GETTING PEOPLE
TO ENGAGE
How An Advertiser and Agency
See The Future of Advertising in Print and Online




Fabrice Dekerf,
Managing Director,
Germ...
introduction
AGENCIES

PUBLI              ADVERT
SHERS                ISERS

        CONSUMERS
ARE WE
SPEAKING
THE SAME
LANGUAGE?
WHAT DO
AGENCIES
WANT?
      APART FROM
    AWARDS, FAME,
    MONEY, CARS...
WHAT DO
PUBLISHERS THINK                 First aid for a failed viral



AGENCIES
                                 Your vi...
WHAT DO
AGENCIES
REALLY
WANT?




http://www.fb.se/Arkivet/upload/hi_43122.flv
AGENCIES


Media neutral campaigns
on an interactive platform

1) Real-time
2) Useful
3) Engaging
4) Personalised         ...
WHAT DO
ADVERTISERS
WANT?

APART FROM SPENDING LESS,
    AND DEMANDING MORE?
WHAT DO
ADVERTISERS
REALLY             PRODUCT
WANT?                = HERO




              http://www.axa.be/iphone/nl
ADVERT
High impact campaigns                ISERS
with clear and instant ROI

1) Massive reach
2) The right people
3) Inst...
AGENCIES


           ADVERT
             ISERS
ACTS
NOT
TALKS
GERMAINE / WWF / TOPTOPICAL                                                                                               ...
http://biodiversiteit.chezgermaine.be/
SOCIAL
OBJECT
GERMAINE             De Belgen hebben op zijn minst gezegd gemengde gevoelens bij de volgende
                     verkiez...
WHAT DO
CONSUMERS
WANT?FOR CONTENT
 NOT PAYING
            APART FROM
   AND BEING ENTERTAINED
http://mashable.com/2010/07/08/ipad-usage-report/
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
                       smartphones-a...
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
                       smartphones-a...
Text




http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
                       smar...
FOR MORE INFORMATION
                                                                                          Chaat Butsu...
AGENCIES

PUBLI              ADVERT
SHERS                ISERS
WHAT DO
PUBLISHERS
WANT?

              APART FROM
  NOT LOSING ON REVENUE,
AUDIENCE AND ADVERTISERS
2011
   4
   3
   2
   5
   0
      MOST BEST SUITED
  LIKELY TO TO BRIDGE
   FALL OFF THE GAP
CONTENT IS BEST SUITED
MARKETING TO BRIDGE
   CONTEXT THE GAP
 TARGETING
SPONSORED
   CONTENT
   MAKES IT
  POSSIBLE
MESSAGE
                     CENTRED



 MEDIA
CENTRED
          MAGA
          ZINE      APP


    NEWSPAPER             ...
PLAY
TOGETHER
Targetted apps
with a clear use/target

e.g. monday sports analysis app
e.g. cultural calender app (reviews)
(location bas...
REACH IS
RELATIVE
FOCUS
+QUALITY
  +REACH
WE
ARE
NOT
ALONE
WE
                   ARE
                   NOT
                   ALONE
http://www.youtube.com/watch?
v=vLIHLuApG8E&feat...
2011
   4
   3
   2
   5
   0           FUTURE OF DISPLAY
                    ADVERTISING
                      BY GOOGLE
...
FUTURE OF DISPLAY
        ADVERTISING
          BY GOOGLE




     BUT THIS MIGHT BE
  A BIT TOO FUTURISTIC
FOR MANY ADVER...
and finally: who is Germaine?
http://www.germaine.be/
http://www.germaine.be/media/germaine-scala.flv
Thanks for your attention




Questions: fabrice.dekerf@germaine.be
Follow me on twitter: @opportunitiesbe
or via Facebook...
Advertisers and Agencies on Newspaper Advertising #inma
Advertisers and Agencies on Newspaper Advertising #inma
Advertisers and Agencies on Newspaper Advertising #inma
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Advertisers and Agencies on Newspaper Advertising #inma

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How An Advertiser and Agency
See The Future of Advertising in Print and Online


Fabrice Dekerf,
Managing Director,
Germaine, Belgium

INMA, Krakau,
September 30th 2010

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Advertisers and Agencies on Newspaper Advertising #inma

