Académique Documents
Professionnel Documents
Culture Documents
Branding Campaigns
10/07/2009
Agenda
Changes in Consumer Behavior
US Internet Population
72% 250
70%
200
68%
150
(Millions)
66%
100
64%
50
62%
60% 0
2007 2008 2009 2010 2011 2012
Others
17.6 Hours
25%
Internet
32.7 Hours
46%
Print
3.9 Hours
6%
6
Users Spend More Time On Social
Networks Than Ever
Growth in Time
% Reach Growth Spent on Facebook
(Dec '07 - Dec '08)
Over the Last Year
6.0%
5.0%
0.0%
Of All Smartphone
Activity Is Social
Networking
$1,200
$1,000
Online Shoppers are
Becoming Precision $800
Shoppers... $600
of web-influenced $200
purchases will nearly
$-
double 2007 2012
DISLIKE LIKE
Community Sites
Twitter Groups
Move to Engagement = Increase in
Digital Spend
The New Advertising Outlet – Your Life
Catalog/DVD, Other, 2%
Advocacy, 5%
2%
Free Trial
Offer, 9%
Brand/
Community
Site, 51%
E-Newsletter
w/ Deals, 31%
EMAIL: jdoe@gmail.com
BANNER
LANDING PAGE
CPM Pricing Models Are Declining…
CPA Advertising
Transaction based
Low Volume
TEXT ADS
LANDING PAGE
Pros and Cons of Search
++ --
-KeywordsIncreasingly
-Keywords Increasingly
- Higher
- Higher ROIROI than
than CPMCPM Expensive
Expensive
- Active
- Active Universe
Universe of of Searchers
Searchers - -Reach
ReachLimited
LimitedtotoSearchers
Searchers
- Sophisticated
- Sophisticated Front-End
Front-End - -Poor
PoorIntegration
Integrationwith
with
Campaign
Campaign Management
Management Campaignbackend
Campaign backend
-Noguarantee
-No guaranteethat
thatclicks
clickswill
will
becomeleads
become leads
CPL Advertising: Pay Only for Sign-Ups
Similar to CPM
and CPC models
except that
advertisers only
pay for qualified
sign-ups
“The only viable way forward is to shift from the
procurement-oriented benchmarks of input
measures such as CPMs [or cost per 1,000 viewers]
to more output-oriented measures such as cost per
hand-raiser and cost per lead.”
MarketingLeads
Marketing Leads
Sales Leads
– Special Promotions
– Youtube Videos
– Reward Programs
+
acquired consumers
Open
– Can I manage multiple publishers from a single
point of connection?
Transparent
– Can I see where my offers are running?
Be Clear on Campaign Goals
Campaign Purpose
Fields
Collect Basic Information
Collect More Information As You Build Trust
$ • Timestamp
Standard Fields
• IP
•Gender
Premium Fields
$$
•Phone
•Date of Birth
• Are you a
$$$ Available
Publishers
registered
voter?
•Have you
Custom Fields
traveled to
Hawaii in the
last six months?
Collecting Basic Information
Upfront is More Cost-Effective
$2.50
Average CPL (Overall) $2.27
$2.00
$1.50
$1.00
$0.60
$0.50
$-
Mobile
– Valuable Coupons
Eliminates click-through
Be Concise
Be relevant
Progress
Series B Funded (April 2009); Major Clients - Obama Campaign, Kimberly Clark, eFax, Disney,
Blockbuster, Dell.
Executive Team
Involved in online advertising since its inception; Leadership roles at Amazon, IBM and
Ogilvy
Market validation
“If I had to choose between CPM, CPC and CPL, it would
undoubtedly be CPL.”
- Kate Johnson, Personal Care Marketing
Manager, Kimberly-Clark
Jeff Gottesman
jg@pontiflex.com
718.801.8491