Reklama osobista w projektowaniu kampanii dla e-commerce

Od kilku lat, zwłaszcza na zachodzie, widać duże zmiany w podejściu marketerów do projektowania kampanii dla sklepów internetowych. Coraz częściej odchodzą oni od szerokiego określania grup docelowych na rzecz precyzyjnego targetowania przekazu reklamowego do pojedynczych internautów.

Jest to możliwe dzięki personalizacji zastosowanej w reklamie osobistej (ang. programmatic). Dzięki niej, marketerzy po raz pierwszy mają możliwość dotarcia do odpowiedniego klienta w czasie rzeczywistym i przedstawienia mu reklamy dostosowanej do jego potrzeb oraz upodobań. Wszystko odbywa się w sposób zautomatyzowany oraz polega na szczegółowej analizie danych (w tym m.in. określających ścieżkę zakupową użytkownika czy jego historię zakupową). Pozwala to na dotarcie do e-konsumenta na każdym etapie sprzedaży, również wtedy, gdy ten z niewiadomych przyczyn porzuca koszyk, w ostatniej chwili rezygnując z zakupu. Reklama osobista jest prawdopodobnie pierwszym narzędziem, które skutecznie pomaga marketerom w rozwiązaniu tego problemu.

Efekty widoczne od ręki

Ten nowatorski model idealnie pasuje do różnych form promocji, jakie na co dzień stosują marketerzy działający w segmencie e-commerce. Sprawdza się w kampaniach promujących sezonowe obniżki cen, wyprzedaże, pomaga również zwiększać sprzedaż bestsellerów. Z reklamą osobistą można z powodzeniem zwiększać efekty up sellingu, czyli sprzedaży dodatkowych akcesoriów do wcześniej zakupionych produktów. Kolejną zaletą tego modelu jest możliwość optymalizowania sprzedaży „tu i teraz”. Taki sposób dotarcia do klienta (Streaming CRM) wykorzystują, np. linie lotnicze, zwiększając dzięki niemu m.in. rentowność mniej popularnych połączeń.

Efektywne wykorzystanie budżetu

Dodatkowym atutem reklamy osobistej jest automatyzacja zakupu reklam w formacie display, w modelu aukcyjnym. Pozwala to na efektywnie wykorzystanie budżetu przeznaczanego na kampanię. Jest to możliwe dzięki określeniu preferowanego kosztu pozyskania klienta (eCPA). To duży krok do przodu w porównaniu do standardowych modeli, gdzie opłata naliczana jest od liczby wyświetleń kreacji reklamowej lub kliknięć, lecz nie podlega żadnej optymalizacji w trakcie trwania kampanii. Z takiego rozwiązania skorzystał jeden z naszych klientów, francuski klub zakupowy BrandAlley. Dzięki kampanii w modelu osobistym, w ciągu zaledwie 12 miesięcy zwiększył on aż 4-krotnie wielkość sprzedaży w porównaniu rok do roku, podwajając przy tym liczbę nowych klientów.

E-commerce: mobilnie i wielokanałowo

Reklama osobista pozwala dotrzeć do internauty w odpowiednim czasie, bez względu na urządzenie z jakiego ten w danym momencie korzysta. Przekaz może być targetowany do użytkownika, który przykładowo tego samego dnia, ale w różnych porach, odwiedzał sklep internetowy z poziomu komputera oraz przeglądał sieć np. z poziomu smartfona czy tabletu. W dobie coraz większej popularności rozwiązań mobilnych marketerzy powinni już teraz wykorzystywać te zaawansowane technologicznie rozwiązania, działając wielokanałowo w ramach zaplanowanych kampanii.

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Infografika The Mobile Globe 2013 od Sociomantic Labs

Aktualne tempo rozprzestrzeniania się urządzeń mobilnych, wyraźna zmiana sposobu w jaki ludzie poszukują produktów i je kupują oraz wejście reklamy mobilnej w programowalność, to zjawiska które ostatnio zwróciły uwagę świata online marketingu.
Jeżeli jeszcze nie docierasz do internautów poprzez reklamy na smartfonie czy tablecie, możesz przegapić okazję do obecności twojej marki w ogromnej części codziennego życia mobilnych konsumentów. Pobierz infografikę.

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Jak usprawnić swój eCommerce Marketing dzięki Inteligentnej ATRYBUCJI?

