Google regains US search market share for the first time since the Yahoo/Bing alliance. Facebook ad CPCs increase 54% in Q3 due to rising competition. Facebook ad spend increases 25% as advertisers see value in social media marketing. Tablets capture 77% of retail mobile ad spend in September 2011, with mobile spend projected to be 7-10% of total paid search spend by end of Q4 2011. UK search spend and ROI both increase 16% and 18% respectively in Q3.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Boosting Your First-Party Data Strategy: Whys & HowsVWO
In this webinar, we’ll explore the critical role of first-party data in today’s landscape of mounting data privacy concerns and regulations.
Our expert speaker, Amaury from Welyft, will provide valuable insights and proven strategies to help you collect, analyze, and utilize first-party data to enhance customers’ experiences and optimize marketing efforts. You’ll gain a deeper understanding of navigating data privacy regulations while delivering personalized experiences that drive business success.
Whether you’re an entrepreneur, marketer, or business owner, this is a must-attend event to stay ahead of the curve and elevate your data strategy.
Digital Marketing Plan Template Smart InsightsJasonmiller484
DIGITAL MARKETING. STRATEGY PLANNING TEMPLATE. Your companion to creating or updating your online marketing strategy. Source: http://www.supref.fr/blog/wp-content/uploads/2015/03/digital-marketing-plan-template-smart-insights.pdf
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Social media marketing plan template 2023Fraser Hay
This social media marketing plan template 2023 contains an outline strategy for your social media marketing. Written by Fraser Hay of http://www.itstacksup.com
Social Media Marketing Plan Template 2023
Social Media marketing plan template
Social Media Marketing Plan 2023
Marketing Plan 2017
Marketing Plan Checklist 2023
Social Media Marketing Plan Checklist
Social Media Marketing Checklist
marketing checklist
social media strategy checklist
social media checklist
social media marketing strategy 2023
Digital Marketing is usually divided into Paid Media, Owned Media and Earned Media. This presentation talks about how one should go about Paid Media. It is a brief overview of how auction method of advertising is possible on Google, Facebook, Twitter, LinkedIn etc.
Check out other informative digital marketing presentations on my channel and share it with your friends.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Boosting Your First-Party Data Strategy: Whys & HowsVWO
In this webinar, we’ll explore the critical role of first-party data in today’s landscape of mounting data privacy concerns and regulations.
Our expert speaker, Amaury from Welyft, will provide valuable insights and proven strategies to help you collect, analyze, and utilize first-party data to enhance customers’ experiences and optimize marketing efforts. You’ll gain a deeper understanding of navigating data privacy regulations while delivering personalized experiences that drive business success.
Whether you’re an entrepreneur, marketer, or business owner, this is a must-attend event to stay ahead of the curve and elevate your data strategy.
Digital Marketing Plan Template Smart InsightsJasonmiller484
DIGITAL MARKETING. STRATEGY PLANNING TEMPLATE. Your companion to creating or updating your online marketing strategy. Source: http://www.supref.fr/blog/wp-content/uploads/2015/03/digital-marketing-plan-template-smart-insights.pdf
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Social media marketing plan template 2023Fraser Hay
This social media marketing plan template 2023 contains an outline strategy for your social media marketing. Written by Fraser Hay of http://www.itstacksup.com
Social Media Marketing Plan Template 2023
Social Media marketing plan template
Social Media Marketing Plan 2023
Marketing Plan 2017
Marketing Plan Checklist 2023
Social Media Marketing Plan Checklist
Social Media Marketing Checklist
marketing checklist
social media strategy checklist
social media checklist
social media marketing strategy 2023
Digital Marketing is usually divided into Paid Media, Owned Media and Earned Media. This presentation talks about how one should go about Paid Media. It is a brief overview of how auction method of advertising is possible on Google, Facebook, Twitter, LinkedIn etc.
Check out other informative digital marketing presentations on my channel and share it with your friends.
