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
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
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
![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](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)