total quantity of message delivery into the users browsers total quantity of mouse/pad clicks on...
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Digital indexes for results and efficiency analysis
Summary
Approach in digital media planning
Resources for planning and efficiency analysis
Digital indexesImpressions
Clicks
Actions
CTR%
ATR%
CPM
CPC
CPA
Total quantity of message delivery into the users browsers
Total quantity of mouse/pad clicks on delivered messages
Expected to be done actions from users, after seeing the message (Buy, Answer to a questionnaire, Register)
Click through rate (number of clicks divided on delivered impressions)
Action through rate (number of actions performed on delivered impressions)
Cost per mille (from Latin – thousands) – cost for 1 000 Impressions
Cost per click (budget divided to total clicks volume)
Cost per action (budget divided to total obtained actions)
Key used indexesImpressions Clicks CTR% CPM
The first index to show the necessary
inventory to reach the audience
Permits to estimate the
potential feedback in
sales/actions
Shows the efficiency of certain Web
Site, Message, or Campaign
Cost index, permits to
understand how much we will
pay for needed inventory
5
Approach in online media planning
What is AFF?Web site audience Audience
Base audience – All, 18-65 yearsVolume – 2 157
800
Target audience – All, 18-65 years,
UrbanVolume – 1 120 000
AFF calculation 0,55 / 0,46 = 120Target audience has a better
preference then Base audience
Media planning in actionUsed resources for web sites selection
Real web sites traffic monitoring and reach estimation
Track different target audience preference (AFF) and time spent
All Moldova traffic monitoring
Web sites potential RCH% and preference among target audience
Multimedia RCH% simulation (TV+Radio+specific web sites)
First problem – study done by interviews and per half year
Main problem – tracks only web sites in the panel
Second problem – questionnaire done only for Urban population
Media planning in actionData analysis for web sites split selection
Source: Gemius December 2012; TNS MMI 2012/2; Target Audience: 18-24
Media planning in actionHow GEMIUS can be the source of online market growth?
Source: Gemius December 2012; TNS MMI 2012/2; Target Audience: 18-24
Audience migration by web sites
decrease
increase
increase
Real time changes in users preference
In combination with post campaign reporting tool
Target group that was reached by your campaign?
Which web site brought most of your target audience?
How different target groups reacted at different banners?
9
Media planning in action
Why such deep analysis is needed?
CTR%?
Clicks?
Impressions?
Actions?
Target audience?
Message?
Marketing tasks?
How Moldova buys Internet?Purchase type depends on the type of advertising
Banner ads (Standart & Rich) Video Textual Advertising (SEM)
Pay per impressions
Rent for a period
Pay per click – only for GDN
Pay per impressions
Pay per views – only for GDN
Pay per click (CPC)
GDN: Google Display Network
Standart banner ads
Average CPM = 0,5 € – 1,00 €
Average CTR% = 0,1% - 0,5%
Pay per Impressions
How Moldova buys Internet?
Rich Media banner ads
Average CPM = 1,8 € – 2,00 €
Average CTR% = 1,0% - 5,0%
Pay per Impressions
How Moldova buys Internet?
Banner ads (GDN)
Average CPC = 0,10 € – 0,50 €
Average CTR% = 0,15% - 0,30%
Pay per click
How Moldova buys Internet?
GDN: Google Display Network
Pre-roll ads
Pay per views/ impressions
Average CPM = 5,00 € – 30,00 €
Average CTR% = 5,0% - 15,0%
How Moldova buys Internet?
Textual advertising: Paid announcements
Average CPC = 0,10 € – 0,50 €
Average CTR % = 2,00% - 5,00%
Pay per click ( Cost per click)
How Moldova buys Internet?
Impressions – 5 000 000
CTR % – 0,10%
Clicks – 5 000
CPC – 0,4 €
Impressions – 1 300 000
CTR % – 0,90%
Clicks – 11 700
CPC – 0,17 €
Impressions – 20 000 000
CTR % – 0,10%
Clicks – 20 000
CPC – 0,1 €
AWARENESS increase PREFERENCE increase SPECIAL OFFERS and SALES promotion
When to use each form of advertising?Campaign: Total Budget - 2000 €. Analyzing results:
Standard banner ad Rich Media banner Paid announcements (SEM)
In order to influence all the above indicators, it’s best to use a mix of all forms of Internet advertising
How Moldova buys Internet?