an online communication approach
Post on 17-Dec-2014
1.976 Views
Preview:
DESCRIPTION
TRANSCRIPT
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
PROGRAMME@ WELCOME
P. Van Waeyenberge - Fred @ INTERNET IN BELGIUM
J.M. Depasse – Mindshare@ WHY INTEGRATE INTERNET IN MY CAMPAIGN ?
J.M. Depasse – Mindshare@ HOW TO PLAN A CAMPAIGN
Isabelle Driege – Isobar@ CASE : THE RESULTS
J. Detavernier – Snow LG&F@ THE WEBSITES OF de Persgroep Publishing
D. Catry – de Persgroep Publishing@ CREATIVITY ON THE INTERNET
P. Bruneel – Fred online
An online Communication Approach
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
4.
1.MARKETINGStrategy
BrainstormingInsights
Recommandation
2.ACTIONSSolutionsPlanning
NegociationBuying
3.PRODUCTIONDesign
CreationWebhostingIntegration
4.TRACKINGMeasurement
ReactionsOptimisation
5.REPORTINGROI analysisFeedbackReporting
Lessons learned
Interactive HUB
1.Marketing Approach
1.MARKETINGStrategy
BrainstormingInsights
Recommandation
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
ResearchPossibilities to reach
Possibilities to connect
Possibilities to interact
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads E-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPME-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital branding campaigns (product launch)
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPM E-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital campaigns with a contest
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPC/CPME-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital sales campaigns (new clients)
2. Actions
2.ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Overview: some interesting tools…
Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)
International Comscore Nielsen/Netratings Dart DoubleclickAdRelevance Bluestreak
Belgium market Metriweb CIM Metriprofil CIM Metriplan AdwordsMDB Pige Insites BIM Evolve MSN DR
BIM Mediaplanner Affiliate programsInternal tools
Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)
International Comscore Nielsen/Netratings Dart DoubleclickAdRelevance Bluestreak
Belgium market Metriweb CIM Metriprofil CIM Metriplan AdwordsMDB Pige Insites BIM Evolve MSN DR
BIM Mediaplanner Affiliate programsInternal tools
2.1 How create an online plan (example on display ads)
ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
3) Media Agency’s expertise:• Campaigns sites/formats CTR benchmark• Cost per click benchmark (1€ - 5€)• Cost per contact benchmark (0.06€ - 0.1€)• Share of voice benchmark (min10% on portals –20% on other sites)
4) Specific requests of the client :• Format shape request• Presence on niche/specific sites• Language/creative/target split• GRP calculation• Specific calendar
2) Past campaigns keylearnings:• Best performing sites of the past campaigns• Best performing formats of the past campaigns• Best performing placements of the past campaign
1) Online tools:• Cim Metriweb (audience of the sites)• Cim Metriprofil (profile of the sites)• Cim Metriplan (deduplicated audience)• Mediaplanner insites (selectivity of the sites)• Evolve• Internal tool
Booking of the online space… hoping that every placement is still available!!
Exhaustive list of sites
Sites and formatsselection
Set up of the plan
Fine-tuning
Briefing
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Sites selection based on an online mediaplanningtool (ex.)
Sites Selectivity index
Zappybaby 344Flair 319
Femmesdaujourdhui 295Resto 261Libelle 253
9 maand 232Immoweb 219
De Standaard 198De Morgen 182
Telemoustique 174Vlan 152
e-santé/e-gezondheid 150La Libre 148
Vivat 142Het Nieuwsblad 135
HLN - 7sur7 120Skynet 112Qmusic 106Tijdnet 85MSN 81Zita 66
Sites Selectivity index
Zappybaby 344Flair 319
Femmesdaujourdhui 295Resto 261Libelle 253
9 maand 232Immoweb 219
De Standaard 198De Morgen 182
Telemoustique 174Vlan 152
e-santé/e-gezondheid 150La Libre 148
Vivat 142Het Nieuwsblad 135
HLN - 7sur7 120Skynet 112Qmusic 106Tijdnet 85MSN 81Zita 66
Source: CIM figures June 2007
Target Group 25-54 yo – CS 1-4 – Higher Educated
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
MSN
De Morgen
De Standaard
Immoweb
9 maand
Libelle
Resto
Femmesdaujourdhui
FlairZappybaby
Telemoustique
Vlan
e-sante/e-gezondheid
La LibreVivat
Het Nieuwsblad
HLN - 7sur7
Skynet
QmusicTijdNet
-5
0
5
10
15
20
25
30
70 120 170 220 270 320 Selectivity
% In
tern
et C
over
age
Target Group 25-54 yo - CS 1-4 - Higher Educated
Bubble = monthly unique visitors on target
Internet mapping of the selected sites on target (ex.)
