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2009.08 Gemius UAIR seminar
 

2009.08 Gemius UAIR seminar

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Методы оценки эффективности рекламы в интернете

Методы оценки эффективности рекламы в интернете

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  • Ok., anyway I would like to chain your attention with a few hints for the effective online campaign. Please do not cast a dubious eye on hard data from ad servers and web analytics tools. With a professional client support you will be able to make use of the technologies at hand. As an example I will present slides from the case study that we have done with Hyundai in the Czech Republic. The campaign was only online one and it was emitted on the official web site of the 2006 FIFA World Cup. The creatives led to the advertised web page on which IU could read about the promoted Santa Fe brand. In fact the whole hyundai.cz web site was monitored by Gemius web analytics tool. First slides prove that during this campaign the creative format that was the most eye-catching and clickable among the users elicited the least interest in the target page. So if the analysis would be limited to CTR ratio it would not give the full picture. Further analysis brought us to the conclusion that campaign raised the interest in the whole web site not only the landing page. Nearly 90% of the web visitors had contact with the campaign (80% were post-view visitors). Moreover, the visitors who had contact with the campaign before were much more active! They generated more than double number of page views and spent over twice as much time than those who haven’t seen the campaign.
  • Following the previous example, there could be even more information gained from the post analysis. It is possible to draw conclusions on the socio-demographic profile of those who had the contact with our campaign. Again not only emissions but also clicks and possible actions should be researched. Results may be surprising. We might end up with different groups of users more involved in our campaigned than the group that campaign was targeted at. In the example presented, the objective of the campaign was to induce the highest possible number of internet users to visit the action page. The latter was re-directing to the form, from which a request concerning the test drive could be sent. The target group was defined as persons aged 25-39, with secondary or higher education, living in medium-size and small cities. As an example result I may quote that the click thorough ratio was the highest among man and those aged 45+. The percentage of visitors (cookies) of the above-mentioned target group among those, who clicked on the creative amounted to not even 15%.

2009.08 Gemius UAIR seminar 2009.08 Gemius UAIR seminar Presentation Transcript