Www.sukientructuyen.com Quảng cáo hiển thị trực tuyến (Online Display Ads)

transcript

www.sukientructuyen.com

Quảng cáo hiển thị trực tuyến(Online Display Ads)

Nội dung

Tuổi của người dùng internet VN

Giới tính của người dùng Internet

Họ làm gì trên internet

Không chỉ có người thu nhập cao sử dụng internet

Sử dụng internet ở nhà nhiều hơn

Riêng tư hơn, và dùng mobile nhiều hơn

Websites visited in past 4 weeks

Nội dung

Các loại quảng cáo hiển thị

– Image banner – Rich Media/Rich Media mở rộng– Rich Media Video– Popup (ít được sử dụng)– Quảng cáo tương tác (flash game)– Quảng cáo trên Mobile và Instant Messenger

Quảng cáo hiển thị dạng tiêu chuẩn

Quảng cáo trên Facebook

Rich Media - Animation

Rich Media – Animation mở rộng

Creative Rich Media

• Yahoo Demonstration

Richmedia - Video

Tương tác với Messenger Users

Flash games tương tác

Popup Windows

Advertorial Market Place –Yahoo! front page

Interactive & In-frame Video Banners

Raising Purchase Intent through Different Ads

Video ads are 50% more effective than standard banners!

* "Rich Media," is defined as campaigns served by specialized rich media advertising services providers in this survey

Source: Dynamic Logic MarketNorms, based on benchmark analysis of 2,000-plus campaigns, Q1 2006

Kích thước quảng cáo chuẩn

(wikipedia.org/wiki/Web_banner)

Tiêu chuẩn khác

• Digital Video Example:

• Rich Media Example:

Duration 30 seconds or 15 seconds MAXIMUM

Companion Ad Sizes

300x250, 300x100, 468x60, 728x90, 300x60

Click Both video and companion ad may be clickable

Max Initial Load Size 40kb

Additional Load Size 80kb

Flash Animation 18 frames per second

Max Animation Length 15 seconds

Audio Initiation User initiated on click

Kích thước QC trên Mobile

Ad Network

• The advertising network market is a large and growing market, with the top 20 companies earning about $2 billion in revenues during 2007. This represents around 13% of the total display advertising market, forecasted to grow to 18% by 2010.

Thiết lập Microsite riêng biệt

Dẫn người dùng về trang riêng(Perfomance Campaign – CPC)

Các vị trí quảng cáo trên Mobile

Yahoo Mobile for ANZ

Các cách tính tiền quảng cáo

1. Theo thời gian (e.g. 1 tuần, 1 tháng)– Quảng cáo của bạn hiển thị tại vị trí được chọn

theo thời gian

2. Theo CPM– Quảng cáo của bạn được hiển thị tại vị trí được

chọn cho đến khi hết số impression đã mua

3. Theo CPC (PPC)– Quảng cáo của bạn được tính tiền theo số

nhắp chuột đến trang đích (landing page)

Nội dung

Media Planning

4 Steps to Successful Campaigns

1. Xác định rõ ràng mục tiêu chính của chiến dịch

2. Thiết lập thước đo hiệu quả KPI chính xác

3. Chọn lựa kênh truyền thông phù hợp

4. Tối ưu hóa chiến dịch trong quá trình triển khai

Xác định rõ ràng mục tiêu chính của chiến dịchXác định rõ ràng mục tiêu chính của chiến dịch

Có 3 loại mục tiêu chính

• There are 3 possible Primary Campaign Objectives:

– Brand Awareness / Building

– Brand Engagement / Affinity / Positioning

– Immediate Acquisition

Example Campaign Types

1. Brand Awareness / Building– Product Launch/Re-launch– Annual initiative– Reach target audience enough times to increase recall– Event Promotion– Reinforce or extend TVC

2. Brand Engagement / Affinity– Promotion: giveaway, prize, contest, game– Drive traffic to website or micro-site– Create buzz and a viral effect for the brand (Send to friend)– Reinforce or extend TVC

3. Immediate Acquisition– Online sale or registration database building– Promotion: giveaway, prize, contest, game

Refining PCO – Target Audience

• Who is target audience and why? – Can target audience be expanded, clarified, measured?– Demographic / Psychographic / Behavioral

• Define Demographics of target audience:• Gender• Age• Education• Profession

• Define consumer insights and content Interests of target audience:• Sports• Business News• Auto Lover• Music Lover• Gamer