Atrybucja w marketingu onlineAtrybucja (eng. Attribution) to sposób na mierzenie zwrotu z inwestycji w świecie marketingu. Za pomocą modelu atrybucji przypisuje się (określoną) wartość do danej kampanii marketingowej, kanału czy sprzedawcy w internecie, w celu przeniesienia potencjalnego klienta do dalszych etapów strategii marketingowej. Wartość ta jest zazwyczaj mierzona w odniesieniu do ukończenia przez użytkownika pożądanej akcji w sieci, takiej jak: dokonanie zakupu, rejestracja czy pozyskanie lead’u. W skrócie, dzięki atrybucji marketer może ocenić sens swoich wydatków oraz dowiedzieć się, w które kanały warto lokować środki w przyszłości.

Model atrybucji to podstawa każdego planu marketingowego. Pozwala marketerowi rozwijać strategię działania, bazując na efektach uzyskanych w przeszłości, zamiast ponoszenia wydatków „w ciemno”, z nadzieją na bliżej nieokreślony efekt. W przypadku online marketingu atrybucja jest kompleksowa i znacznie łatwiejsza niż dotychczas, ponieważ media internetowe charakteryzują się wysoką mierzalnością, w porównaniu do mediów tradycyjnych jak telewizja czy druk. (Można mierzyć kliki w baner online lub nawet ruch myszki na jego powierzchni, ale czasu spoglądania czytelnika na okładkę magazynu czy tego, że telewidz opuszcza pokój, gdy na ekranie tv pojawiają się reklamy – już nie).

Mimo to, marketerzy często zastanawiają się, którą akcję mierzyć, jaką przypisywać jej wartość i jak mądrze planować wydatki w marketingu mix, by osiągnąć długofalowy wzrost przychodów. Pomiar kanałów online bywa skomplikowany i może nieco dezorientować.
Dlatego w ciągu kilku następnych tygodni będę omawiał ten temat na blogu, odnosząc się do różnych metod atrybucji dostępnych dla reklamodawców eCommerce, w oparciu o nową publikację Sociomantic Labs – “Beyond the Click: Intelligent Attribution Modeling for eCommerce Marketers.”

Wkrótce więcej na temat:
• Modelu atrybucji „Last Click” (ostatnie kliknięcie)
• Modelu atrybucji „Customer Journey”
• Segmentacji CPO/CPA (cost per order/action)
• Cyklu życiowego klienta – Customer Lifetime Value

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Online Marketing Conferences Poland 2012

Polish online marketing calender 2012

Every year the same procedure :) The new overview about the polish online marketing conferences for 2012 is ready for publishing. Again, after a successful last year, we are going into the next round. The following list with polish online marketing conferences will be updated on a regular basis as soon as new conferences will be announced. If you are organizing a conference in the digital marketing industry, please contact me directly and send some additional informations about your conference.

I have the feeling, that there will be some special conference projects going on, which will try to compete with the first polish conference&expo Internet Poland organized by the IAB Poland last year. Here I am thinking of the next edition of the Chief Marketing Officer congress in Sopot organized by mediarun. Let us wait and see how the conference industry is developing in Poland bringing better possibilities for the digital marketing industry to position itself as a major part in the overall marketing mix.

Warsaw - Photography by Maciej Wyszynski | mac-foto.com

Overview for the online marketing conferences in Poland for 2010.

Overview for the online marketing conferences in Poland for 2011.

Conference

Date

Place

e-Travel Forum 2012

e-Travel Forum - is an annual, international conference dedicated to the issues of online sales of travel products. The conference has grown to the position of a leading industry event in Poland. During its 4-year history the conference was attended by nearly 1,000 participants and 200 speakers. The e-travel conference is a big initiative for the e-travel sector in Poland. Please use the following link to explore photographies in the official e-travel 2011 conference gallery.

Jan 31 - 1 FebrWarsaw
SocialmediaStandard 2012

An annual conference about social media. This year the conference will take place for the 2nd time after a success in 2011. See the development of the polish social marketing, the development of Facebook Poland, Google+ and its local competitor Nasza-Klasa. Moreover there will be a lot about social marketing spend and monitoring tools, like the polish start-up Brand24 from Wroclaw.

Febr 2-3Warsaw
AdStandard 2012

An annual conference about the interactive ad market. See the development of ad spendings in Poland, the media mix distribution as well as new trends coming into the media mix.

