GRP MEDIA SCHOOL 'Advanced'
“Media Strategy in a changing world”
DIGITAL
Hugues REY - 18th of February 2009

Agenda – What’s in it for me ?
Digital Communication Consumer Centric
19/2/2008 25/3/2008
Web Markets are Conversations
Mobile Mass Customerization
IDTV 2.0
Online Media Planning Social Media
Performance Tracking User Generated Content
Future of Advertising Engagement

Digital Impacts Everything
Single Source – Multi Devices !
Web
• In / Out
Browser
Digital
OOH Mobile
Content
TV

ONLINE

60 % of Surfers - 33% of Growth in 5 years !
(44-54 yo + SC56)
70% 120
Average pop. 12+
115
60%
110
50%
SC 5-6 45-54
Index Evolution 2008 vs 2007
105 NIELSEN IV
40% NIELSEN III
MEN
35-44
SC 1-2
100 DUTCH 12-24
30% NIELSEN I
FRENCH Average pop. 12+
25-34
NIELSEN II SC 3-4
95 WOMEN
NIELSEN V
55-64
20% SC 4-5
90
10% 85
65+
0% 80
10 20 30 40 50 60 70 80 90 100
2003 2008 % Coverage 2007

Major Progression of e-Banking – Newspaper - Web TV
– e-Shopping … Rise of Social Networking
28
PC-BANKING 15 2008
25
FILES-PROGRAMS 2003
18
24
READING NEWSPAPER 13
19
MUSIC 13
10 14
GAMES
12
CHAT/BLOGS 12
12
E-SHOPPING 4
10
WATCH TELEVISION 3
69
JOB VIA JOBSITE
8
SOCIAL NETWORKING…
5
DATA SUBSCIBER (BY…
23
TO INVEST

Business & Communication Channel
Comscore Belgium 10/2008
Average Average
Average Daily
% Reach Minutes per Visits per
Visitors (000)
Visit Visitor
Total Internet : Total Audience 100,0 2.279 28,9 36,7
1 Google Sites 84,9 1.624 4,2 27,3
TOP 25
2 Microsoft Sites 78,2 1.381 13,4 21,4
3 Belgacom Group 34,5 178 3,4 4,1
4 Telenet Sites 34,5 208 2,5 5,1
• Google : 85% Cov.
5 NETLOG.COM 32,8 488 19,0 16,1
6 eBay 31,5 165 9,1 4,5
• 6 Non Media
7 Wikimedia Foundation Sites 30,6 133 3,0 3,1
8 Yahoo! Sites 30,3 180 5,9 5,7
9 FACEBOOK.COM 25,3 250 10,0 11,3
• 1 Non Belgian adpt
10 Corelio 23,8 175 1,4 6,9
11 De Persgroep 21,5 195 3,8 9,9
12 SanomaWSOY 20,1 75 1,3 2,5
•Yahoo !
13 Apple Inc. 18,7 109 2,6 1,3
14 VRT Sites 17,1 100 7,2 5,0
• 2 Banks ;-)
15 Kapaza 15,8 104 11,6 5,3
16 Orange Sites 15,4 71 3,3 2,9
17 BNP Paribas 15,2 122 6,9 5,7
18 Truvo International 14,4 40 2,7 1,8
19 Adobe Sites 13,6 39 2,0 1,9
20 2dehands 13,5 75 8,8 4,6
21 CBS Corporation 13,1 45 3,2 2,1
22 Arcandor AG 12,4 51 3,8 2,6
23 Fox Interactive Media 12,2 48 4,2 2,7
24 Vlaamse Media Maatschappij 11,9 46 3,0 2,6
25 KBC Group 11,8 81 8,1 4,7

