Digital communications u gent

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  • Background of the google research: In partnership with IpsosMediaCT, we interviewed a total of 1,000 Belgian online adults (18-64 years of age) who identifiedthemselves as using a smartphone to access the Internet The distribution is according to a national representative CATI Study  Interviews were conducted in Q1 2012
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  • From the technical stand point the following typical transactions take place:A user's browser requests a webpage of a site that uses real time biddingThe user's browser receives the HTML for the webpage. Embedded in this HTML is a URL tag for an ad requestThe user's browser makes a call out to the ad serverThe ad server calls out the SSP that this website is using. Sometimes SSP and the ad server are integrated such as 24/7 Real Media OpenAdstream systemSSP makes a call out to one or more ad exchangesAn ad exchange makes multiple call outs (bid requests) to several DSPs trying to get the best priceDSPs evaluate the bid request and decide how much they want to bid and respond with bids to the exchangeThe exchange selects the highest bid with a URL of the winning ad and returns that to the SSPSSP returns the winning bid to the ad serverThe ad server finally responds with an ad to the browser of the Internet user which started all these transactionsFor a schematic you can refer to.[23]Also check:http://www.adopsinsider.com/ad-serving/diagramming-the-ssp-dsp-and-rtb-redirect-path/Also check: http://econsultancy.com/be/blog/10515-the-real-time-bidding-rtb-ecosystem-infographicAlso read:A user visits a website with a display advertising, a call is made by the exchange server(database web server) supporting Real Time Bidding (RTB) to the Demand Side Platforms (DSP) or Ad Networks(Ad Exchange) to determine which advertiser gets to serve the ad. Each user has an associated set of attributes, which is transferred from exchange server to the DSP and determines whether the user has the desired attributes(cookies) that the advertiser wants to target. Based on the perceived value of this user , a bid is placed on this ad impression by relevant advertisers and the highest bidding advertiser gets the placement.[22]Let us explain with a simple real time example, a user heads to a page on a publisher’s website, causing it to start loading. In the same instant the publisher sends out a “bid request” to tens of hundreds of potential advertisers saying, “We’ve got this user who is 30, Indian, male and based in New Jersey, US, and recently searched for return air tickets to Delhi, opening a page on our site. How much are you willing to bid for being the only ad on this page?”Within about 100 milliseconds the publisher gets bids from different advertisers, which then analyses to figure out the highest bidder and the brands being advertised. The winner is alerted by the publisher and allowed to place its ad on the page. The remarkable thing about this entire process is how fast and how often it takes place. The entire series of to-and-fro communication between publisher and advertisers takes place in 300-500 milliseconds, causing no visible delay to the user. This process is repeated for every ad slot on a page.
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  • Digital communications u gent

    1. 1. Digital communications Bart De Bodt UGent 25 October 2012
    2. 2. Agenda 1. Smartphones are becoming an indispensible part of our lives 2. TV is the digital marketer’s best friend 3. RTB could become the next big thing in online marketing 4. What’s not changing, and won’tPresentation1 2
    3. 3. 22% of the Belgian people have a smartphone Smartphone penetration Netherlands 43% France 38% Germany 29% Belgium 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: National representative population 16+, n= 1.000Q1: Which if any of the following devices do you currently usePresentation1 3
    4. 4. Android is used most in Belgium Devices used in Belgium Android 28% Iphone 20% Blackberry 13% Symbiam 10% Windows 7 Phone 7% 0% 5% 10% 15% 20% 25% 30%Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Smartphone usersQ1: Which if any of the following devices do you currently usePresentation1 4
    5. 5. 39% access the Internet every day on their smartphone and 72% never leave home without itSource: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days on how many days were you online with ...?Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree.“I don’t leave house without my smartphone”Presentation1 5
