Ophir cohen media mix concepts

456 views
404 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
456
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ophir cohen media mix concepts

  1. 1. Search, Display & Retargeting Mixhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  2. 2. Basic Search Marketer’s Thinkinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  3. 3. But let’s look at advertising as a whole (just for a second…)http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  4. 4. Standard Marketing Funnel Branding Drive Awareness Opinion Consideration Preference Purchasehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  5. 5. Advertising Concepts To Inform To Convince To Relate• 1950’s to late •1990’s till •2005 to date. 1990’s ~2005• Inform •Convince •Create a mutual consumers on Consumers your relationship with your product consumers product is betterhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  6. 6. Advertising Concepts To Inform To Convince To Relate• 1950’s to late •1990’s till •2005 to date. 1990’s ~2005• Inform •Convince •Create a mutual consumers on Consumers your relationship with your product consumers product is betterhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  7. 7. Advertising Concepts To Inform To Convince To Relate• 1950’s to late •1990’s till •2005 to date. 1990’s ~2005• Inform •Convince •Create a mutual consumers on Consumers your relationship with your product consumers product is betterhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  8. 8. Search is a super interesting consumer behavior And must dealt as one (not only) behaviorhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  9. 9. This is my typical day at the office.. 9:00 am 8:00 am What’s on the Read my FB news? Feed 10:00 am 5:00 pm SMS 4:00 pm Read through Research on B2B 6:00 pm some industry Marketing Spend some websites time on my facebook 7:30 pm Where are my friends? Waze my way to a restaurant 10:30 pm Search Google and place a leadhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  10. 10. Search will always be a huge driver for high quality conversions But Search only answers existing demandhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  11. 11. Advertising Created Demandhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  12. 12. The Solution is Multi Channel Mobilehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  13. 13. Media Efficiency PyramidHighCost Premium Display Demand Contextual Generation Retargeting & Audience Display Demand Social Collection Paid Search Low Cost Organic Search http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  14. 14. Media, Metrics – Matrix!! Search Social Display VideoDesktop • Organic • Fan Base • Premium • Premium • Paid • Engagement • Exchange • NetworksTablet • ROI • Contextual • Audience • RetargetingMobile Ad Serving, Analytics , Testing & Optimization Rev CPM CPC CPL CPS Share http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  15. 15. Key TakeawaysSearch is Still Key DriverWe are now on a multi-screen environmentWe need to create demandDo Search, but don’t remember marketing 101Manage your Media and Metrics Matrixhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

×