Financial Benchmarking Of Transportation Companies In The New York Stock Exc...ertekg
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/financial-benchmarking-of-transportation-companies-in-the-new-york-stock-exchange-nyse-through-data-envelopment-analysis-dea-and-visualization/
In this paper, we present a benchmarking study of industrial transportation companies traded in the New York Stock Exchange (NYSE). There are two distinguishing aspects of our study: First, instead of using operational data for the input and the output items of the developed Data Envelopment Analysis (DEA) model, we use financial data of the companies that are readily available on the Internet. Secondly, we visualize the efficiency scores of the companies in relation to the subsectors and the number of employees. These visualizations enable us to discover interesting insights about the companies within each subsector, and about subsectors in comparison to each other. The visualization approach that we employ can be used in any DEA study that contains subgroups within a group. Thus, our paper also contains a methodological contribution.
Denoising Process Based on Arbitrarily Shaped WindowsCSCJournals
Many factors, such as moving objects, introduce noise in digital images. The presence of noise affects image quality. The image denoising process works on reconstructing a noiseless image and improving its quality. When an image has an additive white Gaussian noise (AWGN) then denoising becomes a challenging process. In our research, we present an improved algorithm for image denoising in the wavelet domain. Homogenous regions for an input image are estimated using a region merging algorithm. The local variance and wavelet shrinkage algorithm are applied to denoise each image patch. Experimental results based on peak signal to noise ratio (PSNR) measurements showed that our algorithm provided better results compared with a denoising algorithm based on a minimum mean square error (MMSE) estimator.
Ignition one - digital marketing report - Q3 2015Romain Fonnier
Les dépenses Search continuent de croître …
Le Search Mobile connaît une croissance plus lente …
Yahoo Gemini amène des changements …
Facebook dépasse Google vis-à-vis des coûts publicitaires …
Le display programmatique indique une tendance pour le remarketing …
Publishers face the ever-changing complexities of selling display ads and reaching new audiences. As a business partner to publishers around the world, Google is no stranger to these challenges. We rely on data-based insights to guide our business decisions. During our routine deep-dives into the publisher display dynamics, we frequently notice trends that may be of interest to our clients as well, which is what prompted us to introduce this research publication.
Merkle Q2 2019 Digital Marketing Report for download, complete with detailed analysis on trends spanning the key platforms across paid search, SEO, display advertising and paid social. This edition of the report includes commentary on the impact of Yahoo’s move to exit the Google Search Partner Network, a rebound in the growth of Google brand CPC, the continued strength of Instagram ads growth, and much more.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
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Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital marketing performance report - Q3 2011 - Efficient Frontier
1.
2. Contents
2 Q3 2011 Executive Summary
3 Outlook for Q4 2011 & 2012
4 Search
Spend & ROI Trends
Search Engine Landscape
5 Deepdive: Search
Impressions
Clicks
Cost Per Click (CPC)
Return on Investment (ROI)
Google vs. Yahoo/Bing
7 Facebook
Cost Per Click (CPC)
Facebook Spend vs. Search Spend
Fan Growth
Fan Engagement
8 Deepdive: Search Sector Data
Auto
Retail
Finance
Search Engine Landscape by Sector
10 Deepdive: International Search Data
UK Spend & ROI
UK Spend Share
UK Click Share
UK Travel Sector
International Spend Share & Click Share (FR/DE/AU/JP)
12 Definitions
Methodology
13 About Efficient Frontier & Context Optional
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT
EFFICIENT FRONTIER + CONTEXT OPTIONAL
3. Q3 2011 EXECUTIVE SUMMARY
Search spend INCREASES 20% YoY IN THE US AND INCREASES 16% YoY IN THE UK.
Significant increases in ad budgets in the retail and financial verticals drove up overall search spend. ROI, however, trend did
in opposite directions. US advertisers looking to scale and increase volume saw a decrease in ROI. UK advertisers upped
budgets and increased ROI indicating that the UK market has room to spend more in search.
GOOGLE REGAINS MARKET SHARE FOR THE FIRST TIME SINCE THE YAHOO/BING
ALLIANCE IN THE US. As search spends increase and advertisers look to scale in volume, Google wins back market
share because of its ability to offer more inventory, despite Yahoo/Bing’s power to produce higher ROI. In contrast to the
US and UK, Google is losing market share to Yahoo in France, Germany, and Australia due to a disparity in relative CPCs
between search engines and between different countries.
Facebook ad CPCs increase 54% in Q3 from Q2. This indicates that advertiser competition in
Facebook marketplaces is rising. Facebook has become an essential marketing channel for many brands. Increased cost per
clicks (CPCs) reflect both a higher volume of advertisers and more price competition on the platform.
