{"id":9597,"date":"2023-02-03T11:20:03","date_gmt":"2023-02-03T10:20:03","guid":{"rendered":"https:\/\/www.promogen.cz\/display-kampan-prinese-podporu-znacky-i-prodej-2\/"},"modified":"2023-08-30T15:00:55","modified_gmt":"2023-08-30T13:00:55","slug":"blog-display-kampan-prinese-podporu-znacky-i-prodej","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/blog-display-kampan-prinese-podporu-znacky-i-prodej\/","title":{"rendered":"Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej"},"content":{"rendered":"<div class=\"vc_row wpb_row vc_row-fluid vc_row-o-content-middle vc_row-flex wd-rs-63ce9c472e937\"><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center imgblogstin\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display.png\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"trenyrkarna-display\" srcset=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display.png 900w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display-400x267.png 400w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display-768x512.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div id=\"wd-63dcc5888ee06\" class=\" wd-rs-63dcc5888ee06  wd-button-wrapper text-left\"><a href=\"https:\/\/www.promogen.cz\/category\/newsletter\/\" title=\"\" class=\"btn btn-color-primary btn-style-default btn-style-rectangle btn-size-small mtcenter\">Newsletter<\/a><\/div>\t\t\t<link rel=\"stylesheet\" id=\"wd-section-title-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-section-title.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t\t<link rel=\"stylesheet\" id=\"wd-mod-highlighted-text-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/mod-highlighted-text.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\n\t\t<div id=\"wd-63dcc55f40f9b\" class=\"title-wrapper wd-wpb set-mb-s reset-last-child  wd-rs-63dcc55f40f9b wd-title-color-primary wd-title-style-default text-left mtcenter vc_custom_1675412836840 wd-underline-colored\">\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title  wd-font-weight- wd-fontsize-xxl\" >Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t<link rel=\"stylesheet\" id=\"wd-text-block-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-text-block.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t<div id=\"wd-63dcc5aa734ba\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-63dcc5aa734ba text-left  mtcenter\">\n\t\t\t<p><span class=\"TextRun SCXW169471807 BCX0\" lang=\"CS-CZ\" xml:lang=\"CS-CZ\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW169471807 BCX0\">Roz\u0161i\u0159ujeme nab\u00eddku na\u0161ich slu\u017eeb. Na\u0161im klient\u016fm pom\u00e1h\u00e1me r\u016fst nejen v e-mailing<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\">u<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\"> v\u00fdkonnostn\u00ed reklam\u011b<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\">, ale tak\u00e9 v display reklam\u011b.