March 19-20Warsaw
Generation Mobile 2012

First dedicated mobile only conference by the great NoNoobs team. NoNoobs will also get help from the well known blogger Grzegorz Marczak (antyweb) and Zoe Adamovicz (founder at Xyologic). Having this great team in place, I am pretty sure, that this will be the most important mobile conference in Poland. The conference agenda will be presented in the 2nd week of February.

March 29-30Warsaw
SEO / SEM Standard 2012

Internetstandard's annual conference about the online search industry. Meet the market leading search agencies or the local search engine representatives from Netsprint. All about SEM/SEO, search spendings, live search and new trends.

March 29-30Warsaw
Mobile Standard 2012

InternetStandard is introduced a new annual conference last year, which is dedicated to the mobile industry. New technology, faster mobile data transfers, a vide range of application are making the mobile industry growing in the media mix.

April 26-27Warsaw
Search Marketing Day 2012

Organized by MaxRoy.com, the Search Marketing Day – SEM Conference will take place in Poznań. It might be the biggest and most important event for the Polish SEM industry this year. The primary aim is to gather together distinguished specialists from the SEM industry from Poland and the neighbouring countries such as Germany, the Czech Republic, Slovakia, Lithuania, Latvia, and Russia.

May 22-23Poznan
Internet 2k12

One of the most important annual conferences from the Internetstandard conference team will be hold for the 7th time. InternetStandard Award ceremony for the company and the person of the year. Also the 2k12 report will be published during the conference. Megapanel/BPI results presentation and much more.

May 24-25Warsaw
Technology Standard 2012

Internetstandard's annual conference about new technologies, which are giving new opportunities to the advertisers. Real-time Bidding, as one of the most innovative technologies of the current marketing mix, might be a hot topic this year. Looking forward to new trends.

Sept 6-7Warsaw
Game Industry Trends (GIT) 2012

The video gaming industry is the economic sector involved with the development, marketing and sales of video games. It encompasses dozens of job disciplines and employs thousands of people worldwide. Empowered by the applications and in-game advertising it is most definitely a hot topic and a must be for gaming fans and marketers.

Sept 17-18Warsaw
Ecommerce Standard 2012

"Electronic commerce, commonly known as e-commerce, ecommerce, eCommerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet" (source: Wikipedia). Every year new tools, technologies are coming into the market and it is really important to talk about them so that the marketers know how to explore them and make us out of them in their companies. It might be the most important question of the event: "How to sell more for less?" .. Looking forward!

Sept 27-28Warsaw
FORUM IAB 2012

One of the most important international annual conference for the online marketing industry is organized by the polish Interactive Advertising Bureau. Local and International speakers are talking about the industry development and are showing case studies. The Internet Poland Conference and Expo was the biggest event in Poland presenting interactive marketing companies and issues. Forum IAB conference was an integral part of Internet Poland. The conference was be attended by the greatest authorities on the interactive marketing.

NovemberWarsaw

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Real-time Bidding – Skuteczna reklama odsłonowa która dociera do właściwego internauty z właściwym przekazem reklamowym

Co to jest Real-time Bidding (RTB)?

„Real-time Bidding to aukcje o pojedyńcze powierzchnie reklamowe w czasie rzeczywistym na rynku display advertising. Za pomocą RTB reklamodawca dociera z właściwym przekazem reklamowym we właściwym momencie do własciwego internauty!”

real-time-bidding - nowy ekosystem reklamy odslonowej

Nowy ekosystem Real-time Bidding (RTB) to skuteczna i efektywna technologia na rynku reklamy odsłonowej (display advertising), której początki siegaja do roku 2010. Za pomocą tego innowacyjnego rozwiązania, zakupowanie powierzchni display odbywa się w aukcjach w czasie rzeczywistym i na poziomie użytkownika internetowego, co gwarantuje określenie rzeczywistej stawki rynkowej danej powierzchni (podobnie jak na giełdzie). Platforma DSP decyduje w imieniu reklamodawcy w momencie ładowania strony na podstawie zebranych informacji o internaucie czy daną powierzchnie reklamową kupuje i co na niej pokaże.