Facebook AD spend increase 25% in Q3 from Q2. Advertisers see the value in significantly
increasing investments in social. Strategies to maximize fan reach with Sponsored Stories and acquire new fans with
Facebook ads are contributing to spend growth. 84% of Facebook engagement can be attributed to Likes which are credited
to Facebook advertising. Today, brands are increasing fan counts 9% per month on average, increasing fan base by 2x YoY.
TABLETS CAPTURE 77% OF ALL RETAIL MOBILE AD SPEND IN SEPTEMBER 2011. In a span
of less than a year, mobile search spend went from 0.5% to 4.2%. For retail advertisers today, mobile spend is 7% of search
spend with tablets representing 60% of all mobile impressions and clicks.
EXCHANGE DISPLAY SPEND INCREASES 7% QoQ. Advertisers’ demand for display is rising as
performance continues to garner additional investment. More modest gains on a same-advertiser basis are expected while
new advertiser demands for exchange buying options remain high.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 2
EFFICIENT FRONTIER + CONTEXT OPTIONAL
4. outlook for Q4 2011 & 2012
FACEBOOK AD CPCS WILL CONTINUE TO RISE 30-40% QoQ. Advertisers will continue to increase
investments to acquire, engage and monetize Facebook users driving more competition on the Facebook ad platform. A
steady rise in engagement rates YoY and the development of new Facebook analytics will allow advertisers to monetize and
gauge ROI of Facebook users more effectively.
facebook EMERGES AS A MORE SIGNIFICANT PART OF MARKETERS’ MEDIA MIX. An
evolving platform and new success metrics that mirror traditional marketing channel metrics will allow advertisers to invest
more comfortably in Facebook ads. New tools such as Context Optional Analytics integrated with Facebook’s Insights API
provide advertisers with clearer benchmark metrics and solid social KPIs making Facebook advertising more attractive to
cautious advertisers.
yahoo/bing WILL FOCUS ON INCREASING INVENTORY TO REGAIN SPEND SHARE
FROM GOOGLE. We believe US search spend will increase 15% YoY in Q4 2011. Advertisers love the stronger
performance and high ROIs they are getting from Yahoo/Bing, but as they look to scale with larger ad budgets they will
not be able to increase volume due to a lack of inventory. Yahoo/Bing will need to focus on expanding inventory, while
maintaining high quality traffic.
MOBILE is projected to be 7–10% of all paid search spend by the end of Q4
2011. Recently, Google announced that keyword quality scores for mobile campaigns will be influenced by websites’
mobile optimization. The ability to attribute conversions across devices (mobile, tablet, desktop) is now possible with the
development of the Google+ network that keeps users logged in to the Google ecosystem. Advertisers should prepare for
this trend by investing time into looking at tablet traffic and conversions, while optimizing websites for mobile.
UK SEARCH SPEND WILL TIP IN GOOGLE’S FAVOR. UK advertisers are exhibiting behavior that is
focusing on Return on Ad Spend (ROAS) rather than volume, likely due to constrained overall ad budgets. Google’s higher
spend share, combined with efforts to improve CTRs and ad formats, results in greater ROI for advertisers over Yahoo. UK
advertisers will move search spend towards Google; Bing and Yahoo need to implement the Search Alliance to reverse this
trend, though the European zone financial crisis could dampen overall growth.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 3
EFFICIENT FRONTIER + CONTEXT OPTIONAL
5. search
121% Search
101% Spend & ROI Trends
102% 92%
100 The growth rate of search spend picked up this
quarter with a 19% increase YoY although ROI
fell slightly by 8% YoY. This reflects an increased
120% 109% 107% 119%
INDEX Q3 2010 = 100%
willingness by advertisers to pursue campaigns
50 that gain market share and volume over pure ROI.
ROI
sPEND
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
14.0% 2.5%
100 5.5% 14.7% 19.4% 19.4% 18.1%
80.5% 82.8% 80.6% 80.6% 81.9%
50
Search ENGINE
SPEND
SHARE
LANDSCAPE
Google has regained both spend and click share
0
after losing ground in the previous two quarters at
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
1.6% and 1.9% QoQ respectively. This indicates that
15.2% 2.8% marketers are refocusing on opportunities to scale
100 4.6% 14.3% 18.9% 19.0% 17.4% with Google more than Yahoo/Bing.
