BÀI GIẢNG Quảng cáo hiển thị trực tuyến (Online Display Ads)

Quảng cáo hiển thị trực tuyến (Online Display Ads) www.sukientructuyen.com Nội dung www.sukientructuyen.com Nội dung www.sukientructuyen.com Tuổi người dùng internet VN www.sukientructuyen.com Giới tính người dùng Internet www.sukientructuyen.com Họ làm internet www.sukientructuyen.com Khơng có người thu nhập cao sử dụng internet www.sukientructuyen.com Sử dụng internet nhà nhiều www.sukientructuyen.com Riêng tư hơn, dùng mobile nhiều www.sukientructuyen.com Websites visited in past weeks www.sukientructuyen.com Reach & Frequency www.sukientructuyen.com Choose Media Chanel www.sukientructuyen.com Internet Media Is Complicated! Digital Media Planning Landscape Communication Media Search Marketing Display Advertising Local Content & Social Networks Digital PR www.sukientructuyen.com Social Media Community building Branded Content Email Marketing In Game Reducing Clutter www.sukientructuyen.com Don’t focus on the media property – focus on the AUDIENCE… www.sukientructuyen.com Discover new consumers by expanding your reach New! Consumers Health Interest Your Consumer woman Beauty interest Entertainment Interest Target Your Consumers Parenting Interest Fashion Interest by content interests & Find New Consumers by exploring other interests Tối ưu hóa q trình thực www.sukientructuyen.com Example: The “Business Man” campaign An ad agency plans to run an ad campaign to target business men They want to drive clicks to their client’s website www.sukientructuyen.com Scenario 1: advertising on web portals Banner ad targeting business men Visitors Banner ad Click Click Large web portal with undefined audience www.sukientructuyen.com Results: Wasted brand impressions and clicks Scenario 2: advertising with Business sites Business Banner Business Banner Visitors Click Business Site #1 Bad results on week Business Site #2 Business Banner Business Banner Click www.sukientructuyen.com Results: Good branding, but expensive and advertiser cannot optimize or change the ad campaign Optimization improves performance Website Website Website Media optimization allocates impressions to better performing ad positions Click-through rates = Good = Average = Under performing Ad Networks allow you to review Banner ad spots and improve your campaign while its in progress Creative optimization increases CTRs Creative #1 Bad Results Creative #2 Bad Results Creative #3 Good Results Creative optimization allocates more impressions to better performing ads We recommend creatives per campaign Case Study – Tiger Airways (Singapore) Snapshot of Clicks Overview • Tiger Airways celebrates its 4th Birthday by offering low prices for air fares • Tactical campaign duration – weeks Client Objectives • To drive traffic to website Media Strategy • Client wanted to run campaign purely in the travel related environment • Admax recommended for campaign to be open to behavioral targeting • This is so as to reach out to a wider audience who have already indicated interest in travel planning (as they have visited the travel sites within Admax Travel channel within the past 60 days) Results • Click through rates for campaign – 0.15% (industry standard is 0.1%) • Creative unit Optimization – 728x90 performed best within the sizes provided Optimization was made towards this ad unit, therefore further improving the campaign • Results proved also that non-travel related channels, saw great performance • This would prove that people have multiple interests and spend their time at multiple sites Especially Travel related products, internet users need not be in the related environment to be interested to find out more about the product 59 www.sukientructuyen.com Category Arts & Entertainment Automotive Business Education & Reference Health Home & Family Internet News & Media Real Estate Science Shopping Society & Culture Sports Technology Travel Ad Views 329,197 11,527 167,875 101,086 5,170 11,879 89,993 56,487 3,321 248 113,247 83,451 22,693 104,094 426,809 AdClicks 338 294 141 59 33 217 94 97 708 CTR 0.10% 0.07% 0.17% 0.14% 0.10% 0.07% 0.07% 0.06% 0.03% 0.00% 0.19% 0.11% 0.02% 0.09% 0.17% Trao đổi & Thảo luận Chân thành cảm ơn! www.sukientructuyen.com