Przekaz reklamowy jest dobierany na poziomie użytkownika i jest dzięki temu indywidualny i dostosowany do zainteresowań internauty. Informacje o zainteresowaniu bazują na danych zebranych za pomocą technologii retargetingu i w niektórych DSP’s także targetingu behawioralnego. Wg. google 50% wszystkich kampanii audience buys będzie się odbywać wyłącznie za pomocą technologii RTB. Inne badanie AdMeld & Forrester Research potwierdzają wzrost rynku RTB w skali roku o ponad 200% year over year a sama wartość RTB na rynku amerykańskim jest szacowana na $823mln.

Wywiad w ramach mojej prelekcji na temat RTB – Konferencja AdStandard 2011

Ciekawostka: Pomysłodawcą internetowego modelu RTB jest giełda amerykańska, gdzie tzw. High Frequency Traders zastępują najlepszych brokerów giełdowych. Te „super komputery” przeprowadzają setki transakcji na minutę kupując i sprzedając akcje wyczuwając minimalne różnice kursowe. Im szybszy taki komputer, tym większy zysk może wygenerować dla swojego zleceniodawcy. Technologia jest już na tyle szybka, że jedyną przeszkodą aby być jeszcze szybszym to długie łącza prowadzące do komputerów giełdy w Nowym Jorku. Dlatego tez, liczne firmy, które są w posiadaniu tych High Frequency Traders wykupiły biura nieopodal giełdy aby uskutecznić szybki transfer danych. To rozwiązanie trafiło także do marketingu internetowego i rewolucjonuje rynek reklamy odsłonowej. Firmy jak sociomantic decydują o kupnie powierzchni, wyborze właściwego przekazu na dynamicznych indywidualnych kreacjach graficznych w mniej niż 70ms, czyli ponad 4 razy szybciej niż mrugnięcie oka (400-500 ms).

Co to jest Demand-Side Platform (DSP)?

„Demand-Side Platform kupuje display w modelu RTB na poziomie pojedynczego internauty!”

I-love-real-time-biddingDSP jest w nowym ekosystemie reklamy real-time bidding (RTB), platforma która zakupuje powierzchni reklamowe od tzw. SSP’s w czasie rzeczywistym, bazując na informacjach o indywidualnym użytkowniku internetowym. Nigdy dotąd reklamodawca nie miał takiego narzędzia, które precyzyjnie zakupuje pojedynczych „internautów” należących do grupy docelowej w momencie lądowania się strony na podstawie wcześniej zebranych informacji. DSP dociera za pomocą swojego algorytmu obliczania indywidualnej stawki w licytacji o dana powierzchnie internetowa do właściwego internauty, z właściwym przekazem reklamowym we właściwym momencie i na właściwej powierzchni reklamowej. Pierwszą platformą DSP w Polsce to berlińska firma sociomantic.

Co to jest Supply-Side Platform (SSP)?

„Supply-Side Platform sprzedaje display w modelu RTB optymalizując dochody wydawców!“

SSP oferuje za pomocą technologii Real-time Bidding powierzchnie reklamowe zrzeszonych w swojej sieci wydawców optymalizując ich dochody. Pojedyncze powierzchnie są sprzedawane na podstawie indywidualnych stawek oferowanych przez tzw. DSP’s w licytacji „second bid auction” w czasie rzeczywistym. W licznych SSP’s istnieje możliwość ustawienia tzw. floor price, czyli stawki poniżej której wydawca nie sprzeda danej powierzchni. Dzięki temu każdy gracz nowego ekosystemu RTB zyskuje i zarabia więcej. Znane SSP’s oferujące swój zasieg w modelu RTB to m.in. Admeld, Rubicon Project, Double Click czy OpenX.

Jak wykorzystać Real-time Bidding w e-handlu wg sociomantic?

30 sekund na temat Real-time Bidding

Thomas Mendrina z Admeld (SSP) na temat RTB – Konferencja AdStandard 2011

Zwiastun mojej prelekcji na temat RTB na konferencje AdStandard 2011

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Polish Online Advertising Market 2011 – Internet Standard AdStandard 2011 review

Internet Standard, part of the International Data Group (IDG) is the main player on the polish internet market as soon as it comes to the organization of conferences for the internet industry.

On march, 3-4 it was time for the yearly AdStandard conference. This year the conference took place in the Businessman Institute, an amazing location in the southern part of Warsaw. It’s the most important conference for the polish internet industry in the 1st quarter of the year. This year, the conference was counting more than 230 attendees in comparison to 190 last year. These figures are showing a positive trend and the importance of the internet industry in the marketing portfolio.

