burtcorp.com @burtcorp
Web Analytics for Advertising
MAKINGQUALITYTIME
BrandOffline Online DR
BANNERSARE DEAD OR?
Vogue bild
#1 INTUITIVE#2 CONSISTENT Vogue bild#3 NATIVE
”Harvests” demand.Response, not Branding.
HOW TO MAKE DISPLAY ADS:#1 INTUITIVE#2 CONSISTENT#3 NATIVE
HOW TO MAKE DISPLAY ADS:#1 INTUITIVE
Web Analytics for Advertising
High resolution media measurement.
CHANGING HOWMEDIA IS MEASURED AND MADE
Analyzing online display advertising for Scandinavian Airlines
KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and”Online media buyer of the year, Sweden”Clicks are not enoug...
EXAMPLES OF “JUNK”: Small units that cannot be seen long enough. Ads that compete with other ads on cluttered sites.Run...
EXAMPLE TV 100% In-Screen Rate 30 sec In...
Direct ResponseFrequency and reach more importantthan high media quality
Brand BuildingHigh media quality is very important
HOW TO MAKE DISPLAY ADS:#2 CONSISTENT
Print’s secret sauce:1. High affinity audience2. Emotional impact3. Intuitive for buyers4. Safe - ”it just works”5. Consis...
HOW TO MAKE DISPLAY ADS:#3 NATIVE
WHAT IF THERE WAS ONLY ONETYPE OF DISPLAY PLACEMENT?
THE UNIT:1. People, not cookies.2. Guaranteed visible.3. Native placement.4. 30% share-of-screen.5. One visible ad. Yours.
”The only viewable ad for 10 seconds and take up 1/3 of the screen.”
#1 INTUITIVE#2 CONSISTENT#3 NATIVE
”The real fact of the matter is that nobodyreads ads. People read what interests them,and sometimes it’s an ad.” ...
?alman@burtcorp.com | @danielalman vanja@burtcorp.com | @vajna www.burtcorp.com | @burtcorp
Naslednja vroča stvar v oglaševanju
Naslednja vroča stvar v oglaševanju
Naslednja vroča stvar v oglaševanju
Naslednja vroča stvar v oglaševanju
Naslednja vroča stvar v oglaševanju
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Naslednja vroča stvar v oglaševanju

(Burt Inc)
Published on: Mar 3, 2016
Published in: Business      Technology      
Source: www.slideshare.net


Transcripts - Naslednja vroča stvar v oglaševanju

  • 1. burtcorp.com @burtcorp
  • 2. Web Analytics for Advertising
  • 3. MAKINGQUALITYTIME
  • 4. BrandOffline Online DR
  • 5. BANNERSARE DEAD OR?
  • 6. Vogue bild
  • 7. #1 INTUITIVE#2 CONSISTENT Vogue bild#3 NATIVE
  • 8. ”Harvests” demand.Response, not Branding.
  • 9. HOW TO MAKE DISPLAY ADS:#1 INTUITIVE#2 CONSISTENT#3 NATIVE
  • 10. HOW TO MAKE DISPLAY ADS:#1 INTUITIVE
  • 11. Web Analytics for Advertising
  • 12. High resolution media measurement.
  • 13. CHANGING HOWMEDIA IS MEASURED AND MADE
  • 14. Analyzing online display advertising for Scandinavian Airlines
  • 15. KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and”Online media buyer of the year, Sweden”Clicks are not enough. Click ROIClick ROI decreasing rapidly since 2008. 4Quality of sites where ads aredisplayed vary greatly.The majority is ”junk”.Media buyers who are not up tospeed with the market conditions 1contribute to the development of 2008 2009 2010”junk”. 0,5
  • 16. EXAMPLES OF “JUNK”: Small units that cannot be seen long enough. Ads that compete with other ads on cluttered sites.Run-of-the-mill ”creative” design, in the wrong context. Not in target audience or with poor timing.
  • 17. EXAMPLE TV 100% In-Screen Rate 30 sec In-Screen Duration 100% Share of View 1 Ads/PageIN-SCREEN RATE Media Quality = 10 93% IN-SCREEN DURATION 17 sec MEDIA QUALITY 7.9 SECRET SAUCE ALGORITHMSHARE OF VIEW 22% ADS / PAGE 3.1
  • 18. Direct ResponseFrequency and reach more importantthan high media quality
  • 19. Brand BuildingHigh media quality is very important
  • 20. HOW TO MAKE DISPLAY ADS:#2 CONSISTENT
  • 21. Print’s secret sauce:1. High affinity audience2. Emotional impact3. Intuitive for buyers4. Safe - ”it just works”5. Consistent over time
  • 22. HOW TO MAKE DISPLAY ADS:#3 NATIVE
  • 23. WHAT IF THERE WAS ONLY ONETYPE OF DISPLAY PLACEMENT?
  • 24. THE UNIT:1. People, not cookies.2. Guaranteed visible.3. Native placement.4. 30% share-of-screen.5. One visible ad. Yours.
  • 25. ”The only viewable ad for 10 seconds and take up 1/3 of the screen.”
  • 26. #1 INTUITIVE#2 CONSISTENT#3 NATIVE
  • 27. ”The real fact of the matter is that nobodyreads ads. People read what interests them,and sometimes it’s an ad.” – Howard Gossage
  • 28. ?alman@burtcorp.com | @danielalman vanja@burtcorp.com | @vajna www.burtcorp.com | @burtcorp

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