2013 marketing facts sanoma-jelmer voogel
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MARKETINGFACTS
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Jelmer Voogel Commercieel
Architect
6 jaar werkzaam @Sanoma
Product Manager
Big Data
Commercieel Architect
(gast)docent bij
SRM, HAN, HU & inHolland
@Voogeltje
Jelmer.Voogel
@Sanoma.com
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TECHNOLOGY CHANGES
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0"
1"
2"
3"
4"
5"
6"
7"
8"
9"
10"
%"tablet2liikenteestä"
%"mobiililiikenteestä"
%"web2liikenteestä"
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GET UNCOMFORTABLE
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ATTENTION INTEREST DESIRE!ACTION
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CPM CPC CPL!CPA
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Geen rechtlijnig proces
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Geen rechtlijnig proces
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Geen rechtlijnig proces
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Geen rechtlijnig proces
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COMBINATIE OFFLINE MEDIA
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INVLOED ANDERE MEDIA
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BOVEN OF ONDER DE VOUW
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ZICHTDUUR?
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Zichttijd en CTR
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
CTR Zichttijd
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CONCURRENTIE
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CTR vs offline verkoop
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Kwaliteit van de banner
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BIJ BANNERS OOK BRANDING WAARDE
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GOEDE CTR = LAGE CPC
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LAGE CTR = HOGE CPC
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creatie | kijken
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+156%&
100%&
Daihatsu
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Matkusta.fi
Flights beat hotels in CTR.
VS
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A deal seems to beat generic cheapness:
VS
VS
VS
Matkusta.fi
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Simple but attention drawing banners seem to work. Next tests should be performed with more impressions.
VS
Matkusta.fi
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100%&
+71%&+10%&
+89%&
Kieskeurig
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0.07%
0.15% 0.13%
0.10%
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100% 124% 148%
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Transavia
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Collega’s
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CPC | creatie | collega’s
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Totale CTR run of netwerk: 2,4%
Collega’s
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Collega’s
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INKOPEN OP DOELGROEP
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RELEVANTIE
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Waste ROI
Doelgroep selectie
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_ 43
Gedrag Hard facts
Gedrag vs hardfacts
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Demografisch / profiel
Behavioral Targeting
Retargeting
Tijd targeting Geografisch
Weather targeting
Targeting opties
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Profiel opbouw
Sociodemografische informatie
Interesses / Hobbies / Lifestyle
High involved. In het beslis traject om product te kopen
stat
isch
dy
nam
isch
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Presentatie. 16 april 2007
3x
Doelgroep rondom watersport Sanoma breed ingezet
RVD
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RVD
Doelgroep sport, auto, politiek Sanoma breed ingezet
4x
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_ 48
48
vakantie.overzicht.nl
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49
RON (run of network)
Vakantie profiel
Retargeting
3 doelgroepen 3 uitingen
vakantie.overzicht.nl
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50
vakantie.overzicht.nl
RON vakantie retargeting
100% - 280%
121% 717% 1.149%
118% 190% 730%
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CTR
Conversion on website
Total conversion flow
Random group 100% Target discovery 281%
Random group 100% Target discovery 246%
Random group 100% Target discovery 693%
Target discovery
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Rapportages
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Levensfase Sociale klasse
Onbekend Lage opleiding
Middelbare opleiding
Hoge opleiding
Opleiding Eigen woning
Rapportage voorbeeld
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Autobezit Autoleeftijd
Onbekend Minder dan 12.500
Tussen 12.501 - 17.500
Tussen 17.501 - 22.500
Meer dan 22.500
Autoprijs Autosegment
Rapportage voorbeeld
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COOKIES?
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RISICO VOOR UITGEVER
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REAL TIME BIDDING
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Wat is
Real Time Bidding? In 30 seconden
Met dank aan
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Adverteerders kopen doelgroepen
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Adverteerders kopen doelgroepen
Reizen Elektronica Mode
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Reizen
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Reizen Vakantie naar LA Eet graag aardappelen (?!)
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Real Time Bidding
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Bulk inkoop van vertoningen Allen targetbaar op doelgroep
Real Time Bidding Alleen betalen voor relevante users
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Bulk inkoop van vertoningen Allen targetbaar op doelgroep
Real Time Bidding Alleen betalen voor relevante users
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30%
69%
147%
239% RTB doet
zijn intrede in Nederland
Omzet groei
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GEEN INVLOED OP POSITIE
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RETARGETING
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Bezoeker is op zoek naar een LCD-tv
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Bezoeker verlaat Amazon.com zonder het bestel proces in te gaan en surft naar Nu.nl
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Bezoeker kan op Nu.nl worden herkend zodat een Amazon.com banner wordt getoond
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Amazon.com verzorgt een banner op maat met de betreffende TV of een vergelijkbare TV
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Maar pas om met ‘intieme’ producten
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Vragen?