80.2% 82.9% 81.1% 81.0% 82.5%
50
YAHOO
CLICK
SHARE BING
GOOGLE
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 4
EFFICIENT FRONTIER + CONTEXT OPTIONAL
6. DEEPDIVE: SEARCH
200
IMPRESSIONS Trends
136% Impressions remained steady YoY. Google is
119% 119%
100% showing a slight drop of 2%.
100
111%
INDEX Q3’10 = 100%
101% 98% 98%
YAHOO/BING
GOOGLE
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
Clicks Trends
200
121% 112% 116%
For yet another quarter we see that Google has a
105% greater increase in click growth than impression
100 growth indicating a continued improvement
INDEX Q3’10 = 100%
101% 104% 97% 98% in CTRs. This is a result of augmented
YAHOO/BING
implementation of sitelinks, various extension
GOOGLE innovations by advertisers and improved ad
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
delivery by the search engine.
200
Cost Per Click (CPC) Trends
CPCs have increased for both Google and Yahoo/
106% 102% 105% Bing with a higher YoY increase on the Yahoo/Bing
100
99% engine reflecting advertisers’ willingness to pay
INDEX Q3’10 = 100%
98% 99% 101% 101% more for higher ROI/RPC from the platform.
YAHOO/BING
GOOGLE
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
RETURN ON INVESTMENT
200
139% 121% (ROI) Trends
115% 109%
ROI on Yahoo/Bing rose 9% YoY reflecting its
122%
100
105% 105%
INDEX Q3’10 = 100%
continued attention to delivering high quality traffic
97% to result in higher ROIs. Google’s ROI fell by 3%.
YAHOO/BING
GOOGLE
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 5
EFFICIENT FRONTIER + CONTEXT OPTIONAL
7. DEEPDIVE: SEARCH
GOOGLE VS. YAHOO/BING
Revenue Per Click (RPC) disparity between
Yahoo/Bing and Google has widened this quarter
100
105% 103% 102% 105% now showing a 5% gap. Yahoo/Bing has pulled
87% ahead indicating a stronger delivery of higher
NDEX GOOGLE RPC = 100%
quality traffic.
YAHOO/ YAHOO/BING
BING RPC GOOGLE
I
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
GOOGLE VS. YAHOO/BING
Return on Investment (ROI) on Yahoo/Bing
continues to maintain roughly a 10% gap from
Google for three consecutive quarters positioning
Yahoo/Bing as a very attractive platform for
advertisers seeking better ROI. We surmise that
Yahoo/Bing is challenged with the ability to scale
106% 110% 109% 111% their platform while maintaining high quality
100 97% traffic. As a result, Google has continuously
increased its market share as advertisers look for
NDEX GOOGLE RPC = 100%
more volume.
YAHOO/ YAHOO/BING
BING ROI GOOGLE
I
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 6
EFFICIENT FRONTIER + CONTEXT OPTIONAL
8. FACEBOOK
FACEBOOK SPEND & CPC
As marketers see more value in social media
marketing, advertisers increase spend in social by
25% QoQ to acquire and engage more Facebook
users. This increase indicates advertisers’
willingness to spend on the ad medium. The
extraordinary 54% QoQ rise in CPCs on Facebook
reflects increased competition on the platform.
FAN GROWTH
Brands that are active on the Context Optional
platform continue to aggressively acquire
Facebook fans at a 9% rate per month on average.
The linear fan growth is in line with our prediction
last quarter that brands would double their fan
base YoY by October 2011.
FAN ENGAGEMENT
Marketers significantly improved their ability
to engage their fan base on Facebook in Q3.
Engagement (Likes, comments and shares)
per post increased 31% on average QoQ and
impressions per post increased 24% on average
QoQ. Because of the viral nature of the channel,
publishing engaging content drives not only more
direct responses (from existing fans) but more
indirect responses (from friends of fans) as well,
resluting in an increased volume of impressions.
It is because of this scalable virility that makes
Facebook an efficient and attractive medium for
advertisers.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 7
EFFICIENT FRONTIER + CONTEXT OPTIONAL
9. DEEPDIVE: SEARCH SECTOR DATA
U.S. Automobile sector trends
The downward trend of consumer interest in the automobile sector seen last quarter continues in
Q3 with a 14% drop YoY. CTRs has improved markedly by 19%, while the search spend has remained
relatively the same YoY.
