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Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
Mistakes in Display campaigns
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Mistakes in Display campaigns

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Common mistakes that you are making in your Display Mobile and PC campaigns

Common mistakes that you are making in your Display Mobile and PC campaigns

Published in: Technology
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  • 1. Publicidad display… ¿¡yo?! • “Advertisers now question the performance of display ads more as Internet users train themselves to avoid such marketing.” • Alistair Barr & Poornima Gupta. Julio 2012. Reuters.com • “Banner Ad’s Creators Dismayed By Its Current State”. • Brian Morrissey. Abril 2013. Digiday.com
  • 2. “Your banner ad needs to be clever…” Bill Clausen, Abril 2013, AT&T Publicidad display… ¿¡yo?!
  • 3. “Errores” de diseño • Sin branding
  • 4. “Errores” de diseño • Sin “Call to action”
  • 5. “Errores” de diseño • Contenidos sin encajar
  • 6. Control de frecuencia • ¡Branding y resultados! • Impacto above y below • Pixeles post view/click
  • 7. Retargeting Fuente: Cliente de bingo, España. Creafi Online Media (Mayo 2012) 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% Click rate (%) Conversion Rate (%) 3096593 Run of network. Retargeting 4276407 Run of channel
  • 8. Video in-banner • Mayor branding • Resultado similar • Precio igual • ¡Pero cuidado!
  • 9. ¿Navegamos con el móvil? • Web sin optimizar, anuncio si
  • 10. ¿Navegamos con el móvil? • Publisher móvil optimizado, anun ciante no
  • 11. ¿Navegamos con el móvil?
  • 12. En resumen • Display = branding + resultados • Jugar con campañas CPM/CPC: Above the fold CPM, below the fold CPC, capping frecuencia en CPM, branding gratis en CPC. • Parecer un contenido = mejor resultado, menos branding • Dejar un call to action muy claro • El retargeting funciona • Display también incluye video in-banner • Navegamos con el móvil: Aprovecha las páginas no móvil optimizadas, optimiza la nuestra
  • 13. El Grupo Crazy4Media Facturación en 2012 de más de 15.000.000€. • Creafi Online Media: Publicidad Online • Froggie: Marketing, y cobros, móviles • Viyoi.tv: Video marketing Algunos clientes: o Microsoft o Yahoo! o Vivaki o Ad Pepper o Ticket Restaurant
  • 14. ¡Gracias! Tom Horsey Senior Partner, The Crazy4Media Group Email: tomhorsey@crazy4media.com Twitter: @tomhorsey www.linkedin.com/in/tomhorsey

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