Marc Zuckerberg at AdStandard2011 in Warsaw

This posting is a review of the AdStandard 2011 conference for those, who couldn’t attend this year. Let’s start with the probably most important number of the 1st conference day, presented by Piotr Kowalczyk, President IAB Poland:

1578 mln PLN – Online ad spendings for 2010 (17% YoY growth rate) in Poland

To give you a more detailed overview about the ad spendings throughout the last years, please see the following numbers:

2007 – 743 mln PLN
2008 – 1216 mln PLN
2009 – 1373 mln PL

Total ad spending growth throughout all media channels in Poland is 320 mln PLN in comparison to the online ad spending growth with 194 mln PLN.

According to this numbers, the online industry is the main driver (60% of the overall growth) in the polish advertising market in comparison to the total ad spending growth rate across the media channels.

Real-time Bidding (RTB) and Retargeting/Remarketing was most definitelly the most innovative topic during the conference. Never before it was possible to buy impressions on user basis and in real-time. Thomas Mendrina, country manager Admeld, represented the SSP side (supply side platform) and myslef, managing director CEE sociomantic labs, the DSP side (1st european demand supply platform) of the new real-time bidding ecosystem. Fresh numbers from forrester research & admeld (Febr. 2011) have been presented:
$353 mln: value RTB market 2010 in the USA
$823 mln: value RTB market 2011 in the USA
50% of the audience buys will be done through RTB in 2015

With a year over year growth rate of over 100% and a state of the art technology, where the advertisers can reach 100% of their target group, real-time bidding is revolutionizing the display advertising!

Another interisting compilation about the online ad spendings per ad format, i.e. which channel is having the most attention of the budget owners:
45% – display
30% – SEM
17% – classified
6% – email
2% – others

Video advertisement was also one of the topics during Kowalczyk’s presentation:
155% – video advertising YoY growth rate
2% of the whole online ad spendings through video advertising

Which industries spend the most budgets in the polish internet in 2010? Here is the resolution:
15% Telecommunication
12% Finance
11% Automotive
9% Media, DVD
7% e-Commerce

Also one interisting comparison between the online and offline ad spendings:
Offline budgets: 75% branding, 25% direct response
Online budgets: 30% branding, 70% direct response

According to a survey across online marketers and advertisers:
87% would like to get in touch with their target group more easily
90% would like to meassure the impact of advertising on sales

And here even more numbers:
45% of the internet users are searching for the product online after they saw it in a TV spot
20%: ad spendings growth rate in polish content networks for 2010 (according to Artur Banach, netsprint)
150: number of polish IAB members
700 mln PLN: turnover google Poland according to Puls Biznesu
52,4%: internet penetration in Poland

The distribution of display ads according to their ad size is also quite interisting. According to Gemius, the main ad size is the so called “double billboard” (750×200). In Poland the “billboard” (700×100) ad size is a standard ad size according to IAB Poland and is replacing the “leaderboard”, which we know from the western part of europe. Every martketer from the western part of europe should take this into consideration when creating creatives for the polish market.

Distribution according to the most important ad sizes:
30% – 750×200
10% – 300×250
9% – 750×100

In the following you will find the conference speaker list in alphabetical order:
Paulina Adamska, Gemius
Michał Banaszewski, FireFly Creation
Artur Banach, NetSprint
Przemysław Bartkowiak, Agora SA
Sacha Berlik, Mexad
Jan Buze, Wirtualna Polska
Wojciech Ciemniewski, Interaktywny Instytut Badań Rynkowych
Olgierd Cygan, Digital One
Lucjan Exner, Mobilvi
Natalia Hatalska, Hatalska.com
Artur Janik, ClickAd
Jacek Karolak, Starcom MediaVest
Piotr Kowalczyk, IAB Polska
Michal Kreczmar, Agora
Thomas Mendrina, Admeld
Marcin Michalski, NetSales.pl
Joanna Pawlak, Wirtualna Polska
Przemysław Pawlak, Adv.pl
Marlena Przybyszewska, Digital One
Michał Rafa, FireFly Creation
Piotr Ruszak, Starcom MediaVest
Michał Rutkowski, Tribal DDB
Jarosław Rzepecki, Hypermedia Isobar
Tomasz Samul, Mobilvi
Michał Siejak, NuOrder Group
Marcin Skowroński, Grupa Onet.pl
Dariusz Sokołowski, Internet Standard
Agnieszka Świtkowska, Internet Standard
Maciej Wyszyński, sociomantic labs

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Internet Poland 2010 – Facts, Trends and an Outlook into 2011

Polish Internet Market 2010 and Outlook 2011

warsaw - copyright mac-foto.com

2010 is nearly over and it’s time to look back and summarize the main facts, trends of the prevailing year and give an outlook for the next year. What happened in the polish internet business and what are the main trends for 2011?

