The Future of Performance Marketing<br />Will we brand or will we sell? Will we buy reach, or audience, or behaviour? Will...
Introduction<br />Panels’ profiles- name and believes.<br />?<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />Auk...
QUESTION<br />FACT:<br />Online media spendings for direct response now allmost double the amount spent on branding or com...
QUESTION<br />FACT:<br />List rental companies and pure response networks claim that they can bring a positive R.O.I. for ...
QUESTION<br />FACT:<br />“ end of 2011, over 50% of all media buys, (source: Comscore), 70% of US Display (source: SEW) is...
QUESTION<br />On performance based measurement: If I present you with a research paper that tells you "only  11% of all on...
QUESTION <br />Being stuck in the middle, sales networks either go ‘upwards’, i.e. offer creative concepts, – or ‘down’ to...
QUESTION<br />Writer Eli Pariser suggests that the ‘customisation of the web, in which any page of information YOU receive...
QUESTION<br />“ Online success can be measured in many ways, for example impact, clickthrough, sales (pv, pc), reach, impa...
QUESTION<br />If I present you with a research paper that tells you "only  11% of all online users account for 75% all cli...
QUESTION<br />As of today (!) the On May 25, a new European Union law will require all websites to get the “explicit conse...
QUESTION<br />Networks typically do not disclaim how they gather their data, nor where they store it. But data is often bu...
QUESTION <br />“ Did you ever use this picture to scare a prospect? <br />And where do you fit in?“<br />Antoinette Hoes, ...
SPARE SHEETS<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO ...
My daughter (6yrs) adding Kurt Cobain to her Youtube Channel<br /> (http://www.youtube.com/user/philiparoelofs)<br />On my...
Thank you!<br />
Media Case: WE Fashion<br />Run an international campaign, <br />during 3  months, and reach at least <br />30 million <br...
Shoppers (sale!)</li></li></ul><li>Media Case: WE Fashion solution<br />			Solution: KIDS Campaign: <br /><ul><li>Target a...
Any day, any time, targeted on game portals 6-12 yrs
Retarget these computers during school times</li></ul>SchoolTimes:<br />Nederland: ma-di,do,vrij: 8.30 – 12.15  / 13.30-15...
Media Case: WE Fashion<br />Effects:<br /><ul><li>30 million reach
Database with active cookies
Now running 5th campaign
> 140 million ads /mo
AVG CPM: 1,40 (video)</li></li></ul><li>Media Case: Zonneradar<br />Introduction of Zonneradar.nl<br />88 weather stations...
Sunshine
Humidity</li></ul>How do you buy LOW-COST, Premium media inventory depending on 4 variables, (incl. time >12.00)?<br />
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presentation at sime 2011

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the presentation which I used at the panel discussion in the Beurs van Berlage at Sime 2011 - Amsterdam (www.sime.nu)

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  • Could you please tell me your name, role and the company you work for. Then please pitch your company very short by telling our audience:- the main services your company provides- the market share or position you have in the Netherlands. - please respond to the question: &quot;In My business, I can&apos;t prove but I&apos;m strongly convinced that …
  • Online media sales is becoming the victim of channel integration itself like travel, real estate and classifieds”
  • presentation at sime 2011

    1. 1. The Future of Performance Marketing<br />Will we brand or will we sell? Will we buy reach, or audience, or behaviour? Will we buy premium only or just inventory leftovers? Or will we spend every penny on retargeting and deep targeting? Will adservers become exchanges? Will we still be allowed to know anything about our target groups anyhow? Will we risk legal consequences if we know too much?<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />Sheet 1 of 174<br />
    2. 2. Introduction<br />Panels’ profiles- name and believes.<br />?<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    3. 3. QUESTION<br />FACT:<br />Online media spendings for direct response now allmost double the amount spent on branding or communication (premium display). <br />” is online doomed to be measured at the end of the cycle or will we attract serious premium budgets?” <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    4. 4. QUESTION<br />FACT:<br />List rental companies and pure response networks claim that they can bring a positive R.O.I. for advertisers, but the nett results more often depends on the ‘cookie-window’ and measurement methodology then on reward. That brings my question:<br />“Are affiliates and list mailers just pure claiming sales and don’t bring any value?” <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    5. 