etravel 2011 - michel van der neut - adlantic online advertising
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Tijd om te luisteren
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Inhoud- Over ons- Bestedingen 2010- Principe Retargeting- Resultaten- Productinnovatie- Segmenten - Toekomst
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Wij zijn Adlantic.- Opgericht in 2006- Ca. 25 online specialisten- Kantoren in Utrecht en Geleen- Media in- en verkoop- Innovatieve bannertechnologie- Behavioral Retargeting- Conversiemeting
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Ik ben Michel - Studie: Economie- 8 jaar werkervaring in de media waarvan 6 jaar online- Sales Director Adlantic
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Bestedingen 2010
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Bestedingen 2010
Bron: IAB (2010)
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• 12% van het displaybudget = Retargeting
Bron: IAB (2010)
Bestedingen 2010
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“Spending on graphical online adverts, digital video, mobile and
other non-search formats will increase almost tenfold in the next few years…” “..ads will be bought
using automated “real-time bidding” technology.....”
(Neal Mohan, Google)
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Principe Retargeting
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Resultaten
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• CTR tussen 0,4% - 1,5%!!
Resultaten
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• CTR tussen 0,4% - 1,5%!!• Conversie ratio’s 3 tot 10 keer hoger dan normaal
Resultaten
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Is retargeting een Broekzak/Vestzak principe?
Grote Vraag:
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Effectmeting Retargeting• Cross Online Mediale Effecten (COME™)
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• Cross Online Mediale Effecten (COME™) • Split campagne
Effectmeting Retargeting
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• Cross Online Mediale Effecten (COME™)• Split campagne• Gedeelte bezoekers ziet wel/geen banner
Effectmeting Retargeting
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• Cross Online Mediale Effecten (COME™)• Split campagne• Gedeelte bezoekers ziet wel/geen banner• Resultaat: Conversie ratio veel hoger bij het vertonen van de banner
Effectmeting Retargeting
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adwords
banners
nieuwsbrief
online press
social media
CONVERSIE!!! Wel banner gezientotaal
625 visitsconversies
7cr=1,12%
social media
Geenbanner gezientotaal
511 visitsconversies
5cr=0,98%
CR lift: 14,55%extra conversions: 0,9
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Gem. CR 1,104%
Case: effect retargeting op conversies
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Gem. CR 1,104%CR 0 banners 0,949%
Case: effect retargeting op conversies
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last click
Gem. CR 1,104%CR 0 banners 0,949%CR > 0 banners 1,397
Case: effect retargeting op conversies
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last click
Gem. CR 1,104%CR 0 banners 0,949%CR > 0 banners 1,397CR 1-5 banners 1,447 %
Case: effect retargeting op conversies
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last clicklast click
Gem. CR 1,104%CR 0 banners 0,949%CR > 0 banners 1,397CR 1-5 banners 1,447 %CR 6-10 banners 0,941%
Case: effect retargeting op conversies
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Gem. CR 1,104%CR 0 banners 0,949%CR > 0 banners 1,397CR 1-5 banners 1,447 %CR 6-10 banners 0,941%CR > 10 banners 1,556 %
Case: effect retargeting op conversies
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Conclusie Retargeting
Retargeting heeft zowel Postview als Postclick effect
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Productinnovatie
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1. Statische Retargeting
Productinnovatie
• 1 pixel• 1 statische banner
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2. Dynamische Banners
Productinnovatie
• Content gestuurd door historisch klikgedrag• CTR en CR stijgen omdat content beter aansluit• Koppeling productfeeds – actuele data
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3. Retargeting o.b.v. Statische Segementen
Productinnovatie
• Meerdere pixels op je website• Per segment aparte banner campagne
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4. Dynamische Segmenten
Productinnovatie
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Voorbeeld Dynamische Segmenten
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1. Op basis van herkomst
Voorbeeld Dynamische Segmenten
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1. Op basis van herkomst2. Op basis van bekeken
webpagina’s
Voorbeeld Dynamische Segmenten
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1. Op basis van herkomst:
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Bieding per herkomst o.b.v. performance:
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2. Op basis van bekeken webpagina’s
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Bieding dan ook basis van performance
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Andere typen segmentering
• Aantal webpagina’s bekeken• Aantal visits de afgelopen maand• Tijd op website• Tijd op pagina
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Afrekenmodellen
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Afrekenmodellen• CPM
• Nadeel: weinig ruimte om hoger te bieden op segmenten met hoge ctr
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Afrekenmodellen• CPM
• Nadeel: weinig ruimte om hoger te bieden op segmenten met hoge ctr
• CPC• Meer ruimte om hoger te bieden op segmenten met hoge ctr
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Afrekenmodellen• CPM
• Nadeel: weinig ruimte om hoger te bieden op segmenten met hoge ctr
• CPC• Meer ruimte om hoger te bieden op segmenten met hoge ctr
• CPA• Postklik en/of Postview
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Afrekenmodellen• CPM
• Nadeel: weinig ruimte om hoger te bieden op segmenten met hoge ctr
• CPC• Meer ruimte om hoger te bieden op segmenten met hoge ctr
• CPA• Postklik en/of Postview
• Cross Online Mediaal Effect• Wat zijn de werkelijke effecten (conversie attributie)
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• Retargeting banners:
Conclusie
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• Retargeting banners: • Zeer performance gedreven
Conclusie
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• Retargeting banners: • Zeer performance gedreven • Weinig aandacht aan branding
Conclusie
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• Retargeting banners: • Zeer performance gedreven • Weinig aandacht aan branding
• COME
Conclusie
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• Retargeting banners: • Zeer performance gedreven • Weinig aandacht aan branding
• COME • Grootste effect gemeten op branding
Conclusie
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• Retargeting banners: • Zeer performance gedreven • Weinig aandacht aan branding
• COME • Grootste effect gemeten op branding
• Bij afrekening op COME
Conclusie
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• Retargeting banners: • Zeer performance gedreven • Weinig aandacht aan branding
• COME • Grootste effect gemeten op branding
• Bij afrekening op COME• meer nadruk op branding in de banners
Conclusie
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Bedankt voor het luisteren