programmatic oglašavanje od a do Š - content experience konferencija
TRANSCRIPT
![Page 1: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/1.jpg)
Programmatic oglašavanjeili ŠKK?
Programmatic od A
do Š, sa posledicama
![Page 2: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/2.jpg)
Istorija jednog blog
![Page 3: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/3.jpg)
Istorija jednog blog
• mesto kvalitetnog sadržaja
![Page 4: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/4.jpg)
Istorija jednog blog
• mesto kvalitetnog sadržaja• akvizicija novih klijenata
![Page 5: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/5.jpg)
Istorija jednog blog
• mesto kvalitetnog sadržaja• akvizicija novih klijenata• procena budžeta kampanja
![Page 6: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/6.jpg)
![Page 7: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/7.jpg)
Civili
![Page 8: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/8.jpg)
Civili
Krupan biznis
![Page 9: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/9.jpg)
Civili
Krupan biznis
Nešto između
![Page 10: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/10.jpg)
% novih poseta
Događaja po poseti
Br. dana do konverzije i Asistirane konverzije
CTR (Click through rate)
Dubina poseta i lojalnost
Stopa mikro konv. i
Vrednost cilja otv. stranice
Cena akvizicije
Bounce rate & Stopa
napuštanja korpe
Stopa makro konverzije
Mali biznisi
Srednji biznis
Krupan biznistelekomi, veliki trgovinski lanci
mali ecommerce
novine, mediji, brendovi
Akvizicija Ponašanje Konverzije
Korisnikov put (do našeg cilja)
Ključn
i indi
kato
ri pe
rform
ansi
![Page 11: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/11.jpg)
% novih poseta
Događaja po poseti
Br. dana do konverzije i Asistirane konverzije
CTR (Click through rate)
Dubina poseta i lojalnost
Stopa mikro konv. i
Vrednost cilja otv. stranice
Cena akvizicije
Bounce rate & Stopa
napuštanja korpe
Stopa makro konverzije
Mali biznisi
Srednji biznis
Krupan biznistelekomi, veliki trgovinski lanci
mali ecommerce
novine, mediji, brendovi
Akvizicija Ponašanje Konverzije
Korisnikov put (do našeg cilja)
Ključn
i indi
kato
ri pe
rform
ansiAko ne
znate štaje KPIvašegbiznisapronađitega ovde!
![Page 12: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/12.jpg)
“Svi imaju plan dok ih ne strefi digitalna promena”
![Page 13: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/13.jpg)
Koji sektori osećaju najveći strah od “digitalnih” promena?
![Page 14: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/14.jpg)
![Page 15: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/15.jpg)
![Page 16: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/16.jpg)
![Page 17: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/17.jpg)
![Page 18: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/18.jpg)
Programirana kupovina oglasa (oglasnog prostora)
![Page 19: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/19.jpg)
Koliko su agencije efikasne i efektne u svom poslu medijskog zakupa?
![Page 20: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/20.jpg)
![Page 21: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/21.jpg)
![Page 22: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/22.jpg)
Spray & Pray?
![Page 23: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/23.jpg)
Spray & Pray?You bet!
![Page 24: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/24.jpg)
Programirana kupovina oglasa (oglasnog prostora)
![Page 25: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/25.jpg)
ŠKK?
![Page 26: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/26.jpg)
![Page 27: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/27.jpg)
Korišćenje software-a za zakup oglasnog prostora
![Page 28: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/28.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
![Page 29: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/29.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
slanja
![Page 30: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/30.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
slanja
• zahteva,
![Page 31: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/31.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
slanja
• zahteva,
• pregovaranju i
![Page 32: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/32.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
slanja
• zahteva,
• pregovaranju i
• kreiranju narudžbenice
![Page 33: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/33.jpg)
Korišćenje software-a za zakup oglasnog prostora
nasuprot standardnom procesu
slanja
• zahteva,
• pregovaranju i
• kreiranju narudžbenice
unutar sistema za oglašavanje
![Page 34: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/34.jpg)
Isključivanje posrednika iz procesa prodaje
(i oni su ljudi sa svojim problemima)
![Page 35: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/35.jpg)
Isključivanje posrednika iz procesa prodaje
(i oni su ljudi sa svojim problemima)Hell Yeah!
![Page 36: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/36.jpg)
Ljudi treba da se bave kreativnim radom a ne manuelnim procesima
koji mogu da se automatizuju
![Page 37: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/37.jpg)
Depersonalizacija (procesa) Standardizacija (ponude) Realna cena (proizvoda)
![Page 38: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/38.jpg)
Ako cura traži zeca - dobiće zeca
![Page 39: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/39.jpg)
Ako cura traži zeca - dobiće zeca
Da li je iko naplatio
kako treba zeca?