<\/span><\/span><span class=\"EOP SCXW169471807 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_row wpb_row vc_inner vc_row-fluid vc_custom_1663168662625 wd-rs-6321f09351503\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\t\t<div id=\"wd-63e0da9807251\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-63e0da9807251 text-left \">\n\t\t\t<p style=\"text-align: left;\">Display reklamu samoz\u0159ejm\u011b <strong>mohou vyzkou\u0161et v\u0161ichni<\/strong>, ale my sami ji klient\u016fm <strong>pl\u00e1nujeme nejrad\u011bji, kdy\u017e u\u017e maj\u00ed kus cesty v r\u016fstu za sebou<\/strong> \u2013 vylad\u011bn\u00e9 v\u00fdkonnostn\u00ed kan\u00e1ly, skv\u011ble b\u011b\u017e\u00edc\u00ed e-mailing a hledaj\u00ed cesty, jak d\u00e1l zvednout v\u00fdkon a zn\u00e1most zna\u010dky.<\/p>\n<p style=\"text-align: left;\">Dlouhodob\u011b toti\u017e <strong>bannerov\u00e9 kampan\u011b <\/strong>krom\u011b p\u0159\u00edm\u00fdch v\u00fdsledk\u016f <strong>pom\u00e1haj\u00ed s r\u016fstem znalosti brandu<\/strong> a d\u00edky tomu i <strong>n\u00e1r\u016fstu konverzn\u00edho pom\u011bru<\/strong> u v\u0161ech v\u00fdkonnostn\u00edch kan\u00e1l\u016f.<\/p>\n<p style=\"text-align: left;\">My se v\u0161ak i u display reklamy <strong>zam\u011b\u0159ujeme nejen budov\u00e1n\u00ed znalosti zna\u010dky, ale tak\u00e9 na v\u00fdkon<\/strong>. A proto\u017ee nejlep\u0161\u00ed je v\u00fdsledky uk\u00e1zat konkr\u00e9tn\u011b, pod\u00edv\u00e1me se na to, jak vypadala<strong> v\u00e1no\u010dn\u00ed kampa\u0148 2022 Tren\u00fdrk\u00e1rna.cz na slu\u017eb\u00e1ch Seznamu<\/strong>.<\/p>\n<p style=\"text-align: left;\">Tren\u00fdrk\u00e1rna.cz doposud <strong>nikdy klasickou display kampa\u0148 nevyzkou\u0161ela<\/strong>, ani jako p\u0159\u00edm\u00fd n\u00e1kup ani jako RTB. Zat\u00edm v\u0161echny aktivity vedla pouze p\u0159es v\u00fdkonnostn\u00ed reklamy v s\u00edt\u00edch Google a Seznamu.<\/p>\n<p style=\"text-align: left;\">Tentokr\u00e1t jsme vy\u010dlenili rozpo\u010det p\u0159\u00edmo na n\u00e1kup vybran\u00fdch ploch Seznamu. Plochy jsme vybrali na z\u00e1klad\u011b<strong> dlouholet\u00e9 zku\u0161enosti s klienty z oblasti m\u00f3dy<\/strong>. Z\u00e1rove\u0148 jsme je kombinovali tak, abychom pro budoucnost vyzkou\u0161eli jejich funk\u010dnost. \u0160lo tedy o:<\/p>\n<ul>\n<li style=\"text-align: left;\"><span style=\"font-size: 14px;\">Skyscraper 300&#215;600 na seznamzpravy.cz, zde jsme nav\u00edc vytvo\u0159ili dv\u011b c\u00edlen\u00ed podle pohlav\u00ed<\/span><\/li>\n<li style=\"text-align: left; font-size: 14px;\"><span style=\"font-size: 14px;\">Nativn\u00ed inzer\u00e1t 800&#215;533 na novinky.cz <\/span><\/li>\n<li style=\"text-align: left; font-size: 14px;\"><span style=\"font-size: 14px;\">Mobiln\u00ed square 480&#215;480 na novinky.cz<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\">Napl\u00e1novali jsme si i kreativy na t\u0159i obdob\u00ed. Jedno z nich souviselo s televizn\u00ed kampan\u00ed (14.-20.11.), kde jsme cht\u011bli vyzkou\u0161et, jak bude kampa\u0148 fungovat, kdy\u017e je podpo\u0159ena pom\u011brn\u011b velkou televizn\u00ed reklamou.