  1. 1. GETTING PEOPLE TO ENGAGE
  2. 2. How An Advertiser and Agency See The Future of Advertising in Print and Online Fabrice Dekerf, Managing Director, Germaine, Belgium INMA, Krakau, September 30th 2010
  3. 3. introduction
  4. 4. AGENCIES PUBLI ADVERT SHERS ISERS CONSUMERS
  5. 5. ARE WE SPEAKING THE SAME LANGUAGE?
  6. 6. WHAT DO AGENCIES WANT? APART FROM AWARDS, FAME, MONEY, CARS...
  7. 7. WHAT DO PUBLISHERS THINK First aid for a failed viral AGENCIES Your viral didn't turn out to be viral? Here's what to do. WANT? http://www.youtube.com/watch?v=FOcujXpbkhg
  8. 8. WHAT DO AGENCIES REALLY WANT? http://www.fb.se/Arkivet/upload/hi_43122.flv
  9. 9. AGENCIES Media neutral campaigns on an interactive platform 1) Real-time 2) Useful 3) Engaging 4) Personalised SMALL STEPS 5) Social OF ENGAGEMENT
  10. 10. WHAT DO ADVERTISERS WANT? APART FROM SPENDING LESS, AND DEMANDING MORE?
  11. 11. WHAT DO ADVERTISERS REALLY PRODUCT WANT? = HERO http://www.axa.be/iphone/nl
  12. 12. ADVERT High impact campaigns ISERS with clear and instant ROI 1) Massive reach 2) The right people 3) Instant conversion into sales 4) Traceability MY BRANDED 5) Consumer (inter)action PERSONAL APP
  13. 13. AGENCIES ADVERT ISERS
  14. 14. ACTS NOT TALKS
  15. 15. GERMAINE / WWF / TOPTOPICAL 1 2 BIODIVERSITEIT. WE HEBBEN HET ZELF IN DE HAND. Als start van de campagne rond biodiversiteit plaatste GERMAINE voor WWF deze toptopical. Als men de tekening volledig afwerkt komen we tot de onthutsende ontdekking dat het met de biodiversiteit niet de goeie kant opgaat. De enige die het tij kunnen keren zijn wijzelf. Merken we het nog net op tijd of gaan we gewoon door? Biodiversiteit. We hebben het zelf in de hand. 148 148 148 149 149 149 78 78 78 3 4 77 77 77 79 79 79 81 83 81 81 83 113 83 113 113 1 1 1 3 80 3 80 3 80 85 85 85 75 75 75 4 4 4 82 82 82 84 112 111 84 112 84 111 112 111 76 76 76 9 9 9 74 74 74 110 110 73 110 73 73 72 72 72 82 14 10 82 14 8 2 114 114 114 10 10 14 86 86 86 71 71 71 13 13 13 87 87 87 67 67 67 5 5 5 109 109 109 15 15 15 11 11 11 65 65 65 16 18 16 16 18 18 66 66 66 68 68 68 107108 107108 70107108 70 70 89 89 89 100 100 100 17 17 17 99 97 101 97 99 102 101 106 97 99 102 101 102 106 106 91 91 91 69 69 69 12 12 12 96 96 96 115 115 63 115 63 63 6 7 196 6 21 21 2188 7 19 7 19 88 88 98 98 98 104 104 64 104 64 64 105 105 105 143 20 143 20 143 20 93 95 93 95 93 95 142 90142 90 90 103 103 103 28 28 28 94 142 94 94 23 23 23 119 119 119 22 22 22 117 61 117 117 61 61 92 92 92 116 116 116 138 138 138 62 62 62 140 140 140 45 118 60 45 118 45 60 118 60 24 25 24 25 24 25 49 49 49 27 30 141 27 30 141 27 30 141 129 129 129 47 50 47 47 50 50 32 136 32 32 136 128 136 128 128 127 120 127 120 127 120 59 59 59 48 48 48 26 26 122 122 122 121 121 121 29 26 29 29 126 126 126 52 52 139 139 130 123 139 124 130 123 130 123 124 124 51 51 52 51 125 125 125 144 144 144 137 137 137 58 58 58 145 145 145 134 134 134 56 56 56 31 31 31 53 53 53 146 146 146 34 132 34 132 132 54 54 54 135 135 34 135 133 133 133 44 46 44 46 44 46 36 131 36 13136 131 4243 4243 4243 57 57 57 55 55 55 33 33 33 38 38 38 40 40 40 35 35 35 39 41 39 41 39 41 37 37 37 147 147 147 150 150 150 Wie de volledige tekening maakte, trok een kruis over de bonobo. Herkennen dat we de oplossing zelf in de hand hebben en WWF’s project in Congo steunen zou alle een stap in de goeie richting zijn. http://biodiversiteit.chezgermaine.be/
  16. 16. http://biodiversiteit.chezgermaine.be/
  17. 17. SOCIAL OBJECT
  18. 18. GERMAINE De Belgen hebben op zijn minst gezegd gemengde gevoelens bij de volgende verkiezingen. Prominenten en andere mensen hebben al te kennen gegeven om niet te gaan stemmen. Misnoegde bijzitters hebben ook niet veel zin om te komen. Maar doen ze THOMAS COOK: het ook echt? Thomas Cook biedt alvast de mogelijkheid om de daad bij het woorde te voegen. Zo ontwikkelde GERMAINE voor Thomas Cook een ‘politiek niet zo correcte’ on line activatie. Wie tot het kamp van de niet-stemmers behoort kan campagne voeren om een zetel te verdienen… in een vliegtuig van Thomas Cook naar Kreta. Je kan via de site GRONDWETTELIJK www.stemjezelfweg.be (www.partipourleselections.be)op 13 juni in het zonnige zuiden zitten in plaats van in het stemhok. De campagne werd gelanceerd via de facebook fanpage van Thomas Cook en sprak ook via bloggers latente en minder latente AFWEZIG OP 13 JUNI gekende niet-stemmers aan. Het concept sloeg aan en had na een paar dagen al honderden volgelingen.
  19. 19. WHAT DO CONSUMERS WANT?FOR CONTENT NOT PAYING APART FROM AND BEING ENTERTAINED
