SEM Standard 2010

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Ads in contextual networks as an element of SEM. Artur Banach's presentation for this conference.

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SEM Standard 2010

  1. 1. Artur Banach, NetSprint Ads in contextual networks as an element of SEM
  2. 2. Agenda
  3. 3. How much context is there in SEM ? Source : eMarketer, US Search Engine M a rketing Spending by Type , February 2009
  4. 4. How much context is there in display advertising? Source : Forrester's Online Advertising And Classifieds Model Forecast: US Display Advertising Spend , April 2009
  5. 5. Changing dynamics in online advertisement spending Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw , 24 March 2010
  6. 6. Changing dynamics of online advertisement spending Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw , 24 March 2010
  7. 7. Average share of PPC advertisement budget assigned to contextual ads in 2009 Source : Adkontekst poll , SEM agencies and media agencies. April 2010, N 24
  8. 8. Source: Adkontekst poll, direct clients. April 2010, N 31 Average share of PPC advertisement budget assigned to contextual ads in 2009
  9. 9. Net revenues from contextual ads Source: Poll analysis, Adkontekst , April 2010
  10. 10. Comparison with other ad types Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw , 24 March 2010
  11. 11. Contextual networks – market players in numbers Source : adStandard report , February 2010 Name Number of users Reach (%) Google AdWords 16 197 470 93 . 49 Adkontekst 15 901 946 91 . 78 SmartContext 12 954 552 74 . 77 OnetBoksy 12 717 091 73 . 4 BusinessClick 8 061 572 46 . 53 AdSearch 5 260 221 30 . 36
  12. 12. Contextual networks – comparison of market players Source: own analysis Contextual network Google partner services Adkontekst Adsearch Businessclick Xclaim OnetKontekst Smartcontext Types of ads <ul><li>Boxes : </li></ul><ul><li>text , </li></ul><ul><li>image , </li></ul><ul><li>video </li></ul><ul><li>Boxes : </li></ul><ul><li>text , </li></ul><ul><li>text and image </li></ul><ul><li>In-text ads </li></ul><ul><li>text </li></ul><ul><li>text and image </li></ul><ul><li>image </li></ul><ul><li>In-text ads : </li></ul><ul><li>text </li></ul><ul><li>text and image </li></ul><ul><li>Boxes : </li></ul><ul><li>text, </li></ul><ul><li>Text and image </li></ul><ul><li>In-text ads : </li></ul><ul><li>text , </li></ul><ul><li>text and image </li></ul><ul><li>Text links </li></ul><ul><li>In-text ads : </li></ul><ul><li>text , </li></ul><ul><li>text and image , </li></ul><ul><li>image , </li></ul><ul><li>video </li></ul><ul><li>Boxes : </li></ul><ul><li>text </li></ul><ul><li>In-text ads : </li></ul><ul><li>text , </li></ul><ul><li>text and image , </li></ul><ul><li>image , </li></ul><ul><li>video </li></ul>Search engine display Yes Yes Yes Settlement model CPC/CPM CPC CPC CPC, CPM, CPL CPC, CPM CPC CPC, CPM Geotargeting Yes Yes Yes No No Yes Yes Site targeting Yes Yes Yes Yes No No Yes Consultant care Only for strategic partners Yes Yes Yes Yes Yes Yes
  13. 13. <ul><ul><li>How to use the potential of contextual ads </li></ul></ul>Source : Google Adwords – Keyword suggestion tool and own data of Adkontekst
  14. 14. <ul><ul><li>How to use the potential of contextual ads </li></ul></ul>Source : Google Adwords – Keyword suggestion tool and own data of Adkontekst
  15. 15. <ul><ul><li>How to use the potential of contextual ads </li></ul></ul>Source : Google Adwords – Keyword suggestion tool and own data of Adkontekst
  16. 16. <ul><ul><li>How to use the potential of contextual ads </li></ul></ul>
  17. 19. <ul><ul><li>How to use the potential of contextual ads </li></ul></ul>
  18. 27. Declared share of contextual ad budget in SEM budget Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  19. 28. Declared share of contextual ad budget in SEM budget Source : Adkontekst poll , direct clients . April 2010, N 31
  20. 29. Objectives of campaigns in partner services Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  21. 30. Objectives of campaigns in partner services Source : Adkontekst poll , direct clients . April 2010, N 31
  22. 31. Settlement model for ads in contextual networks Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  23. 32. Settlement model for ads in contextual networks Source : Adkontekst poll , direct clients . April 2010, N 31
  24. 33. Average CPC for contextual network campaigns compared to CPC of search engine campaigns Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  25. 34. Source : Adkontekst poll , direct clients . April 2010, N 31 Average CPC for contextual network campaigns compared to CPC of search engine campaigns
  26. 35. Arguments in favour of spending budget funds on campaigns in contextual networks Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  27. 36. Arguments in favour of spending budget funds on campaigns in contextual networks Source : Adkontekst poll , direct clients . April 2010, N 31
  28. 37. Expected spending on campaigns in contextual networks in 2010 compared to 2009 Source: Adkontekst poll , SEM Agencies and Media Agencies April 2010, N 24
  29. 38. Source : Adkontekst poll , direct clients . April 2010, N 31 Expected spending on campaigns in contextual networks in 2010 compared to 2009
  30. 39. <ul><ul><li>Trend #1 </li></ul></ul>
  31. 40. In-text ads – user attitudes Source : Nielsen Online, May 2008
  32. 41. <ul><ul><li>Trend #2 </li></ul></ul>
  33. 42. <ul><ul><li>Trend #3 </li></ul></ul>
  34. 43. <ul><ul><li>Trend #4 </li></ul></ul>
  35. 44. <ul><ul><li>Trend #5 </li></ul></ul>
  36. 45. <ul><ul><li>Thank you for your attention </li></ul></ul>Artur Banach President of the Board NETSPRINT.PL SP. Z O.O. BIEŻANOWSKA ST.7, 02-655 WARSAW PHONE : +48 22 844 49 90 #110 ARTUR.BANACH@NETSPRINT.PL

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