Source: CIM figures June 2007
Target Group 25-54 yo – CS 1-4 – Higher Educated
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Targetting on 4 levels Mass Communication
Targetted Communication
Portal Sites – Traffic Generators
General Sites
Targetted Sites
E-mail Marketing
MSN, MSN Messenger, Skynet, SkyBlog, Zita, Hotmail, Advalvas, Netonline,…
HLN & 7sur7, De Standaard, De Morgen, HetNieuwsblad, Le Soir, Libre Belgique, DHNet, RTL,
RTBF, VijfTV, Kanaal2, QMusic, NRJ, …
Brand awareness
Brand identification
J4Y, Optinio, …Keywords
Autozone, Flair, Libelle, e-santé, Gezondheid, Femistyle ,
Seniorplanet, Vivat, Flair, Vroom, 9maand, Wattedoen, Disney,…
Extra choice of the sites based on 4 levels
Call-to-action
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
2 ONLINE MARKETING ACTIVITIES
Brandingcontent
Trafficdriving
AdvertiserWebsite
AdvertiserWebsite
Creating marketing content Creating and placing vehicles (internet ads) to drive traffic to website
IntegrationsIntegrationsBlogsBlogs NewsletterNewsletter
RoadblocksSplash’s
ExpandablesOverlayersInterstitials
RoadblocksSplash’s
ExpandablesOverlayersInterstitials
RichMedia Display
Ads
RichMedia Display
Ads
KeywordsKeywordsE-mailE-mail
ViralBuzzViralBuzz
GamesGames
MessengerMessenger
Which « online » formats to choose ???
ClickRetail boxes
ClickRetail boxes
MinisitesMinisites
Classical Displays
Classical Displays StreamingStreaming
Media Ownersites
Text linksText links
2.2 Example of an online strategy
ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
TRAFFIC PUSH TO THE SITE
Bring qualitative traffic thanks to TARGETED
SITES
Finance BusinessNewsPortals Run of Networks
Bring quantitative traffic thanks to CLICK and
BULK campaigns
Search Engine Marketing: traffic creation by being
on the right place
Online strategy
Traffic building via different digital ways
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Online strategy
Dedicated online communication approach for each theme
- Click campaign on Adlink
- RON Adlink on target
- RON MSN Test for a later DR win-win deal
- Hotmail Targetting
- Keyword list - HLN/ 7sur7
- De Morgen
- MSN News
- Skynet HP
- De Standaard
- La Libre
- RTBF
Finance BusinessNewsPortals Run of Networks Google
- MSN Fin.
- Skynet Fin.
- HLN/ 7sur7 Geldzaken
- Tijdnet
- Echonet
- Forteon
- MSN Bus.
- Skynet Bus.
- Stand. Bus.
- Trends
- FEB-VBO
- Zita Bus.
2.3 Example of an online detailedmedia plan
ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Calculation exampleSite Selection
Bring qualitative traffic thanks to TARGETED
SITES
Format selection
Share of voice (SOV or SOI)
Period
Impressions (gross contacts)
Net contacts (unique users)
Estimated CTR
Gross Budget
OTS
Negociated Budget
Net Budget
Estimated Cost per Click (CPC)
Estimated Cost per Contact
HLN – 7sur7
152.186 unique users (CIM metriplan deduplicated)
8
0.36%
4.410 clicks
8.000€
6.000€
5.100€
1.16€
0.03€
1.225.000 impressions
2days
100%
Large Leaderboard
Estimated Clicks
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
GRP CalculationTOTAL surfers on target group
HLN – 7sur7Large Leaderboard2days – 100%SOV
TOTAL belgian population on target group
TOTAL net contacts
TOTAL net contacts on target group
Internet Coverage
Internet GRP
OTS
Belgium GRP
Internet C/GRP
Belgium C/GRP
1.137.780 surfers
8
5.7%
2.3%
46
18
112€
277€
64.926 unique users on target (CIM metriprofil)
152.186 unique users (CIM metriplan deduplicated)
2.830.000 people
Belgian Coverage
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Retro-planningMedia Internet Month FeburaryVersion 1 Monday 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4Date Freq. Sunday 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10
#week 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
AdvertiserMedia PlanningBriefing 27Media Plan presentation 9
CreationDelivery 14Matreial confirmation OK 15Material changes (if needed) 2 Heures
Programming & ReportingWave1Programmation 15Screenshots & check 21Mid-report .xls 5Wave2Programmation 5Screenshots & checkEnd Report .xls + .ppt
Client Feedback Media plan OK 2Signed estimate 23Feedback mid-report 7Meeting & recommandations end report
MayAprilMarch
4. Tracking4.TRACKING
MeasurementReactions
Optimisation
5. Reporting5.REPORTING
ROI analysisFeedbackReporting
Lessons learned
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Complexity of ONLINE StatesticsSales House AdserverBeweb Falk AdSolution For PublishersAdlink Dart For PublishersMSN Belgium AdexpertSkynet Dart For PublishersHi-Media AdtechTrustmedia Dart For PublishersFred Online Dart For Publishers
5 different sources for ONE campaign statistics
use of AGENCIES admanagers
Descripancies ( max. 10%)
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
How does online ADVERTISING works ?Agency Adserver
Persgroep Pub server
Persgroup Content server
2 – Call to the Pergroep Adserver
3 – Persgroep Adserver need to deliver an ad – it knows it need to contact the Agency Adserver
4 – Ad delivering + counting (impression)
www.demorgen.be
1 – Call to the DM –Persgroep content server
5 – Cookies sent to the surfer – for furtheroptimisation, deep tracking, …
IMP6 – Impression counting on DART
Click6 – Click counting on DART
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Complexity of ONLINE Statestics
Actions post click Actions post impressionConversion ratesSalesCost per sale (cost per box) = ROITotal Revenu ( even if flexible)Revenu per order = ROI
@Media Agencies
ImpressionsClicksClick-through rate
Advanced report
Basic report
THANK YOU !!!
Isabelle Driege
Digital Manager
Isobar Belgium – Aegis Media Group Belgium
Isabelle.driege@isobar.net
top related