A Landscape in mutation (Metriweb 11/2003 – 10/2008)
Out: Portals In : Social Network - Web Tv - Dailies
2003 2008
Monthly Monthly
Rk Regular users Rk Regular users 2008/2003
M S N Belgium 1 2.370.931 M S N Hotmail 1 5.053.270 ///
Skynet 2 1.496.044 M S N Belgium Website 2 3.837.858 162%
Telenet Breedband 3 814.599 Skynet Website 3 2.864.716 191%
M S N Member Directory 4 984.291 HLN.be - 7sur7.be Website 4 2.325.784 -
Belgacom Net 5 515.721 NETLOG 5 2.171.720 -
Infobelcom 6 455.388 VRT media 6 1.780.157 ///
Tiscali 7 453.820 Het Nieuwsblad 7 1.696.202
Pages d’Or - Gouden Gids 8 622.252 Pagesd'or - Gouden Gids 8 1.622.408 261%
De Standaard Online 9 325.289 Zita Website 9 1.421.514 175%
Start Be 10 490.034 SKYROCK Website 10 1.396.947 -
LookNmeet 11 296.096 Kapaza 11 1.370.916 -
Le Soir en ligne 12 260.906 2dehands.be - 2memain.be 12 1.353.640 -
Tijd Net 13 197.193 De Standaard Online 13 1.083.329 333%
Vdab 14 274.345 Immoweb 14 888.843 414%
TV1 15 254.050 Vlan Website 15 856.124 ///
VTM 16 337.338 Dailymotion 16 849.645 -
Références.Vacature.com 17 340.766 LeSoir.be Website 17 740.178 284%
Sport.be 18 198.653 De Tijd Website 18 737.045 374%
Scarlet 19 176.801 RTL INFO 19 720.573 ///
Gazet van Antwerpen 20 177.636 CommentCaMarche 20 717.296
Rendez-Vous (fr) 21 124.717 Gazet van Antwerpen 21 667.116 376%
Immoweb 22 214.606 GARAGE TV 22 617.296 -
Ad Valvas 23 218.252 SeniorenNet 23 610.346
Place.to.be 24 148.178 koopjesnet.be 24 608.074
DH Net 25 133.094 Zoom in TV 25 607.836 -

Less Traditional Browser – Less « PC » centric
Single Source – Multi-Device
Less Traditional Browser Less « PC » centric
Example: Widgets Multi-Device Access:
– interactive virtual tools that
provide single-purpose
services such as showing
the user the latest news,
the current weather, a
dictionary, a map program,
a calculator, photo viewers,
… or Lottery Latest Infos
(see later)

Search explosion – How Big is it ?
(http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html)
GOOGLE OFFICIAL BLOG
“We've known it for a long time:
the web is big. The first Google
index in 1998 already had 26
million pages, and by 2000 the
Google index reached the one
billion mark.
Recently, even our search
engineers stopped in awe about
just how big the web is these
days -- when our systems that
process links on the web to find
new content hit a milestone:
1 trillion (as in
1,000,000,000,000) unique URLs
on the web at once!”

Google Universal Search
Pictures
Wiki
News
Youtube
Google Universal search will accelerate the
convergence of multi-support media &
communication strategies

Dedicated Search

Rise of Social Channels
Communication Self Expression
Personnal Collective
Media Intelligence
Content
Production

Online display…
Banner
Skyscraper
Pop
Flash Overlay
-up
Microsite

…grows up
video banners

Search
Natural Search Paid-for Search

Email advertising

Online video

In-game advertising

Advergames

Digital advertising hits a sweet spot advertising
objectives of various media
RADIO
Awareness Education
(create (create interest through
awareness) information)
OUTDOOR
MAGAZINES
line by line
DAILIES
DIGITAL
OUTDOOR
supersite
OUTDOOR
FREE
street
SHEETS
furniture
CINEMA
DM
TELEVISION
Image Direct Response
(maintain brand, credibility) (cycle of trial, purchase and repeat)

e-Metrics
Unique Visitors
Impressions
Capping – (OTS)
Click
Click Through
[Lead]
[Sale]
Cost/’000
Cost/Click
[Cost/Lead]
[Cost/Sale]

Business Model – Risk – Potential
Fixed Price • Very Few
• Creative Integration
• Largest Offer
CPM • Premium Offer <-> RON
• 2.5 to 100 € (Display)
• Less Control … High Volume
CPC • Real Value of a click ?
• 0.15 € to 1.5 €
• Lead Definition ?
CPL/A • Shortest inventory
• No real control of diffusion

