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Performance marketing   seppe frooninckx 210513
 

Performance marketing seppe frooninckx 210513

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Presentation for IAB Atelier Advanced (minimum level of marketing experience of 3 years) about Performance Marketing online.

Presentation for IAB Atelier Advanced (minimum level of marketing experience of 3 years) about Performance Marketing online.

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    Performance marketing   seppe frooninckx 210513 Performance marketing seppe frooninckx 210513 Presentation Transcript

    • Performance MarketingIAB Atelier Advanced21 May 2013Seppe Frooninckx@seppefr+32 497 88.46.34
    • € 3.000.000€ 3.200.000€ 3.400.000€ 3.600.000€ 3.800.000€ 4.000.0002008 2009 2010 2011 2012Belgian advertising investments (In 1.000 Euro’s)Evolution of advertisingSource: MediaXim
    • 3,6 billion market
    • Role of Display
    • Google says…
    • Google says…
    • Google says…
    • Online display advertising:changes
    • Online display: how?
    • Online display: how?
    • Online display: how?
    • BELGIANOPPORTUNITIESOnline display: how?
    • Change the DNADISPLAYADVERTISING- Reach- Price- RelevanceDISPLAY ENGINEMARKETING- Data- Analysis- Optimization knowledge- Transparency
    • Programmatic buying: benefits
    • Constant optimization
    • More data
    • NO TARGET SOCIO-DEMO TIMING CRMX XReal-Time Bidding
    • CASE: online purchase moments
    • CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagFinance & InsuranceTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00
    • CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagTelecomTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00
    • Manual + programmatic buying:holistic view
    • Programmatic?Cheap UnsoldNon-transparentSPAM
    • Programmatic?Cheap UnsoldNon-transparentSPAMSource: article on iMedia Connection (10/01/13)
    • “Programmatic buying is more efficient,more effective and more transparent thanthe traditional digital media buying model.”Source: article on Search Engine Land (13/02/13)Bob Arnold – Associate Director of Digital Strategy (Kellogg)
    • Manual?
    • Real-Time BrandingSource: article on Search Engine Land (13/02/13)
    • Real-Time BrandingSource: article on Search Engine Land (13/02/13)
    • Real-Time BrandingSource: article on Search Engine Land (13/02/13)1771- 7,8 km/h- unknown- steam2013- 408,84 km/h- 1.001 PK- 8.0L
    • Improved ROI?Source: article on Search Engine Land (13/02/13)
    • AWARENESSCONSIDERATIONCONVERSIONLOYALTYADVOCACYThe holistic view
    • The holistic view
    • The holistic view
    • CASE: Top 3 TELECOMCampaign 1Online branding: 3 Homepagetakeovers- GOAL: branding- Period: 6,5 weeks- No historical data- Banner type: HPtakeoversCampaign 2Started 1,5 month aftercampaign 1, no HP takeovers- GOAL: branding- Period: 6,5 weeks- Historical data ofcampaign 1 available- Banner type: standardbanners with brandingobjectivesSource: Pervorm campaign
    • CASE: Top 3 TELECOMCampaign 3Structural continuous sales campaign- GOAL: sales- Period: continuous- Banner type: standard bannerswith sales objectivesSales campaign 3 = The structural sales campaign during the first branding campaignSales campaign 3 = The structural sales campaign during the second branding campaignSource: Pervorm campaign
    • Acquisition objectives helpdefine the creative
    • CASE: multivariate testing
    • AnimatedCASE: multivariate testing
    • CASE: multivariate testing
    • CASE: multivariate testing
    • The extra mile
    • CASE: creative evolution
    • CASE: creative evolution
    • CASE: creative evolution
    • CASE: creative evolution
    • CASE: creative evolution
    • ++=CASE: creative evolution
    • Understand the metrics toevaluate and do it continuously
    • Evolution.
    • - Viewers vs journalists- Consumers vs marketersEvolution.
    • Who to trustSource: David Cooperstein from Forrester research
    • Adaptive marketingRetailMobileCustomerServiceCRMOffline mediaeCommerceInteractiveMediaSocial initiativesSource: David Cooperstein from Forrester research
    • Metrics in theory
    • Metrics in real life: EnergyBackground:1. Top 5 Energyadvertiser2. Period of 34weeksObjectives:1. Increase #conversions2. Decrease CPAMetrics:1. CTR2. Bounce rate3. CCR4. AB-testingResults:1. Decrease CPAwith 40%Source: Pervorm campaign
    • Metrics in real life: The Sedin twinsSource: Vancouver Canucks
    • Metrics in real life: The Sedin twinsSource: Vancouver Canucks
    • Metrics in real life: The Sedin twinsSource: Vancouver Canucks
    • Metrics in real life: The Sedin twinsSource: Vancouver Canucks
    • - Focus on swing voters- Remember your ground game- Adaptive marketing is rising- Long-form content can persuadeMetrics in real life: American electionsSource: Brand Media Strategy
    • People.
    • Seppe Frooninckx@seppefr+32 497 88.46.34