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Ophir cohen media mix concepts Presentation Transcript

  • 1. Search, Display & Retargeting Mixhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 2. Basic Search Marketer’s Thinkinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. 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. 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. 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. 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. 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. 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. 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. Advertising Created Demandhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. 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. 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. 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