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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
mas allá del
clickMadrid, 4 Junio 2009
Pablo Morales
Business Development
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Black HatClick ThroughRate
Expansion Rate
UniqueUsers
Engagementrate
Click
BuzzMetrics
eGrp
BounceRates
Visits
Page ViewsActive Reach
Web pagesper person
Post Impression
Post ClickFullyPlayedRate
Closepanel Rate
ROI
Overlapping
Dwell time
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© 2008 Eyeblaster. All rights reserved
KISSKeep It Simple Stupid
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
3 principios básicos del marketing online
Transparencia total y contabilización
Profunda interacción del usuario con la marca -Bidireccional
Consumidor activo y relevante
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Audiencias del target y hábitos de consumo
• Canales y modelos de compra
• Tipología de sites y distribución €
• Análisis y optimización
• Seleccionar un mensaje – callto action
• Selección de formatos y funcionalidades
• Diseño interactivo de creatividades
• Adhoc para el medio
• Situación actual
• Objetivos de marca
• Target especifico
• Posicionamiento del producto
• Estacionalidad
• Presupuesto
• Fechas
• Posición
• Segmentación
• Contenido
• Disponibilidad
• Saturación
• Exclusividad
• Diferenciación
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© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
Notoriedad de marca - interactividad
• Ratio de Interacción
• Dwell Time
• Métricas Customizadas
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© 2008 Eyeblaster. All rights reserved
Dwell time
* Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec.
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© 2008 Eyeblaster. All rights reserved
Cobertura y Frecuencia
• Impresiones
• Usuarios Únicos
• Frecuencia de impacto
• Duplicidad de Audiencias
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© 2008 Eyeblaster. All rights reserved
Ventas
• Clicks
• Conversiones: Registros, Ventas
• ROI
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
0.5%
CTR 2005
0.4%
CTR 2006
0.3%
CTR 2007
<0.2%
CTR 2008
CTR 2012?
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
El camino hacia la venta
Ver o interactuarcon el anuncio
Click en el anuncio
Web
Registro
Confirm
Ver o interactuarcon el anuncio
Registro
Confirm
La Conversion en el site Conversion en el banner
Proceso
mas simple5 vs 3
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
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© 2008 Eyeblaster. All rights reserved
Conversiones en el banner
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
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© 2008 Eyeblaster. All rights reserved
Conversion por tipo de formato
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Coste de medios
CPM , CPC, CPL, CPA
CPM CTR IRDT
(seg)CPC CPA ROI
Caso A 10€ 0,09% - - 11€ 10€ -10%
Caso B 3€ 0,17% 20% 2€ 20%
Caso C 16€ 0,56% 40% 40 3€ 30%
Caso D 20€ 0,45% 80% 120
*Caso Ficticio
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Optimización
y targetingClaves para sacarle
el mayor jugo
a tus campañas
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© 2008 Eyeblaster. All rights reserved
Ratio de click
Interactividad
Conversión
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© 2008 Eyeblaster. All rights reserved
Targeting de los usuarios
DéjàvuRe-targeting Behavioural
Sequencing
Durante la campañaAntes de la campaña
1ª imp 2ª imp 3ª impAnuncio
Desconocido
Visitante
Registrado
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Pantallazo pillarse dedos
¿Tengo claras mis expectativas
y las herramientas
para medirlas?
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
¿Me preocupo más por contabilizar los que
alcanzo o
alcanzar los que cuentan?
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© 2008 Eyeblaster. All rights reserved
¿Brand ROI
Brand ROI?
o
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© 2008 Eyeblaster. All rights reserved
¿¿Solo contabilizando
impresionesy clicks??
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
behaviouraltargeting
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Hasta la vista
Baby
¿ Segmentomi publicidad en función de
cómo son mis clientes?
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
¿Tengo mi cuadro de mandos para controlar mi actividad online?
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© 2008 Eyeblaster. All rights reserved
¿Estoy metiendo suficiente contenido a
mi publicidad?
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© 2008 Eyeblaster. All rights reserved
ProverbioOnline
Dímelo y lo olvidaré;
enséñame y recordaré
implícame y aprenderé
(551-479 BCE)
Confucio dixit