Online Display Advertising 2012
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![Page 1: Online Display Advertising 2012](https://reader033.fdocuments.net/reader033/viewer/2022060118/558c33d9d8b42ab61c8b4610/html5/thumbnails/1.jpg)
Online display en de cookiewet
Michèlle Theeuwen
VP Sales
AdLantic Online Advertising
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Voordelen van RTB
![Page 3: Online Display Advertising 2012](https://reader033.fdocuments.net/reader033/viewer/2022060118/558c33d9d8b42ab61c8b4610/html5/thumbnails/3.jpg)
RTB revolutie.
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Na de cookiewet.
• Targeting
• Banner content
• Optimalisatie
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uitdagingen.
• Hoe kun je RTB inzetten wanneer je geen cookies mag gebruiken voor het vinden van je audience?
• Hoe kun je creaties op maat maken zonder kennis van iedere individuele bezoeker?
• Hoe kun je online display campagnes nog optimaliseren?
![Page 7: Online Display Advertising 2012](https://reader033.fdocuments.net/reader033/viewer/2022060118/558c33d9d8b42ab61c8b4610/html5/thumbnails/7.jpg)
Huidige targetingmogelijkheden
• Retargeting • Contextual • Semantic • Meta Search • Audience • Predictive audience • Postview audience
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Retargeting.
Fig.1 resultaten online hardware leverancier
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Retargeting.
Fig.2 resultaten online retailer
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Retargeting.
Effectief
Efficient
Cookievrij
Werkbaar 2013
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Contextual targeting.
Effectief
Efficient
cookievrij
Werkbaar 2013
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Semantic targeting.
Effectief
Efficient
Cookievrij
Werkbaar 2013
![Page 13: Online Display Advertising 2012](https://reader033.fdocuments.net/reader033/viewer/2022060118/558c33d9d8b42ab61c8b4610/html5/thumbnails/13.jpg)
Meta search targeting.
Effectief
Efficient
Cookievrij
Werkbaar 2013
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Audience targeting.
Effectief
Efficient
Cookievrij
Werkbaar 2013
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Predictive audience finder.
Effectief
Efficient
Cookievrij
Werkbaar 2013
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Postview Audience finder.
Berekening hoeveel van je eigen bezoekers ook op een website komen waar je adverteert.
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De websites waar de dichtheid het grootste is heeft - statistisch gezien- dezelfde doelgroep als je eigen website.
Fig.3 Finding similarity ratio
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Website Similarity.
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
9,00%
Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7 Website 8 Website 9 Website 10
Website 5 toont de hoogste similarity ratio
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Op welke dagen en tijden is de similarity ratio het hoogste?
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Similarity website 5 per hour,
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
16,00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Om 23:00 uur zien we de hoogste similarity ratio
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Andere dimensies.
In welke steden is de
similarity ratio het
hoogste?
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Similarity website 5 23:00 uur per stad.
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
In utrecht is de similarity ratio het hoogst
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Postview Audience finder.
Effectief
Efficient
Cookievrij
Werkbaar 2013
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Uitdaging 2.
• Hoe kun je creaties op maat maken zonder kennis van iedere individuele bezoeker?
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Optimalisatie creaties.
Gebruik eigen data om creatie op maat te maken
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Targeting Utrecht om 14:00 uur.
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Uitdaging 3.
• Hoe kun je campagnes optimaliseren nu we minder kunnen meten?
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Huidige KPI ‘s - oude situatie.
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Huidige KPI ‘s - nieuwe situatie.
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Nieuwe KPI ‘s - nieuwe situatie.
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Nieuwe KPI ‘s.
Mouse over, Mouse over tijd.
Interacties.
video loads, video seconden,
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Hebben deze KPI's evenveel voorspellende waarde als CTR? Uit onderzoek met meer dan 800 miljoen adviews: • Correlatie tussen Mouse-overs en conversies bleek ongeveer even hoog als tussen clicks en conversies • Correlatie tussen Mouse-over minuten en conversies was zelfs iets hoger dan tussen clicks en conversies
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Sturen op Mouse-overs of Mouse-over minuten is even betrouwbaar als sturen op Clicks of CTR.
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Aanbeveling.
• Targeting: audience finder
• Bannercontent: 1st party data
• Optimalisatie: nieuwe KPI ‘s
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VRAGEN ?
nl.linkedin.com/in/michelletheeuwen www.adlantic.nl