U.S. RETAIL sector trends
Retail is seeing a 21% growth in spend resulted from a rise in impressions YoY and CTR. This bodes
well for the retail sector as the Q4 retail peak is approaching.
U.S. FINANCE sector trends
Finance is trending similarly to retail in terms of high spend growth YoY, showing a 19% increase.
Consumer demand and CTRs are also showing positive trends. Unlike the retail sector, the finance
sector shows a 7% drop in CPC.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 8
EFFICIENT FRONTIER + CONTEXT OPTIONAL
10. DEEPDIVE: SEARCH SECTOR DATA
AUTO
RETAIL
FINANCE
SEARCH ENGINE LANDSCAPE BY SECTOR
This quarter Google’s spend share ranged from 78% for Automobile to
86% in Retail. It is the first quarter that Google has gained more spend
share from Yahoo/Bing across sectors since the Yahoo/Bing alliance. This
can be a result of improved CTRs on Google. This can also be attributed
to the shift in marketers looking for more volume as they head into the
Q4 retail peak.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 9
EFFICIENT FRONTIER + CONTEXT OPTIONAL
11. DEEPDIVE: INTERNATIONAL SEARCH DATA
UK Search
Spend & ROI Trends
YoY search spend increases 16% and ROI rises
18% in Q3. This indicates that UK advertisers are
118% shifting ad spend to online media where they are
105 % 101% 98% able to better measure ROAS. ROI appears to
100
remain relatively steady over the last four quarters
showing a significant jump in Q3. After a closer
98% 133% 108% 116%
INDEX Q3 2010 = 100%
look at all three months of Q3, this spike is likely a
result of a rise in ad spend and late bookings from
50
the travel sector.
ROI
sPEND
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
5.1% 4.8% 4.3% 3.9% 3.1%
100 2.8% 2.3% 2.8% 2.4% 2.3%
UK Search ENGINE
LANDSCAPE
92.1% 92.8% 92.9% 93.6% 94.6% Google maintains a higher spend share in the
50
UK even though Yahoo exhibits a higher click
share indicating lower returns on Yahoo. Google’s
SPEND
spend share increased 2.5% YoY as a result of
SHARE the announcement and subsequent delays of
0
the Search Alliance between Yahoo and Bing.
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
Interestingly, both Yahoo and Bing exhibit a
5.9% 6.0% 6.0% 5.6% 4.3% higher click share than spend share, signifying
100 3.0% 2.6% 3.4% 3.0% 2.6% less expensive CPCs. This may also imply lower
ROIs on Yahoo and Bing meaning a greater share
of clicks are being driven by Brand terms with
lower CPCs as the ROI from building out extensive
91.1% 91.4% 90.6% 91.4% 93.1% Generic campaigns is minimal.
50
YAHOO
CLICK BING
SHARE GOOGLE
0
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 10
EFFICIENT FRONTIER + CONTEXT OPTIONAL
12. DEEPDIVE: INTERNATIONAL SEARCH DATA
UK TRAVEL sector trends
In the UK, the travel sector shows a 15% increase
in spend and a 5% increase in ROI YoY, reflecting a
later booking market. Changes in user behavior, more
targeted and relevant ad copy, and Google’s continued
efforts to make SEM look more natural have likely
contributed to a 22% increase in impressions and a
30% increase in clicks driven by a 6.5% increase in
CTR YoY. This improved CTR has resulted in an 11%
decrease in CPC YoY, likely contributing to improved
ROIs despite higher spends.
other international
Search markets
Contrasting the UK, Google has seen spend share
reverses in some international markets. In France,
Google’s spend share is down nearly 4% QoQ, most
of which was lost to Yahoo. Click share broadly
reflects spend share impl parity in CPCs across the
engines.
Likewise in Germany, Google lost just over 1% of
6.7% 6.2% 6.2% 48.1% spend share to Yahoo. But unlike France, Yahoo’s
100 2.5% click share is much less than its spend share. This
could be attributed to higher CPCs on Yahoo due to
better quality traffic, or a heavier reliance on more
90.8% 93.8% 93.8% expensive head terms. Advertisers on Google may bid
50 on a broader set of cheaper tail keywords that lowers
average CPCs.
