Upload
david-hachez
View
11.619
Download
0
Tags:
Embed Size (px)
DESCRIPTION
in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit more what it is all about
Citation preview
An introduction to
Online Media
2Claude Sabbah
3
Agenda
The market The landscape The terminology The tools The formats Tomorrow
4
The players
5
The players
Brands
Sales Houses
Specialists
Media agency
Ad agency
Media Consumers
initiators shapers transmitters allowers
6
Broadcast
Hypergene.net
7
Intercast
Hypergene.net
8
The Person @ the center
Logic+Emotion
9
The “newcast”
Logic+Emotion
10
The landscape
11Source: BIM 15
Online penetration evolution
12
Coverage per age & sex
Source: BIM 15
Internet coverage on various targets (by gender on total Belgian pop.)
95%94%
78%
54%51%
17%
93%
89%
64%
39%
29%
7%
94%91%
71%
46%
40%
11%
15-24 25-34 35-44 45-54 55-64 65+
targets
co
v. (
%)
Male % Female % Total %
13
Internet connections
Source: ISPA 2005
14
European perspective: 2010
Source: JupiterResearch Broadband in Europe
15
Media consumption
15.4
18.7
11.7
5.14.5
TV Radio Internet Newspaper Magazine
Source: EIAA, Belgium results 2005
Hours spent on each mediumon an average week
Increase in time spent online 2004 vs. 2005: +11%
16
Media investments
Source: IAB/CIM 2005
17
Belgium vs. USA media mix
40.2
%
24.3
%
11.8
%
11.5
%
8.8%
2.3%
1.2%
38.1
%
29.9
%
8.8%
13.5
%
5.2%
4.0%
0.4%
TV Newspaper Radio Magazines Outdoor Internet Cinema
Belgium USA
Source: IAB & Future Media Report
18
[Base: All Respondents in Belgium using each type of media]
“A day in the life...”
Source: EIAA, Belgium results 2005
30%
14% 22%
89%
5%
27%
38%
45%
2%4%
43%
51%
11%
54%
66%
9%
16%
67%
14%
48%
0
10
20
30
40
50
60
70
80
90
100
'When you wake up' (6am -10am)
'During the Day' (10am -5.30pm)
'During the Evening' (5.30pm -9pm)
'During the Night' (9pm - 6am)
Watch TV Read Newspapers Read Magazines
Listen to Radio Use the Internet
19
When Mainly Watching TV When Mainly Using the Internet
[Base: All Belgium internet users][Base: All Belgium TV Viewers]
Multi-tasking reality
Source: EIAA, Belgium results 2005
8%
33%
25%
9% 16%4%
3%
37%
20
Access & usage on 12+
Source: Cyberscan 11
Accessing the internet from
44
26
3
17
3
54
49
8
25
60
15
HOME
WORK
CAF
FRIENDS
GSM
TOTAL WEB
SKYPE
Messenger/ICQ
SMS
MMS
21
Belgium: campaign budget
Source: IAB 2005
22
To
tal O
nlin
e A
d S
pe
nd
ing
Pe
rce
nta
ge
of
To
tal A
d S
pe
nd
ing
(in billions)
Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
Europe: Online vs. Offline
Ū 2.3
Ū 3.2
Ū 4.1
Ū 4.9
Ū 5.5
Ū 6.0
Ū 6.5
4.5% 5.1% 5.5% 5.8% 6.0%3.8%
2.8%Ū 0
Ū 2
Ū 4
Ū 6
2004 2005 2006 2007 2008 2009 20100%
10%
20%
30%
40%
50%
Total online ad spending Percentage of total ad spending
23
Ū 2,349
Ū 1,211
Ū 760
Ū 110 Ū 83 Ū 53
Ū 519
Ū 306
Ū 72 Ū 72
Ū 250Ū 138Ū 125 Ū 90
Ū 269
Ū 116Ū 7
17%
22%
19%
21%22% 22%
21%20%
23%
27%
13%14%
15%
20%
22% 22%
20%
€ 0
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
UK
Ger
man
y
Fran
ce
Switze
rlan
d
Aus
tria
Irel
and
Ital
y
Spai
n
Port
ugal
Gre
ece
Swed
en
Nor
way
Den
mar
k
Finl
and
Net
herl
ands
Bel
gium
Lux
embo
urg
0%
10%
20%
30%
To
tal O
nlin
e A
d S
pe
nd
ing
in 2
01
0
(in millions)
Co
mp
ou
nd
An
nu
al G
row
th R
ate
, 2
00
5 t
o 2
01
0
Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
European online ad market
24
The Terminology
25
Reach
Source: Southern Methodist University & IAB.net
The percentage (%) of an audience exposed one or more times to a communication vehicle within a
specified period of time
26
Average number of times those who are reached have an opportunity to be exposed to a message
within a given time period
27
OTS
when a page is successfully displayed on the user's computer screenwhen a poster is available for viewing in a 2m2when a radio spot is aired (H), etc.
28
Cost per Thousand :
Media term describing the cost of 1000 gross contacts (impressions).
For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros.