Field for Optimization? Objectives & KPI’s
Tools for optimization / Measurement
Sales Channel Digital Engagement
Impact Study
Internal
Stats
Ad Server Tracking
Website Reach
# Buyers – Sales - Costs # visitors - # Pages - #
Timespent - costs

« Anonymized » Creatives

Creatives

Benchmark other media
Effective
score
25%
Internet (Webimpact)
37%
TV (MMIB VTM)
26%
Dailies (Full Page)
25%
Magazines (Stop Watch Medialogue)
17%
Radio (DIVA VAR)
12%
Outdoor (COBRA INRA)

Measuring on-line advertising campaigns
How do we measure?
Thanks to the adserver it is possible to extract
various performance indicators : impressions,
Interactivity and immediacy of the results !
unique impressions, number of clicks, click
The campaign will be optimised throughout the
rate, coverage, reach
duration of the campaign : how are the sites,
positions, formats/ executions are performing?
Numbers of internet users
exposed to the campaign
(Impressions & OTS measured)
Campaign
Track where they go on
Number of clicks on each creative the chiquita website
Internet users of the campaign following the click
(Clicks & Click rate measured)
Number of internet users exposed
to the campaign but who did not
click on it, but who visited the
chiquita site afterwards (possible
with the use of “Cookies” –
electronic tags)

Measuring on-line advertising campaigns
How do we measure?
5. The users is tracked via the
adserver during his navigation
on the site
Agency
Ad
Server
A web user 4. The web user arrives on the
page of Patek Chiquita website
which is linked with the banner
Agency
Ad
Server
1. Click on an
3. The adserver
advertising banner
identifies the
provenance of the user
Agency
Etc.
Ad
2. The click activates a Server
function in the adserver

Standard reporting example - screenshot
Reporting – 1 country – Creations / themes split

Ad server tracking
Online Banking Example
Subscription Confirmation
Clicks
Demo
Landing
Info
Views

Reporting with post click tracking example
Cost / Conversion (Bevestiging Klant) x Website
Conversion Average Cost /
avg. CTR Clicks
bevestiging Cost / Click Conversion
MSN 0,74% 10.040 9 0,46 € 513,2 €
Tijd 0,46% 537 27 4,65 € 92,5 €
Tiscali 0,12% 457 10 4,46 € 203,8 €
Skynet 0,29% 2.477 17 2,74 € 399,2 €
De Standaard 0,14% 1.485 12 2,54 € 314,3 €
Beweb - 3.819 13 1,00 € 293,8 €
Total - 23.710 105 1,12 € 253,9 €

Reporting with post click tracking example
Cost / Conversion (Bevestiging Klant) x Website
Conversion Average Cost /
avg. CTR Clicks
bevestiging Cost / Click Conversion
MSN 0,74% 10.040 9 0,46 € 513,2 €
Tijd 0,46% 537 27 4,65 € 92,5 €
Tiscali 0,12% 457 10 4,46 € 203,8 €
Skynet 0,29% 2.477 17 2,74 € 399,2 €
De Standaard 0,14% 1.485 12 2,54 € 314,3 €
Beweb - 3.819 13 1,00 € 293,8 €
Total - 23.710 105 1,12 € 253,9 €

MOBILE
MOBILE

As an introduction
Smallest Screen is the Biggest…
More mobile devices
than PCs and TVs
combined.
Current rate of four
mobile phones sold
for every PC.
More music phones
shipped in 2007 than
standalone mp3
players.
20% have internet
data plans, 50% say
their next phone will
have internet.
Source: Ansible Mobile

Mobile
analogue 2G 2.5G 3G
voice
voice
voice MMS WAP SMS
roam SMS

The role of the mobile phone has fundamentally
changed
Communications device
Fully integrated,
portable
multi-media platform

Mobile: 103 % Penetration … but 3G: 7% only
103 48%
%
78%
19%
7%
2% 1%
1995 2003 2008 2006 2008 2010 2013

