TECHNOLOGIE A KREATIVITA

TECHNOLOGIE A KREATIVITA

První reklamní imperativ: ZAUJMĚTE!

Druhý reklamní imperativ: BUĎTE RELEVANTNÍ!

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

Economia packy Formát Leaderboard Fireplace/Branding Rectangle Rozměr 990 x 100 / 990 x 210 1 1030 x 100 + 2 x 120 x 600 2 300 x 300 Umístění CPT min. obj. CPT min. obj. CPT min. obj. Byznys (Aktuálně.cz + Peníze-cz + ihned.cz) 358 89 500 Kč 541 135 250 Kč 341 85 250 Kč Zprávy (Aktuálně.cz + ihned.cz) 280 161 000 Kč 367 211 025 Kč 261 150 075 Kč Ceník standardních reklamních ploch platný od 1. 5. 2014 Aktuálně.cz Návštěvnost: 1 600 000 RU/měsíc; 770 000 RU/týden * Formát Leaderboard Fireplace/Branding Wallpaper Half Page Ad Full Banner Hypertext s logem Rozměr 990 x 100 / 990 x 210 1 1070 x 100 + 2 x 120 x 600 2 480 x 300 300 x 600 468 x 60 60 x 40 + 75 znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Homepage 383 95 750 Kč 766 383 000 Kč 498 124 500 Kč 332 83 000 Kč N/A N/A 75 18 750 Kč Eko/fin 298 74 500 Kč 495 396 000 Kč 398 99 500 Kč 245 61 250 Kč 188 47 000 Kč 63 15 750 Kč Zprávy 265 66 250 Kč 332 332 000 Kč 388 97 000 Kč 238 59 500 Kč 178 44 500 Kč 60 15 000 Kč Sport 198 49 500 Kč 406 101 500 Kč 248 62 000 Kč 163 40 750 Kč 150 37 500 Kč 50 12 500 Kč Floa ng 3 179 89 500 Kč N/A N/A 266 133 000 Kč 169 84 500 Kč 109 54 500 Kč 39 19 500 Kč Ostatní rubriky 198 39 600 Kč 406 81 200 Kč 266 133 000 Kč 169 84 500 Kč 150 30 000 Kč 50 12 500 Kč ihned.cz Respekt.cz Návštěvnost: 760 000 RU/měsíc; 310 000 RU/týden * Formát Leaderboard Fireplace/Branding Wallpaper Square Skyscraper Hypertext Rozměr 990 x 100 / 990 x 210 1 1070 x 100 + 2 x 120 x 600 2 480 x 300 300 x 300 120 x 600 60 x 50 + 120 znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Homepage 400 148 000 Kč 620 229 000 Kč N/A N/A 454 167 980 Kč 250 92 500 Kč 82 30 340 Kč HNByznys 420 105 000 Kč 620 155 000 Kč 514 123 360 Kč 429 107 250 Kč 300 75 000 Kč 86 18 920 Kč HNZprávy 380 152 000 Kč 600 240 000 Kč 482 168 700 Kč 412 164 800 Kč 250 100 000 Kč 85 34 000 Kč HNLife 300 60 000 Kč 533 106 600 Kč 400 80 000 Kč 333 66 600 Kč 230 46 000 Kč 67 13 400 Kč ihned floa ng 3 290 261 000 Kč 500 450 000 Kč 320 320 000 Kč 280 252 000 Kč 210 189 000 Kč 75 56 250 Kč Respekt.cz floa ng 3 400 261 000 Kč 600 132 000 Kč 551 82 650 Kč 470 103 400 Kč 150 50 600 Kč 97 189 000 Kč Žena.cz (včetně Vaření.cz a Zdravě.cz) Návštěvnost: 1 500 000 RU/měsíc; 630 000 RU/týden * Formát Leaderboard Fireplace/Branding Half Page Ad Full Banner Dolní wallpaper Hypertext s logem Rozměr 990 x 100 / 990 x 210 1070 x 100 + 2 x 120 x 600 2 300 x 600 468 x 60 480 x 300 60 x 40 + 75 znaků Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Celý server 3 198 99 000 Kč 495 247 500 Kč 265 66 250 Kč 99 19 800 Kč 99 19 800 Kč 55 11 000 Kč Jednotlivé sekce 4 257 25 700 Kč 643 64 300 Kč 344 68 800 Kč 150 15 000 Kč 150 15 000 Kč 75 7 500 Kč Peníze.cz Návštěvnost: 850 000 RU/měsíc; 250 000 RU/týden * Formát Leaderboard Fireplace/Branding Square Skyscraper Rozměr 1000 x 100 1000 x 100 + 2 x 120 x 600 1 300 x 300 120 x 600 / 160 x 600 Umístění CPT min. obj. CPT min. obj. CPT min. obj. CPT min. obj. Celý server 440 50 000 Kč 590 396 000 Kč 480 66 500 Kč 390 37 500 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

1. SPRÁVNÉ SDĚLENÍ

2. VE SPRÁVNÝ MOMENT

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?

3. SPRÁVNÉMU ČLOVĚKU

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.

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

Foto Andrew Magill Žena 25 30 sociodemografie Jezdí na snowboardu zájmy Chystá se na dovolenou nákupní úmysly Shání hypotéku nákupní úmysly Data z hlediska obsahu

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Kampaňovité přemýšlení Brief cílové skupiny a kontexty Digitální expertíza + kreativita

BUĎTE RELEVANTNÍ!

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