TECHNOLOGIE A KREATIVITA

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1 TECHNOLOGIE A KREATIVITA

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3 První reklamní imperativ: ZAUJMĚTE!

4 Druhý reklamní imperativ: BUĎTE RELEVANTNÍ!

5 1. Správné sdělení 2. Ve správný moment 3. Správnému člověku

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7 Economia packy Formát Leaderboard Fireplace/Branding Rectangle Rozměr 990 x 100 / 990 x x x 120 x x 300 Umístění CPT min. obj. CPT min. obj. CPT min. obj. Byznys (Aktuálně.cz + Peníze-cz + ihned.cz) Kč Kč Kč Zprávy (Aktuálně.cz + ihned.cz) Kč Kč Kč Ceník standardních reklamních ploch platný od Aktuálně.cz Návštěvnost: RU/měsíc; RU/týden * Formát Leaderboard Fireplace/Branding Wallpaper Half Page Ad Full Banner Hypertext s logem Rozměr 990 x 100 / 990 x x x 120 x x x x x znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Homepage Kč Kč Kč Kč N/A N/A Kč Eko/fin Kč Kč Kč Kč Kč Kč Zprávy Kč Kč Kč Kč Kč Kč Sport Kč Kč Kč Kč Kč Kč Floa ng Kč N/A N/A Kč Kč Kč Kč Ostatní rubriky Kč Kč Kč Kč Kč Kč ihned.cz Respekt.cz Návštěvnost: RU/měsíc; RU/týden * Formát Leaderboard Fireplace/Branding Wallpaper Square Skyscraper Hypertext Rozměr 990 x 100 / 990 x x x 120 x x x x x znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Homepage Kč Kč N/A N/A Kč Kč Kč HNByznys Kč Kč Kč Kč Kč Kč HNZprávy Kč Kč Kč Kč Kč Kč HNLife Kč Kč Kč Kč Kč Kč ihned floa ng Kč Kč Kč Kč Kč Kč Respekt.cz floa ng Kč Kč Kč Kč Kč Kč Žena.cz (včetně Vaření.cz a Zdravě.cz) Návštěvnost: RU/měsíc; RU/týden * Formát Leaderboard Fireplace/Branding Half Page Ad Full Banner Dolní wallpaper Hypertext s logem Rozměr 990 x 100 / 990 x x x 120 x x x x x znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Celý server Kč Kč Kč Kč Kč Kč Jednotlivé sekce Kč Kč Kč Kč Kč Kč Peníze.cz Návštěvnost: RU/měsíc; RU/týden * Formát Leaderboard Fireplace/Branding Square Skyscraper Rozměr 1000 x x x 120 x x x 600 / 160 x 600 Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Celý server Kč Kč Kč Kč 1 Double Leaderboard pouze mimo HP 2 přesné rozměry dle technické specifikace 3 celý server mimo HP (na Aktuálně.cz i mimo HP Zprávy) 4 Vaření.cz a Zdravě.cz pouze dostupné formáty (na dotaz) * zdroj: NetMonitor

8 1. SPRÁVNÉ SDĚLENÍ

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12 2. VE SPRÁVNÝ MOMENT

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17 NÁKUPNÍ CYKLUS Interest To vypadá zajímavě. Tohle taky nutně potřebuju. Retention Attention Jak to funguje? Kde a za kolik? Action Desire Který bych měl koupit?