According to NASK already 2 million polish top level domains has been registered in total, which gives Poland the 5th position in Europe. Also the e-commerce sector and the online advertising market is becoming more and more important.

Sklepy24.pl is estimating around 10.000 online shops in Poland, the online ad spendings for Q3 raised with 24% in a YoY comparison (368 vs 296 mln PLN last year according to the IAB AdEx survey).

The biggest polish conference IAB Forum 2010 counted more than 1000 participants and there will be more polish online marketing conferences in 2011 than the years before.

Let’s start with some 2010 facts:

8,6 mln facebook.com users from Poland (according to Megapanel)

30k EUR for the gmail.pl domain on Allegro.pl

22,5 mln internet users in Poland (according to IWS)

130 mln EUR is the value of nasza-klasa.pl (according to techcrunch)

18% growth in online ad spendings according to IAB Poland

195 mln EUR online ad spending in the first 2 quarters of 2010 according to the IAB AdEx survey

Social Networks

It’s THE facebook year in Poland, nearly 4 millions new users (8,6 mln in total) within 10 month is making the local competitor nasza-klasa (still biggest polish network with 63 mln PLN income and 18,5 mln PLN profit in 2009) nervous big times. I was giving already insights about the facebook “invasion”, i.e. final market entry in Poland and the local competition some weeks ago. Globally FB has 500 million members in 207 countries, currently valued at 25 bilion dollars in comparison to €130 million value of the local nasza-klasa.

Also the vast majority of the decision makers will more likely put budgets into facebook than nasza-klasa, which underlines the strength of facebook as a marketing tool. New social media agencies launched and the existing ones adjusted their portfolio to the new trend coming into the market. There was a saying on the market, that if you’re not on Facebook, you’re not existing. Sounds a little bit misleading for me, as there is no alternative for Zuckerberg’s network yet.

The Groupon Phenomenon

Also one of the big trends in 2010 was to bring consumers from online to offline using “couponing”. The Samwer brother striked again by creating the biggest european Groupon clone Citideal (acquired by Groupon in May 2010, just 5 month after its launch). The Berlin based company penetrated the german market in the first step and started additional markets almost simultaneously.

It was not a big surprise, that the polish market fastly adopted citideal/groupon (in october 2010 2,3 mln users according to Megapanel). Also local clones have been launched in Poland, e.g. fastdeal.pl and recently gruper.pl. The latter is well funded by a polish internet pioneer – Marek Borzestowski – the founder of one of the biggest polish portals wp.pl.

Online Ad Spendings

According to the IAB AdEx survey the ad spendings (Q3 2010) are distributed mainly between display (44%) and SEM (30%). The overall ad spending growth rate of 18% is placing Poland on a top position within Europe and is showing the vitality and drive of the polish online marketing industry. The total ad spending for the first 3 quarters is 1,145 billion PLN so that the 1,5 billion PLN (376 mln EUR) level for 2010 should be surpassed by the end of the year.

Trends and Outlook 2011

Networks

The Facebook hype will be still very dominant as there will be additional add-ons coming into the market, e.g. FB places will be launched 2011 in Poland. Foursquare is already used by polish internet users but didn’t estabilsh itself as the platform of choice. Additionally social gaming like zynga’s farmville will have a positive impact on social networking. To be honest, I still cannot understand, why people should care about a virtual farm.

Yield Management and Real Time Bidding

Ad Operations are processes and systems that support the sale and delivery of online advertising. More specifically these are the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads. In my opinion yield management systems and real time bidding platforms will launche their services in Poland within the couple of months, which will have a positive impact on precise targeting and low ROI’s.

Crowdsourcing

Crowdsourcing is an alternative solution to outsourcing. With the help of crowdsourcing problems are broadcast to an unknown group of solvers in the form of an open call for solutions. Users, i.e. the crowd – typically form into online communities, and the crowd submits solutions. This will be a new way for alternative problem solving using collective intelligence and the crowd. This is how for instance Reed Hastings made an open call to the developers all over the world to create a better entertainment recommendation algorithm for netflix and awarded the best one with $1 million.

