OMD_presentation_gemiusWorkShop_March_2011

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Post on 13-Sep-2014

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The presentation from gemiusWorkShop organized by Gemius in Riga, Latvia. The Workshop was dedicates to the ad serving technology and targeting opportunities, as well as the measurement of the effectiveness of online advertising campaigns.

Transcript

Internet advertising and the importance of targetingviktors.rozkalns@omnicommediagro

up.lv

twitter.com/vektorz

What is Web Marketing? (no

thing new)

Why targeting? (yes / no / maybe)

Without "interesting" statisticsMy feelings (subjective)

4 parts of web advertising

In Latvia widely used 2 of 4

Display ads

CLICKCLICK

CLICK

Click here to subscribenow!

E-mail marketing

Retargeting offers to merge the best features of display ads and e-mail marketing

1. E-mail subscriber ~ cookie

2. Newsletter ~ impression

But still to make a complete web campaing you will return to this:

Retargeting = a good part of a web campaing≠ a core of a web campaing

Retargeting plan:1.Users from clients page2.Users from surveys3.How many cookies4.Which media and formats?

Case study for client X1.Campaign 45 days2.Retargeting starts after 153.Two products4.Two languages5.3 different media6.Average CTR 8.70%

Each case is unique and there is no universal approach for all!