Google Display Networks in Vietnam
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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Why display matters
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Customers consider, evaluate & advocate online95% of time online is spent on content where display can reach users
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/421
Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on….
….the display network reaches these users, placing ads across millions of publisher sites in addition to YouTube and Gmail.
Everything else95%
Search5%
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
How can display advertising benefit your business
Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up this buying cycle.
There are 4 phases to a customer’s buying cycle:
1. Awareness
2. Interest
3. Consideration
4. Purchase
Awareness
Interest
Consideration
Purchase
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Rich media engagement increases brand recallPerception and recent touch points are critical
• comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns
Good creative has 4x the impact on campaign performance than media*
The Google Display Network supports an expanding list of rich media formats
Awareness
Interest
Consideration
Purchase
Placement Targeting
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Stride Ridiculously Long Demo
Good creative amplifies a brand’s attributes
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69%
23%
84%
Bought the productBought the product
Researched further onlineResearched further online
Researched further offlineResearched further offline
TNS Vietnam Digital Profiling – July 2012Question: Q31 Online advertising. Q33 Online advertising actionSample base: Vietnam internet users n=1,010; Recall online advertising n=786
Almost 8 in 10 recall advertising on the internet and this generally leads to further research online.
Almost 1 in 4 of those who recall online advertising went on to purchase the brand or product.
Action taken after
seeing advertising
online
84%YES
Online Advertising leads to further online research
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Targeting customers when they’re evaluatingActive period where brands are added or subtracted
Awareness
Interest
Consideration
Purchase
Contextual By Topic Targeting
Our system is able to dynamically target your ads across the topics of pages selected in advance.
Home & Gardening Finance Lifestyle
Contextual By Keyword Targeting
Our technology identifies the content of pages and to match relevant ads to them
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Audience & behavioral data reaches qualified prospectsRemarketing and demographic & interest category targeting drive ROI
* 2010 Google study.
Remarketing
Engage past site visitors
Users who have visited your web site
Shopping Sports AutomobileMen 18-34
Interests and demographic targeting
Reach more qualified customers
Awareness
Interest
Consideration
Purchase
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Hoa Yeu Thuong tapped into specific audience segments
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Remarketing can engage shopping cart abandoners
Studies show remarketing drives 51% higher conversions*
Users who abandoned the shopping cart process
Combining display with search drives purchase intent by an incremental 7 points**
0%
10%
20%
30%
40%
Likelihood to purchase
Search Search+display
Targeting customers when they’re in-marketSearch and shopping cart activity are strong signals of intent
*2010 Google study.** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.
Awareness
Interest
Consideration
Purchase
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Display ads
+1 lets your advocates recommend you across the web
Brand advocates are your best customersThey recommend and help others discover your brand
Awareness
Interest
Consideration
Purchase
Loyalty
Users trust personal recommendations more than any other advertising source
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Time to convert decreases 5xDisplay speeds up the purchase cycle
* Searchignite, 2010.
Display’s strengths are in building awareness, increasing campaign reach, driving conversions and speeding up the purchase cycle *
Creative drives 4x campaign impact
92% reach and best of breed contextual targeting options
Site visitor remarketing drives 51% higher conversions
Search + display increases likelihood to purchase by 8%.
+1 drives awareness and trust in your brand
Awareness
Interest
Consideration
Purchase
Loyalty
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Why choose the Google Display Network for your business?
• You can reach million of sites, videos and devices
• Search and Display is the perfect tandem to reach your customers in every step of the buying cycle
• Combining Search and Display in your campaigns will get you more conversions compared to Search only campaigns
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
The Google Display Network
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What is the Google Display Network
• The Google Display Network ( GDN) is a network of websites with advertising space where you can place your ads
• The Google Display Network uses precise targeting to reach engaged audiences – this delivers better results for advertisers
• It’s simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites and blogs
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Across both mass-media and niches sites
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• >83% unique Internet users globally
• Reaches users in 20 languages over 100 countries
> 800MWeekly ad
Impressions served in Vietnam
Google Display Network – largest globally
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Our Key Partners in Vietnam
Google Confidential and Proprietary 19Google Confidential and Proprietary 19Comscore Key Metrics – September 2012
Top visited sites in VietnamComScore Key Metrics
14,472
12,874
11,52511,441
9,7979,034
7,5836,896
6,0344,858
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Google’s GDN Key Partners
96.3%
85.7%
76.7%
76.1% 65.2%
60.1%
50.5% 45.9%
40.2%
32.3%
6 out of 10 top visited sites are Google
Display Network’s Key Partners; enabling us to
have a greater reach to Vietnamese Audiences
both locally and internationally.
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Text Ads
Images Ads
Websites & Mobile Sites for you to run your inventory
Text Ads
Image Ads
Google Display Network (Vietnam) Ad Formats
Google Confidential and Proprietary 21Google Confidential and Proprietary 2121
Premium Network – ATF position in top sites
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Engagement AdsLightbox demo
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Tools: the right toolset to drive your campaign
Right message(Creative)
Right person(Audience)
Right time(Context)
Video Image
Rich media Expandables
ContextualInterests TopicDemographics
++
Above the fold Exclusions Brand selectReserve
In a brand safe environment
Google Confidential and Proprietary 25Google Confidential and Proprietary 25
Thank You
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