Performance based advertising – Een kijkje in de keuken

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Performance based advertising – Een kijkje in de keuken

  1. 1. Sanoma Media Netherlands Stefan Havik
  2. 2. §  http://www.youtube.com/watch?v=Br2KSsaTzUc
  3. 3. “Marketing budget is limited, sales budget unlimited” Performance Based:
  4. 4. Performance Based Sucks!
  5. 5. Performance Paradox Lawof diminishingreturns Effortà Resultà 100 100 1
  6. 6. Not a charge model, but necessary added value Performance Based:
  7. 7. CPS is just a way to reduce risk Charge models:
  8. 8. CPS shifts the way we optimize (focus on my own ROI) Charge models:
  9. 9. CPM is the fastest growing currency Charge models:
  10. 10. Optimization and managing risks Performance Based:
  11. 11. Agency fee Publisher revenue
  12. 12. Publisher revenue Agency fee SSP’s, DSP’s, DMP’s, Technology providers, Data providers, tradings desks….
  13. 13. Adding value
  14. 14. Data Trading & optimization Technology as a service
  15. 15. 1. Increase share of wallet Make advertising more efficient by combining data, technology and optimization to: 2. Become #1 player in leadgeneration 3. Performance advertising competence center
  16. 16. Data
  17. 17. Technology
  18. 18. Optimization
  19. 19. Device Launch & Iterate Context Creative Audience
  20. 20. Site Zone Page Placement Context
  21. 21. Creatives
  22. 22. Devices
  23. 23. Data: Analytics
  24. 24. Data: Targeting Interest Intent
  25. 25. Example
  26. 26. Interest data
  27. 27. Intent data
  28. 28. Results CTR + 6% CCR + 42% CTR + 33% CCR + 64%
  29. 29. Advertising creatives Advertiser Network Affiliate Creatives + tracking Visitors Sales fee € 100,- € 30,- € 70,- Affiliate Marketing
  30. 30. 1. Extra revenue source Why we use affiliate marketing: 2. Insights and data source 3. Hassle free (low cost of sale)
  31. 31. 1. Authority of a brand How we use affiliate marketing: 2. Close to a transaction 3. High volume
  32. 32. “Affiliate sites”
  33. 33. Affiliate revenue 2013
  34. 34. Affiliate revenue 2013
  35. 35. What’s Next?
  36. 36. Data science
  37. 37. Privacy
  38. 38. Cross Media
  39. 39. Goals
  40. 40. 1. Invest in creatives and optimization Takeaways 2. Look beyond the last click 3. Prepare for the data age
  41. 41. Questions?

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