  20. 20. http://mashable.com/2010/07/08/ipad-usage-report/
  21. 21. http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles- smartphones-and-the-connected-consumer/
  22. 22. http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles- smartphones-and-the-connected-consumer/
  23. 23. Text http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles- smartphones-and-the-connected-consumer/
  24. 24. FOR MORE INFORMATION Chaat Butsunturn, 415-391-7900 x114 cbutsunturn@kearnswest.com OR Amanda Piasecki, 202-535-7800 x114 apiasecki@kearnswest.com ACSI: Higher Satisfaction With PCs, Appliances and The iPad is the highest-scoring Electronics May Signal Rebound in Consumer Demand product that a leading consumer satisfaction index has ever tracked. Apple, Whirlpool on Top; Strong Gains for GE, Dell, Acer and HP ANN ARBOR, Mich., [September 21, 2010]—Customer satisfaction improves for major household appliances and is at or near all-time highs for personal computers and big- ticket consumer electronics such as televisions, according to a report released today by the American Customer Satisfaction Index (ACSI). Amid recent news of weak durable goods growth and the continued uncertainty of the housing market, the ACSI results may provide a glimmer of hope for future demand for these durable products. “In order for demand to rebound, consumers must exhibit an increased desire to spend and have the means to do so,” said Claes Fornell, founder of the ACSI and author of The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference. “ACSI data suggest that for durables, the first condition has been met in the form of higher customer satisfaction. Whether this will translate into increased consumer demand will depend on positive movement in the factors that impact the means to spend: employment, wages and access to credit.” Personal Computers: Apple Dominates Amid Industry-Wide Improvement Satisfaction with personal computers surges 4.0% to match the all-time industry high of 78 on the ACSI’s 0 to100-point scale. Apple gains 2% to 86, its highest score ever. This marks the seventh straight year that Apple leads all other PC makers, and the 9-point gap between Apple and its nearest competitor is the largest in ACSI. Many Windows-based machines also improve and no brand declines. Dell improves 3%, while Acer (Gateway and eMachines) and the HP division of Hewlett-Packard both rise 4%, forming a three-way tie at 77—well behind Apple. These companies are joined by the aggregate of all smaller PC makers, such as Sony and Toshiba, which gains 4% to 77. “Windows-based PC brands appear to have recovered from the problems associated with the Windows Vista software,” said Fornell. “Barely a year into the release of Windows
  25. 25. AGENCIES PUBLI ADVERT SHERS ISERS
  26. 26. WHAT DO PUBLISHERS WANT? APART FROM NOT LOSING ON REVENUE, AUDIENCE AND ADVERTISERS
  27. 27. 2011 4 3 2 5 0 MOST BEST SUITED LIKELY TO TO BRIDGE FALL OFF THE GAP
  28. 28. CONTENT IS BEST SUITED MARKETING TO BRIDGE CONTEXT THE GAP TARGETING SPONSORED CONTENT MAKES IT POSSIBLE
  29. 29. MESSAGE CENTRED MEDIA CENTRED MAGA ZINE APP NEWSPAPER ONLINE, MEDIA WEBSITE NEUTRAL NEWSPAPER BRAND PRODUCT CENTRED
  30. 30. PLAY TOGETHER
  31. 31. Targetted apps with a clear use/target e.g. monday sports analysis app e.g. cultural calender app (reviews) (location based) 1) Real added value for the customer 2) Open: Learning & working together 3) Selective reach 4) Traceability & conversion 5) Repeated use
  32. 32. REACH IS RELATIVE
  33. 33. FOCUS +QUALITY +REACH
  34. 34. WE ARE NOT ALONE
  35. 35. WE ARE NOT ALONE http://www.youtube.com/watch? v=vLIHLuApG8E&feature=player_embedded#!
  36. 36. 2011 4 3 2 5 0 FUTURE OF DISPLAY ADVERTISING BY GOOGLE Sexy and Smart. 1) 50% to include cost-per-video-view 2) 50% of audience buying will be in real time 3) Mobile will be the number one screen 4) At least 5 new metrics more important than click 5) 75% of ads will be socially enabled 6) Rich media in 50% of brand campaigns 7) Display will be a $50 billion industry http://www.google.com/adwords/watchthisspace/live/ (IAB Mixx NY Sept. 29th 2010)
  37. 37. FUTURE OF DISPLAY ADVERTISING BY GOOGLE BUT THIS MIGHT BE A BIT TOO FUTURISTIC FOR MANY ADVERTISERS
  38. 38. and finally: who is Germaine?
  39. 39. http://www.germaine.be/ http://www.germaine.be/media/germaine-scala.flv
  40. 40. Thanks for your attention Questions: fabrice.dekerf@germaine.be Follow me on twitter: @opportunitiesbe or via Facebook, Linkedin,...

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