    6. 6. Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (49%) Which devices do you use at the same time? Watch television 49% Listen to music 45% Use Internet 30% 0% 10% 20% 30% 40% 50% 60%Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,Smartphone n= 632 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?Presentation1 6
    7. 7. Mobile is becoming a considerate part of the consumer journey 65% have researched a product or service on their phone  14% of smartphone users have purchased a product or service on their smartphone  52% of these smartphone shoppers have made a purchase in the pastSource: Google data plotted on customer journey visual of McKinsey monthOur Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you canbuy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 138Q45: Have you made a purchase by using your smartphone in the past month? 30Presentation1 7
    8. 8. There are still barriers to mobile commerce Why have you not made a purchase using your smartphone? Would prefer to use a PC/laptop for these services 69% Doesnt feel secure 23% Too complicated 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% Marketers should improve the mobile internet experienceSource: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the internet in general and who NOT purchased via interneton their smartphone n= 862 Q46: Why have you not made a purchase using your smartphone?Presentation1 8
    9. 9. Advertising is calling mobile users to action 51% have performed a mobile search after seeing an ad Mostly after viewing a TV commercial (43%)Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 850Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster,on TV or in a shop/business?Presentation1 9
    10. 10. Mobile ads make an impression Where have you noticed advertising when using your smartphone? while on a website 45% while using a search engine 30% while in a app 28% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 850Q42: Where have you noticed advertising when using your smartphone?Presentation1 10
    11. 11. Summary: we can learn 2 important things from this Google research Insights What marketers should do with it Smartphones are Websites should be optimized for changing the way mobile visitors. Responsive web consumers shop design is a solution for this Marketers should extend their Smartphone users are real communication and advertising multi-taskers and most of strategies with mobile to develop them notice mobile ads integrated cross-media campaignsPresentation1 11
    12. 12. Responsive Web DesignPresentation1 12
    13. 13. In the past the width of a website was based on the lowest common denominatorPresentation1 13
    14. 14. The number of display sizes has exploded Device Screen resolution (pixels) Iphone 960×640 Ipad 1024×768 Android smartphones 320×240, 320×480, 480×640, 480×800, … Symbian smartphones 320×240, 320×480, 480×640, 480×800, … Windows smartphones 320×240, 400×800, 480×800, … Android tablets 800×600, 1024×600, 1024×768, …Presentation1 14
    15. 15. The new trend is to use Responsive Web Design Responsive web design is an approach to web design in which a site is crafted to provide an optimal viewing across a wide range of devicesPresentation1 15
    16. 16. Responsive Web Design has many advantages  You don’t need to built different websites for desktop and mobile devices  Your website looks optimally on different devices and display sizes  Your website can be easily found by search engines  Your website is accessbile from only 1 URLSource: Blog wijs.bePresentation1 16
    17. 17. Some tips to optimize your website for mobile devices  Prioitize your content  Use a simple lay-out  Use short titles  Design for thumbs not mice. Make it easy to click  Build for scrolling only in one directionSource: Google webinar, Are You Mobile Ready? http://www.youtube.com/watch?v=j-xh-lNpNhsPresentation1 17
    18. 18. Mobile advertisingPresentation1 18
    19. 19. Tablets and smartphones are used more in the evening Mobile advertising will extend your online reachSource: ComscorePresentation1 19
    20. 20. Just don’t leave it up to faithPresentation1 20