2008 : SMS is (still) the killer app !
(CIM MMP 2007)
Talk 80
Send/Receive SMS 71
Surf on Internet 11
Send/Receive e-mail 11

201? : 3G+Smart Phone = Real Internet Mobile !
iPhone Time Usage Breakdown (US Customers)

Mobile : what is mobile marketing now?
Mobile Web
Messaging Downloads
On portal Ringtones
SMS/MMS
Off portal Wallpaper
Alerts
Advertising Video
Data Capture
Search Applications

2008 - Mobile advertising reality in Belgium
Via SMS - MMS (Text & picture)
• Pumbby – Blyk
• Paid to receive advertising (money – free sms – free
minutes)
Via « internet » mobile (3G technology)
• On portal (Content)
– Vodaphone live, I-mode, Orange Word
• Off portal
– Mobile Optimized websites
– Piazzza
– Advertiser wap sites

But also SMS2mail …

Mobile Activation Tools / QR Codes

Activation : Mobile + Digital Billboards - BBC
Displays Mobile SMS Voting

(ID)TV

More than 1.2 Million IDTV subscribers
(Source: Press grabing ;-))
Watch TV when
36,3
I Want
Movie on
31,4
Demand
Numericable 200
30
More Channels
Voo+BeTV
20,5
Internet via TV
500 Electronic
Telenet 20,1
Program Guide
19,5
Foot Exclusivity
Belgacom TV
15,5
Interactivity
443
14,2
83,5 Email via TV
33
5,7
Buy via TV
2005 (12) 2008 (08)

Interactive TV Related Evolutions
Where do we stand ?
What Are the Interactive Experience ?
Television programs and formats
• Engaging Format
• Less than 5 % of the Program format use of Interactivity (mainly in the
North)
Value-Added Services (VAS)
• Program (advertising)-related (Red Bouton)
• Standalone (Wall Garden Applications)
• A limitated number of cases

Useful Details
Interview JC de Keyser - 13/03/2008 – Le Soir
Digital TV is not automatically equal to Interactivity
• \"VOO et Be TV, par exemple, ne proposent aucune interactivité. La
véritable interactivité, , n'existe que chez Belgacom TV et Telenet,
lesquels rassemblent actuellement 696 000 foyers\".
VoD is the first interactive TV « killer app »
• en 2007, \"35 à 36 pc\" des abonnés ont consommé (et donc payé !) une
moyenne de \"3 à 4\" programmes à la demande par mois, alors qu'on en
était qu'\"entre 20 à 25 pc\" de consommation épisodique en 2006.

Belgian Example – Enhanced Programs
Telenet & Channels

Already some Cases in Belgium
Ford on Telenet Danette on Telenet PUMA on BGC TV
(in 2005 on VTM) (March on VTM & VT4) (April 4 & 6 on 11 TV)

Key learnings
1. ITV ads needs the combinaison of audience and interactive
platform support
• Partnership with broadcasters is crucial
• Critical mass is required to attract brands and advertisers
2. If you cannot measure it, you can’t sell it !!!
• Campaign have to be accountable (mature ratecard)
– cost per lead has to be known
3. ITV ads is only a part of a creative and entertaining media mix
4. Respect some rules :
• Cristal clear Call to action / Deliver on that call to action
• Lots of videos &Entertainment (or at least entertaining information )

Next Steps in Interactivity ?

The future? A « unique » ad server + …
Emergence of « Ad agregators »
Ad consolidators will ... Execute ads across
... Apply targeting based on
collect many ad formats.... various media
behavioral, demographic, opt-in,
performances based data ....
Global DB of Ad
Units Robust Targeting
Multiple Execution
Endless Optimization

As a conclusion … Where do we stand ?
PR !
Fully actionable
Communication
Channel

Develop a Content Strategy
Social Media
Broadband
Mobile
Digital Broadcast
Out of Home

Thanks for listening !
Hugues Rey
Hugues.rey@mediabrands.be
Mobile: +32 496 26 06 88
Messenger: hugues@live.be
Skype: Yugsxiii
Second Life avatar: Yugs Bournemouth
http://blog.fastbridge.be
Twitter me: huguesrey