Presentation by Steffen Ehrhardt - Display Landscape and Media Planning


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"Display Landscape and Media Planning" - prezentare sustinuta de Steffen Ehrhardt - Display Product Specialist – Google EMEA in cadrul evenimentului IAB Forum Romania - 5 octombrie 2011

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  • With introduction of IAB along side current targeting options, we have the most robust targeting of any network. Additionally, we are confident our IAB with evolve to be the most powerful of any network: Our Scale: the scale of our network means you'll have more reach with and more users you can connect your message to using this type of targeting Our Algorithm: Due to our expertise in contextual targeting, we've created a powerful algorithm for scanning the pages on the web, which increases our ability to accurately classify users into interest categories based on their web browsing behavior By also using YT data, we can not only rely on browsing data on the web to classify users into interest categories, but can also use information about what kinds of videos those users are watching on YouTube to strengthen the relevance of our ads.  Above-the-fold targeting to maximize the chances of a user seeing your ads AdPlanner 1000 filtering to ensure your ads appear only on the highest-quality inventory
  • Google recognizes this need and we have been making investments over the past few years to actually create a holistic, 21 st century data-driven media platform for buyers. DFA is the ad serving and planning core and now with Invite for RTB buying and Teracent for dynamic audience message management we are the only place in the market to get all the relevant pieces under one roof.
  • Presentation by Steffen Ehrhardt - Display Landscape and Media Planning

    1. 1. Steffen Ehrhardt EMEA Product Specialist Bucharest, 5 th October 2011 Display Landscape and Media Planning
    2. 2. 1 Display Landscape 2 Display Planning with Ad Planner
    3. 3. Focus on Display!
    4. 4. Google Predicting Growth to Soar $200B Predicted size of online display market in the next 10 years Source: Google’s Eric Schmidt at IAB’s annual meeting, February 2011
    5. 5. It’s complicated…
    6. 6. Building an Integrated Platform Integrated Workflow Agencies
    7. 7. Getting to the Next Level in Display Better Targeting Better Messaging Better Measurement
    8. 8. Getting to the Next Level in Display Better Targeting Better Messaging Better Measurement
    9. 9. Targeting Options Continue to Proliferate What Targeting Signals are Most Valued by Agencies? 0% 100% REMARKETING INTEREST CONTEXTUAL AUDIENCE DAY-PART LOCATION 70% 51% 27% 27% 26% 4%
    10. 10. And Targeting by Device Google Confidential and Proprietary Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010 <ul><li>125 years of Angry Birds played every day </li></ul><ul><li>200 million mobile playbacks a day on YouTube </li></ul>
    11. 11. Desktop Sites on Mobile Are a Bad Experience © gv91 Google Confidential and Proprietary Hard to read Too small buttons Hard to use forms
    12. 12. Be integrated 86% of mobile phone owners use the mobile internet while watching TV Source: Nielsen 2011, Google Internal Data 2011
    13. 13. Getting to the Next Level in Display Better Targeting Better Messaging Better Measurement
    14. 14. Don’t Just Drive Clicks… Provide Experiences By 2015, we expect that half of all display ads will be rich media ads. Source: Neal Mohan at IAB “Innovation Days,” June 9, 2011
    15. 15. Interactivity Driving Greater Response Rates Source: Dynamic Logic MarketNorms® How Do Ad Formats Impact Lift in Purchase Intent? 1.16 0.50 0.41 0.26
    16. 16. Be creative
    17. 17. Getting to the Next Level in Display Better Targeting Better Messaging Better Measurement
    18. 18. Marketers Know the Last Click is Overvalued
    19. 19. See the Bigger Picture: Multi-Channel Funnels <ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Organic Search </li></ul></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Affiliates </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Direct Visitation </li></ul></ul><ul><ul><li>Offline </li></ul></ul>
    20. 20. On the Horizon: Deeper Display Metrics 64% of display advertisers: Source: Collective Media Survey, 2010; Neal Mohan at IAM Innovation Days, 2011 Neal Mohan at IAB “Innovation Days,” June 9, 2011 35% of campaigns will primarily use metrics beyond clicks and conversions by 2015. “ I use CTR to measure success, but the metric is ‘ near meaningless.’” TODAY NEAR FUTURE
    21. 21. Display Planning with Ad Planner
    22. 22. What is Google Ad Planner? A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit. It is a free tool that include ALL websites.
    23. 23. Ad Planner is now available in Romanian!
    24. 24. Search by Site and by Audience 1 2 3 4 5 <ul><li>Site Overview </li></ul><ul><li>Traffic Statistics </li></ul><ul><li>Site Category </li></ul><ul><li>Audience Interests </li></ul><ul><li>Sites Also Visited / </li></ul><ul><li>Keywords Searched for </li></ul><ul><li>6. Ad Specifications </li></ul>
    25. 25. And add Sites to Your Media Plan 2 1 Select sites from the site results and click “Add to plan”. Notice as you select sites and add them to your plan, the summary box will update in real-time to show unduplicated UV, reach, and page view statistics.
    26. 26. Combined Tab – Splash Page
    27. 27. 3 Things To Think About When You Leave
    28. 28. 1. Display Advertising is big and still growing
    29. 29. 2. Ad Creation is important
    30. 30. 3. You are not alone
    31. 31.
    32. 32. Questions?
    33. 33. [email_address] EMEA Product Specialist 5 th October 2011