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Yükselen Pazarlama Modelleri Murat Kalafat - Ligatus, Türkiye Ülke Müdürü

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Yükselen Pazarlama Modelleri

  1. 1. 18 Mart 2015, İstanbul Rise of Native Advertising and Content Marketing Webrazzi Dijital 2015
  2. 2. Sayfa 2 Adblock Companies: AdBlockPlus, Disconnect, Abine
  3. 3. Sayfa 3
  4. 4. Sayfa 4 Who are Adblockers?
  5. 5. Sayfa 5 Adblockers by Country
  6. 6. Facts about Adblock Users Sayfa 6 There are about 144 million active adblock users around the world. Adblock usage grew by nearly 70% between June 2013 – June 2014. Growth is driven by Google Chrome, on which adblock penetration nearly doubled between June 2013 – June 2014. Adblock usage varies by country. In some countries nearly one quarter of the online population has it installed. Adblock usage is driven by young internet users. 41% of 18-29 year olds polled said they use adblock.
  7. 7. Sayfa 7 67% of adblockers expressed some willingness to view text and still image ads. The majority of adblock users reject only distracting (animations, sounds) or intrusive (popover, interstitial, non-skippable video) ads. Adblocking user attitudes to different ad formats
  8. 8. Blocking Adblockers! Sayfa 8
  9. 9. Sayfa 9
  10. 10. About Display Advertising Sayfa 10 The typical Internet user is served 1,707 banner ads per month. (Comscore) An estimated 31% of ad impressions can’t be viewed by users. (Comscore) 8 percent of Internet users account for 85 percent of clicks. (Comscore) You’re more likely to survive a plane crash than click a banner ad. (Solve Media)
  11. 11. Banner Blindness - Eye Heat Map Sayfa 11
  12. 12. What is Native Advertising? Display Reklamcılık Sayfa 12 Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
  13. 13. Types of Native Ads Display Reklamcılık Sayfa 13
  14. 14. Native Ad Samples Display Reklamcılık Sayfa 14
  15. 15. Facts about Native Ads Sayfa 15 $4.3 billion on native advertising in 2015, a 34% increase from 2014. Expected to reach $8.8 billion by 2018. ( eMarketer) Native advertising, also called sponsored content, advertorials, or infomercials, isn’t a new concept. Newspaper advertorials are a much older form of this practice, where advertising is dressed up to look like editorial content and placed in publications. Still around 5% of the overall ad budgets
  16. 16. Why go for Native Ads? Sayfa 16 IPG Media Lab to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques
  17. 17. Sayfa 17 The Association of Online Publishers (AOP)
  18. 18. Sayfa 18 Major Barriers for Native Advertising OpenRTB Dynamic Native Ads API Specification Version 1, released February 2015
  19. 19. What is Content Marketing? Display Reklamcılık Sayfa 19 According to The Content Marketing Institute, “basically, content marketing is the art of communicating with your customers and prospects without selling.” Push Social sums content marketing up with this rather pithy definition: “Storytelling for sales.”
  20. 20. Types of Contents Display Reklamcılık Sayfa 20 Blogs eNewsletters Case studies Videos Guest posts Articles posted on your website In-person events White papers Online presentations Webinars/webcasts Research reports Microsites Infographics Branded content tools Mobile apps Mobile content eBooks Print magazines Books Podcasts Digital magazines Print newsletters Annual reports Games/gamification
  21. 21. Differences between Content Marketing and Native Advertising? Display Reklamcılık Sayfa 21 Purpose Native advertising: The content may appear to provide value, but that goal is secondary to selling a product or service. Often the advertorial may try to solve a problem that conveniently involves buying the brand’s product or service. However, the content of native advertising generally does not have inherent value without the reader buying a product or service. Content marketing: Here, the goal is to build trust over the long term by providing relevant, useful information. Ultimately, the hope is that content marketing will help generate sales or sales leads but that’s part of a longer sales funnel. Sales are not expected solely as a result of one content marketing piece. Content marketing provides value to readers that’s independent of them buying a product or service. The content is valuable in itself.
  22. 22. Differences between Content Marketing and Native Advertising? Display Reklamcılık Sayfa 22 Tone Native advertising: Sometimes, native ads take a pushy and salesy tone or they may have a friendly tone Content marketing: Effective content marketing takes a knowledgeable, yet authentic tone that doesn’t try to pressure the reader to buy. Instead, it acknowledges the reader’s challenges or pain points and offers actionable tips or solutions. Even if those solutions don’t involve the brand’s product or service (in fact, it’s better if they don’t because then it feels more genuine and less self-interested), the goal is to engage with the reader and build rapport.
  23. 23. Ligatus – Native Advertising Solutions Display Reklamcılık Sayfa 23 Direct Reponse Content Recommendation
  24. 24. The Media Brands websites Ligatus Network
  25. 25. Placements
  26. 26. Content Recommendation Samples
  27. 27.  Optimization by fully automatic algorithm on eCPM  eCPM = Clickrate x Price x 10  Delivery respectively eCPM is dependant on:  Price (CPC, CPL)  Performance of the campaign (Clickrate, leadrate)  Competition in the network  Assessment of every placement  In case of 2 campaigns with the same price, the one with the higher price will be delivered  Increasement of delivery of a campaign with bad clickrate via pricing State-of-the-art technology coupled with many years of expertise Our formula for success Page 27
  28. 28. Direct Response Placements
  29. 29. Direct Response Placements
  30. 30.  Sorularınız? Murat Kalafat Ligatus Ülke Müdürü : murat.kalalafat@ligatus.com : tr.linkedin.com/in/muratkalafat/ Sayfa 30