![Page 40: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/40.jpg)
Programmatic ≠ RTB
![Page 41: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/41.jpg)
RTB (Real Time Bidding) je kupovina na aukcijama (oglasnog prostora) u
realnom vremenu
![Page 42: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/42.jpg)
RTB (Real Time Bidding) je samo brža rasprodaja
![Page 43: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/43.jpg)
Programmatic polako ulazi i u kupovinu tradicionalnih medija (TV)
![Page 44: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/44.jpg)
Ne brinite
![Page 45: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/45.jpg)
Ne brinite
neće još par godina
![Page 46: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/46.jpg)
Svi počinju (ili su već počeli) da razmenjuju podatke kako bi
mogli da identifikuju prave ljude
![Page 47: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/47.jpg)
Segmentiranje po demografiji, interesovanjima, prethodnim aktivnostima … predstavlja osnovu programmatic-a
![Page 48: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/48.jpg)
![Page 49: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/49.jpg)
![Page 50: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/50.jpg)
![Page 51: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/51.jpg)
![Page 52: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/52.jpg)
![Page 53: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/53.jpg)
Tehnološki izazovi
![Page 54: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/54.jpg)
Otvaranje silosa
![Page 55: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/55.jpg)
Segmentiranje kupaca i potencijalnih kupaca
![Page 56: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/56.jpg)
Rad sa velikim setovima podataka (BigData)
![Page 57: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/57.jpg)
Kada će to da se desi u
![Page 58: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/58.jpg)
Kada će to da se desi u
Srbiji
![Page 59: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/59.jpg)
Kada će to da se desi u
SrbijiHrvatskoj
![Page 60: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/60.jpg)
Kada će to da se desi u
SrbijiHrvatskojSloveniji
![Page 61: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/61.jpg)
Kada će to da se desi u
SrbijiHrvatskojSlovenijiBosni i Hercegovini
![Page 62: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/62.jpg)
Kada će to da se desi u
SrbijiHrvatskojSlovenijiBosni i HercegoviniMakedoniji
![Page 63: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/63.jpg)
Kada će to da se desi u
SrbijiHrvatskojSlovenijiBosni i HercegoviniMakedonijiCrnoj Gori
![Page 64: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/64.jpg)
![Page 65: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/65.jpg)
![Page 66: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/66.jpg)
Onda kada publisheri
![Page 67: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/67.jpg)
Onda kada publisheri
• naprave dogovor oko najniže cene CPM
![Page 68: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/68.jpg)
Onda kada publisheri
• naprave dogovor oko najniže cene CPM• promene tehnološku pozadinu platformi
![Page 69: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/69.jpg)
Onda kada publisheri
• naprave dogovor oko najniže cene CPM• promene tehnološku pozadinu platformi • shvate realnost neumitne budućnosti
![Page 70: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/70.jpg)
Onda kada publisheri
• naprave dogovor oko najniže cene CPM• promene tehnološku pozadinu platformi • shvate realnost neumitne budućnosti• naprave dinamične cenovnike
![Page 71: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/71.jpg)
Onda kada agencije
![Page 72: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/72.jpg)
Onda kada agencije
• prihvate realnost cene CPMa
![Page 73: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/73.jpg)
Onda kada agencije
• prihvate realnost cene CPMa• uključe troškove platformi u svoj P&L
![Page 74: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/74.jpg)
Onda kada agencije
• prihvate realnost cene CPMa• uključe troškove platformi u svoj P&L• postave realne (više) cene za svoje usluge
![Page 75: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/75.jpg)
Onda kada agencije
• prihvate realnost cene CPMa• uključe troškove platformi u svoj P&L• postave realne (više) cene za svoje usluge• investiraju u ljude i njihovo korišćenje tehnologija
![Page 76: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/76.jpg)
![Page 77: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/77.jpg)
![Page 78: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/78.jpg)
Kako izgleda budućnost digitalnog oglašavanja iz ugla publisher-a?
Investirajte jedan školski čas!
![Page 79: Programmatic oglašavanje od A do Š - Content Experience konferencija](https://reader033.vdocuments.pub/reader033/viewer/2022042619/58eb78ce1a28ab3d548b45b7/html5/thumbnails/79.jpg)
Ivan Rečević• Google Partners Trener
• MarTech konsultant (gaia consulting)