090618 digital advertising
Post on 21-Oct-2014
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DIGITALADVERTISINGt h e W e b a n d B e y o n d
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Digital advertising
Past, Present and Future
Voordelen van digital?
Innovaties
Agenda
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Digital Advertising
Any brand engagement with consumer on
any digital platform
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Beyond the Web
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Past present & future of digital
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1986: Internet formed
1992: World Wide Web launched
1994: First commercial banner placed, Netscape founded
1996: Flash 1.0
1999: Blogger launched
History of digital
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2001: Wikipedia
2002: Friendster, Xbox Live
2004: Flickr & Gmail
2005: Flash 8 (video), YouTube, GoogleMaps
2006: Wii, Twitter
2007: iPhone, Facebook Platform, Amazon Kindle eReader
History of digital
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Where are we?
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• Interactive
• Measure, learn & adjust
• Consumer Dialogue
Voordelen van digital
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Interactive
Bannering
Take-overs
Advergames
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Interactive
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Plannen zijn er om gewijzigd te worden
Measure, learn & adjust
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Mediaplannen zijn er om gewijzigd te worden
Measure, learn & adjust
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Measure, learn, adjust
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Measure, learn, adjust
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Hoe wordt er gereageerd op calls-to-action?
Op welke calls-to-action word gereageerd? (en vooral op welke niet )
Waar komen bezoekers vandaan? (zoekmachines, emails, banners, geografische lokatie)
Measure, learn, adjust
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Relatie aangaan met de consument (B2C)
Feedback ontvangen van de consument (C2B)
Een platform aanbieden om consumenten met elkaar in contact brengen (C2C)
Consumer Dialogue
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example?
Nike+
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Snelheid
Kilometers
Verbrande calorieën
Nike+
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Nike+
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Persoonlijke resultaten worden online opgeslagen en kunnen gedeeld worden
Vrienden kunnen online uitgenodigd/uitgedaagd worden
Routes en muziek worden uitgewisseld
Nike+
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In augustus 2008 deden 800.000 renners mee aan een 10 km-loop, simultaan in 25 steden
Verkoop Nike schoenen in de VS steeg met 13%
Totaal al meer dan 219.000.000 kilometer gelopen
Nike+
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Targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics
purchase history, or observed behavior.
Bron: wikipedia.org
Targeted advertising
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Contextual advertising
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Contextual advertising
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Bijvoorbeeld
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Bijvoorbeeld
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Bijvoorbeeld
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Bijvoorbeeld
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Bijvoorbeeld
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Bijvoorbeeld
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Bijvoorbeeld
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CopyBox is the copywriter's Photoshop.
CopyBox
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What Copybox basically does is that it enables copywriters and creative directors , people that are not very tech savvy in general, to squeeze out everything that the Internet offers in terms of
technology and data smartness.
CopyBox
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Innovaties
Technology does not drive
change -- it enables change
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Waar moeten we rekening mee houden?
The Horseless Carriage Syndrome
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Augmented Reality deals with
the combination of real-world and
computer-generated data, where
computer graphics objects are blended
into real footage in real time.
Augmented Reality
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Augmented Reality
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General Electronics SmartGrid
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QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
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Toyota iQ_REALITY
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Magic Brochure
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QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
Ray-Ban (Virtual Mirror)
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Mobile Augmented Reality
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Mobile advertising
We’ve come a long way
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What?
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
Why?
location based / contextual
Talk + Text + Web + Media + Apps
Mobile advertising
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Mobile Natives
van Nederland is tussen 13-26 jaar(Digital Native)
Internet & mob. telefoons, zijn de normaalste zaak van de wereld
Besteden meer online dan dat
Ze hebben meer vrienden
online dan in het echte leven
Ze gebruiken dagelijks een
sociaal netwerk
Ze sturen gemiddeld
50 SMS-berichtenper
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And they don’t care about ‘ads’
They careabout what
their friends think.
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iPhone - de feiten
• 25.000.000 iPhones verkocht wereldwijd
• 8.000.000 in Europa
• 160.000 in Nederland
• 50% is jonger dan 30 jaar (DN)
• 30% mobiel Hyves.nl komt van iPhone
• 60.000.000 applicaties gedownload in de iTunes store
• 73% heeft +5 apps
• Response rate: mobile vs. online
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Obama ’08 Campaign
Makes Everyone A Campaign Worker
Call FriendsGet InvolvedNewsLocal Media
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QR-codes
• URL’s
• Emailadressen
• sms berichten
• Contact cards
• Telefoonnummers
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QR-codes
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QR toepassingen
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Big in Japan
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RFID (Radio Frequency Identification)
RFID-tags kunnen draadloosidentificaties zenden, ontvangen en opslaan
Geen fysiek contact nodig
Geen zichtlijn nodig
Communicatie over grote afstand mogelijk
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Winkelen in de toekomst
QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
![Page 62: 090618 Digital Advertising](https://reader033.vdocuments.site/reader033/viewer/2022061106/5445a76bb1af9fd7068b460a/html5/thumbnails/62.jpg)
QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
Mini - RFID
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digitalnativesbbdo.wordpress.com - Inspiratie en achtergronden
www.bannerblog.com.au - Banner showcases
www.thefwa.com - The Favorite Website Award
www.copyboxapp.com - The copywriters PhotoShop
www.qrcode.nu - Maak zelf QR-codes
Links