An Online Communication approach

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Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing. …

Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing.

Isabelle Driege (Isobar) over het plannen van een online campagne.

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  • 1. PROGRAMME @ WELCOME P. Van Waeyenberge - Fred @ INTERNET IN BELGIUM J.M. Depasse – Mindshare @ WHY INTEGRATE INTERNET IN MY CAMPAIGN ? J.M. Depasse – Mindshare @ HOW TO PLAN A CAMPAIGN Isabelle Driege – Isobar @ CASE : THE RESULTS J. Detavernier – Snow LG&F @ THE WEBSITES OF de Persgroep Publishing D. Catry – de Persgroep Publishing @ CREATIVITY ON THE INTERNET P. Bruneel – Fred online Strictly Confidential – No external use without agreement
  • 2. An online Communication Approach
  • 3. 5.REPORTING 1.MARKETING ROI analysis Strategy Feedback Brainstorming Reporting Insights 4. Lessons learned Recommandation Interactive HUB 4.TRACKING 2.ACTIONS Solutions Measurement Planning Reactions Negociation Optimisation Buying 3.PRODUCTION Design Creation Webhosting Integration Strictly Confidential – No external use without agreement
  • 4. 1.Marketing Approach 1.MARKETING Strategy Brainstorming Insights Recommandation
  • 5. Research Possibilities Possibilities to connect to reach Possibilities to interact Strictly Confidential – No external use without agreement
  • 6. Game – Integrated Display Ads E-Mail Advertising Advertising Marketing RSS SMS TO Sponsoring Retail MAIL Box Viral - Buzz Mobile Marketing Marketing PodCasting Instant Messaging Site & Newsletters Search Engine IDTV Blog Affiliate Marketing Advertising Marketing Strictly Confidential – No external use without agreement
  • 7. Digital branding campaigns (product launch) Game – Integrated Display Ads E-Mail Advertising Advertising CPM Marketing RSS SMS TO Sponsoring Retail MAIL Box Viral - Buzz Mobile Marketing Marketing PodCasting Instant Messaging Site & Newsletters Search Engine IDTV Blog Affiliate Marketing Advertising Marketing Strictly Confidential – No external use without agreement
  • 8. Digital campaigns with a contest Game – Integrated Display Ads E-Mail Advertising Advertising CPM Marketing RSS SMS TO Sponsoring Retail MAIL Box Viral - Buzz Mobile Marketing Marketing PodCasting Instant Messaging Site & Newsletters Search Engine IDTV Blog Affiliate Marketing Advertising Marketing Strictly Confidential – No external use without agreement
  • 9. Digital sales campaigns (new clients) Game – Integrated Display Ads E-Mail Advertising Advertising CPC/CPM Marketing RSS SMS TO Sponsoring Retail MAIL Box Viral - Buzz Mobile Marketing Marketing PodCasting Instant Messaging Site & Newsletters Search Engine IDTV Blog Affiliate Marketing Advertising Marketing Strictly Confidential – No external use without agreement
  • 10. 2. Actions 2.ACTIONS Solutions Planning Negociation Buying
  • 11. Overview: some interesting tools… Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency) Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency) IInternational Comscore Nielsen/Netratings Dart Doubleclick nternational Comscore Nielsen/Netratings Dart Doubleclick AdRelev ance Bluestreak AdRelev ance Bluestreak Belgium market Metriw eb CI M Metriprofil CI M Metriplan Adw ords Belgium market Metriw eb CI M Metriprofil CI M Metriplan Adw ords MDB Pige IInsites BI M Ev olv e MSN DR MDB Pige nsites BI M Ev olv e MSN DR BI M Mediaplanner Affiliate programs BI M Mediaplanner Affiliate programs IInternal tools nternal tools Strictly Confidential – No external use without agreement
  • 12. 2.1 How create an online plan (example on display ads) ACTIONS Solutions Planning Negociation Buying