Tablets

There will be also more tablets (iPad II launching in Q1 2011), more e-books and more apps in 2011. There are still so many positive and negative opinions about the tablet devices, so that many hardware fans – including myself – are still waiting with a potential purchase.

Video

Video technology is already everywhere throughout the internet but this is just the beginning for video advertising on the polish market. In the next year polish TV program streamings like ITI’s plejada will be penetrated more and more with video advertisement. VoD and services like Reed Hasting’s (Fortune’s 2010 Business Person of the Year) netflix might change the video consuming behavior. Last but not least video communication mixed with social networks might still have a big impact on brand marketing.

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Online Marketing Conferences Poland 2011

Polish online marketing calender 2011

The new overview about the polish online marketing industry and its conferences for 2011 is ready for publishing. After a successful 2010 with its conferences, next year looks already very promising. The following list with polish online marketing conferences will be updated on a regular basis as soon as new conferences will be announced. As you will see most of the polish conferences are taking place in the capitol Warsaw, which underlines the city’s status in the industry.

Warsaw - Photography by Maciej Wyszynski | mac-foto.com

Here you can also see the overview for the online marketing conferences in Poland for 2010.

Here you can also see the overview for the online marketing conferences in Poland for 2012.

Conference

Date

Place

e-Travel Forum 2011

An annual, international conference dedicated to the issues of online sales of travel products. The conference has grown to the position of a leading industry event in Poland. During its 3-year history the conference was attended by nearly 1,000 participants and 200 speakers.
It is viewed as a unique opportunity to form business contacts, meet representatives of major companies and acquaint oneself with the current trends in e-commerce in travel industry.

The e-travel conference was a big success for the travel sector in Poland. Please use the following link to explore hundreds of photographies in the official e-travel 2011 conference gallery Enjoy!

Jan. 25-28Warsaw
AdStandard 2011

An annual conference about the interactive ad market. See the development of ad spendings in Poland, the media mix distribution as well as new trends coming into the media mix, eg. communities, videos, mobile.

This year's conference claim "link or like" represents the big impact of facebook in Poland but the main topics are engegements ads, mobile, new targeting solutions and real-time bidding. The latter I will represent in a speakerslot about "the user value in real-time bidding". Here you can see a sneak preview of the speakerslot topic in polish:



Zapowiedz adStandard 2011 - Maciej Wyszynski, sociomantic labs
from Internet Standard.

March 3-4Warsaw
SEMStandard 2011

The biggest polish annual conference about the online search industry. Meet the market leading search agencies, like Performance Media or the local search engine representatives from Netsprint. All about SEM/SEO, search spendings, live search and new trends like SMO (search and social media).

March 31 - April 1Warsaw
MediaStandard 2011

Is dedicated to the media industry. Hear media representatives speaking about new trends and how the industry is changing, e.g. digital TV, internet TV, streams. The future of radio, press and TV will be discussed as well.

AprilWarsaw
MobileStandard 2011

InternetStandard is introducing a new annual conference, which is dedicated to the mobile industry. New technology, faster mobile data transfers, a vide range of application are making the mobile industry growing in the media mix. This is why this industry is getting an exclusive conference for the first time in Poland.

May 24-25Warsaw
Internet 2k11

The most important annual conferences from the Internetstandard organizers will be hold for the 6th time. InternetStandard Award ceremony for the company and the person of the year. Also the 2k11 report will be published during the conference. Megapanel/BPI results presentation and much more.

JuneWarsaw
Search Marketing Day - Poland

Organized by MaxRoy.com, the Search Marketing Day – SEM Conference will take place in Poznań. Without doubt it will be the biggest and most important event for the Polish SEM industry. The primary aim is to gather together distinguished specialists from the SEM industry from Poland and the neighbouring countries such as Germany, the Czech Republic, Slovakia, Lithuania, Latvia, and Russia. That means Polish SEM agencies’ representatives and specialists from large Internet companies, as well as professionals working on their own account. What we believe to be most important is to share one’s knowledge, skills, and experience.
Special guest: Marcus Tandler, also known as Mediadonis and Mikkel deMib.

