Everything’s
free


INMA
Copenhagen,
5/2‐2010

Unique
users
per
day

700000





600000





500000





400000



                                                      ...
Challenge

•  Distance
from
the
adverNser
to
the
customer

•  AdverNser
doesn’t
know
the
possibiliNes

•  Ad
agency
doesn’...
What
do
you
want?


•  What
is
the
adverNsers
desire?


•  10.000
clicks
on
the
ad
or
10.000
who
would

   love
to
visit
t...
 Budskab
om
åbning
af
varehus
i
Odense,

  men
har
kørt
landsdækkende

 Er
blevet
testet
med
Ekstra
Bladets
nye

  analy...
Willingness
to
pay?
 

•  Itunes
(Will
be
used
several
Nmes)


•  Products
of
great
value
(you
might
get
rich
by

   readi...
Thanks
for
your
-me.
Go
buy
the
paper!





     Geir
Terje
Ruud,
gt@eb.dk

Geir Terje Ruud
Geir Terje Ruud
Geir Terje Ruud
Geir Terje Ruud
Geir Terje Ruud
Geir Terje Ruud
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Geir Terje Ruud

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Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

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Geir Terje Ruud

  1. 1. Everything’s
free
 INMA
Copenhagen,
5/2‐2010

  2. 2. Unique
users
per
day
 700000
 600000
 500000
 400000
 Series1
 300000
 200000
 100000
 0
 Ekstra
Bladet
 TV2
 DR
 BT
 PoliNken
 JP
 Berlingske


  3. 3. Challenge
 •  Distance
from
the
adverNser
to
the
customer
 •  AdverNser
doesn’t
know
the
possibiliNes
 •  Ad
agency
doesn’t
understand
the
needs
 •  Media
agency
doesn’t
have
Nme
to
help
 •  The
media
doesn’t
know
what
kind
of
result
 the
adverNser
want
to
achieve

  4. 4. What
do
you
want?

 •  What
is
the
adverNsers
desire?

 •  10.000
clicks
on
the
ad
or
10.000
who
would
 love
to
visit
the
company
and
test
your
 product?
 •  Do
you
reach
your
targets
by
engineering
or
 communicaNon?

  5. 5.  Budskab
om
åbning
af
varehus
i
Odense,
 men
har
kørt
landsdækkende
  Er
blevet
testet
med
Ekstra
Bladets
nye
 analyseværktøj
–
Neteffekt,
der
giver
 indgående
kendskab
Nl
online
 kampagners
samlede
performance
på
en
 lang
række
parametre
  Har
performet
godt
på
alle
parametre

  6. 6. Willingness
to
pay?
 
 •  Itunes
(Will
be
used
several
Nmes)
 •  Products
of
great
value
(you
might
get
rich
by
 reading
WSJ)
or
of
great
uNlitarian
value

  7. 7. Thanks
for
your
-me.
Go
buy
the
paper!
 Geir
Terje
Ruud,
gt@eb.dk


×