1. COMUNICARE ONLINE DALLES GO 08/06/2013 Bucures0 CURS IV Prof. Bogdana Butnar

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 asari mone6zabile Planicarea si plasamentul de display adver6sing Live Demo cu Google AdWords si Facebook AdPlanner [alterna6v] sistemul de AdSense si cum func6oneaza el 3. 1 >> CARTEA SAPTAMANII 4. INTRODUCERE IN COMUNICARE ONLINE CURS IV 5. 1 >> CUM CIRCULA MESAJUL ONLINE 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 asari 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 asarilor 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 asarile de con6nut catre regii si mai departe catre branduri Asarea este echivalata cu o vizualizare de catre un poten6al consumator deci prin asari se comercializeaza contacte cu poten6ali cumparatori Cu cat un publisher are mai multe asari cu atat poate mone6za mai mult; asarile se ob6n prin con6nut diversicat, de calitate si op6mizat pentru motoare de cautare (sau alHel J) Asarile 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 adver6sers 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 oer the user some func6on while bringing them to the adver6sers 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 adstext ads matched to websites sites selected by google or the adver6ser Display creative formats 13. image adsleaderboard 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 formatsAlso available: 160x600, 468x60, 336x280, 120x600 and 200x200 14. video ads Display creative formats 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 rmographic 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 presenceAbove the Fold targeting, AdPlanner 1000Add: Demographic bids, geographic and time filteringExclude: Undesired sites, keywords, categoriesContextual TargetingBy Keywords | By CategoriesBy Keywords on YouTubePlacement Targeting Remarketing &Smart PixelWhere They Are Where They Have BeenInterest-CategoryMarketing 17. 1 >> TOPICSTARGETINGPLACEMENTTARGETINGINTEREST CATEGORYMARKETINGDISPLAYREMARKETING/SMARTPIXELDISPLAYCONTEXTUALDISPLAYTHROUGH DCOTARGETARE -Npologii 18. 1 >> TARGETARE CONTEXTUALA hVp://en.wikipedia.org/wiki/Contextual_adver6sing hVps://support.google.com/adwords/answer/1726458?hl=en hVp://www.google.com/ads/displaynetwork/nd-your-audience/contextual-targe6ng.html 19. 1 >> TARGETARE COMPORTAMENTALA hVp://en.wikipedia.org/wiki/Behavioral_targe6ng hVp://adver6singcentral.yahoo.com/en_GB/products/behaviouraltarge6ng hVp://www.iabuk.net/disciplines/behavioural-targe6ng 20. 1 >> TARGETING PE FACEBOOK 21. 1 >> FACEBOOK PLACEMENTS 22. 1 >> NEWSFEED AS DISPLAY 40% of peoples 6me on Facebook is on news feed 23. 1 >> FACEBOOK LOGOUT EXPERIENCE 40% of US desktop daily ac6ve users log out every day 24. 1 >> FACEBOOK AD FORMATS 25. 1 >> FACEBOOK TARGETING 26. 1 >> LIVE DEMO ADWORDS DISPLAY hVps://support.google.com/adwords/answer/117120?hl=en hVp://www.google.com/ads/displaynetwork/build-your-ads/display-ad-builder.html hVp://www.google.com/ads/innova6ons/remarke6ng.html 27. 1 >> OPTIMIZARE ADWORDS Cuvinte cheie curatare, adaugare sau stergere, nega6ve excluderi Crea6ve op6mizare, rota6e Placements curatare, excludere, CPC vs CPM Interest Categories + placements + contextual 28. 1 >> LIVE DEMO - FACEBOOK hVps://www.facebook.com/about/ads/ 29. INTREBARI? NE VEDEM SAPTAMANA VIITOARE!