GO Curs IV
2 likes836 views
This document contains notes from an online communication class. It discusses recapping the previous class, reviewing the previous assignment, and covering the strategies and entities involved in display advertising such as publishers, ad exchanges, and Google AdWords and Facebook AdPlanner demonstrations. Types of display ads and how the ad targeting process works using contextual and behavioral filters are also summarized.
![1
>>
CE
O
SA
FACEM
ASTAZI?
ADMINISTRATIVE
• Recapitulare
• Puncte
pentru
implicare
in
cursul
de
data
trecuta
• Tema
de
data
trecuta
CURS
• Strategia
de
display
adver6sing
si
en6ta6le
implicate
• Publisheri
si
sistemul
de
afisari
mone6zabile
• Planificarea
si
plasamentul
de
display
adver6sing
• Live
Demo
cu
Google
AdWords
si
Facebook
AdPlanner
• [alterna6v]
sistemul
de
AdSense
si
cum
func6oneaza
el](https://image.slidesharecdn.com/gocursiv-130609050538-phpapp01/85/GO-Curs-IV-2-320.jpg)
GO Curs IV
- 1. COMUNICARE ONLINE DALLES GO 08/06/2013 – Bucures0 CURS IV Prof. Bogdana Butnar
- 2. 1 >> CE O SA FACEM ASTAZI? ADMINISTRATIVE • Recapitulare • Puncte pentru implicare in cursul de data trecuta • Tema de data trecuta CURS • Strategia de display adver6sing si en6ta6le implicate • Publisheri si sistemul de afisari mone6zabile • Planificarea si plasamentul de display adver6sing • Live Demo cu Google AdWords si Facebook AdPlanner • [alterna6v] sistemul de AdSense si cum func6oneaza el
- 3. 1 >> CARTEA SAPTAMANII
- 4. INTRODUCERE IN COMUNICARE ONLINE CURS IV
- 5. 1 >> CUM CIRCULA MESAJUL ONLINE
- 6. 1 >> PASUL 3 – Regiile si agregatorii • Regiile rela6oneaza in general cu agen6ile de media • Regiile func6oneaza ca reselleri/ agregatori de oferte din partea publisherilor sau a burselor de afisari • In Romania regiile agrega diversele siteuri ale marilor publisheri sau sunt reprezentan6i unor plaHorme interna6onale (Yahoo!, Facebook etc) • Demand –side plaHorms in Romania nu exista De consultat hAp://en.wikipedia.org/wiki/Supply_Side_PlaJorm hAp://en.wikipedia.org/wiki/Demand-‐Side_PlaJorm hAp://www.iqads.ro/domeniu/regii_de_publicitate.html hAp://marke0ngland.com/demand-‐side-‐plaJorms-‐making-‐the-‐most-‐of-‐your-‐big-‐data-‐in-‐display-‐18230
- 7. 1 >> PASUL 4 -‐ Publisheri • Publisherii sunt cei care product con6nut online si/sau care ofera altor producatori de con6nut plaHorma pe care sa incarce la randul lor con6nut • Siteuri, plaHorme de foto sharing, plaHorme de video sharing, plaHorme de sharing in general (retele de socializare), plaHorme de sharing de con6nut (blogspot, wordpress), bloguri, bloguri, etc • Publisherii sunt cei care pun la dispozi6a brandurilor “ochii” consumatorului prin intermediul afisarilor de con6nut De consultat hAp://readwrite.com/2009/05/20/online_publishers_dont_stop_thinking_about_tomorrow hAp://mashable.com/2011/11/21/newspapers-‐money-‐online/
- 8. 1 >> SISTEMUL DE MONETIZARE • Publisherii mone6zeaza vanzand afisarile de con6nut catre regii si mai departe catre branduri • Afisarea este echivalata cu o vizualizare de catre un poten6al consumator deci prin afisari se comercializeaza “contacte” cu poten6ali cumparatori • Cu cat un publisher are mai multe afisari cu atat poate mone6za mai mult; afisarile se ob6n prin con6nut diversificat, de calitate si op6mizat pentru motoare de cautare (sau alHel J) • Afisarile se vand prin burse, regii sau direct la cost per mie sau la cost per click. hAp://en.wikipedia.org/wiki/Cost_per_impression
- 9. 1 >> SISTEMUL ADSENSE – pe scurt • hAp://www.youtube.com/user/InsideAdSense • hAps://support.google.com/adsense/?&ctx=en_US:frontend&sourceid=aso&medium=link&subid=ww-‐ww-‐et-‐search_box • hAp://www.youtube.com/watch?v=32VknlEnYgc • hAp://www.youtube.com/watch?v=NxV-‐p5lJiDM&list=PLF215AB33DCD71429&index=1
- 10. 1 >> TIPOLOGIE DE DISPLAY ADS • hVp://en.wikipedia.org/wiki/Web_banner • hVp://en.wikipedia.org/wiki/Cost_per_impression -‐> Sta6c They are simple images hyperlinked to an adver6ser’s site. They can contain a combina6on of s6ll images and text. -‐> Animated Animated ads inject movement in .GIF or Flash formats -‐> Interac6ve Interac6ve display ads include a long list of tools and games. They offer the user some func6on while bringing them to the adver6ser’s site -‐> Video ads Video ads play a short video for the user. The video can be programmed to play automa6cally when a Web page opens, or it can be user-‐ac6vated. -‐> Expanding ads Expanding ads increase in size when moused over or clicked.
