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GO Curs IV

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  • 1. COMUNICARE  ONLINE  DALLES  GO  08/06/2013  –  Bucures0  CURS  IV  Prof.  Bogdana  Butnar  
  • 2. 1  >>  CE  O  SA  FACEM  ASTAZI?  ADMINISTRATIVE  •  Recapitulare  •  Puncte  pentru  implicare  in  cursul  de  data  trecuta    •  Tema  de  data  trecuta    CURS  •  Strategia  de  display  adver6sing  si  en6ta6le  implicate  •  Publisheri  si  sistemul  de  afisari  mone6zabile  •  Planificarea  si  plasamentul  de  display  adver6sing  •  Live  Demo  cu  Google  AdWords  si  Facebook  AdPlanner  •  [alterna6v]  sistemul  de  AdSense  si  cum  func6oneaza  el  
  • 3. 1  >>  CARTEA  SAPTAMANII  
  • 4. INTRODUCERE  IN  COMUNICARE  ONLINE  CURS  IV  
  • 5. 1  >>  CUM  CIRCULA  MESAJUL  ONLINE  
  • 6. 1  >>  PASUL  3  –  Regiile  si  agregatorii  •  Regiile  rela6oneaza  in  general  cu  agen6ile  de  media  •  Regiile  func6oneaza  ca  reselleri/  agregatori  de  oferte  din  partea  publisherilor  sau  a  burselor  de  afisari  •  In  Romania  regiile  agrega  diversele  siteuri  ale  marilor  publisheri  sau  sunt  reprezentan6i  unor  plaHorme  interna6onale  (Yahoo!,  Facebook  etc)  •  Demand  –side  plaHorms  in  Romania  nu  exista    De  consultat  hAp://en.wikipedia.org/wiki/Supply_Side_PlaJorm  hAp://en.wikipedia.org/wiki/Demand-­‐Side_PlaJorm  hAp://www.iqads.ro/domeniu/regii_de_publicitate.html  hAp://marke0ngland.com/demand-­‐side-­‐plaJorms-­‐making-­‐the-­‐most-­‐of-­‐your-­‐big-­‐data-­‐in-­‐display-­‐18230    
  • 7. 1  >>  PASUL  4  -­‐  Publisheri  •  Publisherii  sunt  cei  care  product  con6nut  online  si/sau  care  ofera  altor  producatori  de  con6nut  plaHorma  pe  care  sa  incarce  la  randul  lor  con6nut  •  Siteuri,  plaHorme  de  foto  sharing,  plaHorme  de  video  sharing,  plaHorme  de  sharing  in  general  (retele  de  socializare),  plaHorme  de  sharing  de  con6nut  (blogspot,  wordpress),  bloguri,  bloguri,  etc  •  Publisherii  sunt  cei  care  pun  la  dispozi6a  brandurilor  “ochii”  consumatorului  prin  intermediul  afisarilor  de  con6nut  De  consultat  hAp://readwrite.com/2009/05/20/online_publishers_dont_stop_thinking_about_tomorrow  hAp://mashable.com/2011/11/21/newspapers-­‐money-­‐online/  
  • 8. 1  >>  SISTEMUL  DE  MONETIZARE  •  Publisherii  mone6zeaza  vanzand  afisarile  de  con6nut  catre  regii  si  mai  departe  catre  branduri  •  Afisarea  este  echivalata  cu  o  vizualizare  de  catre  un  poten6al  consumator  deci  prin  afisari  se  comercializeaza  “contacte”  cu  poten6ali  cumparatori  •  Cu  cat  un  publisher  are  mai  multe  afisari  cu  atat  poate  mone6za  mai  mult;  afisarile  se  ob6n  prin  con6nut  diversificat,  de  calitate  si  op6mizat  pentru  motoare  de  cautare  (sau  alHel  J)  •  Afisarile  se  vand  prin  burse,  regii  sau  direct  la  cost  per  mie  sau  la  cost  per  click.  hAp://en.wikipedia.org/wiki/Cost_per_impression  
  • 9. 1  >>  SISTEMUL  ADSENSE  –  pe  scurt  •  hAp://www.youtube.com/user/InsideAdSense  •  hAps://support.google.com/adsense/?&ctx=en_US:frontend&sourceid=aso&medium=link&subid=ww-­‐ww-­‐et-­‐search_box  •  hAp://www.youtube.com/watch?v=32VknlEnYgc  •  hAp://www.youtube.com/watch?v=NxV-­‐p5lJiDM&list=PLF215AB33DCD71429&index=1  
  • 10. 1  >>  TIPOLOGIE  DE  DISPLAY  ADS  •  hVp://en.wikipedia.org/wiki/Web_banner  •  hVp://en.wikipedia.org/wiki/Cost_per_impression  -­‐>  Sta6c  They  are  simple  images  hyperlinked  to  an  adver6ser’s  site.  They  can  contain  a  combina6on  of  s6ll  images  and  text.  -­‐>  Animated  Animated  ads  inject  movement  in  .GIF  or  Flash  formats  -­‐>  Interac6ve  Interac6ve  display  ads  include  a  long  list  of  tools  and  games.  They  offer  the  user  some  func6on  while  bringing  them  to  the  adver6ser’s  site  -­‐>  Video  ads  Video  ads  play  a  short  video  for  the  user.  The  video  can  be  programmed  to  play  automa6cally  when  a  Web  page  opens,  or  it  can  be  user-­‐ac6vated.    -­‐>  Expanding  ads  Expanding  ads  increase  in  size  when  moused  over  or  clicked.      
