"Display Landscape and Media Planning" - prezentare sustinuta de Steffen Ehrhardt - Display Product Specialist – Google EMEA in cadrul evenimentului IAB Forum Romania - 5 octombrie 2011
4. Google Predicting Growth to Soar $200B Predicted size of online display market in the next 10 years Source: Google’s Eric Schmidt at IAB’s annual meeting, February 2011
12. Be integrated 86% of mobile phone owners use the mobile internet while watching TV Source: Nielsen 2011, Google Internal Data 2011
13. Getting to the Next Level in Display Better Targeting Better Messaging Better Measurement
14. Don’t Just Drive Clicks… Provide Experiences By 2015, we expect that half of all display ads will be rich media ads. Source: Neal Mohan at IAB “Innovation Days,” June 9, 2011
15. Interactivity Driving Greater Response Rates Source: Dynamic Logic MarketNorms® How Do Ad Formats Impact Lift in Purchase Intent? 1.16 0.50 0.41 0.26
20. On the Horizon: Deeper Display Metrics 64% of display advertisers: Source: Collective Media Survey, 2010; Neal Mohan at IAM Innovation Days, 2011 Neal Mohan at IAB “Innovation Days,” June 9, 2011 35% of campaigns will primarily use metrics beyond clicks and conversions by 2015. “ I use CTR to measure success, but the metric is ‘ near meaningless.’” TODAY NEAR FUTURE
22. What is Google Ad Planner? A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit. It is a free tool that include ALL websites.
25. And add Sites to Your Media Plan 2 1 Select sites from the site results and click “Add to plan”. Notice as you select sites and add them to your plan, the summary box will update in real-time to show unduplicated UV, reach, and page view statistics.
With introduction of IAB along side current targeting options, we have the most robust targeting of any network. Additionally, we are confident our IAB with evolve to be the most powerful of any network: Our Scale: the scale of our network means you'll have more reach with and more users you can connect your message to using this type of targeting Our Algorithm: Due to our expertise in contextual targeting, we've created a powerful algorithm for scanning the pages on the web, which increases our ability to accurately classify users into interest categories based on their web browsing behavior By also using YT data, we can not only rely on browsing data on the web to classify users into interest categories, but can also use information about what kinds of videos those users are watching on YouTube to strengthen the relevance of our ads. Above-the-fold targeting to maximize the chances of a user seeing your ads AdPlanner 1000 filtering to ensure your ads appear only on the highest-quality inventory
Google recognizes this need and we have been making investments over the past few years to actually create a holistic, 21 st century data-driven media platform for buyers. DFA is the ad serving and planning core and now with Invite for RTB buying and Teracent for dynamic audience message management we are the only place in the market to get all the relevant pieces under one roof.