- 11. 1 >> TIPOLOGIE DE DISPLAY ADS hVp://www.mybannermaker.com/ hVp://www.bannersnack.com/en/
- 12. text ads text ads matched to websites sites selected by google or the adver6ser Display creative formats
- 13. image ads leaderboard image ad 720 x 90 Avg CTR: 0.31% medium rectangle 300 x 250 CTR: 0.41% medium rectangle 300 x 250 Avg CTR: 0.41% Display creative formats Also available: 160x600, 468x60, 336x280, 120x600 and 200x200
- 14. video ads Display creative formats
- 15. 1 >> CUM TRAGETAM DISPLAY ADVERTISING • Ce inseamna targetare? – Targeted adverNsing is a type of adver6sing whereby adver6sements are placed so as to reach consumers based on various traits such as demographics, psychographics, behavioral variables (such as product purchase history), and firmographic variables ... or other second-‐order ac6vi6es which serve as a proxy for these consumer traits – hVp://en.wikipedia.org/wiki/Targeted_adver6sing • Cum se face targetarea? – Contextual – Comportamental
- 16. 1 >> Filters to focus your brand presence Above the Fold targeting, AdPlanner 1000 Add: Demographic bids, geographic and time filtering Exclude: Undesired sites, keywords, categories Contextual Targeting By Keywords | By Categories By Keywords on YouTube Placement Targeting Remarketing & Smart Pixel Where They Are Where They Have Been Interest-Category Marketing
- 17. 1 >> TOPICS TARGETING PLACEMENT TARGETING INTEREST CATEGORY MARKETING DISPLAY REMARKETING/SMART PIXEL DISPLAY CONTEXTUAL DISPLAY THROUGH DCO TARGETARE -‐Npologii
- 18. 1 >> TARGETARE CONTEXTUALA • hVp://en.wikipedia.org/wiki/Contextual_adver6sing • hVps://support.google.com/adwords/answer/1726458?hl=en • hVp://www.google.com/ads/displaynetwork/find-‐your-‐audience/ contextual-‐targe6ng.html
- 19. 1 >> TARGETARE COMPORTAMENTALA • hVp://en.wikipedia.org/wiki/Behavioral_targe6ng • hVp://adver6singcentral.yahoo.com/en_GB/products/ behaviouraltarge6ng • hVp://www.iabuk.net/disciplines/behavioural-‐targe6ng
- 20. 1 >> TARGETING PE FACEBOOK
- 21. 1 >> FACEBOOK PLACEMENTS
- 22. 1 >> NEWSFEED AS DISPLAY 40% of people’s 6me on Facebook is on news feed
- 23. 1 >> FACEBOOK LOGOUT EXPERIENCE 40% of US desktop daily ac6ve users log out every day
- 24. 1 >> FACEBOOK AD FORMATS
- 25. 1 >> FACEBOOK TARGETING
- 26. 1 >> LIVE DEMO – ADWORDS DISPLAY • hVps://support.google.com/adwords/answer/117120?hl=en • hVp://www.google.com/ads/displaynetwork/build-‐your-‐ads/display-‐ad-‐ builder.html • hVp://www.google.com/ads/innova6ons/remarke6ng.html
- 27. 1 >> OPTIMIZARE ADWORDS • Cuvinte cheie – curatare, adaugare sau stergere, nega6ve – excluderi • Crea6ve – op6mizare, rota6e • Placements – curatare, excludere, CPC vs CPM • Interest Categories + placements + contextual
- 28. 1 >> LIVE DEMO -‐ FACEBOOK • hVps://www.facebook.com/about/ads/
- 29. INTREBARI? NE VEDEM SAPTAMANA VIITOARE!