The Shift to
Performance
Gil Klein
SVP Clients
Rising to the Top of Browsing

September 2013

53.2%

27.8%

12.1%

September 2012

44.1%

32.2%

16.4%

September 2011

3...
Performance is the Clear Choice
Internet Ad Revenues by Pricing Model

% of Total Revenues

CPL, CPC,
CPS, CPI

Source: IA...
How to Get Unlimited
Budgets?
Shift of Risk
One Tag vs. Multiple
Any customer can have a car painted
any color he wants so long as it is
black.
Henry Ford
A/B Test Everything
Advertisers - They
are Watching
You
Focus on
your
Strengths
Stand out from the Rest
Looking Ahead
Traffic Sources
The Shift to Mobile

Everyone is Online 24/7 !
How Do We Use
Them?
Mobile phones: Killing time, getting info

Tablet: Entertainment

Desktop: do actual work
Mobile is Growing Faster

Source emarketer
Where Will your Users
Be?
Going Global

49%
63% US
Don’t Wait
Give me six hours to chop down a tree
and
I will spend the first four sharpening the
axe
Abraham Lincoln
Thank You
3   gils keynote
3   gils keynote
3   gils keynote
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  • I would like to start off with a story. Google launched their Chrome browser in 2008. Took 5 years to win the majority of the market. Their strategy to dominate the browser usage by users is the trend is what I want to talk about today.
  • They started with pooring very big budgets and spend for eyeball and brand recognition campaigns, strengthening this with billboard and t ads across key locations in the world. The evolution of the campaign shifted from branding to performance metrics, from CPM, to CPM with goals, to CPD and to transparency and actual targeting to the relevant users and converting channels. If the publisher performed, he is still part of these very big budgets.
  • Similar to Chromes trend. Graph indicating the trend.
  • This is the opportunity with performance marketing - Invest efforts in your site and users, understand the demographics and invest in the content. You have to perform, don’t just think on how you increase the impressions and views in the site, but how you optimize them to ensure a high cpm and return for the advertisers.
  • The shift to performance model, Value chain, responsibilities, you might be sorry if your going on the safe side.
  • Make sure you define your sites KPI’s and analytics, Site optimization, tag separation, maximizing by placement, by understanding your users and advertisers (Share this knowledge).
  • 1909
  • Don’t play safe, challenge yourselfes, customzie your website, try new ads and placements. Look at different metrics by geos’ locations, sizes, time & day – a lot that you can impact. Engage and get your users feedback.
  • Advertisers are getting more transparency, qualifying their website distribution, good adaptation and optimizing will get you the high dedicated budgets and exclusive campaigns.
  • 1993
  • update your content, keep your design up to date, be more engaging, viral and social. For instance the Huffington post publishes a new piece of content every 57 seconds.
  • Cross platform solutions - Social integration and viral effects, Mobile, Video
  • Advanced targeting - You are being retargeted, dynamic targeting based on behavioral, intent, creative. Support rich media
  • User behavior is completely different. We all know that by 2015 99% of the population will carry a mobile phone. People look at their phones 150 times a day. We also know that most of them will have their phone in a 2 meter radius 24 hours a day. It’s important though to acknowledge the core differences in behavior. Most people use their smartphone to either kill time or to search for information that is needed at that specific moment. No grey area – many short sessions as oppose to laptops and desktops which have few long sessions – usually for worktime.
  • For instance in Isreal, Google just announced that %58 content consumption come from mobile – more than print,tv and radio combined.
  • What is next after desktop,laptop,mobile and tablet:Smart tvs, Google glass, Iwatch, Muti Media and screend in vehicales,planes…
  • What is next after desktop,laptop,mobile and tablet:Smart tvs, Google glass, Iwatch, Muti Media and screend in vehicales,planes…
  • NY Times (%63)NBA.Com (%49), sales vrs global solution adnetwork
  • Find your key influencers, what small change will make the biggest impact on your website – will it be the mobile adpation – Html 5 or native apps – which devices, will be global adaptation, additional formats, or new KPI definition.
  • Abraham Lincoln quotes (American 16th US President (1861-65)
  • 3 gils keynote

    1. 1. The Shift to Performance Gil Klein SVP Clients
    2. 2. Rising to the Top of Browsing September 2013 53.2% 27.8% 12.1% September 2012 44.1% 32.2% 16.4% September 2011 30.5% 39.7% 22.9%
    3. 3. Performance is the Clear Choice Internet Ad Revenues by Pricing Model % of Total Revenues CPL, CPC, CPS, CPI Source: IAB Internet Advertising Revenue Report, 2012 Full Yearly Results
    4. 4. How to Get Unlimited Budgets?
    5. 5. Shift of Risk
    6. 6. One Tag vs. Multiple
    7. 7. Any customer can have a car painted any color he wants so long as it is black. Henry Ford
    8. 8. A/B Test Everything
    9. 9. Advertisers - They are Watching You
    10. 10. Focus on your Strengths
    11. 11. Stand out from the Rest
    12. 12. Looking Ahead
    13. 13. Traffic Sources
    14. 14. The Shift to Mobile Everyone is Online 24/7 !
    15. 15. How Do We Use Them? Mobile phones: Killing time, getting info Tablet: Entertainment Desktop: do actual work
    16. 16. Mobile is Growing Faster Source emarketer
    17. 17. Where Will your Users Be?
    18. 18. Going Global 49% 63% US
    19. 19. Don’t Wait
    20. 20. Give me six hours to chop down a tree and I will spend the first four sharpening the axe Abraham Lincoln
    21. 21. Thank You
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