Media Mix Concepts

Ophir Cohen, CEO Universal McCann Search

[email protected] +972-52-4466044

http://www.usearch.co.il

Search, Display & Retargeting Mix




Basic Search Marketer’s Thinking




But let’s look at advertising as a whole (just for a second…)




Branding Standard Marketing Funnel

Drive Awareness

Opinion

Consideration

Preference

Purchase




Advertising Concepts

To Inform

• 1950’s to late 1990’s

• Inform consumers on your product

To Convince

•1990’s till ~2005 •Convince Consumers your product is better

To Relate

•2005 to date. •Create a mutual relationship with consumers




To Inform

• 1950’s to late 1990’s


To Convince


To Relate






Search is a super interesting consumer behavior

And must dealt as one (not only) behavior




SMS

10:00 am

What’s on the news?

9:00 am

Read my FB Feed

8:00 am

Research on B2B Marketing

4:00 pm

Read through some industry

websites

5:00 pm

Spend some time on my facebook

Waze my way to a restaurant

Where are my friends?

Search Google

and place a lead

6:00 pm

7:30 pm

10:30 pm

This is my typical day at the office..




Search will always be a huge driver for high quality conversions

But Search only answers existing demand




Advertising Created Demand




The Solution is Multi Channel

Mobile




Media Efficiency Pyramid

Premium Display

Contextual Retargeting &

Audience Display

Social

Paid Search

Organic Search

Demand Generation

Demand Collection

Low Cost

High Cost




Media, Metrics – Matrix!!

Search

• Organic

• Paid

Social

• Fan Base

• Engagement

• ROI

Display

• Premium

• Exchange

• Contextual

• Audience

• Retargeting

Video

• Premium

• Networks

Desktop

Tablet

Mobile

Ad Serving, Analytics , Testing & Optimization

CPM CPC CPL CPS Rev

Share




Key Takeaways

Search is Still Key Driver

We are now on a multi-screen environment

We need to create demand

Do Search, but don’t remember marketing 101

Manage your Media and Metrics Matrix

Media Mix Concepts

Self Improvement

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