  • 11. 1  >>  TIPOLOGIE  DE  DISPLAY  ADS  hVp://www.mybannermaker.com/  hVp://www.bannersnack.com/en/  
  • 12. text adstext  ads  matched  to  websites    sites  selected  by  google  or  the  adver6ser  Display creative formats
  • 13. image adsleaderboard  image  ad  720  x  90  Avg  CTR:  0.31%  medium  rectangle    300  x  250  CTR:  0.41%  medium  rectangle    300  x  250  Avg  CTR:  0.41%  Display creative formatsAlso available: 160x600, 468x60, 336x280, 120x600 and 200x200
  • 14. video  ads  Display creative formats
  • 15. 1  >>  CUM  TRAGETAM  DISPLAY  ADVERTISING  •  Ce  inseamna  targetare?  –  Targeted  adverNsing  is  a  type  of  adver6sing  whereby  adver6sements  are  placed  so  as  to  reach  consumers  based  on  various  traits  such  as  demographics,  psychographics,  behavioral  variables  (such  as  product  purchase  history),  and  firmographic  variables  ...  or  other  second-­‐order  ac6vi6es  which  serve  as  a  proxy  for  these  consumer  traits    –   hVp://en.wikipedia.org/wiki/Targeted_adver6sing  •  Cum  se  face  targetarea?  –  Contextual  –  Comportamental    
  • 16. 1  >>  Filters to focus your brand presenceAbove the Fold targeting, AdPlanner 1000Add: Demographic bids, geographic and time filteringExclude: Undesired sites, keywords, categoriesContextual TargetingBy Keywords | By CategoriesBy Keywords on YouTubePlacement Targeting Remarketing &Smart PixelWhere They Are Where They Have BeenInterest-CategoryMarketing
  • 17. 1  >>  TOPICSTARGETINGPLACEMENTTARGETINGINTEREST CATEGORYMARKETINGDISPLAYREMARKETING/SMARTPIXELDISPLAYCONTEXTUALDISPLAYTHROUGH DCOTARGETARE  -­‐Npologii  
  • 18. 1  >>  TARGETARE  CONTEXTUALA  •  hVp://en.wikipedia.org/wiki/Contextual_adver6sing  •  hVps://support.google.com/adwords/answer/1726458?hl=en  •  hVp://www.google.com/ads/displaynetwork/find-­‐your-­‐audience/contextual-­‐targe6ng.html  
  • 19. 1  >>  TARGETARE  COMPORTAMENTALA  •  hVp://en.wikipedia.org/wiki/Behavioral_targe6ng  •  hVp://adver6singcentral.yahoo.com/en_GB/products/behaviouraltarge6ng  •  hVp://www.iabuk.net/disciplines/behavioural-­‐targe6ng  
  • 20. 1  >>  TARGETING  PE  FACEBOOK  
  • 21. 1  >>  FACEBOOK  PLACEMENTS  
  • 22. 1  >>  NEWSFEED  AS  DISPLAY  40%    of  people’s  6me    on  Facebook  is    on  news  feed  
  • 23. 1  >>  FACEBOOK  LOGOUT  EXPERIENCE  40%    of  US  desktop  daily  ac6ve  users  log  out  every  day  
  • 24. 1  >>  FACEBOOK  AD  FORMATS  
  • 25. 1  >>  FACEBOOK  TARGETING  
  • 26. 1  >>  LIVE  DEMO  –  ADWORDS  DISPLAY  •  hVps://support.google.com/adwords/answer/117120?hl=en  •  hVp://www.google.com/ads/displaynetwork/build-­‐your-­‐ads/display-­‐ad-­‐builder.html  •  hVp://www.google.com/ads/innova6ons/remarke6ng.html  
  • 27. 1  >>  OPTIMIZARE  ADWORDS  •  Cuvinte  cheie  –  curatare,  adaugare  sau  stergere,  nega6ve  –  excluderi  •  Crea6ve  –  op6mizare,  rota6e  •  Placements  –  curatare,  excludere,  CPC  vs  CPM  •  Interest  Categories  +  placements  +  contextual  
  • 28. 1  >>  LIVE  DEMO  -­‐  FACEBOOK  •  hVps://www.facebook.com/about/ads/  
  • 29. INTREBARI?  NE  VEDEM  SAPTAMANA  VIITOARE!  

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