. What am I going to do? How technology is changing and improving the way we plan, buy, target and track online advertising and what the opportunities are
'Traffic driving' It is not a strategic objective!
Objectives = interactions registrations sales Video views Game plays Widget downloads Send to a friend pdf downloads Over 3 pages viewed Over 2 minutes spent donations
With digital media you interact You need to think about the value
Direct Response Awareness Est 75% of spend Est 25% spend Who worked out the value of an interaction?
Sizing the digital market Source: IAB & Circus Street estimates IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Digital market = £3.2bn Display market = £672m Display DR 75% Display Brand 25% Brand display market = £168m Search market = £1.8bn
. What am I not going to do? Tell you how Google Adwords works
Market Dynamics 91,732,000,000 monthly page views Ninety-one billion, seven hundred and thirty-two million (US) Source: Comscore June 2009 (Top 100 ad sites) Over-supply
The CPM auction process – dynamic pricing Bid becomes £0.45 Publisher (P) has an impression it cannot sell at a premium Win! Buys impression at a price aligned to ROI Sells ad imp for max value automatically Does not bid – incorrect targeting criteria £0.60 deal in place Bids £0.75 Bids £0.65 Network is outside the exchange but has trading relationship with publisher The Exchange Platform Publisher Advertiser Network Advertiser Advertiser Network
eCPM model – based on performance CPC %CTR eCPM Position/Win £0.50 1% £5 1 £0.60 1% £6 1 £0.35 2% £7 1 2 2 3 Sold on a CPC but valued on a eCPM