Advertising in the Digital Age

Advertising in the digital age Marco Derksen 23 mei 2007

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?

(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

(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

1. DATA OVERLOAD

2. SEARCH WILL RULE

3. CONSUMERS IN CONTROL

4. NICHE AUDIENCES Source: Gapingvoid.com

4. NICHE AUDIENCES

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

8. END OF MEDIA MIX MODELING

9. END OF PROGRAM AND COMMERCIAL RATINGS

10. ADS WILL BECOME INDEPENDENT OF MEDIA CHOICE

(Tot slot)

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

(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

http://www.slideshare.net	61
http://www.marketingfacts.nl	36
http://shaneengooch.blogspot.com	11
file://	7
http://blog.openx.org	3
http://brandlounge.blogspot.com	3
http://www.digiyuga.blogspot.com	2
http://blendedschools.blackboard.com	1
http://www.lmodules.com	1
http://paper.li	1
http://natyuken.slideshow.com	1
http://www.pshmediasales.nl	1
http://howlinghawkers.blogspot.com	1
http://digiyuga.blogspot.com	1
https://class.sjcny.edu	1

Advertising in the Digital Age

by Marco Derksen on May 22, 2007

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Advertising in the Digital Age — Presentation Transcript