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performance based advertising @ Sundio
een zegen? of meer iets voor luie marketeers?
Emerce Performance, 1 december 2011
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even voorstellenJonas de GrootMarketing Manager
[email protected]@JonasdeGroothttp://nl.linkedin.com/in/jonasdegroot
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Sundio Group
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performance?
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1999
fl. 60,- CPM
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performance?
Leads!
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model
Marketing budget: € 65,- per boekingBranding: € 40,-Sales: € 25,-
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de belofte100% raak! (ipv 50 / 50)
gratis marketinggoedkoopcookies worden weggegooidgeen omkijken naargratis presencegeen risico
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anno nu• meerdere netwerken• reglement• ingangscontrole• standaard proces• “duurste” van online kanalen• continue prijsdiscriminatie
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toegevoegde waarde?
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dubbeltelling
letterlijk: dubbel
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customer journey
“Vakantie Griekenland”
“Sunweb”
gemiddeld 24 touchpoints in Online Travel
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boeven
cookie dropping LCC kapers brand bidding terwijl u slaapt
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verantwoordelijkheid uitingen?
en kapen van SEO posities
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zelfde belang?
Bereik eCPC
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sterke merken
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en de klant?
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netwerken
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samengevat
• invloed• wees verschillig• aandacht• mix• merk i.p.v. kanaal
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full performance
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toekomst?
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toekomst• minder netwerken• attributie model: het einde van LCC
(verschilt per branche)• toegevoegde waarde belonen
(affiliates én netwerken)• voor wie zou het netwerk moeten werken?• data: er is geen ‘unsold inventory’ meer• publishers: performance based = relevantie
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Dank!
Mede dank aan:Walt Disney, Apple, NEM, Marko, Clint Eastwood, VARA
[email protected]@JonasdeGroot