<\/p>\n<p style=\"text-align: left;\">Druh\u00e1 \u010d\u00e1st obsahovala podobnou nab\u00eddku \u2013 jen vizu\u00e1ln\u011b byla upravena pro Black Friday (21.-28.11.).<\/p>\n<p style=\"text-align: left;\">T\u0159et\u00ed \u010d\u00e1st b\u011b\u017eela ve vrchol\u00edc\u00edm v\u00e1no\u010dn\u00edm nakupov\u00e1n\u00ed a byla nejdel\u0161\u00ed (28.11.-18.12.). Jej\u00ed ukon\u010den\u00ed kop\u00edrovalo p\u0159edpokl\u00e1dan\u00fd nejsiln\u011bj\u0161\u00ed dny p\u0159ed koncem v\u00e1no\u010dn\u00edch n\u00e1kup\u016f \u2013 tedy posledn\u00ed v\u00edkend p\u0159ed V\u00e1noci.<\/p>\n<p style=\"text-align: left;\">Je\u0161t\u011b jsme v\u0161ak cht\u011bli v\u011bd\u011bt jednu velmi d\u016fle\u017eitou v\u011bc. <strong>Jak shl\u00e9dnut\u00ed reklamy ovlivn\u00ed z\u00e1kazn\u00edka<\/strong> v n\u00e1sleduj\u00edc\u00edch dnech. Proto jsme na spr\u00e1vu kampan\u011b vyu\u017eili software Adform, kter\u00fd um\u00ed <strong>zm\u011b\u0159it i n\u00e1kup po shl\u00e9dnut\u00ed reklamy<\/strong>, nikoliv po kliku \u2013 v podstat\u011b jde o asistovanou konverzi bez prokliku. U Tren\u00fdrk\u00e1rna.cz, kde pr\u016fm\u011brn\u00fd n\u00e1kup je kolem 1 000 K\u010d, jsme se rozhodli b\u00fdt relativn\u011b p\u0159\u00edsn\u00ed a n\u00e1kup jsme zapo\u010d\u00edtali jen v p\u0159\u00edpad\u011b, \u017ee prob\u011bhl do 24 hodin od shl\u00e9dnut\u00ed reklamy.<\/p>\n<h2 style=\"text-align: left;\">A te\u010f u\u017e kone\u010dn\u011b \u010d\u00edsla<\/h2>\n<h3 style=\"text-align: left;\">Mu\u017ei v. \u017eeny<\/h3>\n<p style=\"text-align: left;\">Tren\u00fdrk\u00e1rna.cz m\u00e1 o polovinu v\u00edce nakupuj\u00edc\u00edch \u017een, ne\u017e mu\u017e\u016f. V kampani jsme v\u0161ak <strong>rozd\u011blili imprese mezi ob\u011b pohlav\u00ed rovnom\u011brn\u011b<\/strong> &#8211; v\u00fdsledky n\u00e1s lehce p\u0159ekvapily. Byly toti\u017e v podstat\u011b stejn\u00e9 &#8211; 0,28 % CTR u \u017een v. 0,27 % u mu\u017e\u016f. Tr\u017eby dle Adformu (tedy v\u010detn\u011b \u201cpost impression\u201d n\u00e1kup\u016f) celkem dos\u00e1hly 330 000 K\u010d. <strong>Mezi pohlav\u00ed rozd\u011bleno tak\u00e9 t\u00e9m\u011b\u0159 p\u0159esn\u011b nap\u016fl &#8211; mu\u017ei nakoupili za 169 000 K\u010d, \u017eeny za 161 000 K\u010d.<\/strong> Rozd\u00edl je na hranici statistick\u00e9 chyby i v po\u010dtu n\u00e1kup\u016f &#8211; 200x mu\u017ei, 189x \u017eeny.<\/p>\n<h3 style=\"text-align: left;\">TV kampa\u0148<\/h3>\n<p style=\"text-align: left;\"><strong>V pr\u016fb\u011bhu televizn\u00ed kampan\u011b byl dopad reklamy nejvy\u0161\u0161\u00ed <\/strong>&#8211; dokonce vy\u0161\u0161\u00ed ne\u017e ve v\u00e1no\u010dn\u00ed \u0161pi\u010d\u010dce. Jen to potvrzuje to, co v\u011bt\u0161ina z n\u00e1s v\u00ed &#8211; propojov\u00e1n\u00ed kampan\u00ed v r\u016fzn\u00fdch kan\u00e1lech funguje. D\u016fle\u017eit\u00e9 je v\u0161ak dodr\u017eet stejn\u00e1 sd\u011blen\u00ed a vizu\u00e1ly, jinak v\u00fdsledek takov\u00fd nen\u00ed. Jak to bylo p\u0159esn\u011b? CTR b\u011bhem soub\u011bhu s TV kampan\u00ed dosahovalo 0,25 %, jinak dosahovalo pouze 0,2 %. Zde je vhodn\u00e9 \u0159\u00edci, \u017ee i cena za n\u00e1v\u0161t\u011bvu se sn\u00ed\u017eila na 49,88 K\u010d, oproti 63,27 K\u010d b\u011bhem Black Friday. U v\u00e1no\u010dn\u00ed \u010d\u00e1sti pak op\u011bt klesla na 59,62 K\u010d.