performance based advertising – een kijkje in de keuken

Sanoma Media Netherlands Stefan Havik

§  http://www.youtube.com/watch?v=Br2KSsaTzUc

“Marketing budget is limited, sales budget unlimited”

Performance Based:

Performance Based Sucks!

Performance Paradox Law of diminishing returns

Effortà

Resu

ltà

100

100

1

Not a charge model, but necessary added value

Performance Based:

CPS is just a way to reduce risk

Charge models:

CPS shifts the way we optimize (focus on my own ROI)

Charge models:

CPM is the fastest growing currency

Charge models:

Optimization and managing risks

Performance Based:

Agency fee

Publisher revenue

Publisher revenue

Agency fee

SSP’s, DSP’s, DMP’s, Technology providers,

Data providers, tradings desks….

Adding value

Data

Trading & optimization

Technology as a service

1. Increase share of wallet

Make advertising more efficient by combining data, technology and optimization to:

2. Become #1 player in leadgeneration 3. Performance advertising competence center

Data

Technology

Optimization

Device

Launch &

Iterate

Context Creative

Audience

Site

Zone

Page

Placement

Context

Creatives

Devices

Data: Analytics

Data: Targeting

Interest Intent

Example

Interest data

Intent data

Results

CTR + 6% CCR + 42%

CTR + 33% CCR + 64%

Advertising creatives

Advertiser Network Affiliate

Creatives + tracking

Visitors

Sales fee € 100,- € 30,- € 70,-

Affiliate Marketing

1. Extra revenue source

Why we use affiliate marketing:

2. Insights and data source 3. Hassle free (low cost of sale)

1. Authority of a brand

How we use affiliate marketing:

2. Close to a transaction 3. High volume

“Affiliate sites”

Affiliate revenue 2013

Affiliate revenue 2013

What’s Next?

Data science

Privacy

Cross Media

Goals

1. Invest in creatives and optimization

Takeaways

2. Look beyond the last click 3. Prepare for the data age

Questions?