressions (eCPM)</li></li></ul><li>A contextualnetwork?<br />Targeting of adsusingthematiccategories<br />Targetingadsatselectedcitiesor regions<br />Use of keywordsdescribingthe ad and itscontent<br />Targetingadsatspecificwebsites<br />Publicaionincludesfiltering by category<br />Publicationincludesfiltering by IP - geotargeting<br />Publicationwithdomainfiltering<br />Contextualselection – analysis of keywordsselected by theadvertiser and theiridentificationinpublisher’swebsites<br />x<br />x<br />x<br />
  31. 31. A contextualnetwork?<br />
  32. 32. Quo vadis?<br />
  33. 33. Thankyou for <br />attention<br />Artur Banach<br />President of theBoard<br />NetSprint.pl Sp. z o.o.<br />Bieżanowska St.7, 02-655 Warsaw<br />phone: +48 22 844 49 90 #110<br />Artur.Banach@netsprint.pl<br />
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