June 15-16Poznan
FORUM IAB 2011

One of the most important international annual conference for the online marketing industry is organized by the polish Interactive Advertising Bureau. Local and International speakers are talking about the industry development and are showing case studies. Speakers from companies like Facebook, Microsoft, Onet, BBC Advertising, Wirtualna Polska, K2, Performance Media underline the importance of this conference.

NovemberWarsaw

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Polish Nasza Klasa (nk.pl) and the German VZ-Gruppe are having hard times against the Facebook invasion

In October 2010 Techcrunch spread rumours, that the biggest polish community nasza-klasa might be for sale and that the price is €130m. First of all I would like to clearify some of the numbers, which are mentioned in the techcrunch article.

There is a big discussion going on about the number 27. It’s because it says, that nasza klasa had at its peak 27 milion registered users. To give you some more numbers: Poland has 40 milion citizens and an estimated number of 22,5 milion internet users in 2010 (source: internet world stats). So more registered users than internet users? We know that there are around 2 milion polish citizens living in Chicago (USA) but even if they all register additionally it would be not enough. So yes, registered users are not active users. Moreover nasza-klasa offers the possibility to create company’s profiles. I guess, nk.pl has something between 10 and 13 milion monthly active users and not 13,5 milion like it is mentioned in the techcrunch article. Nevertheless this discussion is not that important anymore as there is a big competitor coming more and more into the market. Facebook is gaining more and more users very fast and is having right now already more than 3 milion users in Poland.

Nasza-klasa, a classmates.com copy is having a hard time. Some time ago nasza-klasa implemented sledzik, the real time friend’s feed into their interface. Moreover it introduced the chat (NKtalk) possiblity as well. It seems like, the company’s strategy is to copy, copy and copy the competitors ideas.

On the other hand the hype around facebook is at its best. Over 500 milion users globally, an international approach, easy applications, monetization tools and a hollywood movie about the Zuckerberg story. Facebook applications are already integrated on all polish portals and many young users merged already from nk because its so much cooler and so much more international. I’m convinced of the fact, that there will be still room for nk in Poland but their users will be the either very young students or older (40+, who registered when nk had the biggest hype) people and will use this interface to stay in touch with their old school friends. Everything inbetween is Facebook territory.

We know this phenomenon in Germany as well when talking about the VZ Gruppe (Studi VZ, Mein VZ, Schüler VZ). There are a lot “Schüler-VZ” users but its hard to merge them later on to the “Mein-VZ” network which is supposed to be for users 25+. These users are migrating more likely to Facebook than to Mein VZ. As we are living in a global environment we need international communities in order to stay in touch and neither Nasza-Klasa nor VZ-Gruppe can offer this in comparison to Facebook.

Sources:
Techcrunch about Nasza-Klasa.pl

Top10 Countries Internet User at Internet World Stats

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Online Marketing Conferences Poland 2010

Polish online marketing calender 2010

In order to give you an overview about the polish online marketing industry and its conferences, please see the conference list for 2010. As you can see below, the polish online marketers are very active and are meeting regularly on these industry conferences. Here you can also see the overview for the online marketing conferences in Poland for 2011.

Facebook NOW

When: 12 january 2010
Where: Warsaw
Web: Facebook NOW

e-Travel Forum

When: 19-20 January 2010
Where: Warsaw
Web: e-Travel Forum

AdStandard 2010

When: 25-26 february 2010
Where: Warsaw
Web: AdStandard 2010

InternetCEE

When: 25-26 may 2010
Where: Warsaw
Web: InternetCEE

2k10 Conference

When: 14-15 june 2010
Where: Warsaw
Web: 2k10 Conference
Web: 2k10 Report

TechStandard 2010

When: 09-10 september 2010
Where: Warsaw
Web: TechStandard 2010

InternetBeta2010

When: 15-17 september 2010
Where: Rzeszów
Web: InternetBeta 2010

e-nnovation

When: 23–24 september 2010
Where: Poznan
Web: e-nnovation

e-commerce Standard 2010

When: 30 september – 1 october 2010
Where: Warsaw
Web: e-commerce Standard 2010

FORUM IAB 2010

When: 03-04 november 2010
Where: Warsaw
Web: Forum IAB 2010

EntertainmentStandard

When: 16-17 november 2010
Where: Warsaw

Web: EntertainmentStandard

SocialmediaStandard 2010

When: 13-14 december 2010
Where: Warsaw
Web: SocialmediaStandard

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Maciej Wyszynski