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Presentazione Project Work
Group M
Palestra delle Professioni Digitali
Milano, 22 Marzo 2016
ndrea Amadeo, Federica Barzon...
Awareness Performance
Cliente Land Rover
Obiettivi media Awareness Lead generation
Consumatore/target 35-65, capacità di s...
Settembre
‘15
Ottobre
‘15
Novembre
‘15
Dicembre
‘16
Gennaio
‘16
Febbraio
‘16
Marzo ‘16
Phase 1: Creating awareness Phase 2...
Products
Core territory
Category
Consumer needs
Extended territory
Relevant Consumer interest
“Suv”
“Suv compatto”
“Suv co...
Interessi Crossover SUV, SUV e vettura sport
Copertura potenziale 670.000
Costo totale 50.000,00 €
Copertura giornaliera 1...
Impressions 3.900.000
Visualizzazioni True View 1.170.000
Fasce orarie 8-9, 13-14:30, 19-24
CPC True View 0,05 €
Costo tot...
Vieni a provarla
Campagna Profilata a target 500.000 contatti
CPM/invio di 1000 mail 9
CPC 0,59
Tasso di apertura 32%
CTR ...
Site Country Rank Unique audience Time on site Page views Bounce Rate Type of Banner
Traffic Source
Direct Search Social
R...
30%
25%
25%
20%
Awareness
SEM+ SEO YouTube Facebook Twitter
33%
7%
8%
3%
11%
4%
33%
Performance
SEM YouTube Facebook Twitt...
GroupM def
GroupM def
GroupM def
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GroupM def

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GroupM def

  1. 1. Presentazione Project Work Group M Palestra delle Professioni Digitali Milano, 22 Marzo 2016 ndrea Amadeo, Federica Barzon, Carlo Rosato, Elisa Saronni, Giada Sgaravatto
  2. 2. Awareness Performance Cliente Land Rover Obiettivi media Awareness Lead generation Consumatore/target 35-65, capacità di spesa medio/alta Media mix SEM + Social + Video SEO + SEM + DEM + Display referral sites Budget: 500.000 € 40% 60% Landing page Creatività Video + Immagini Promozionali Banner con sequenza video storytelling Formati media Formati standard IAB Formati per lead generation, formati IAB con campi editabili KPI Atterraggi landing, impressions Compilazione test drive Periodo di comunicazione 12-30 settembre 2016 1 ottobre 2016 - 31 marzo 2017 Pagine del sito da monitorare
  3. 3. Settembre ‘15 Ottobre ‘15 Novembre ‘15 Dicembre ‘16 Gennaio ‘16 Febbraio ‘16 Marzo ‘16 Phase 1: Creating awareness Phase 2: Lead generation
  4. 4. Products Core territory Category Consumer needs Extended territory Relevant Consumer interest “Suv” “Suv compatto” “Suv compatto più premiato” “Auto tecnologica” “Suv tecnologico” “Vera Range Rover”“Guida dinamica” “Suv emissioni ridotte” “Suv guida dinamica” “Miglior suv 2016” “Suv nuovi” “Suv novità” “Suv in uscita 2016” “Trazione integrale” “Trazione anteriore” “Auto nuove” “Best Suv”
  5. 5. Interessi Crossover SUV, SUV e vettura sport Copertura potenziale 670.000 Costo totale 50.000,00 € Copertura giornaliera 170.000 – 450.000 Interessi Automotive, auto di lusso, fuoristrada, SUV Copertura potenziale 77.000 – 250.000 Costo totale 40.000 € Copertura giornaliera 56.000
  6. 6. Impressions 3.900.000 Visualizzazioni True View 1.170.000 Fasce orarie 8-9, 13-14:30, 19-24 CPC True View 0,05 € Costo totale 60.000 € Costo giornaliero 2.857 €
  7. 7. Vieni a provarla Campagna Profilata a target 500.000 contatti CPM/invio di 1000 mail 9 CPC 0,59 Tasso di apertura 32% CTR 7% Mail aperte stimate 160.000 Click stimati 11.200 Costo totale per invii 4.500 Costo totale click 6.608 Costo totale campagna 11.108
  8. 8. Site Country Rank Unique audience Time on site Page views Bounce Rate Type of Banner Traffic Source Direct Search Social Repubblica.it 7 1.631.000 00:13:16 6.88 44.14% Leaderboard+skin video 3 settimane 62.05% 18.65% 10.64% Corriere.it 14 1.250.000 00:10:20 4.17 48.38% Leaderboard+skin video 3 settimane 59.70% 23.49% 6.06% Gazzetta.it 17 708.000 00:10:59 4.24 37.19% Masthead + manchette 72.46% 15.68% 3.75% Lastampa.it 45 569.000 00:06:19 3.11 52.95% leaderboard 53.07% 27.33% 12.11% Tgcom24.it 30 1.247.000 00:01:31 2.27 65.72% leaderboard 5.50% 42.61% 6.54% Alvolante.it 257 54.000 00:05:55 5,6 44,60% skin 26,62% 60,04% 2,26% Quattroruote.it 156 99.000 00:02:04 0,36 66,07% leaderboard 32,97% 34,16% 3,13% Motorionline.it 508 53.780 00:10:13 6,19 50,10% skin 40,27% 37,59% 9,12%
  9. 9. 30% 25% 25% 20% Awareness SEM+ SEO YouTube Facebook Twitter 33% 7% 8% 3% 11% 4% 33% Performance SEM YouTube Facebook Twitter Display DEM Programmatic

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