5. QUESTION<br />FACT:<br />“ end of 2011, over 50% of all media buys, (source: Comscore), 70% of US Display (source: SEW) is handled by google, and keeps growing towards an allmost completely automated sales where clients can buy their media online” <br />“ In the Dutch market, we have over 300 online sales networks. How do you stay relevant in a market where media buys are largely automated?”<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    6. 6. QUESTION<br />On performance based measurement: If I present you with a research paper that tells you "only 11% of all online users account for 75% all clicks, making display ads irrelevant"<br />Do you respond by:<br />A) " Don't count clicks, it doesn’t matter"<br />B) " Thats one of those social media guys again"<br />C) " So the other 89% did not click. I can convince my client it had an effect by… <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    7. 7. QUESTION <br />Being stuck in the middle, sales networks either go ‘upwards’, i.e. offer creative concepts, – or ‘down’ towards integration and performance modells. If YOU are going up in the chain, the following question:<br />conflict<br />“ Are creative agencies still honest by dedicating often over 50% of total budgets to creation? Should that not be spent on media?”<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    8. 8. QUESTION<br />Writer Eli Pariser suggests that the ‘customisation of the web, in which any page of information YOU receive will be totally different from someone else’s, will leave us only consuming information junk food.<br />Source:<br />http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles.html<br />“ Does the personalisation of the web mean we are at the end of Mass Media - or even Audience targeting? “<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    9. 9. QUESTION<br />“ Online success can be measured in many ways, for example impact, clickthrough, sales (pv, pc), reach, impact, recognition, or fanbase. <br />“ Do you take responsibility for the nett result of your<br /> advertiser and have you ever done an adcampaign with a pure positive R.O.I. ? ” <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    10. 10. QUESTION<br />If I present you with a research paper that tells you "only 11% of all online users account for 75% all clicks, making display ads irrelevant"<br />Do you respond by:<br />A) " Don't count clicks, it doesn’t matter"<br />B) " Thats one of those social media guys again"<br />C) " So the other 89% did not click. I can convince my client it had an effect by… <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    11. 11. QUESTION<br />As of today (!) the On May 25, a new European Union law will require all websites to get the “explicit consent” of viewers any time information is stored on their computers using text files called “cookies,” which are often used to track web usage, and deliver relevant advertising <br />“ Are complying, avoiding, or ignoring this law?”<br />2nd: <br />“Does this law bring an unfair disadvantage to EU based technology companies and kill startups?” <br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    12. 12. QUESTION<br />Networks typically do not disclaim how they gather their data, nor where they store it. But data is often built on previous media campaigns – so..<br />“ Can you guarantee me- as an advertiser, the investment I do in advertising does not generate data or profiles that will be resold to my competitor”<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    13. 13. QUESTION <br />“ Did you ever use this picture to scare a prospect? <br />And where do you fit in?“<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    14. 14. SPARE SHEETS<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    15. 15. My daughter (6yrs) adding Kurt Cobain to her Youtube Channel<br /> (http://www.youtube.com/user/philiparoelofs)<br />On my computer, at my office I receive ads for books for third graders while doing research on slidshare.net<br />Antoinette Hoes, Head of Strategy Tribal/DDB; <br />AukeBoersma, CEO Scoot Media; <br />Bart Pluis, CEO EuroClix; <br />Johan van Mil, founder Adatus; <br />Bram Smits, Sales Director National Accounts & Clearsense DTG; <br />UlkeVerkerk, Managing Director Quisma.<br />Moderator: Maarten Roelofs, owner Depascor Media, MM1X, VC<br />May 25th, 2011<br />
    16. 16. Thank you!<br />