18 3. SPRÁVNÉMU ČLOVĚKU

19 Demand-Side Platforms (DSPs) Ad Exchanges A DSP is a technology layer on top of display-buying systems that streamlines the media buying process by using impression-level decisioning based on multiple parameters and data sources. DSPs help media buyers aggregate, bid on and optimise digital inventory across multiple sources. RTB Role: DSPs are at the fore-front of the real-time bidding (RTB) ecosystem, working with multiple agencies and advertisers to provide the technology and expertise needed to support RTB campaigns. Supply-Side Platforms (SSPs) Advertising exchanges are open marketplaces that allow publishers and advertisers to connect (same as a stock exchange). They facilitate transactions, but do not take ownership of inventory. RTB Role: Most ad exchanges have built RTB capabilities for ad buyers (e.g. advertisers, agencies, ad networks). More commonly known as yield managers/optimisers, supply-side platforms help publishers better manage and price their inventory. Premium publishers favour SSPs, as they are able to protect proprietary audience data and brand reputation. SSPs currently represent some of the largest sources of display ad inventory. RTB Role: SSPs facilitate demand from buy-side platforms. Ad Exchanges RTB Role: Agency buying desks represent the liaison between advertiser or parent agency and the platforms used to facilitate RTB. As some agencies don t have core RTB technology, they may partner with a third-party company such as a DSP to support RTB campaigns. Agency Buying Desks Ad Networks Demand-Side Platforms/Technology Supply-Side Platforms * Data Partners Dynamic Creative Partners ** Verification Partners Supply side - Publishers Agency buying/trading desks are specialized entities of media buying agencies focusing on media trading and RTB. Each desk represents an agency. Demand Side - Advertisers/Agencies Agency Buying Desks Advertising networks enable the publishers of the websites they represent to sell more inventory. A website can either be represented exclusively by a single network or have relationships with a number of networks. The publisher will either use a network to sell remnant inventory (to supplement sales by its own sales team), or it will depend on the network for all its ad sales. RTB Role: Some ad networks are adding RTB capabilities to facilitate real-time transactions on behalf of advertisers, agencies and trading desks.they are increasingly competing with demand-side platforms for advertising budgets. Ad Networks Note: This is not a comprehensive list/representation of companies present in the real-time bidding (RTB) ecosystem, but is intended as a starting point for identifying main parties/platforms and their role in facilitating RTB transactions. Data Partners Data partners include data providers and data management platforms (DMPs). Data management platforms allow all parties involved in media buying and selling to manage proprietary data, facilitate the usage of third-party data or port audience data to other platforms. As capabilities of DSPs extend to integrate other media such as mobile, video and social, providers of these emerging types of data and analytics/dmps will become an increasingly important part of the display advertising landscape. * AppNexus is not a demand-side platform, but exclusively focuses on being a technology provider and partners with DSPs. ** mexad is a Display Engine Marketing (DEM) agency. Dynamic/Real-Time Creative Optimisation Dynamic creative optimisation tools help advertisers evaluate and optimise creative elements in real-time in order to identify the best performing combinations for their campaigns. Real-time testing against a specific audience group allows marketers to personalise messages and optimise their campaigns performance in a scalable way. Ad Verification and Brand Protection Platforms Ad verification, as a means of safely and efficiently buying advertising inventory, is seen by many media buyers as an essential component of their advertising strategy. Ad verification entails a post-campaign auditing methodology that enables campaign reconciliation, while brand protection is more preventative in nature by validating an ad call before ad serving Brand protection platforms investigate audiences, media destinations and advertisers to provide assurance that ads are not inappropriately placed.

20 Vlastní data Byl u nás na webu retargeting Co tam dělal? Odkud přišel? Je to náš zákazník! Nákupní historie Data ze CRM Když něco nevím, tak se zeptám. Navigace na webu Dotazník

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22 Foto Andrew Magill Žena sociodemografie Jezdí na snowboardu zájmy Chystá se na dovolenou nákupní úmysly Shání hypotéku nákupní úmysly Data z hlediska obsahu

23 Technologie umožňují lepší komunikaci. Jejich potenciál však zůstává nevyužit.

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25 JAK Z TOHO VEN?

26 Kampaňovité přemýšlení Brief cílové skupiny a kontexty Digitální expertíza + kreativita

27 BUĎTE RELEVANTNÍ!

28 DĚKUJI ZA POZORNOST!