gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group

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“Re-targeting: Innovation in opportunities for targeted advertising” / gemiusWorkShop 03.03.2011, Riga, Latvia

Presentation by Viktors Rožkalns, Project manager of digital advertising at “Omnicom Media Group”

Contacts: workshop@gemius.lv

Published in: Technology
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gemiusWorkShop 2011, Viktors Rožkalns, Omnicom Media Group

  1. 1. Internet advertising and the importance of targeting<br />viktors.rozkalns@omnicommediagroup.lv<br />twitter.com/vektorz<br />
  2. 2. What is Web Marketing? (nothing new)Why targeting? (yes / no/ maybe)Without "interesting" statisticsMy feelings (subjective)<br />
  3. 3. 4 parts of web advertising <br />
  4. 4. In Latvia widely used 2 of 4<br />
  5. 5. Display ads<br />CLICK<br />CLICK<br />CLICK<br />
  6. 6. Click here to subscribe<br />now!<br />
  7. 7. E-mail marketing<br />
  8. 8. Retargeting offers to merge the best features of display ads and e-mail marketing<br />
  9. 9. E-mail subscriber ~ cookie<br />Newsletter ~ impression<br />
  10. 10. But still to make a complete web campaing you will return to this:<br />
  11. 11.
  12. 12. Retargeting <br />= a good part of a web campaing<br />≠ a core of a web campaing<br />
  13. 13. Retargeting plan:<br />Users from clients page<br />Users from surveys<br />How many cookies<br />Which media and formats?<br />
  14. 14. Case study for client X<br />Campaign 45 days<br />Retargeting starts after 15<br />Two products<br />Two languages<br />3 different media<br />Average CTR 8.70%<br />
  15. 15. Each case is unique and there is no universal approach for all!<br />

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