David Špinar: Key trends for online performance marketing

Key trends for online performance marketing

• David Špinar, H1.cz• Marketing Monday, 17. února 2014

• A. Inbound Marketing

• B. Programmatic Audience Buying

All people seeing the same print ad

All internet uses seeing the same online ad

All people seeing the same TV spot ?TV Print Internet

• Media/Placement buying

Affinity is the key, but very speculative

• Audience buying

• Media vs Audience?

Media/Placement Audience

Target Others

• Programmatic?

• C. Online in multichannel perspective

Inte

res

ted

par

ties

Cli

ents

Awareness Consideration Conversion Loyalty

TV Newspaper OOH Radio

Reach BannerDisplay

Generic SearchGoogle/Yahoo

ApplicationiOS/Android

Brand SearchBing/Google

Brand SearchBing/Google

Price ComparisonDisplay/Google/Aff.

RetargetingDisplay/Affiliate

Reach BannerDisplay

Facebook AdsDisplay

ConversionOptimisation

Generic SearchGoogle/Yahoo

Targeted BannerRTB

VideoYouTube

Referral ProgramAffiliate/SOM

CouponingAffiliate/Mobile

Mobile

Online

Offline

• Customer journey is complex

Customer Journeys have multiple touch points

The last touch point before conversion

Cookie interface: Every conversion is appropriately assigned to the respective channel based on Conversion Attribution.

Performance Analysis

ConversionAttribution

7x Affiliate

2x SEA 1x Video

1x Display 1x SEO 1x Affiliate 3x Video 1x SEA 1x Direct

2x SEA 2x SEA 6x Display 2x Video

3x SEA 2x Video 4x Display 1x SEA 1x Display

• Attribution recognition

PR

OD

UC

T O

FF

ER

AU

DIE

NC

E

QMP

High-perform

ance

adserver Ana

lysi

s an

d

optim

isat

ion

Tracking and reporting

DC

O

DATA

Ret

arge

ting

Attribution

Bid

mgm

tR

TB

• Centralised campaign management

1. Inbound marketing enhances the value of unpaid traffic sources.

2. Programmatic Audience buying saves your money with precise targeting.

3. Multichannel approach prevents yout from a narrow minded activities and decisions.

• Take-aways

Thank you

• David Špinar• e-mail: david.spinar@h1.cz