  • 13. Briefing 1) Online tools: 2) Past campaigns keylearnings: • Cim Metriweb (audience of the sites) • Best performing sites of the past campaigns • Cim Metriprofil (profile of the sites) • Cim Metriplan (deduplicated audience) • Best performing formats of the past campaigns • Mediaplanner insites (selectivity of the sites) • Best performing placements of the past campaign • Evolve • Internal tool Sites and Exhaustive formats list of sites selection 3) Media Agency’s expertise: 4) Specific requests of the client : • Campaigns sites/formats CTR benchmark • Format shape request • Cost per click benchmark (1€ - 5€) • Presence on niche/specific sites • Cost per contact benchmark (0.06€ - 0.1€) • Language/creative/target split • Share of voice benchmark (min10% on portals – • GRP calculation 20% on other sites) • Specific calendar Set up of Fine-tuning the plan Booking of the online space… hoping that every placement is still available!! Strictly Confidential – No external use without agreement
  • 14. Sites selection based on an online mediaplanning tool (ex.) Target Group 25-54 yo – CS 1-4 – Higher Educated Sites Selectivity index Sites Selectivity index Zappybaby 344 Zappybaby 344 Flair 319 Flair 319 Femmesdaujourdhui 295 Femmesdaujourdhui 295 Resto 261 Resto 261 Libelle 253 Libelle 253 9 maand 232 9 maand 232 Immoweb 219 Immoweb 219 De Standaard 198 De Standaard 198 De Morgen 182 De Morgen 182 Telemoustique 174 Telemoustique 174 Vlan 152 Vlan 152 e-santé/e-gezondheid 150 e-santé/e-gezondheid 150 La Libre 148 La Libre 148 Vivat 142 Vivat 142 Het Nieuwsblad 135 Het Nieuwsblad 135 HLN - 7sur7 120 HLN - 7sur7 120 Skynet 112 Skynet 112 Qmusic 106 Qmusic 106 Tijdnet 85 Tijdnet 85 MSN 81 MSN 81 Zita 66 Zita 66 Source: CIM figures June 2007 Strictly Confidential – No external use without agreement
  • 15. Internet mapping of the selected sites on target (ex.) % Internet Coverage 30 Target Group 25-54 yo - CS 1-4 - Higher Educated Target Group 25-54 yo – CS 1-4 – Higher Educated Bubble = monthly unique visitors on target 25 20 MSN 15 Skynet 10 HLN - 7sur7 De Standaard 9 maand Het Nieuw sblad 5 Resto e-sante/e-gezondheid Im m ow eb Zappybaby Flair TijdNet De M orgen Qm usic Vlan Libelle Vivat Telem oustique 0 La Libre Fem m esdaujourdhui Selectivity 70 120 170 220 270 320 -5 Source: CIM figures June 2007 Strictly Confidential – No external use without agreement
  • 16. Extra choice of the sites based on 4 levels Targetting on 4 levels Mass Communication Portal Sites – Traffic Generators MSN, MSN Messenger, Skynet, SkyBlog, Zita, Hotmail, Advalvas, Netonline,… Brand awareness General Sites HLN & 7sur7, De Standaard, De Morgen, Het Nieuwsblad, Le Soir, Libre Belgique, DHNet, RTL, RTBF, VijfTV, Kanaal2, QMusic, NRJ, … Targetted Sites Brand identification Autozone, Flair, Libelle, e-santé, Gezondheid, Femistyle , Seniorplanet, Vivat, Flair, Vroom, 9maand, Wattedoen, Disney,… E-mail Marketing Call-to-action J4Y, Optinio, … Keywords Targetted Communication Strictly Confidential – No external use without agreement
  • 17. Which « online » formats to choose ??? 2 ONLINE MARKETING ACTIVITIES Traffic Branding driving content Creating and placing vehicles (internet ads) to Creating marketing content drive traffic to website E-mail Media E-mail Keywords Owner Keywords Messenger Messenger sites Integrations Integrations Blogs Blogs Newsletter Newsletter Roadblocks Roadblocks Text Text Advertiser Advertiser Splash’s Splash’s links Rich links Rich Website Website Expandables Expandables Media Media Overlayers Overlayers Display Display Click Click Interstitials Interstitials Ads Ads Retail Retail Minisites Minisites boxes boxes Classical Classical Viral Viral Displays Displays Streaming Streaming Buzz Buzz Games Games Strictly Confidential – No external use without agreement
  • 18. 2.2 Example of an online strategy ACTIONS Solutions Planning Negociation Buying
  • 19. Online strategy Traffic building via different digital ways Bring quantitative traffic Search Engine Marketing: Bring qualitative traffic thanks to CLICK and traffic creation by being thanks to TARGETED BULK campaigns on the right place SITES Run of Portals Google News Finance Business Networks TRAFFIC PUSH TO THE SITE Strictly Confidential – No external use without agreement