• 9.9m total woman online

• 80% use internet everyday or several times a week

• 51% are 25 yrs old and up

• 46% A/B Socioeconomic Class

• 37% are married

• 55% access online from Work, 20% Home

• 77% working women, 3rd largest in Asia Pacific

• 27% woman managers, most in SE Asia

Source: Yahoo!-TNS Net Index 2008, AC Nielsen 2008, Cimigo Express 2008, Hervietnam.com 2009

Vietnam’s Women Online Audience

2. Defining KPIs

Mô hình đánh giá hiệu quả

Các cấp độ đánh giá hiệu quả

• Mức độ nhận biết thương hiệu (brand

awareness): Impressions/ Reach &

requency

• Mức độ hành động (Cost Per Action)

– Quan tâm (Consideration):

– Hưởng ứng (Engagement):

– Bán hàng (Sales hay Acquisition):

Impressions

Reach &

Frequency

3. Choose Media Chanel

Internet Media Is Complicated!

Digital Media Planning Landscape

Communication Media Display AdvertisingLocal Content & Social

Networks

Social Media Community building

Search Marketing Digital PR Branded Content

Email Marketing

In Game

Reducing Clutter

Don’t focus on the media property – focus on the

AUDIENCE…

New!Consumers

Discover new consumers by expanding your reach

Target Your Consumers

by content interests

&Find New Consumers by

exploring other interestsBeauty interest

FashionInterest

EntertainmentInterest

ParentingInterest

HealthInterest

Your Consumer

4. Tối ưu hóa trong quá trình thực hiện

An ad agency plans to run an ad campaign to target business An ad agency plans to run an ad campaign to target business

men. They want to drive clicks to their client’s websitemen. They want to drive clicks to their client’s website

Example: Example: The “Business Man” campaignThe “Business Man” campaign

Scenario 1Scenario 1: : advertising on web portalsadvertising on web portals

Banner ad targeting business men

Visitors

Large web portal with undefined audience

Results: Results: Wasted brand Wasted brand impressions and clicksimpressions and clicks

Business Banner

Scenario 2: Scenario 2: advertising with Business sitesadvertising with Business sites

Business Banner

Business Banner Business Banner

Business Site #1

Business Site #2

Results: Good branding, but expensive and advertiser cannot optimize or change the ad campaign

Bad results on week 1

Visitors

Banner ad spots

Optimization improves performanceWebsite 3Website 2Website 1

Ad Networks allow you to review

and improve your campaign while

its in progress

= Good

= Average

= Under performing

Click-through rates

Media optimization

allocates impressions

to better performing

ad positions

Creative #2Bad Results

Creative #3Good Results

Creative #1Bad Results

Creative optimization allocates more

impressions to better performing ads. We

recommend 3 creatives per campaign

Creative optimization increases CTRs

www.sukientructuyen.com59

Case Study – Tiger Airways (Singapore)

Overview •. Tiger Airways celebrates its 4th Birthday by offering low prices for air fares• Tactical campaign duration – 4 weeks

Client Objectives • To drive traffic to website

Media Strategy• Client wanted to run campaign purely in the travel related environment• Admax recommended for campaign to be open to behavioral targeting. • This is so as to reach out to a wider audience who have already indicated interest in travel planning (as they have visited the travel sites within Admax Travel channel within the past 60 days)

Results• Click through rates for campaign – 0.15% (industry standard is 0.1%). • Creative unit Optimization – 728x90 performed best within the 3 sizes provided. Optimization was made towards this ad unit, therefore further improving the campaign.• Results proved also that non-travel related channels, saw great performance. • This would prove that people have multiple interests and spend their time at multiple sites. Especially Travel related products, internet users need not be in the related environment to be interested to find out more about the product

Snapshot of Clicks

Category Ad Views AdClicks CTRArts & Entertainment 329,197 338 0.10%Automotive 11,527 8 0.07%Business 167,875 294 0.17%Education & Reference 101,086 141 0.14%Health 5,170 5 0.10%Home & Family 11,879 8 0.07%Internet 89,993 59 0.07%News & Media 56,487 33 0.06%Real Estate 3,321 1 0.03%Science 248 0 0.00%Shopping 113,247 217 0.19%Society & Culture 83,451 94 0.11%Sports 22,693 5 0.02%Technology 104,094 97 0.09%Travel 426,809 708 0.17%

Trao đổi & Thảo luận

Chân thành cảm ơn!

Www.sukientructuyen.com Quảng cáo hiển thị trực tuyến (Online Display Ads)

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