    17. 17. Media Case: WE Fashion<br />Run an international campaign, <br />during 3 months, and reach at least <br />30 million <br />Consumers<br />For 5 countries (NL/DE/CH/FR/BE)<br />85 shops: close targeting<br />Use ALL video banners (+4Mb)<br />Target 2 groups & Events<br /><ul><li>Parents (kids 6-12)
    18. 18. Shoppers (sale!)</li></li></ul><li>Media Case: WE Fashion solution<br /> Solution: KIDS Campaign: <br /><ul><li>Target audiences on kids sites with (irrelevant) banners at very low CPM
    19. 19. Any day, any time, targeted on game portals 6-12 yrs
    20. 20. Retarget these computers during school times</li></ul>SchoolTimes:<br />Nederland: ma-di,do,vrij: 8.30 – 12.15 / 13.30-15.30 / woe 8.30 -12.15 <br />Frankrijk: ma-vrij : 8.45 – 16.30<br />Belgie: ma,di, do, vrij: 8-16.00, woe: 8 -12.00<br />Duitsland: ma-vrij: 8-14.00<br />Zwitserland: herfstvakantie: twee weken, varieert per kanton van 28/9 t/m 2-11<br />(Low) cost spread<br />cookie<br />Retarget with High Impact Ads<br />AUFEMNIN.COM<br />EBAY.FR,<br />LEMONDE.FR<br />SPORT.FR<br />BLOGORAMA.FRTOUTLECINE.COM<br />PROGRAMMA-TV.NET<br />Spielen.com<br />Jetztspielen.de<br />Girlsgogames.de<br />Spillgames<br />
    21. 21. Media Case: WE Fashion<br />Effects:<br /><ul><li>30 million reach
    22. 22. Database with active cookies
    23. 23. Now running 5th campaign
    24. 24. > 140 million ads /mo
    25. 25. AVG CPM: 1,40 (video)</li></li></ul><li>Media Case: Zonneradar<br />Introduction of Zonneradar.nl<br />88 weather stations sending<br />in data regarding:<br /><ul><li>Temperature
    26. 26. Sunshine
    27. 27. Humidity</li></ul>How do you buy LOW-COST, Premium media inventory depending on 4 variables, (incl. time >12.00)?<br />
    28. 28. Prices keep dropping..<br />
    29. 29. A few sales networks (of 300)<br />1EuroCPM<br />Acquire Digital<br />Ad2One<br />Adfab<br />Adfactor<br />Admost<br />AdLINK Media<br />AdSevenMedia / Hi<br />Autoscout24<br />Autotrader<br />BannerConnect<br />BDU<br />Bom Memdia<br />Clickdistrict<br />Coolconcepts<br />De Winter Mediagroep<br />DM3<br />E Power Online]<br />Elma Multimedia<br />Eredivisie Media<br />Ebuddy<br />Erdee Media Group<br />Etno media<br />FD Mediagroep<br />Fox Media<br />Google<br />HachetteFilipacchi Media<br />HDC<br />Holland Combinatie<br />HUB<br />Hyves<br />IDG<br />INTERTUBE<br />Imnetworks<br />Marktplaats media<br />MassMedia<br />Microsoft<br />Mister Media<br />MixxedMedia<br />Motomedia<br />MUZZY<br />NDC<br />News Media<br />PCM Media<br />Persgroep advertising<br />Red Chocolate<br />Reed Business Media<br />RS Media Sales<br />RTL Nederland<br />Sanoma Digital<br />SBS media<br />Semilo<br />Smartclip<br />Spill games<br />STER<br />Studenten.net<br />Telegraaf<br />Tibaco<br />Truvo<br />Unicem<br />Yieldivision<br />Youngadvertising<br />Youtube<br />Videostrip<br />VNU Media<br />WebAds<br />Ad2One<br />Weekblad pers<br />Wegener<br />ZOOMIN<br />
    30. 30. Media Case: Zonneradar<br />We programmed the RMX (yahoo) adserver with a python script<br />Bought inventory (dynamic) with 2 large media traders (clickdistrict and yieldivision)<br />Thereby having access to over 90% of all Dutch users<br />And serving only ads when all 4 variables were ‘go’<br />http://dev.depascor.nl/zon/getme.php<br />Over 45 mio ads/month<br />SOAPpy.Config.debug = 0<br />SOAP_BASE = 'https://api.yieldmanager.com/api-1.30/'<br />data1file = open('/PATH/data1.txt')<br />DATA1 = base64.b64decode(data1file.read())<br />data2file = open('/PATH/data2.txt')<br />DATA2 = base64.b64decode(data2file.read())<br />contact_client = SOAPProxy(SOAP_BASE + 'contact.php')<br />token = contact_client.login(DATA1, DATA2)<br />time.sleep(2)<br />url = "http://dev.depascor.nl/zon/getme.php"<br />filehandle = urllib.urlopen(url)<br />result = filehandle.readline()<br />while True:<br /> try:<br />resultint = int(result)<br /> break<br /> except ValueError:<br /> print "error retrieving status from website"<br />sys.exit(result)<br /> break<br />resultint = int(result)<br />if resultint == -1:<br /> approved = 0<br />elifresultint == 1:<br /> approved = 1<br />elifresultint == 2:<br /> approved = 1<br />elifresultint == 3:<br />
    31. 31. Audience/Profile targeting<br />
    32. 32. Real Time Bidding<br />
    33. 33. Real Time Bidding (cont.)<br />
    34. 34. Dataverrijking ten behoeve van RTB<br />Data loop van adverteerder<br />Campagnegegevens<br />Google <br />retargeting<br />Retargeting gegevens<br />Database met individuele of groeps- gegevens<br />Contextuelegegevens<br />Inkoopexternegegevens<br />Gedraggegevens<br />Prestaties van uitgevers<br />Prestaties van banners<br />

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