    21. 21. Tip #1: Check if mobile fits your communication strategy Message/ Comm Prepare Objective Target group Dialogue channels Evaluation Which goals do you Who do you want to What do you want to Which How will we measure want to reach? reach? communicate? communication our progress? How channel(s) do you will you evaluate - Create awareness - Results from - Results from want to use to your campaign or buzz segmentation & objective & target communicate your afterwards? - Information targeting group message or create - action: change of a dialogue? - Set up KPI’s attitude, change - Needs to be - Aligned with beforehand: of behaviour determined very discriminator - Results from - awareness - Leads detailed (not just looking at - penetration - Loyalty sociodemographic - Should be customer’s journey - sales -… data) clear, not confusing -… - Create 360° - Foresee different integrated comm - Implement messages to plan evaluation tracking attract, connect, inf tools orm, engage and empowerPresentation1 21
    22. 22. Tip #2: Define a relevant and specific mobile strategy STOP ASSUMING  ASK!Source: Jonathan Mac Donald – 3P’s modelPresentation1 22
    23. 23. Tip #3 : Consider Rich Media ads  Increase ad engagement level  Offer numerous possibilities :  Sound  Video  Gaming  Catalog  Form  …Presentation1 23
    24. 24. Presentation1 24
    25. 25. Tip #4: Use the right landing page 1. Click-to-call Users who call are closer to a purchase decisionPresentation1 25
    26. 26. 2. Click-to-App Promote your mobile apps directlyPresentation1 26
    27. 27. 3. Click-to-Map Find the nearest store and get promotions based on locationPresentation1 27
    28. 28. 4. Click-to-Buy Close the loop directly thanks to mobile paymentPresentation1 28
    29. 29. 5. Click-to-page However 79% of large online advertisers do not have a mobile optimized siteSource: Google webinar, Are You Mobile Ready?; http://www.youtube.com/watch?v=j-xh-lNpNhsPresentation1 29
    30. 30. Agenda 1. Smartphones are becoming an indispensible part of our lives 2. TV is the digital marketer’s best friend 3. RTB could become the next big thing in online marketing 4. What’s not changing, and won’tPresentation1 30
    31. 31. We all know that for Gen Z, digital connections with the world, and with friends in particular, are essential  Almost 8 in 10 teens belong to some kind of social network and use it to chat with friends, share photos and play games  They value Internet connections, mobile phones and the ability to text friends more highly than allowance money  Significant percentages prefer socializing online than in real lifeSource: JWT, Gen Z: Digital in their DNAPresentation1 31
    32. 32. Always attached but some things never change: Television is still kingSource: JWT, Gen Z: Digital in their DNAPresentation1 32
    33. 33. Television would also be missed mostSource: JWT, Gen Z: Digital in their DNAPresentation1 33
    34. 34. But they are using different devices at once (simultaneous screening) Simultaneous screening is where traditional and digital marketers should become best friendsSource: GooglePresentation1 34
    35. 35. So you have to make experience between devices seamlessPresentation1 35
    36. 36. VIER is even using mobile to make their viewers stick to the commercial breaksPresentation1 36
    37. 37. Last but not least, television has a direct effect on the number of ad searches A TV campaign will boost your Adwords campaignsSource: Research by Google, VAR, RMBPresentation1 37
    38. 38. The ad boost depends on the categorySource: Research by Google, VAR, RMBPresentation1 38
    39. 39. Agenda 1. Smartphones are becoming an indispensible part of our lives 2. TV is the digital marketer’s best friend 3. RTB could become the next big thing in online marketing 4. What’s not changing, and won’tPresentation1 39
    40. 40. Normally you buy online display in bulkPresentation1 40
    41. 41. You are sure on which sites you will appear and how many impressions you will getPresentation1 41
    42. 42. But you have to pay a high CPM Sanoma ratetecard for online displayPresentation1 42
    43. 43. RTB or Real Time Bidding allows you to buy single impressions, mostly at a better CPM pricePresentation1 43
    44. 44. RTB allows different ways of targeting Target website groups by calculating the Cost per No initial targeting Action afterwards Target on interest, location and recently visited Audience buying websites by looking at cookies Target visitors of your website that have not Retargeting converted by looking at website cookies visitorsPresentation1 44
    45. 45. Proponents see many advantages  Less waste since you don’t buy bulks of impressions but only specific users that are of interest to you.  Ability to customize ads in real time according to the viewer’s digital traces.  More flexibible as you can turn your campaigns on and off whenever you want  Less expensivePresentation1 45