SPEND 51.9%
SHARE The reverse is true in Australia. Again Yahoo has made
a small gain in spend share to 6.2% (from 5.5%), but
0
FRANCE GERMANY AUsTRALIA JAPAN its click share is far higher at 9.7%. The implication is
that CPCs are lower on Yahoo compared to Google.
6.8% 3.9% 9.7% 40.5%
Google made gains however in Japan, taking more
100 2.1% than half the spend share (51.9%) and pushing Yahoo
into second place. There’s a considerable disparity on
click share, with Google taking 59.5%, from which we
.1% 96.1% 90.3% can assume that CPCs are lower compared to Yahoo.
50
CLICK 59.5% YAHOO
SHARE BING
GOOGLE
0
FRANCE GERMANY AUsTRALIA J PAN
A
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13. DEFINITIONS
Click Share – Amount of share received by a particular engine of all paid clicks as calculated by the formula:
paid clicks on a particular search engine/total paid clicks across all engines.
Cost Per Click (CPC) – Amount paid by a marketer per user click on a paid search ad. CPCs are determined
by an auctioning process and are a good indicator market conditions. Increases in CPCs indicate advertisers are
willing to spend more on advertising and a decrease in CPCs indicate that advertisers are willing to spend less.
Impressions – Number of views of an ad by a consumer on a particular search engine. Impressions indicate
consumer interest in a product. The more consumers search the higher the impression volume, the less consumers
search the lower the impression volume.
Return on Ad Spend (ROAS) – A measure of profitability based on how much an advertiser received in terms
of results compared to how much ad budget was spent.
Return on Investment (ROI) – A measure of profitability based on how much a marketer received in terms of
results compared to how much was invested. Also known as a measure of efficiency.
Spend Share – Amount of share that marketers spend buying paid search on a particular search engine as
calculated by the formula: particular search engine spend/total search engine marketing spend.
METHODOLOGY
This analysis was completed based on data from Efficient Frontier search engine marketing customers and the
resulting Efficient Frontier’s Customer Index. The Efficient Frontier Customer Index represents a subset of Efficient
Frontier clients who have spend data for six consecutive quarters or more whose resulting SEM metrics are then
normalized to average industry category contributions established by multiple third party data providers. The
Efficient Frontier Customer Index consists of a fixed sample of large scale search engine advertisers across multiple
sectors, including finance, travel, retail and automotive. The Efficient Frontier Customer Index sheds light on trends
in search engine spending and performance on a year-over-year (YoY) and quarter-over-quarter (QoQ) basis.
Our analysis of Facebook performance was based on data from both the Efficient Frontier and Context Optional
platforms. A client index representing over 15 advertisers and 20 million fans from a multitude of verticals
including retail, entertainment, CPG and Finance was built from a subset of advertisers, brands and fans managed
through the platforms. Advertiser and user behavior was then analyzed for three quarters beginning Q1 2011.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 12
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14. ABOUT EFFICIENT FRONTIER
& CONTEXT OPTIONAL
Efficient Frontier is a leader in online digital marketing, managing search marketing, display and social media
campaigns for advertisers and agencies around the world. Efficient Frontier currently manages well over $1 billion
in annual digital marketing spend on behalf of its clients globally.
In May 2011, Efficient Frontier acquired Context Optional, the leading provider of social marketing management
solutions for global brands on the leading social networks, Facebook and Twitter. Context Optional’s Social
Marketing Suite enables global enterprises to build, manage and measure their brand presence, and engage their
fans to increase mindshare, word of mouth, customer loyalty and website traffic. Together, Efficient Frontier and
Context Optional offer a complete solution for brands to acquire, activate and drive value from fans on Facebook
and Twitter.
Efficient Frontier is headquartered in Sunnyvale, California, with offices in New York, Chicago, the United
Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong, Australia and
Russia. Context Optional is headquartered in San Francisco. Efficient Frontier is a privately held company with
funding from Redpoint Ventures and Cambrian Ventures. For more information on Efficient Frontier, visit www.
efrontier.com and for Context Optional visit www.contextoptional.com.
GLOBAL DIGITAL MARKETING PERFORMANCE REPORT 13
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