Welkom  6 letters              1
Program          2
Event promotion                  3
Event promotion – summary & cost1. Only one mailing on 19 Jan   Result: 477 views & 130 clics/visits   Cost: 0€2. Bannerin...
IntroductionIs Google Display Above or Below     the line?                    5
1.2.     6
Above vs. Below the line                           7
“The Google Display Network reaches 75% of unique internet users in over 100countries and 20 languages on hundreds of thou...
+Open to consumers since Nov-11 and ads since Jan-12
Google Display at scaleHow is the Google Display Network (GDN) Organized?Two types of content:• Google Display Network’s P...
YouTube has comparable reach to TV                   Versus TV in the North                                               ...
YouTube has comparable reach to TV                   Versus TV in the South                                               ...
Google Display as a Branding medium           GOOGLE DISPLAY   GOOGLE SEARCH Offline       Branding     Prospection     Bu...
Why we believe in Google Display?                                  Large                                 network          ...
Online Publisher vs. MA vs. GDN*       WHAT?                     Publisher               Media Agency                  Goo...
Program          16
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Google-Semetis Display Event - Is Google Display Above or Below the line?

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Is Google Display Above or Below the line? Presented by Gabriel Goldberg, Director @Semetis

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  • Can we animate columns building up from right to left ?
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  • Google-Semetis Display Event - Is Google Display Above or Below the line?

    1. 1. Welkom 6 letters 1
    2. 2. Program 2
    3. 3. Event promotion 3
    4. 4. Event promotion – summary & cost1. Only one mailing on 19 Jan Result: 477 views & 130 clics/visits Cost: 0€2. Bannering on digimedia.be (from 27-Jan to 6-Feb) – Direct nego with single publisher Result: 21,818 views/impressions & 54 clicks/visits Cost: 500€ => CPM of 23€ & CPC of 9.26€3. Bannering on GDN (Only Remarketing) Result: 10,964 views/impressions & 25 clicks/visits Cost: 10€ => CPM of 0.91€ & CPC of 0.40€4. Semetis website + Semetis Social Media Result (till 7-Feb): 282 unique viewers Cost: 0€ 87 Registrations  57 advertisers5. Mouth-to-ear (Semetis & Google)  30 agencies Cost: 0€  Cost of 510€  500€ traditional (98%)  10€ efficient (2%) 4
    5. 5. IntroductionIs Google Display Above or Below the line? 5
    6. 6. 1.2. 6
    7. 7. Above vs. Below the line 7
    8. 8. “The Google Display Network reaches 75% of unique internet users in over 100countries and 20 languages on hundreds of thousands of sites across the web.” 8
    9. 9. +Open to consumers since Nov-11 and ads since Jan-12
    10. 10. Google Display at scaleHow is the Google Display Network (GDN) Organized?Two types of content:• Google Display Network’s Partner websites• Google websites and services (Gmail, Youtube, …).Those websites are filed into multiple categories. Finance Cars Finance Other…Info GDN Belgium• Reach (2011): +91% Monthly• Inventory: +3 Billion PV Monthly (excl. YT which is probably more)• Socio-demo: +/- equal male (52%)/female (48%)• Age category: Relatively high reach in all age categories (see graph)• YouTube: Normal GDN system + Reservations 10
    11. 11. YouTube has comparable reach to TV Versus TV in the North Weekly Reach T 15-54Weekly reach (%) Google Confidential and Proprietary
    12. 12. YouTube has comparable reach to TV Versus TV in the South Weekly Reach T 15-54Weekly reach (%) Google Confidential and Proprietary
    13. 13. Google Display as a Branding medium GOOGLE DISPLAY GOOGLE SEARCH Offline Branding Prospection Buying(step 0) (step 1) (step 2) (step 3) 13
    14. 14. Why we believe in Google Display? Large network (x5) Advanced buying: Advanced CPC, CPM, measuring CPV, & data Other… Display with Google AdWords CPA Frequency Branding 3- capping 10 times cheaper Rich media: Many Display & Targeting Video options! 14
    15. 15. Online Publisher vs. MA vs. GDN* WHAT? Publisher Media Agency Google Display Price/Nego Beforehand/sales Vs. Volume Auction Payment Mode CPC CPM CPC Inventory Strong Complementary StrongNetwork relevancy All Network All Network Targeted Pressure vs. Support/Mngt Delivery only Active Management Publisher Control Weak Weak Strong CPA Branding High High Competitive*Working directly with Publishers/MediaAgency/Google Display(via specialized agency) 15
    16. 16. Program 16

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