Runner: context is now not ashamed
The anti-crisis sermon, which will probably be taken for a long time to start professional conferences in any industry, was also read by “Runner” at Ashman’s “Search Engine Optimization”. Presented by his colleague, bearded Mikhail Kozlov, bearded Boris Omelnitsky, spoke about why the crisis will improve the atmosphere in the market and why switching from the media to the context now does not mean to lose face.
Boris (obviously, the center of the spread of beardiness in the company) began in the spirit of realism. Over the past two months, rates on clicks on the subject of financial services, industrial goods, real estate (-16%) and logistics (-22%) have dried up. But they continued to dobrov rates in computer and household appliances, health, leisure and education.
And this, who would doubt, is a good sign. “The crisis will improve relations in the market,” says Omelnitsky. Cooling down too hot topics doesn’t hurt the market.
Without linking it directly to the crisis, the “Runner” talks about increasing the literacy of the population in contextual advertising. For two years since October 2006, it is easy to monitor the statistics of advertising campaigns in the context of 45% (22%), and analyze the sales - 22% (10%). Those who do not evaluate the effectiveness of campaigns at all or evaluate it “intuitively” became only 9% (and there were 36%).
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In addition, the "loyalty" of advertisers has grown - 48% of those that are placed in the context of "Runner", do not put advertising anywhere else.
And the number of such prudent housekeepers will grow: the stakes are falling, the media becomes unprofitable, the platforms are released under the context. This means, Boris concludes, that soon the normal practice of the market will generally be to abandon the media company, which already has almost no effect on sales and performs only image functions. They will do everything this way, which means they will not be ashamed in front of colleagues and competitors.
Boris (obviously, the center of the spread of beardiness in the company) began in the spirit of realism. Over the past two months, rates on clicks on the subject of financial services, industrial goods, real estate (-16%) and logistics (-22%) have dried up. But they continued to dobrov rates in computer and household appliances, health, leisure and education.
And this, who would doubt, is a good sign. “The crisis will improve relations in the market,” says Omelnitsky. Cooling down too hot topics doesn’t hurt the market.
Without linking it directly to the crisis, the “Runner” talks about increasing the literacy of the population in contextual advertising. For two years since October 2006, it is easy to monitor the statistics of advertising campaigns in the context of 45% (22%), and analyze the sales - 22% (10%). Those who do not evaluate the effectiveness of campaigns at all or evaluate it “intuitively” became only 9% (and there were 36%).
')
In addition, the "loyalty" of advertisers has grown - 48% of those that are placed in the context of "Runner", do not put advertising anywhere else.
And the number of such prudent housekeepers will grow: the stakes are falling, the media becomes unprofitable, the platforms are released under the context. This means, Boris concludes, that soon the normal practice of the market will generally be to abandon the media company, which already has almost no effect on sales and performs only image functions. They will do everything this way, which means they will not be ashamed in front of colleagues and competitors.
Source: https://habr.com/ru/post/44382/
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