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20091013 Iab Mderksen Communication In The Digital Age

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    Notes on slide 1

    The red hat ladies have spread around the world, showing up in local cultures andn places you never would have expected.

    Only one person is going to win the race, and the prize is small anyway... but of course, that’s not the point. These guys don’t even LIKE swimming. They like the tribe, the self-identification, the spirit of shared competition.

    Some tribes, of course, are more rigid and carefully led than others. Photo by Steve Webel

    This is a primal human need, but as the internet has joined together previously fragmented groups, we’re seeing that everyone from Ukrainian folk dancers to...

    And why, exactly, do sailors need to dress this way?

    You might wear flowers on your head...

    It impacts us at work as well as at home. (Just fyi, this is a practice burn, no valuable property or people were damaged.)

    Where you are determines if you’re an insider or an outsider, of course. In Seattle, the guy on the right would be giving the look, not getting it.

    televisie: -11%, Radio: -15%, Print: -25%. http://www.marketingfacts.nl/berichten/20091003_mediabestedingen_blijven_flink_dalen/

    televisie: -11%, Radio: -15%, Print: -25%.

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    20091013 Iab Mderksen Communication In The Digital Age - Presentation Transcript

    1. iab nederland trends & ontwikkelingen online advertising Oktober 2009
    2. IAB
    3.  
    4.  
    5.  
    6.  
    7.  
    8.  
    9.  
    10.  
    11. Bron: Forrester European Technographics ® Benchmark Survey, Q2 2008 (n=22.209; European consumer)
    12. IAB Nederland Het IAB Verbindt, Inspireert en Ontwikkelt de Interactieve Branche
    13. IAB Nederland
      • 150+ leden
      • Taksforces (Search, Online Video Advertising, Mobile Advertising, Gamevertising, Behavioral Targeting, Affiliate Marekting en binnenkort Social Media?)
      • Tientallen events per jaar, van klein (Taskforce Updates), groter (Search Marketing Thursdays) tot groot (Mobile Advertising Summit)
      • Kennisdeling en stimuleren markt
      • 25 november IAB Interact 2009
      • www.iab.nl
    14. IAB Europa
      • 23 nationale IAB’s met in totaal 5250 leden
      • Nieuw in 2008 o.a. Noorwegen, Zweden en Kroatie en in 2009 Zwiterland, Portugal en Rusland
      • Focus: - AdEx (Europese bestedingscijfers), MIA (standaardisering bereiksmetingen), Public Affairs en internationale werkgroepen
      • IAB Interact (begin juni 2010, Barcelona)
      • www.iabeurope.ws
    15. Online mediabestedingen
    16. Advertising shift Digital ad spend 2008 (The Netherlands) Bron: Nielsen Media ~160 mln/jr
    17. Advertising shift Digital ad spend 2008 (The Netherlands) _ Bron: Nielsen Media
    18. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    19. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    20. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    21. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    22. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    23. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    24. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe Low / no growth Medium growth
    25. Future of online advertising?
    26. Advertising shift Digital ad spend (expectations) _
    27. Advertising shift Crisis hits also Dutch online market Bron: Nielsen/IAB Ned
    28. Advertising shift Digital ad spend (expectations)
    29. Advertising shift Digital ad spends (expectations)
    30. What trends are driving this growth?
    31. Advertising shift Monies are shifting from traditional to interactive Source: March 2009 US Interactive Marketing Forecast Online Survey
    32. Advertising shift Print and direct mail budgets are the hardest hit
    33. Advertising shift Empowered consumers expect interactive relationships
    34. Advertising shift Interactive investments pay off Increasing effectiveness Decreasing effectiveness
    35. Advertising shift Search marketing will continue to dominate Search represents 60% of all interactive spend today and 7% of all advertising spend.
    36. Advertising shift Display advertising will rebound
    37. Advertising shift Email marketing continues healthy growth
    38. Advertising shift Social media becomes a fixture in the mix
    39. Advertising shift Mobile matters post-recession
    40. Advertising shift Shift to performanced based 500 euro 50 euro/lead 5 euro/klik 5 CPM Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM) 0,1% 10% 10%
    41. Discussion

    + Marco DerksenMarco Derksen, 3 weeks ago

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