<\/p>\n<h3 style=\"text-align: left;\">V\u00fdvoj kampan\u011b v \u010dase<\/h3>\n<p style=\"text-align: left;\">V pr\u016fb\u011bhu kampan\u011b se <strong>CTR postupn\u011b hor\u0161ilo<\/strong>. V\u00e1no\u010dn\u00ed \u010d\u00e1st trvala dva t\u00fddny bez v\u00fdm\u011bny vizu\u00e1l\u016f. Domn\u00edv\u00e1me se, \u017ee <strong>p\u0159\u00ed\u010dinou je men\u0161\u00ed rotace nov\u00fdch kreativ<\/strong>. P\u0159i jejich \u010dast\u011bj\u0161\u00ed obm\u011bn\u011b \u010di dokonce dynamick\u00e9m generov\u00e1n\u00ed banner\u016f by se pokles zpomalil nebo \u00fapln\u011b zastavil.<\/p>\n<p style=\"text-align: left;\">Sledovali jsme i <strong>siln\u00e9 dny kampan\u00ed. V\u017edy nejl\u00e9pe fungoval \u010dtvrtek a p\u00e1tek<\/strong> nap\u0159\u00ed\u010d celou kampan\u00ed. Je to rozd\u00edln\u00e9 chov\u00e1n\u00ed oproti pr\u016fm\u011bru, kdy nejlep\u0161\u00ed dny jsou ned\u011ble a pond\u011bl\u00ed. Je mo\u017en\u00e9 si v budoucnu hr\u00e1t s rozlo\u017een\u00edm kampan\u011b v\u00edce ve prosp\u011bch siln\u011bj\u0161\u00edch dn\u016f a t\u00edm zlep\u0161it v\u00fdsledky. <strong>Nen\u00ed d\u016fle\u017eit\u00e9 br\u00e1t ohled na to, jestli chov\u00e1n\u00ed nakupuj\u00edc\u00edch z kampan\u011b je stejn\u00e9 jako t\u011bch, kte\u0159\u00ed nakupuj\u00ed z jin\u00fdch kan\u00e1l\u016f.<\/strong><\/p>\n<h3 style=\"text-align: left;\">A co mobily?<\/h3>\n<p style=\"text-align: left;\">Zde bylo <strong>v\u00fdrazn\u011b vy\u0161\u0161\u00ed CTR<\/strong>, \u010d\u00e1st z toho je samoz\u0159ejm\u011b d\u00edky tzv. misclicks, kdy lid\u00e9 na banner kliknou omylem. Proto jsme se zam\u011b\u0159ili i na chov\u00e1n\u00ed u\u017eivatel\u016f v porovn\u00e1n\u00ed s pr\u016fm\u011brem. Mile n\u00e1s to p\u0159ekvapilo, <strong>misclick\u016f bylo m\u00e9n\u011b ne\u017e 10 %<\/strong>. Z\u00e1kazn\u00edci Tren\u00fdrk\u00e1rna.cz p\u0159es mobily nakoup\u00ed v\u00edce ne\u017e na desktopu. U na\u0161\u00ed kampan\u011b to tak nebylo, a pro budouc\u00ed kampan\u011b <strong>bude t\u0159eba bannery v\u00edce \u201cmobiln\u011b vyladit\u201d<\/strong>. Vyu\u017eili jsme toti\u017e stejnou kreativu, pro mobil by se hodila v\u00fdrazn\u011b jednodu\u0161\u0161\u00ed varianta.