03566ntm a22005177i 4500 000699810 CZ-PrVSE 20230610093205.0 m d cr n|||||||||| 230610s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Vondrák, František ISIS:157842 dis Efektivita programaticky nakupované reklamy vs. Google Display Network v kontextu B2B eng The Effectiveness of Programmatic Advertising Compared to the Classical Display Advertising : The Case of ABRA Software František Vondrák 2023 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 Display advertising represented approximately 50% of the overall online advertising spend, making it, if not the most critical channel for building brand awareness and generating leads. This thesis thus aims to find out which one of the two most popular technologies used for display advertising – programmatic and Google Display Network is more effective at delivering better digital marketing performance metrics. As a means to do so, various digital marketing metrics are examined and compared in the case of a Business-to-Business (B2B) company in the context of the Software-as-a-Service (SaaS) industry. These performance metrics are analyzed through two experiments constructed by the author. Experiment one is based on first-party data from Google and Adform. Experiment two builds upon first-party data from the company's income of leads reports. The findings suggest that within the examined period, Google Display Network performed better at cost-per-mille (CPM), clicks, cost-per-click (CPC), and click-through-rate (CTR), whereas programmatic delivered better results at Impressions, leads generated, and income generated by leads. Having analyzed the trendlines, programmatic should outperform Google Display Network in all the performance metrics in the long run, however. In order to choose the most effective digital advertising technology, businesses should account for their individual digital marketing goals. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas digital marketing Google Display Network programmatic B2B Karlíček, Miroslav, 1979- vse2010558291 ths Vachta, Vincent opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/82180/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/82180 Hlavní práce https://insis.vse.cz/zp/82180/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/82180/posudek/oponent/79462 Oponentura https://insis.vse.cz/zp/82180/priloha/26069 Přiloha k práci https://insis.vse.cz/zp/82180/podrobnosti dc:identifier NEPOSILAT VSKP vse82180 230607 82180