Download pdf - Digital communication in practice: display, brand awareness BRUNO VAN BOUCK

10 lundis pour

ra.raper le train du digital

Digital communication in practice : display , brand

awarness

Bruno Van Boucq CEO BEWEB sa/nv

10 lundis pour


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)

10 lundis pour


The Roles played by IAB

•  Inspire •  Regulate

•  Educate

•  Lobbying

10 lundis pour


The Roles played by DMA

•  The Official representa5ve for Internet in the CIM

•  Standardisa5on

•  Grow the Market

10 lundis pour


CIM: internet

•  Measurement of the audience –  Metriweb (2001 to the end 2012)

•  Establishing profiles –  Metriprofil ( 2005 to the end 2012)

•  Near future –  TNS (2013)

10 lundis pour


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

10 lundis pour


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

10 lundis pour


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

10 lundis pour


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

10 lundis pour


BELGIUM: Internet audience?

10 lundis pour


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

10 lundis pour


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

10 lundis pour


What kind of pricing

•  Broadcas5ng model: –  CPM

•  Efficiency model: –  CPC –  CPL –  CPA

•  Fixed-‐price model –  CPD

Advantage vs disad.

10 lundis pour


Why communicate on Internet?

•  Your briefing

•  Your goals

•  Your targets

•  Your experience (t-‐e-‐r)

è Mediaplanning tools

10 lundis pour


Branding versus Direct

According to your goals and your finances: •  Coverage versus Targe5ng

•  Repe55on versus Intrusion

But always measure your results in the context.

10 lundis pour


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,…

10 lundis pour


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)

10 lundis pour


What kinds of formats

10 lundis pour


Banner

10 lundis pour


Expandable banner

10 lundis pour


Leaderboard

10 lundis pour


Leaderboard XL

10 lundis pour


Rectangle

10 lundis pour


Half page

10 lundis pour


Roadblock

10 lundis pour


Skyscrapper

10 lundis pour


Splash page

10 lundis pour


Wallpaper Branding

10 lundis pour


Q & A

10 lundis pour


Thank you for your a]en5on

[email protected]