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Programmatic adv - Federpubblicità- Roma

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La potenza è nulla senza una strategia
Roma -13/02/17 - Franco Fantuzzi
Discover more: https://goo.gl/kOfvQq

Published in: Marketing
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Programmatic adv - Federpubblicità- Roma

  1. 1. Roma 13-02-2017 Franco Fantuzzi Senior media planner
  2. 2. Interactive Advertising Bureau's Annual Leadership Meeting in Hollywood, Fla.29/01/17
  3. 3. Enzo Spaltro
  4. 4. Lead Generation Customer Relationship Management Outbound promotion Sales Profit Programmatic ADV Social ADV WEB SEO SEM Adwords
  5. 5. • Advanced Contextual Targeting & Retargeting • Intelligent Brand Safety • Emotional and Sentiment Targeting • Content Insight Reporting and Planning • First Party Advanced Profiling • Volume & Performances Lead Generation Customer Relationship Management Outbound promotion Sales Profit Programmatic ADV
  6. 6. • Organizza gli audience insights • Tecnologia integrata in una unica piattaforma • Raggiunge il pubblico con i veicoli più idonei • Misura l' impatto generato sul pubblico • Massima trasparenza del budget Programmatic ADV
  7. 7. Connette Interessa Coinvolge Programmatic ADV
  8. 8. Unica Piattaforma Per clienti e strategie per i clienti Programmatic ADV
  9. 9. Programmatic ADV Ogni cliente una strategiaPer ogni strategia tante campagne tattiche
  10. 10. Si parte dal WEB, total digital audience: 30,1 milioni di utenti, il 54,7% degli italiani, dai due anni in su, è online complessivamente per 54 ore e 51 minuti nel mese di novembre ’16. PC e mobile, smartphone e tablet. 23,1 milioni di italiani. (Audiweb 11/2016) Programmatic ADV
  11. 11. Programmatic ADV
  12. 12. Who? Chi è il target comunicazione? Targeting Profilo del target socio-demografico Programmatic ADV
  13. 13. Who? Chi è il target comunicazione? Esempio: Confesercenti apre una filiale a Ladispoli, Roma, e vuole creare un data-base di esercenti da coinvolgere per erogare i propri servizi nel comune di Ladispoli affidando l’incarico ad un’agenzia di Ravenna. Profilo del target socio-demografico: Imprenditori e commercianti del territorio di Ladispoli. Programmatic ADV
  14. 14. Wath? Targeting e retargeting continui. Directory: • Passioni: il proprio business • Desideri: profitto e risparmio • Interessi: sicurezza nei servizi acquistati Programmatic ADV
  15. 15. Wath? Inventory Cosa attrae il target? Arts & Entertainment , Automotive, Business & Finance, Campioni Omaggio, Careers, Cinema, Community, Concorsi, Cultura, Donne, Eco – Green, Education, Family & Parenting, Food, Gaming, Health & Fitness, Hobbies & Interests, Lifestyle, Mail, Meteo, Music, News, Oroscopo, , Pets, Professional, Real Estate, Religion, Shopping, Sport, Tech, Travel , TV, etc. Programmatic ADV
  16. 16. Where ? Programmatic ADV Geo targeting Device targeting Domain Targeting
  17. 17. Where? Dove voglio raggiungere il target? Dietro al mio pc c’è tutto il mondo. Ma qual è il device del mio target? Programmatic ADV
  18. 18. Where? Geotargeting Ma dove è il device del mio target? Programmatic ADV Target Cliente: Ladispoli Cliente e Agenzia? Ravenna
  19. 19. Programmatic ADV Where? Geotargeting
  20. 20. Programmatic ADV Where? Domain targeting
  21. 21. Programmatic ADV Where? Interessi, Desideri, Passioni: Inventory targeting
  22. 22. Target Cliente: Ladispoli Cliente e Agenzia: Ravenna Programmatic ADV ravennanotizie.it/
  23. 23. Programmatic ADV When? Giorni e ore di pubblicazione
  24. 24. –Engagement –Clic rate: azioni (clic) sui banner in promozione –CPA: Costo per azione sulla landing page –Costi per mille impression –Con budget minimi e sempre sotto controllo –Nessuna negoziazione con le concessionarie Why?
  25. 25. Programmatic ADV Why? Lead generation. 0,95
  26. 26. Con un costante retargeting si riesce a comprimere il costo per clic e aumentare costantemente l’efficienza delle campagne. CPM = € 1,96 CPC = max € 1.49 - min € 0,89
  27. 27. E se il Cliente volesse promuovere il suo «made In Italy» qui? Oppure qui? O qui? La potenza è nulla senza una strategia
  28. 28. Scelta di Exchange: dove erogare la campagna. Definizione della White List e Black List. Definizione della campagna Budget, Obiettivo (CPM/CPC), data, frequenza. 1. Delivery Selezione dei canali adatti: Display, In App, PC, Mobile, Tablet. (Tutti i dispositivi) 2. Channels 3. Inventory Inventory Delimita l’audience secondo stili di vita iteressi e passioni. Impostazione delle aree geografiche. Paese-Nazione Regioni Provincie Comuni Caricamento delle creatività e dei link alle landing page o siti cliente. 4. Targeting 5.Geographic6. Creative7. Reporting Report, per visualizzare: Impressions, CPM, Clicks, CPC, CPA, Spending, Visibility, Domini, Regioni, Creatività, ecc. 8. Retargeting Raggiungimento dei valori minimi di CPC possibili Programmatic Advertising Process Strategy
  29. 29. Punti di forza Programmatic ADV Punti di debolezza Programmatic ADV • Scalabilità dell’investimento in ADV • Global advetising • Geo targeting • Device targeting • Directory targeting • Domain targeting • Misurabilità condivisa col Cliente • Insight di piattaforma – Google Analytics del sito obiettivo. • White list & Black list dei domini. • Convenienza • Costo per clic o costo per 1000 impression pre definibile 13% gli utenti unici con ad blocker installato UTENTI AD BLOCKER SU PC 1. Formati troppo invasivi 2. Affollamento impedisce di leggere i contenuti 3. Adv rallenta i tempi di caricamento siti 4. Vedo sempre le stesse pubblicità 5. Pubblicità non in linea con i miei interessi UTENTI AD BLOCKER SU SMARTPHONE 1. Adv rallenta i tempi di caricamento siti 2. Affollamento impedisce di leggere i contenuti 3. Formati troppo invasivi 4. Caricamento adv consuma traffico dati 5. Vedo sempre le stesse pubblicità Rispetto alla Social ADV LO STATO DELL’ARTE DELL’ ADBLOCKING IN ITALIA Release 2/2016
  30. 30. Lealtà: Targeting e retargeting Responsabilità: Il planner è responsabile dell’efficienza Onestà Risultati condivisi col Cliente Integrità: Ciò che investi è ciò che vedi Fiducia: KPI trasparenti Impegno: Non mollare mai!
  31. 31. Grazie per l’attenzione. Franco Fantuzzi. Keep in touch. www.problem-solving.net

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