    46. 46. But it is less clear on which sites you will appearPresentation1 46
    47. 47. RTB involves many steps that all happen within microseconds Winning bid & ad SSP Ad server (connected to publishers) Ad request Ad Ad request Ad request Highest bids & ads Visit on website One or more ad exchanges Bid requests Bid offers One or more DSPs (connected to advertisers) Evaluate bid requestsPresentation1 47
    48. 48. RTB is using second-price auction theory  The winner of the ad impression doesn’t have to pay his actual bid, but the second highest bid + 0,01€.  This way advertisers can safely give their maximum price because they know they’ll only pay the amount they need to beat the next highest advertiser.Presentation1 48
    49. 49. RTB Publisher can also set floor prices If the bids are lower than the floor price, the impression goes to a non-RTB demand source Price/win rate evolution Price/win rate evolution without floor prices with floor pricesPresentation1 49
    50. 50. RTB requires both analytical and creative skills Left Brain Right Brain • Strong analytical skills • Strong creativity skills • Tools and technology • Attractive design • Return on investment • Call to actionsPresentation1 50
    51. 51. The left brain marketers should test which bidding rules work best Situation Bid if your ad appears below the fold 0.25c if the user is seeing the ad for the first time $1 if the user saw the ad 3 times this week $0.5 if the user saw the ad 5 times this week $0.1 if the user saw the ad 7 times this week don’t bid If the user visited your site in the past $3 If the user visited your site and left at the checkout $5 If the user usually visits sites similar to yours $2Source: http://www.adgorithms.com/our-technology/rtb-real-time-biddingPresentation1 51
    52. 52. The right brain marketers should design call to actions and creative versions Offer 1 Offer 2 Offer 3Presentation1 52
    53. 53. DoubleClick Ad Exchange (Google) is selling more and more RTB (up to 68% in 2011) Inventory sold through RTB jumped from 8% in January 2010 to 68% in May 2011. But Google is performance oriented and an early adapter so it is not representative for online display in generalSource: Internal Google data based on DoubleClick Ad Exchange spend via RTB, not including inventory won by AdWords. January 2010 through May 2011.Presentation1 53
    54. 54. In general RTB is forecasted to rise to more than 20% of the online display market % of onine display spending via RTB % RTB 30% 27% 25% 25% 20% 16% 15% US 12% UK 10% 5% 0% 2012 2015 Time We do not know the figures for Belgium but we hear from online agencies that it is just beginningSource: IDCPresentation1 54
    55. 55. But big media agencies are starting to invest in RTB in BelgiumSource: digimedia.bePresentation1 55
    56. 56. To break trough RTB needs to overcome some barriers  RTB is still unknown by many digital marketers  Publishers are afraid to cannibalize their premium inventory and only offer their unwanted ad space  The EU Cookie Directive, which came into force in May 2011, is of some concern to the RTB industry, requiring consumers to give their consent to websites using tracking cookies.Presentation1 56
    57. 57. Agenda 1. Smartphones are becoming an indispensible part of our lives 2. TV is the digital marketer’s best friend 3. RTB could become the big thing in online marketing 4. What’s not changing, and won’tPresentation1 57
    58. 58. Improve the life of your consumers Marketers’ purpose remains to develop and market products, services, brands that improve and embellish consumers’ life. “When connecting with consumers, we should ask ourselves: are we really adding something to peoples lives, everyday and for the long run ?” Marc MathieuPresentation1 58
    59. 59. Keep it simple, personal and relevant The rules that have always guided human relationships and communication still apply: Keep it simple Keep it personal Keep it relevant “Real motivations are the result of nature’s programming of our genes. The proper study of the communicator is the unchanging man” Bill BernbachPresentation1 59
    60. 60. Make sure your communication impacts your consumers The purpose of communication is to grab the attention of your consumers and engage them by using strong brandingPresentation1 60
    61. 61. Join us at our Meet & Greet! ‘Le Bateau’, Muinkkaai 1, Ghent 20/11/2012 – 19h00 Subscribe via: www.thom.be/initiatives/meet-greetshttp://www.thehouseofmarketing.be/initiatives/meet-greets/

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