© 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13...
-
Upload
mariano-fuentes-reyes -
Category
Documents
-
view
216 -
download
0
Transcript of © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13...
![Page 1: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/1.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
mas allá del
clickMadrid, 4 Junio 2009
Pablo MoralesBusiness Development
![Page 2: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/2.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 3: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/3.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 4: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/4.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
3 principios básicos del marketing online
![Page 5: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/5.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Audiencias del target y hábitos de consumo
• Canales y modelos de compra
• Tipología de sites y distribución €
• Análisis y optimización
• Seleccionar un mensaje – call to action
• Selección de formatos y funcionalidades
• Diseño interactivo de creatividades
• Adhoc para el medio
• Situación actual
• Objetivos de marca
• Target especifico
• Posicionamiento del producto
• Estacionalidad
• Presupuesto
• Fechas
• Posición
• Segmentación
• Contenido
• Disponibilidad
• Saturación
• Exclusividad
• Diferenciación
![Page 6: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/6.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 7: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/7.jpg)
© 2008 Eyeblaster. All rights reserved
Notoriedad de marca - interactividad
• Ratio de Interacción
• Dwell Time
• Métricas Customizadas
![Page 8: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/8.jpg)
© 2008 Eyeblaster. All rights reserved
Dwell time
* Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec.
![Page 9: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/9.jpg)
© 2008 Eyeblaster. All rights reserved
Cobertura y Frecuencia
• Impresiones
• Usuarios Únicos
• Frecuencia de impacto
• Duplicidad de Audiencias
![Page 10: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/10.jpg)
© 2008 Eyeblaster. All rights reserved
Ventas
• Clicks
• Conversiones: Registros, Ventas
• ROI
![Page 11: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/11.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
0.5%CTR 2005
0.4%CTR 2006
0.3%CTR 2007
<0.2%CTR 2008
CTR 2012?
![Page 12: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/12.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 13: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/13.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
?
![Page 14: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/14.jpg)
© 2008 Eyeblaster. All rights reserved
El camino hacia la ventaLa Conversion en el site Conversion en el banner
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
![Page 15: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/15.jpg)
© 2008 Eyeblaster. All rights reserved
Conversiones en el banner
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
![Page 16: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/16.jpg)
© 2008 Eyeblaster. All rights reserved
Conversion por tipo de formato
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
![Page 17: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/17.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Coste de medios
CPM , CPC, CPL, CPA
CPM CTR IRDT
(seg)CPC CPA ROI
Caso A 10€ 0,09% - - 11€ 10€ -10%
Caso B 3€ 0,17% 20% 2€ 20%
Caso C 16€ 0,56% 40% 40 3€ 30%
Caso D 20€ 0,45% 80% 120
*Caso Ficticio
![Page 18: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/18.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 19: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/19.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 20: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/20.jpg)
© 2008 Eyeblaster. All rights reserved
Targeting de los usuarios
1ª imp 2ª imp 3ª impAnuncio
Desconocido
Visitante
Registrado
![Page 21: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/21.jpg)
![Page 22: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/22.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Pantallazo pillarse dedos
![Page 23: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/23.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 24: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/24.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 25: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/25.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 26: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/26.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 27: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/27.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Hasta la vista
Baby
![Page 28: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/28.jpg)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
![Page 29: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/29.jpg)
© 2008 Eyeblaster. All rights reserved
![Page 30: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/30.jpg)
© 2008 Eyeblaster. All rights reserved
ProverbioOnline
Dímelo y lo olvidaré;
enséñame y recordaré
implícame y aprenderé
孔夫子 (551-479 BCE)
Confucio dixit
![Page 31: © 2008 Eyeblaster. All rights reserved mas allá del click EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134.](https://reader035.fdocuments.in/reader035/viewer/2022062410/5665b47f1a28abb57c920133/html5/thumbnails/31.jpg)
© 2008 Eyeblaster. All rights reserved