SEM Standard 2010
45
Artur Banach, NetSprint Ads in contextual networks as an element of SEM
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20-Oct-2014 -
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Ads in contextual networks as an element of SEM. Artur Banach's presentation for this conference.
Transcript of SEM Standard 2010
Artur Banach, NetSprint
Ads in contextual networks as an element of
SEM
Agenda
How much context is there in SEM?
Source: eMarketer, US Search Engine Marketing Spending by Type, February 2009
How much context is there in display advertising?
Source: Forrester's Online Advertising And Classifieds ModelForecast: US Display Advertising Spend, April 2009
Changing dynamics in online advertisement spending
Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010
Changing dynamics of online advertisement spending
Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010
Average share of PPC advertisement budget assigned to contextual ads in 2009
Source: Adkontekst poll, SEM agencies and media agencies. April 2010, N 24
Source: Adkontekst poll, direct clients. April 2010, N 31
Average share of PPC advertisement budget assigned to contextual ads in 2009
Net revenues from contextual ads
Source: Poll analysis, Adkontekst, April 2010
Comparison with other ad types
Source: Research summary of IAB ADEX 2009 done by PwC Polska Sp. z o.o., Warsaw, 24 March 2010
Contextual networks – market players in numbers
Name Number of users Reach (%)
Google AdWords 16 197 470 93.49
Adkontekst 15 901 946 91.78
SmartContext 12 954 552 74.77
OnetBoksy 12 717 091 73.4
BusinessClick 8 061 572 46.53
AdSearch 5 260 221 30.36
Source: adStandard report, February 2010
Contextual networks – comparison of market players
Contextual networkGoogle partner services
Adkontekst Adsearch Businessclick Xclaim OnetKontekst Smartcontext
Types of ads Boxes: • text, • image,• video
•Boxes: • text, • text and imageIn-text ads• text• text and image• image
In-text ads:• text • text and image
Boxes:• text,•Text and imageIn-text ads:•text, • text and imageText links
In-text ads:• text,• text and image,• image,• video
Boxes: • text
In-text ads:• text,• text and image,•image, • video
Search engine display Yes Yes Yes
Settlement model CPC/CPM CPC CPC CPC, CPM, CPL CPC, CPM CPC CPC, CPM
Geotargeting Yes Yes Yes No No Yes Yes
Site targeting Yes Yes Yes Yes No No Yes
Consultant careOnly for strategic partners
Yes Yes Yes Yes Yes Yes
Source: own analysis
How to use the potential of contextual ads
Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst
How to use the potential of contextual ads
Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst
How to use the potential of contextual ads
Source: Google Adwords – Keyword suggestion tool and own data of Adkontekst
How to use the potential of contextual ads
How to use the potential of contextual ads
Declared share of contextual ad budget in SEM budget
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Declared share of contextual ad budget in SEM budget
Source: Adkontekst poll, direct clients. April 2010, N 31
Objectives of campaigns in partner services
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Objectives of campaigns in partner services
Source: Adkontekst poll, direct clients. April 2010, N 31
Settlement model for ads in contextual networks
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Settlement model for ads in contextual networks
Source: Adkontekst poll, direct clients. April 2010, N 31
Average CPC for contextual network campaigns compared to CPC of search engine campaigns
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Source: Adkontekst poll, direct clients. April 2010, N 31
Average CPC for contextual network campaigns compared to CPC of search engine campaigns
Arguments in favour of spending budget funds on campaigns in contextual networks
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Arguments in favour of spending budget funds on campaigns in contextual networks
Source: Adkontekst poll, direct clients. April 2010, N 31
Expected spending on campaigns in contextual networks in 2010 compared to 2009
Source: Adkontekst poll, SEM Agencies and Media Agencies April 2010, N 24
Source: Adkontekst poll, direct clients. April 2010, N 31
Expected spending on campaigns in contextual networks in 2010 compared to 2009
Trend #1
In-text ads – user attitudes
Source: Nielsen Online, May 2008
Trend #2
Trend #3
Trend #4
Trend #5
Thank you for your attention
Artur BanachPresident of the Board
NETSPRINT.PL SP. Z O.O.BIEŻANOWSKA ST.7, 02-655
WARSAWPHONE: +48 22 844 49 90 #[email protected]
