Post on 19-Jun-2015
Emerce Performance Performance Partnerships Vincent Siegelaar 21-11-2013
Introductie Media, een markt in beweging Disruptie Sanoma in transitie Performance Based als (een van de) oplossingen Elementen Performance Based Advertising Aanpak Sanoma: operational excellence Key Take Aways
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Introduction
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S
= 90%
= 10%
Smartphones
PCs Tablets TV
Radio Kranten Tijdschriften
90% mediagebruik via schermen
Source: Google 2012
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Disruption
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Focus
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Balancing Act
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Surfing the waves of giants
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Sales budget is ongelimiteerd
Performance Based advertising sucks!
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Big data & analytics
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Technology
Trading
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Relevance
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People
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Our main job:
Optimization
Over 10.000 variables just for display advertising
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Optimization variables Targeting
Behavioural
Retargeting
Audience
Time
Geographic
Creative
Size
Message
Call to action
Landingpage
Network
Sanoma
External
Context
Device
Site
Zone
Placement
Topic
Pricing model
CPM
CPC
CPA
Price
Internet Hungary 2013
q9uA
Site level
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Context optimization
Clicks : 5441 CPL : € 56,-
Clicks : 20 CPL : …
Clicks : 3038 CPL: € 83,-
Clicks : 370 CPL : € 42,-
Internet Hungary 2013
Position level
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Context optimization CPL : € 80,-
CPL : € 75,-
CPL : € 5,- Internet Hungary 2013
Device level
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Context optimization
CPL : € 80,- CPL : € 100,- CPL : € 180,-
Internet Hungary 2013
Challenges 22 November 2013 Presentation name 25
Friction between cost per lead and volume
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Performance Paradox
Price à
Lead
s à
1 100
1
100
CPL development 1st lead: € 5,- 10th lead: € 10,- 100th lead: € 1000,-
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Measurement
§ Dynamic Retargeting
§ Audience Extension
§ eGRP
Sanoma?
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Key Take Aways
• Data & Analytics • Technology • People • Attribution • Transparency • Joint Effort
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vincent.siegelaar@sanoma.com @thesiege1