  • 20. Online strategy Dedicated online communication approach for each theme Run of Portals Google News Finance Business Networks - Click campaign on Adlink - Keyword list - HLN/ 7sur7 - MSN Fin. - MSN Bus. - RON Adlink on target - De Morgen - Skynet Fin. - Skynet Bus. - RON MSN Test for a later DR win-win deal - MSN News - HLN/ 7sur7 - Stand. Bus. Geldzaken - Hotmail Targetting - Skynet HP - Trends - Tijdnet - De Standaard - FEB-VBO - Echonet - La Libre - Zita Bus. - Forteon - RTBF Strictly Confidential – No external use without agreement
  • 21. 2.3 Example of an online detailed media plan ACTIONS Solutions Planning Negociation Buying
  • 22. Bring qualitative traffic Calculation example thanks to TARGETED SITES HLN – 7sur7 Site Selection Large Leaderboard Format selection Share of voice (SOV or SOI) 100% Period 2days Impressions (gross contacts) 1.225.000 impressions Net contacts (unique users) 152.186 unique users (CIM metriplan deduplicated) OTS 8 Estimated CTR 0.36% Estimated Clicks 4.410 clicks Gross Budget 8.000€ Negociated Budget 6.000€ Net Budget 5.100€ Estimated Cost per Click (CPC) 1.16€ Estimated Cost per Contact 0.03€ Strictly Confidential – No external use without agreement
  • 23. HLN – 7sur7 GRP Calculation Large Leaderboard 2days – 100%SOV 1.137.780 surfers TOTAL surfers on target group 2.830.000 people TOTAL belgian population on target group TOTAL net contacts 152.186 unique users (CIM metriplan deduplicated) TOTAL net contacts on target group 64.926 unique users on target (CIM metriprofil) OTS 8 Internet Coverage 5.7% Belgian Coverage 2.3% Internet GRP 46 Belgium GRP 18 Internet C/GRP 112€ Belgium C/GRP 277€ Strictly Confidential – No external use without agreement
  • 24. Retro-planning Month Feburary March April May Media Internet Monday Version 1 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 Sunday 4 Date Freq. 11 18 25 1 8 15 22 29 6 13 20 27 3 10 #week 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Advertiser Media Planning Briefing 27 Media Plan presentation 9 Creation Delivery 14 Matreial confirmation OK 15 Material changes (if needed) 2 Heures Programming & Reporting Wave1 Programmation 15 Screenshots & check 21 Mid-report .xls 5 Wave2 Programmation 5 Screenshots & check End Report .xls + .ppt Client Feedback Media plan OK 2 Signed estimate 23 Feedback mid-report 7 Meeting & recommandations end report Strictly Confidential – No external use without agreement
  • 25. 4. Tracking 4.TRACKING Measurement Reactions Optimisation 5. Reporting 5.REPORTING ROI analysis Feedback Reporting Lessons learned
  • 26. Complexity of ONLINE Statestics Sales House Adserver Beweb Falk AdSolution For Publishers Adlink Dart For Publishers MSN Belgium Adexpert Skynet Dart For Publishers Hi-Media Adtech Trustmedia Dart For Publishers Fred Online Dart For Publishers 5 different sources for ONE campaign statistics Descripancies ( max. 10%) use of AGENCIES admanagers Strictly Confidential – No external use without agreement
  • 27. How does online ADVERTISING works ? Agency Adserver Persgroep Pub server 3 – Persgroep Adserver need to deliver an ad – it knows it need to contact the Agency Adserver 4 – Ad delivering + counting (impression) 2 – Call to the Pergroep Adserver 5 – Cookies sent to the surfer – for further optimisation, deep tracking, … 6 – Click counting on DART Click Persgroup Content server 6 – Impression counting on DART 1 – Call to the DM – Persgroep content IMP server www.demorgen.be Strictly Confidential – No external use without agreement
  • 28. Complexity of ONLINE Statestics @ Media Agencies Impressions Clicks Basic report Click-through rate Actions post click Actions post impression Conversion rates Sales Advanced report Cost per sale (cost per box) = ROI Total Revenu ( even if flexible) Revenu per order = ROI Strictly Confidential – No external use without agreement
  • 29. THANK YOU !!! Isabelle Driege Digital Manager Isobar Belgium – Aegis Media Group Belgium Isabelle.driege@isobar.net