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LIVErtising #14.7 : keys to understanding online / interactive / digital advertising today
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LIVEr&sing 14.7
ADVERTISING GOES ONLINE
ONLINE?
http://livertising.net/blog/2014/10-dream-jobs-for-your-future/
% share of each major ad medium
0
12,5
25
37,5
50
tot TV tot Print Radio Digital
Adspend Consumpt°
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collusion
BLOWING A FEW MYTHS
MYTH #1
Universal Google Analytics
34%
MYTH #2
h)p://youtu.be/B9vPoCOP7oY
MYTH #3
Perception Map
This Perception Map shows what users will see on your website within the first few seconds of opening the page. Your offer's main benefits and a clear call-to-action must stand out to improve usability and conversion rates.
http://Livertising.net
Attention Map
Users only have so much attention to give your website. This attention map shows visually how that attention is distributed across your page. These results allow for an fine-tuning of your website's most important design elements and layout to ensure that the "attention budget" is spent wisely.
http://Livertising.net
Hot Spots
The Hot Spot Map combines the Attention and Perception Map's information in one global view: the bigger the circles, the more eye-catching the underlying elements. More than one circle on one element indicates that the area will most probably be viewed several times - even in the orientation phase.
http://Livertising.net
• CTA (wording, size, colour, placement...)
• Headline • Product/service description • Form (length, type of fields...) • Layout, style, colours, background,
pictures... • Pricing, promotional offers... • Amount of text, fold...
MYTH #4
Measuring online ac&vity: tracking – Interac=on
Visits, unique visitors, visit dura=on, page views !– Par=cipa=on
Ac=ons completed
!– Conversion
CTA > Lead > Sales
!– Outreach
RSS, sharing, viral effect
Measuring online ac&vity: tracking – Interac&on
• Visits, unique visitors, visit dura=on, page views !
– Par&cipa&on • Ac=ons completed
!– Conversion
• CTA > Lead > Sales !
– Outreach • RSS, sharing, embeds, viral effect
Bounce rate
MYTH #5
Genera=on C & P
Where%has%the%«%consumer%»%gone?%
is online to keep increasing?WHY
landscapeTHE ONLINE