ADSPACE Workshop Series — Oded Itzhak

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ADSPACE Workshop Series — Oded Itzhak

  1. 1. PRESENTING: Oded Itzhak , CEO, DOCLIX Performance Branding: A New Class of Online Advertising
  2. 2. 2009 Theme: Cautious Growth <ul><li>U.S. Internet advertising revenues reached $21.2 billion in ‘07; $23 billion in ‘08. </li></ul><ul><li>Search and display ad spend grew by (respectively) 44% and 33% in ‘08. </li></ul><ul><li>‘ 09 Interactive advertising budgets will continue to grow, (albeit at slower pace) </li></ul><ul><li>(source: IAB) </li></ul>
  3. 3. Key Growth Drivers <ul><li>Rising U.S. home broadband penetration from 67 MM households (‘08) to 72.5 MM (‘09), and 86 MM (‘12). ( source: Jupiter Research ) </li></ul><ul><li>Consumer time spent online increasing. Avg. 15.3 weekly hours in ’07. ( source: IAB ) </li></ul><ul><li>30% of Smartphone users likely to upgrade in ’09. ( source: Nielsen ) </li></ul>
  4. 4. 2009 Trends: Recession-Friendly Advertising <ul><li>Uncertain economy. Marketers will do more with less. </li></ul><ul><li>Brand advertisers will redirect budgets to performance-based campaigns with proven revenue-generating results. </li></ul><ul><li>The good news: as long as ROI is positive, no need to cap performance budgets. </li></ul><ul><li>Growth of contextual advertising. Use of text ads on content networks emerging as one of most effective platforms. </li></ul>
  5. 5. Branding with Text Ads: Challenges <ul><li>Text ads eliminate visual element available through display. </li></ul><ul><li>Maintain presence with target demographics. </li></ul><ul><li>Most performance platforms, like blind networks, are not brand-safe environments. </li></ul>
  6. 6. Solutions: What Can You Do <ul><li>Compensate for lost visual element with longer form and customized text ads. </li></ul><ul><li>Introduce new element of education to ad messages through long form. </li></ul><ul><li>Increase performance budgets, as long as it is tied to new revenue. </li></ul><ul><li>Transparency and control – more of it: </li></ul><ul><li>Protect brand and optimize campaigns on a site-basis. </li></ul>
  7. 7. Simple Tactics for Optimal Results <ul><li>Optimize per site: </li></ul><ul><li>Use site analytics to estimate traffic quality from day 1; eliminate wait for conversion data. </li></ul><ul><li>Work with networks that allow different CPCs for each site; use bounce rates to calculate optimal bids. </li></ul><ul><li>Opt-out of low-performing websites. </li></ul><ul><li>Flexible targeting options: demo-, geo- and content-based. </li></ul>
  8. 8. <ul><li>Thank You </li></ul><ul><li>Oded Itzhak, DOCLIX </li></ul><ul><li>[email_address] </li></ul><ul><li>www.doclix.com </li></ul>

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