Advertising in the digital age Marco Derksen 23 mei 2007

ADVERTISING IN THE DIGITAL AGE (Uitdaging voor Marcom)

ADVERTISING IN THE DIGITAL AGE

(Uitdaging voor Marcom)

Advertising in the digital age Klantinteractiemodel: van contact naar contract VOORBEELD

Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen? Bron: Interview NSS

Bron: E-consultancy 2005 Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?

ADVERTISING IN THE DIGITAL AGE (Digitale trends & ontwikkelingen)

ADVERTISING IN THE DIGITAL AGE

(Digitale trends & ontwikkelingen)

Digitale trends & ontwikkelingen Van analoog naar digitaal Analogue Digital Networked digital Personal Video Recorders Flat Screen TVs Media PCs Multi-media mobile phones Games consoles PDAs Portable Media Players Digital imaging devices Media Servers IP TV STBs Mp3 players Removable storage Handheld Games consoles Networked DVD players Digital radio Wearable media Streaming media players Notebook & tablet PCs

Digitale trends & ontwikkelingen Internetgebruik in Nederland Bron: Trendbox (Internetmonitor 2006)

Digitale trends & ontwikkelingen Consumer Technology Adaption Bron: Forrester’s North American Consumer Technology Adoption Study 2006 US households (millions)

Digitale trends & ontwikkelingen Consumer Technology Adaption Bron: Forrester

Digitale trends & ontwikkelingen Gartner's 2006 Emerging Technologies Hype Cycle Bron: Gartner 2006

Digitale trends & ontwikkelingen Gebruik van digitale media in Nederland Bron: Interview NSS/IAB (Mediaconsumptieonderzoek 2006)

Digitale trends & ontwikkelingen Van push naar pull Bron: Arbitron 2006

Bron: Trendwatching.com Digitale trends & ontwikkelingen Online Oxygen

Bron: Trendwatching.com Digitale trends & ontwikkelingen Generation C

Digitale trends & ontwikkelingen Virtual Connected

ADVERTISING IN THE DIGITAL AGE (Betekenis voor mediaplanning)

ADVERTISING IN THE DIGITAL AGE

(Betekenis voor mediaplanning)

StrADegy: Advertising in the Digital Age Steven Fredericks (TNS Media Intelligence)

10 veranderingen in mediaplanning Steven Fredericks (TNS Media Intelligence) data overload search will rule consumers in control niche audiences end of mass marketing instant ROI advertising becomes independent of content end of media mix modeling end of program and commercial ratings ads will become independent of media choice Source: Re:Think 2007

data overload

search will rule

consumers in control

niche audiences

end of mass marketing

instant ROI

advertising becomes independent of content

end of media mix modeling

end of program and commercial ratings

ads will become independent of media choice

1. DATA OVERLOAD

1. DATA OVERLOAD

1. DATA OVERLOAD

1. DATA OVERLOAD

1. DATA OVERLOAD

1. DATA OVERLOAD

1. DATA OVERLOAD

2. SEARCH WILL RULE

2. SEARCH WILL RULE

2. SEARCH WILL RULE

2. SEARCH WILL RULE

2. SEARCH WILL RULE

3. CONSUMERS IN CONTROL

4. NICHE AUDIENCES Source: Gapingvoid.com

4. NICHE AUDIENCES

4. NICHE AUDIENCES

5. END OF MASS MARKETING

5. END OF MASS MARKETING

5. END OF MASS MARKETING

5. END OF MASS MARKETING

6. INSTANT ROI

6. INSTANT ROI Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM)

7. ADVERTISING BECOMES INDEPENDENT OF CONTENT

7. ADVERTISING BECOMES INDEPENDENT OF CONTENT

7. ADVERTISING BECOMES INDEPENDENT OF CONTENT

7. ADVERTISING BECOMES INDEPENDENT OF CONTENT

8. END OF MEDIA MIX MODELING

9. END OF PROGRAM AND COMMERCIAL RATINGS

10. ADS WILL BECOME INDEPENDENT OF MEDIA CHOICE

ADVERTISING IN THE DIGITAL AGE (Tot slot)

ADVERTISING IN THE DIGITAL AGE

(Tot slot)

Bron: Stephan Fellinger Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?

ADVERTISING IN THE DIGITAL AGE (Bijlage)

ADVERTISING IN THE DIGITAL AGE

(Bijlage)

Bron: IAB 2007 Advertising in the digital age Verwachtingen voor de komende jaren

Bron: Forrester, 2005 Advertising in the digital age Verwachtingen voor de komende jaren

Bron: Forrester, 2006 Advertising in the digital age Verwachtingen voor de komende jaren

Bron: Forrester, 2007 Advertising in the digital age Verwachtingen voor de komende jaren