Bruno formation digitale

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Bruno formation digitale

  1. 1. 10 lundis pour rattraper le train du digitalDigital communication inpractice : display , brand awarness, web to store Bruno Van Boucq CEO BEWEB sa/nv
  2. 2. Introduction 10 lundis pour rattraper le train du digital• What about … – Bruno Van Boucq – Beweb - 1995 – My positions in the media field • Founder of Interactive Advertising Bureau Belgium (IAB) • Founder and President of Digital Media Association (DMA) • Board Member of Centrum of information for Media (CIM)
  3. 3. The Roles played by IAB 10 lundis pour rattraper le train du digital• Inspire• Regulate• Educate• Lobbying
  4. 4. The Roles played by DMA 10 lundis pour rattraper le train du digital• The Official representative for Internet in the CIM• Standardisation• Grow the Market
  5. 5. CIM: internet 10 lundis pour rattraper le train du digital• Measurement of the audience – Metriweb (2001 to the end 2012)• Establishing profiles – Metriprofil ( 2005 to the end 2012)• New study – TNS (2013)
  6. 6. Some vocabulary 10 lundis pour rattraper le train du digital• Impression = display• Audience = people• A unique visitor = a cookie• A cookie = a file• Adserver = a softwaretool to broadcast each ad• Capping = option to calibrate the repetition
  7. 7. The media context 10 lundis pour rattraper le train du digital• Too many actors?• Too many possibilities to communicate?• Power of television vs Collapsing of the press audience• Switching the audience to internet
  8. 8. The Internet context 10 lundis pour rattraper le train du digital
  9. 9. Advertising spending in the world (market share) 10 lundis pour rattraper le train du digital Source: ZenithMedia
  10. 10. BELGIUM: all media vs Internet 10 lundis pour rattraper le train du digital Source: MDB
  11. 11. BELGIUM: Internet audience? 10 lundis pour rattraper le train du digital
  12. 12. What kinds of websites 10 lundis pour rattraper le train du digital• News • Services• Portals – Mappy – Software (Microsoft, Yahoo, …) – Meteo – Acces providers (Skynet) – Price comparisor• Media • Entertainment – Humo – Gaming sites – Radio Contact – Gambling sites – RTL TVI – …• Directories • Social websites – Google – Blogs – Pages d’or – Netlog – Facebook• Classifieds – LinkedIn – Immoweb – Vlan • Corporate – Vroom – Each company
  13. 13. A pageview ≠ A pageview 10 lundis pour rattraper le train du digital • Branding of the website• In terms of • Kinds of content (immo vs news) value • Profile of the audience • Position of the advertising• In terms of format efficiency • Intrusion of the advertising format
  14. 14. What kinds of pricing 10 lundis pour rattraper le train du digital Advantage vs disad.• Broadcasting model: – CPM• Performance model: – CPC – CPL – CPA• Fixed-price model – CPD
  15. 15. Why communicate on Internet? 10 lundis pour rattraper le train du digital• Your briefing• Your goals  Mediaplanning tools• Your targets• Your experience (t-e-r)
  16. 16. Branding versus Direct 10 lundis pour rattraper le train du digitalAccording to your goals and your finances:• Coverage versus Targeting• Repetition versus IntrusionBut always measure your results in the context.
  17. 17. What kinds of results 10 lundis pour rattraper le train du digitalThe classical results (adservers)• CTR (%)• The coverage• The repetition (opt:capping)• Lead• Acquisition or purchaseThe non classical results: (impact barometers)• Brand attribution – Brand preference – Brand recognition• The effective score• Global Campaign appreciation• Some examples: Carlsberg, Chanel, VW Beetle,…
  18. 18. What kinds of targeting 10 lundis pour rattraper le train du digital• Global – Power, repetition, coverage – PNU vs NBO (http://www.pnunited.be vs www.newsbrandsonline.be )• Thematics – Auto, Immo, Travel, Business, etc.• Socio-demo – Gender, age, job,…• Geographics – Example: proxistore (demo)• Retargeting – Behavorial – Brand tagging
  19. 19. What kinds of formats 10 lundis pour rattraper le train du digital
  20. 20. Banner 10 lundis pour rattraper le train du digital
  21. 21. Expandable banner 10 lundis pour rattraper le train du digital
  22. 22. Leaderboard 10 lundis pour rattraper le train du digital
  23. 23. Leaderboard XL 10 lundis pour rattraper le train du digital
  24. 24. Rectangle 10 lundis pour rattraper le train du digital
  25. 25. Half page 10 lundis pour rattraper le train du digital
  26. 26. Roadblock 10 lundis pour rattraper le train du digital
  27. 27. Skyscraper 10 lundis pour rattraper le train du digital
  28. 28. Splash page 10 lundis pour rattraper le train du digital
  29. 29. Wallpaper Branding 10 lundis pour rattraper le train du digital
  30. 30. Web to Store 10 lundis pour rattraper le train du digital 90% of our purchases are always in store but 40% of our purchases are initiated on the Internet ROPO VOPO• Research Online, Purchase Offline • View Online, Purchase Offline• Site Search, Directory or Company • Site content• Format: text • Format: geo-localized displays• CPC, CPA, CPL… • New possibilities thanks to HTML’5• Call to action • CPM • Proxistore
  31. 31. Web to Store 10 lundis pour rattraper le train du digital
  32. 32. Web to Store 10 lundis pour rattraper le train du digital
  33. 33. Web to Store 10 lundis pour rattraper le train du digital
  34. 34. Web to Store 10 lundis pour rattraper le train du digital
  35. 35. 10 lundis pour rattraper le train du digitalQ&A
  36. 36. 10 lundis pour rattraper le train du digitalThank you for your attention bruno@beweb.com
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