Search, Display & Retargeting Mixhttp://www.usearch.co.il                              Ophir Cohen, CEO                   ...
Basic Search Marketer’s Thinkinghttp://www.usearch.co.il                              Ophir Cohen, CEO                    ...
But let’s look at advertising as a whole                           (just for a second…)http://www.usearch.co.il           ...
Standard Marketing Funnel                           Branding                                      Drive Awareness         ...
Advertising Concepts      To Inform              To Convince                     To Relate• 1950’s to late           •1990...
Advertising Concepts      To Inform              To Convince                     To Relate• 1950’s to late           •1990...
Advertising Concepts      To Inform              To Convince                     To Relate• 1950’s to late           •1990...
Search is a super interesting              consumer behavior             And must dealt as one (not only) behaviorhttp://w...
This is my typical day at the office..                                                               9:00 am              ...
Search will always be a huge driver       for high quality conversions                               But Search only      ...
Advertising Created Demandhttp://www.usearch.co.il                              Ophir Cohen, CEO                          ...
The Solution is Multi Channel                             Mobilehttp://www.usearch.co.il                              Ophi...
Media Efficiency PyramidHighCost                                     Premium                                      Display ...
Media, Metrics – Matrix!!                          Search         Social               Display        VideoDesktop        ...
Key TakeawaysSearch is Still Key DriverWe are now on a multi-screen environmentWe need to create demandDo Search, but don’...
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Ophir cohen media mix concepts

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Transcript of "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

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