8. Plataforma de Adserving
1 sola
plataforma
de Tráfico.
1 sola
plataforma
de Tráfico.
1 equipo de
Implementa
ción.
1 equipo de
Implementa
ción.
Simplifica el
proceso
técnico
Simplifica el
proceso
técnico
Menor
tiempo de
Tráfico
Menor
tiempo de
Tráfico
Herramientas
Creativas
Herramientas
Creativas
Herramientas
de
Optimización
Herramientas
de
Optimización
18. • Impresiones
• Ratio de Expansion
• Model Interaction
• Metricas de Video / Métricas
de Interactividad (Dwell)
• Descargas Catálogos
• Test Drives
So you can see we have a lot of touch points in media – and excited to be trusted with so many ads and campaigns to manage and distribute, and so we need to ensure we have the right infrastructure in place – from our staff scattered around the globe to ensure all those spots that are send around the world, around the clock, literally are spot on.
Canaan BLOCKS: Pinterest Type: Feature (Social) Target audience and difficulty level: Beginner developers Implementation details: The API is not officially public at this point, and there is a possibility either the API itself or the terms of use could change and break the functionality in the block. That said a large number of companies are already leveraging the API as is, so hopefully the risk is small. Filmstrip Type: Format (IAB Rising Star) Target audience and difficulty level: Developers and designers; intermediate Implementation details: Still a relatively new format - may need to be certified on the publisher. Positioning details: The five panels of the ad were designed to align with the five stages of the purchase funnel (awareness, interest, desire, intent, and loyalty) and as such support usage for pursuing the consumer to explore and buy, especially high-ticket and luxury items. Successful campaigns have been run for auto and technology (smartphone) items, for example. Billboard Type: Format (IAB Rising Star) Target audience and difficulty level: Developers and designers; intermediate Implementation details: Still a relatively new format - may need to be certified on the publisher. These units work almost as reverse pushdowns. They are initially expanded, and are typically in prime real estate, top and center in the page. Billboards contain a close button, and after the user closes the unit, it should stay closed if viewed again at a later time.
EJEMPLO MIO COCHES In this example Honda decided to “ Bring the content to the user ” Deliver the content and experience to the consumers– before they go to the micro site for additional research Complement brand engagement with response Include a call for action in rich display ads and trigger response Recent studies show impressions are 4:1 over click-thru at driving conversions Question: Can we take a 2 minute video? Answer: Technically yes, but WHY?! - sound is switched off on web - 6 secs on webpage Objective: what does it FEEL like to drive Honda? In essence automotive is measured by test drives and brochure requests 1 in 10 people who get brochures get in car 1 in 10 people who have test-drive buy the car So if they can deliver those requests within the ad space, they are nearer to achieving actual conversion. Booking test-drive direct within the ad, as opposed to clicking to site, and downloading to outlook calendar would be even further down the cycle – and using behavioural to remember what they had done and shift people along would all help... But in essence of what we did within Honda was a calculated starting point: Video – for branding – measured by interaction – some indication of a branding metric – ad duration, video play, dwell time, rotation... Response – breaking clicks into more info, brochure, test drive.... Solution: re-purpose silent, 6 sec video with interactivity, that drives a pre-qualified response
Ante la salida de sus nuevos modelos SmartTV, el desafío de la compania era transportar la experiencia de interactuar con el SmartTV al teléfono móvil. De la mano de Starcom y DG-MM el Site de Elpais.com fue transformado en el nuevo SmarTV de Samsung brindando al usuario la posibilidad de controlar el contenido desde su teléfono celular. (MOSTRAR EJEMPLO) Los usuarios tuvieron 90 segundos de interacción promedio, cuando la media para España es de 60 segundos. El Ad genero 39 QR codes por minuto para interactuar con el formato. Y esto no es nada! --->