digital communication in practice: display, brand awareness bruno van bouck
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Above ou Below the line ? Couverture ou hyper ciblage ? Peu importe ! L’affichage publicitaire en ligne offre autant de possibilités marketing d’atteindre sa cible que l’ensemble des autres média réunis. Décodage des chiffres et des outils de base. Mise en scène des bonnes pratiques. Démonstration à l’appui.TRANSCRIPT
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Digital communication in practice : display , brand
awarness
Bruno Van Boucq CEO BEWEB sa/nv
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Introduc5on
• What about … – Bruno Van Boucq
– Beweb
– My posi:ons in the media field • Founder and board member of Interac:ve Adver:sing Bureau (IAB) • Founder and President of Digital Media Associa:on (DMA) • Board Member of Centrum of informa:on for Media (CIM)
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The Roles played by IAB
• Inspire • Regulate
• Educate
• Lobbying
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The Roles played by DMA
• The Official representa5ve for Internet in the CIM
• Standardisa5on
• Grow the Market
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CIM: internet
• Measurement of the audience – Metriweb (2001 to the end 2012)
• Establishing profiles – Metriprofil ( 2005 to the end 2012)
• Near future – TNS (2013)
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The media context
• Too many actors?
• Too many possibili5es to communicate?
• Power of television vs Collapsing of the press audience • Switching the audience to internet
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Some vocabulary • Impression = display
• Audience = people
• A unique visitor = a cookie
• A cookie = a file
• Adserver = a soSwaretool to broadcast each ad
• Capping = op5on to calibrate the repe55on
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Adver5sing spending in the world (market share)
0
5
10
15
20
25
30
35
40
45
2007 2008 2009 2010
TV
Magazines
Dailies
Internet
Source: ZenithMedia
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BELGIUM: all media vs Internet
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2006 2007 2008 2009 2010 2011
TELEVISION
PRESSE
RADIO
AFFICHAGE
INTERNET
CINEMA
Source: MDB
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BELGIUM: Internet audience?
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What kinds of websites • News • Portals
– So]ware (Microso], Yahoo, …) – Acces providers (Skynet)
• Media – Humo – Radio Contact – RTL TVI
• Directories – Google – Pages d’or
• Classifieds – Immoweb – Vlan – Vroom
• Services – Mappy – Meteo – Price comparisor
• Entertainment – Gaming sites – Gambling sites – …
• Social websites – Blogs – Netlog – Facebook – LinkeDin
• Corporate – Each company
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A pageview ≠ A pageview • Branding of the website
• Sort of content (immo vs news)
• Profile of the audience
• Posi5on of the adver5sing format
• Intrusion of the adver5sing format
• In terms of
value
• In terms of efficiency
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What kind of pricing
• Broadcas5ng model: – CPM
• Efficiency model: – CPC – CPL – CPA
• Fixed-‐price model – CPD
Advantage vs disad.
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Why communicate on Internet?
• Your briefing
• Your goals
• Your targets
• Your experience (t-‐e-‐r)
è Mediaplanning tools
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Branding versus Direct
According to your goals and your finances: • Coverage versus Targe5ng
• Repe55on versus Intrusion
But always measure your results in the context.
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What kinds of results The classical results (adservers) • CTR (%) • The coverage • The repe55on (opt:capping) • Lead • Acquisi5on or purchase The non classical results: (impact barometers) • Brand a]ribu5on – Brand preference – Brand recogni5on • The effec5ve score • Global Campaign apprecia5on • Some examples: Carlsberg, Chanel, VW Beetle,…
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What kinds of targe5ng • Global
– Power, repe::on, coverage – PNU vs NBO (h.p://www.pnunited.be vs www.newsbrandsonline.be )
• Thema5cs
– Auto, Immo, Travel, Business, etc.
• Socio-‐demo – Gender, age, job,…
• Geographics – Example: proxitore (demo)
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What kinds of formats
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Banner
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Expandable banner
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Leaderboard
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Leaderboard XL
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Rectangle
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Half page
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Roadblock
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Skyscrapper
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Splash page
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Wallpaper Branding
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Q & A