CPM = (cost / number of gross contacts) x 1000
29
Average online CPM
Average CPM for webvertising campaigns - Skyscraper
Source: FastBridge
5,0 €
6,5 €
8,0 €
12,0 €
15,0 €
21,5 €
23,0 €
35,0 €
39,0 €
50,0 €
Run of Network
Application
Portal
Community
Entertainment
Global average
Content Specific*
Dailies
Business/IT
Finance
We
bsi
te T
yp
e
CPM
* Women, Men, Youth, Sports, Auto, Real Estate, Travel
30
SOVNumber of gross contacts received by an
advertisement on a site (or site section) / Total impressions served by the site (or site section)
during the same period, expressed in %
31Source: IAB Belgium
Others
(Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a specific time period
(Ad) Click : A measurement of the user-initiated interaction (such as clicking on) an element causing a
re-direct to another Web location or another frame or page within the advertisement. (Ad) Click Rate :
Gross click rate = Number of clicks / Number of impressions, expressed in % Net click rate = Number of clicks / Number of unique users, expressed in %
(Ad) impression or Gross contact : An ad which is served to a user's browser. Ads can be requested by the user's browser
(referred as pull ads) or they can be pushed, such as e-mail ads. Cost per click or CPC :
Cost of advertising based on the number of clicks received. Cost per action or CPA
Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations
Unique Visitor : Individual or browser which accesses a Web site within a specific time period.
32
GRP
Definition the reach of 1% of a target audience. Gross Rating Points (grps) is
the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points).
How to calculate it? GRP = % Reach X Frequency Cost-Per-Point (CPP) – the cost of delivering one GRP.
Formula: CPP= media cost/GRPs
Source: www.magazine.org/retail/2151.cfm
33
SI =
Percentage of Users in a Demographic Segment
Percentage of Population in the Same Segment
X 100
Selectivity Index
34
Long tail
In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or
outweigh the initial portion of the graph, such that in aggregate they comprise the majority.
35
Long tail
Large audiencemainstream
Small audienceinfluentials
36
The tools
37
Audience knowledge
BIM (Belgian Internet Mapping by Insites)
Extensive study among Belgian Internet users, which provides a detailed overview of the Belgian Internet population.
Deliverables: Insights into socio-demographic information on Internet users and their
attitudes and behaviors related to the Internet Data-collection on basis of online (pop-up & e-mail data collection) as well as
offline (by phone) methods in order to guarantee representative figures The largest Internet study in Belgium, more than 140.000 people participated
in the pop-up survey and more than 10.000 in the e-mail survey Frequent updating of the B.I.M. figures every six months and evolution
tracking of B.I.M. figures with previous periods
Brand Campaign Site
38
Audience Measurement
CIM (Centre d’information des media)
Metriweb Tactical measurement system based on cookies and providing data
on 250+ Belgian sites at three levels Unique Visitors (+ regular), Visits & Page Requests
Objective, comparable and authentified data Metriplan
Deduplication tool which uses the Metriweb raw data Allows to evaluate the performance of a multi-site media selection
over a perdiod of time Metriprofile
Provides the media planners with socio-demographic data for each site participating in the Metriweb study
Brand Campaign Site
39
Site Traffic measurementBrand Campaign Site
Google Analytics
40
Cross Media Research
Pre- & Post Advertising Test Advertising Tracking Cross Media Campaign
Evaluation
Brand Campaign Site
Metrix Lab
41
Online Impact Surveys
Aided and Unaided Brand Awareness
Advertising Awareness Message Association Sponsorship Awareness Brand Favorability Brand Attributes Purchase/Behaviour Intent
Brand Campaign Site
Metrix Lab
42
Buzz metricsBrand Campaign Site
43
Buzz metricsBrand Campaign Site
44
3rd Party technologyBrand Campaign Site
IAB 2006
45
The Formats
46
Display Ads
Defines all forms of online advertising that is integrating various kinds of elements (images, video, texts, animations, forms, layers, interactions, etc.) and that follows common formatting guidelines
Measured in pixels and kilobytes
Mostly known formats Leaderboard, Skyspcrapers Overlayer IMUs, Showcases Buttons & Banners
47
Universal Ad Package
48
Content Integration
Advertising woven into editorial content or placed in a contextual envelope.
Also known as "Web advertorial”
49
Emailing
Advertising campaign distributed via e-mail
Email Addresses selection is possible on socio-demographic, behavioral, professional sector criteria
Main Email list Brokers JustForYou (Skynet) Permesso (WegenerDM)
50
Keyword
SEO - Natural Positioning Optimize the html code
to ease the work of the search engine spiders
Long term approach Relevancy index optimization Cost efficient investment
SEA - Performance driven Buy relevant search queries “You pay for what you get” - Cost
per click Contextual & short term / mid
term driven Managed costs
SEOSEA
SEA
51
Channel evolution
Source: IAB 2005
52
Tomorrow
53
Stages in Internet use
Communication / Community
Entertainment / Personal
Expression
Information / Research /
Everyday Tasks
IM
Posting your profile on a
community site
Creating your own IM / chat room avatar
Visiting an Internet chat
room
Making posts to an online
message board
Becoming a lead contributor to an online
community (e.g., regular posts, moderator)
Setting up email forwarding group for “joke” emails
Using Google to researchBuying
something on Ebay
Buying a book/CD
from AmazonRegularly
shopping for groceries online
Internet banking
Joining an Internet payment service
(e.g., Paypal)
Selling something on
Ebay
Setting up personal news
views/alertsRegularly
reading news online
Bookmarking your own library of
“favourite” sites
Writing your own blog/newsletter
Building your own website
Booking a flight online
Sharing iTunes
playlists
Playing viral games that
were emailed
Joining an online RPG community
(e.g., SimsOnline)
Downloading games
Watching streaming
video
Downloading music
Listening to Internet radio
Uploading photos to album site
Subscribing to online movie service
Video chat/Webcams
Web surfing
Visiting websites
others have recommended
Browsing dating /
“friends” sites
Signing up for email
newsletter
Basic
Experienced
Enthusiast
Source: Isobar
Creating your own TV channel
54
Future of Media
Future Exploration Network
55
“It makes no sense today to advertise on tv if you don’t offer a gate to interactivity”
Guillaume Van der Stighelen
56