July 2, 2007
Relevancia el santo grial de la publicidad digital
Posted by: aarrieta In: Marketing Online
La relevancia publicitaria se convirtió en lo que todas las empresas del mercado están buscando.
Generar la mayor cantidad de conversiones con el mínimo inventario posible, lo que generara mayor eficiencia, y por ende mayores ingresos para las empresas. Ya que los anunciantes pagan mas por campañas que cuestan menos y generan mas.
- Tecnología Predictiva, basada en el analisis estadístico de las campañas del pasado, sobre el cual se prospecciona el comportamiento de las campañas del futuro.
- Tecnología Contextual, donde la relevancia se busca a partir de relacionar la oferta del anunciante con keywords relacionados con el contenido que esta leyendo/buscando el usuario target.
- Tecnología Behavioral, donde la relevancia se busca a partir de analizar el comportamiento de cada navegante para encontrar patrones de comportamiento que se asocian a determinadas características del target.
Hasta el momento ninguna de estas tecnologías es superior a otras ya que la tecnología predictiva es la mas eficiente para monetizar inventarios sin contenidos de texto verticalizados como fotologs y algunos foros. Ej: Directa Networks en Fotolog
La tecnología contextual es ideal para monetizar contenidos editoriales (que incluye hasta textos de correo electrónicos) y verticales donde se logra gran precisión de relacionamiento de la publicidad con el texto Ej: un post de mis vacaciones en Bahamas un blog personal con AdSense que vende cruceros y hoteles a las Bahamas.
Luego la tecnología de Behavioral es la mejor cuando se cuenta con una base importante de información y puede ser combinada con la predictiva. Ej: correr una campaña entre credit card owner usando la segmentación de behavioral de Directa Networks
Actualmente otro método que la industria esta experimentando para lograr la relevancia publicitaria es la geo localización de campañas en la cual cualquier navegante sin importar el origen del sitio en que navegue esta viendo publicidad local y relevante. De nada sirve si estoy en Mexico y entro a leer el diario El País ver publicidad de un concurso del BBVA que aplica solo en España. Esa es una impresión perdida para el medio o peor mal pagada por el advertiser.
Esta “geo relevancia” hoy se logra principalmente a partir del trabajo de los networks en los principales e-marketplaces o exchanges. Donde los networks intercambian libremente los anunciantes y los inventarios en busca del mejor eCPM para el advertiser y el publisher.
Esto explica por que Google esta dispuesto a pagar multiplos de 62 veces ebitad (3.1BUSD) por Double Click. O por que Yahoo se apura a adquirir el resto de Right Media por USD680 milliones. AdECN se apura a abrir en uk y tener masa critica para salir en la foto. O Wunderloop, otra empresa especializada en Behavioral targeting y profiling anuncia el lanzamiento de su Exchange y Microsoft está a punto de comprar 24/7 Real Media o como dice German cuanto tiempo tardara MSN en comprar Atlas (aQuantive)?
No me queda claro quien valla a descubrir el santo grial de la relevancia pero al parecer seguramente luego será vendido al mejor postor entre Google, Yahoo o MSN.
Mas info: DoubleClick Advertising Exchange , Google compró Double Click, Google Buys DoubleClick for $3.1 Billion (NY Times) , DoubleClick to Set Up an Exchange for Buying and Selling Digital Ads (NY Times), Microsoft está a punto de comprar 24/7(Mariano Amartino en Ubertbin), Real Media, RMX Terry Samel, RMX y DC (Enrique Dans), DC y Google en Merodeando (Julio Alonso)
View Comments to "Relevancia el santo grial de la publicidad digital"
1 | Phom, NebuAd y Front Porch: una canción nueva entre tanto karaoke | Ariel Arrieta
August 6th, 2008 at %H:%M
[...] y Front Porch: una canción nueva entre tanto karaoke08.06.08 | View comments Las técnicas de Behavioral Marketing, hoy son una practica corriente, sofisticada y con un mercado creciente como ya lo sabemos los que [...]
2 | Richers Blog
December 2nd, 2008 at %H:%M
Relevance, the holy grail of online advertising this is good especially those person want to go online
3 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/cc50dd5d8553925c9d60dc1dd5...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/bef39e88ff6877d832d...
4 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/6185c72ec2af2bd135c3618f4c...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/aafcb12e699f43aa03a...
5 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/0b549923e0143c8cfe783afcdf...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/81da70cdcdd0f0f45b3...
6 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/c813a9d2ebb367141e0637c9c5...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/d30ab287537cced8943...
7 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/cc50dd5d8553925c9d60dc1dd5...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/bef39e88ff6877d832d...
8 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/6185c72ec2af2bd135c3618f4c...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/aafcb12e699f43aa03a...
9 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/0b549923e0143c8cfe783afcdf...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/81da70cdcdd0f0f45b3...
10 | aarrieta
June 24th, 2009 at %H:%M
To find out more about Twitter, visit the link below:
http://twitter.com/i/c813a9d2ebb367141e0637c9c5...
Thanks,
-The Twitter Team
About Twitter
Twitter is a unique approach to communication and networking based on the simple concept of status. What are you doing? What are your friends doing—right now? With Twitter, you may answer this question over SMS or the Web and the responses are shared between contacts.
This message was sent by a Twitter user who entered your email address. If you'd prefer not to receive emails when other people invite you to Twitter, click here:
http://twitter.com/i/optout/d30ab287537cced8943...
Comment Form