Www.sukientructuyen.com Quảng cáo hiển thị trực tuyến (Online Display Ads)
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Transcript of Www.sukientructuyen.com Quảng cáo hiển thị trực tuyến (Online Display Ads)
www.sukientructuyen.com
Quảng cáo hiển thị trực tuyến(Online Display Ads)
www.sukientructuyen.com
Nội dung
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Nội dung
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Tuổi của người dùng internet VN
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Giới tính của người dùng Internet
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Họ làm gì trên internet
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Không chỉ có người thu nhập cao sử dụng internet
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Sử dụng internet ở nhà nhiều hơn
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Riêng tư hơn, và dùng mobile nhiều hơn
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Websites visited in past 4 weeks
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Nội dung
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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
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Quảng cáo hiển thị dạng tiêu chuẩn
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Quảng cáo trên Facebook
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Rich Media - Animation
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Rich Media – Animation mở rộng
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Creative Rich Media
• Yahoo Demonstration
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Richmedia - Video
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Tương tác với Messenger Users
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Flash games tương tác
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Popup Windows
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Advertorial Market Place –Yahoo! front page
Interactive & In-frame Video Banners
Copyright © 2008 Admax Holdings Limited. All rights reserved.
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
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Kích thước quảng cáo chuẩn
(wikipedia.org/wiki/Web_banner)
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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
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Kích thước QC trên Mobile
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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.
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Thiết lập Microsite riêng biệt
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Dẫn người dùng về trang riêng(Perfomance Campaign – CPC)
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Các vị trí quảng cáo trên Mobile
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Yahoo Mobile for ANZ
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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)
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Nội dung
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Media Planning
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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
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Có 3 loại mục tiêu chính
• There are 3 possible Primary Campaign Objectives:
– Brand Awareness / Building
– Brand Engagement / Affinity / Positioning
– Immediate Acquisition
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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
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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
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• 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
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Mô hình đánh giá hiệu quả
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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
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Reach &
Frequency
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3. Choose Media Chanel
Internet Media Is Complicated!
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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
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Reducing Clutter
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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
woman
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4. Tối ưu hóa trong quá trình thực hiện
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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
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Scenario 1Scenario 1: : advertising on web portalsadvertising on web portals
Banner ad targeting business men
Bann
er a
d
Click
Click
Visitors
Large web portal with undefined audience
Results: Results: Wasted brand Wasted brand impressions and clicksimpressions and clicks
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Business Banner
Scenario 2: Scenario 2: advertising with Business sitesadvertising with Business sites
Business Banner
Click
Business Banner Business Banner
Click
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
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
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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%
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Trao đổi & Thảo luận
Chân thành cảm ơn!