<\/p>\n<h2 style=\"text-align: left;\">Celkov\u00e9 hodnocen\u00ed<\/h2>\n<p style=\"text-align: left;\">P\u0159i prvn\u00ed kampani jsme<strong> spoustu v\u011bci zkou\u0161eli<\/strong>, abychom v dal\u0161\u00edch, kter\u00e9 budou v leto\u0161n\u00edm roce n\u00e1sledovat u\u017e \u0161lo najisto. I tak <strong>v\u00fdsledek p\u0159ekonal na\u0161e o\u010dek\u00e1v\u00e1n\u00ed<\/strong>. Pro\u010d? Pl\u00e1nov\u00e1n\u00ed se vyvedlo a chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f z kampan\u011b odpov\u00eddalo standardn\u00edmu chov\u00e1n\u00ed. V n\u011bkter\u00fdch ukazatel\u00edch dokonce zaj\u00edmav\u011bj\u0161\u00ed &#8211; v <strong>pr\u016fm\u011bru o 10 % v\u00edce zobrazen\u00fdch str\u00e1nek<\/strong> na n\u00e1v\u0161t\u011bvu.<\/p>\n<p style=\"text-align: left;\">Obrat z kampan\u011b p\u0159i zapo\u010d\u00edt\u00e1n\u00ed \u201cpost impression\u201d konverz\u00ed p\u0159es\u00e1hl <strong>800 000 K\u010d a p\u0159ivedl 1 000 zcela nov\u00fdch z\u00e1kazn\u00edk\u016f<\/strong>. Samoz\u0159ejm\u011b, \u017ee to bylo zp\u016fsobeno v\u00e1no\u010dn\u00edm na\u010dasov\u00e1n\u00edm &#8211; <strong>v jin\u00fdch obdob\u00edch roku by to bylo o cca 40 % m\u00e9n\u011b<\/strong>.<\/p>\n<h2 style=\"text-align: left;\">Na\u010d se zam\u011b\u0159\u00edme p\u0159\u00ed\u0161t\u011b?<\/h2>\n<p style=\"text-align: left;\"><strong>P\u0159edev\u0161\u00edm na pr\u00e1ci s kreativou<\/strong> &#8211; dynamick\u00e9 bannery, kter\u00e9 krom\u011b propagace zna\u010dky budou nab\u00edzet aktu\u00e1ln\u00ed bestsellery. To ov\u0161em nesta\u010d\u00ed, i tu \u010d\u00e1st se zna\u010dkou bude t\u0159eba obm\u011b\u0148ovat v z\u00e1vislosti na obdob\u00ed (v\u00e1noce, black friday), ale i podle pohlav\u00ed.<\/p>\n<p style=\"text-align: left;\">A je\u0161t\u011b jedna v\u011bc bude d\u016fle\u017eit\u00e1 &#8211; <strong>optimalizovat kampa\u0148 na cenu za proklik<\/strong>. To znamen\u00e1 pl\u00e1novat v\u017edy na siln\u011bj\u0161\u00ed dny v t\u00fddnu v\u011bt\u0161\u00ed \u010d\u00e1st impres\u00ed a neb\u00e1t se v pr\u016fb\u011bhu kampan\u011b m\u00e9n\u011b funk\u010dn\u00ed form\u00e1ty omezovat ve prosp\u011bch t\u011bch funk\u010dn\u011bj\u0161\u00edch.<\/p>\n<p style=\"text-align: left;\"><strong>Chcete i vy pomoci s pl\u00e1nov\u00e1n\u00edm kampan\u011b, poradenstv\u00ed \u010di jej\u00edm n\u00e1kupem? Sta\u010d\u00ed zavolat nebo napsat. 775 505 477, <a href=\"mailto:online@www.promogen.cz\">online@www.promogen.cz\u00a0<\/a><\/strong><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Newsletter Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej Roz\u0161i\u0159ujeme nab\u00eddku na\u0161ich slu\u017eeb. Na\u0161im klient\u016fm pom\u00e1h\u00e1me r\u016fst nejen v e-mailingu v\u00fdkonnostn\u00ed","protected":false},"author":1,"featured_media":9574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[87,77],"tags":[75,73],"class_list":["post-9597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-display-reklama","category-newsletter","tag-case-study","tag-e-mailing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej - PromoGEN.cz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promogen.cz\/cz\/blog-display-kampan-prinese-podporu-znacky-i-prodej\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej - 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