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Online Tuesday WebAds Tjeerd Kooij 13-04-2010
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Online Tuesday WebAds Tjeerd Kooij 13-04-2010

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Online Tuesday WebAds Tjeerd Kooij 13-04-2010

Online Tuesday WebAds Tjeerd Kooij 13-04-2010

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Online Tuesday WebAds Tjeerd Kooij 13-04-2010 Presentation Transcript

  • 1. Online Tuesday Tjeerd Kooij - WebAds
  • 2. UMFELD NON-DISPLAY © WebAds Interactive Advertising STANDARD DISPLAY Fixed Formats with fixed positions – incl PreRolls DISPLAY RICH MEDIA Eyecatching non standard Formats SPECIALS Site specific unique propositions TEXTBOX/LINK Clickable Textlinks within a site ADVERTORIALS Commercial message within site or newsletter CONTENT INTEGRATION Message integrated with site content ONLINE ADVERTISING Display & Non Display
  • 3. © WebAds Interactive Advertising Attention value Creative possibillities Communication capacity Price level Ad Properties Rich Media Standard Display Non-Display Ads Display Ads Textlink Advertorial Content Integration Specials AD CHOICE Depending on Goal, Product and Message High & Low Interest Products Emotional message High Interest Products Functional message
  • 4.
    • But...
    • there are some
    • challenges
  • 5. DISPLAY ADVERTISING
    • Huge supply:
    • 33 billion pageviews per month (STIR – Marktmonitor)
    • 66 billion ad impressions per month (Avg. 2 ads per pageview)
    • 2.2 billion Online Ad impressions per day!!!
    Challenges
  • 6. DISPLAY ADVERTISING
    • Too much clutter in adformats per page
    • 2 display ads
    • 1 Advertorial/ content integration
    • 3 textlinks
    • Optional:
    • Homepage take-over, Layer ads, Pre-rolls,
    • Sponsored Headers, Interstitial
    Challenges
  • 7. DISPLAY ADVERTISING
    • Too much clutter in adformats per page
    • Ads compete with eachother
    • Specialized companies for different products. Potentially different sales reps.
    • Different software and salesreps -> difficult to offer 1 proposition and regulate all inventory.
    Challenges
  • 8. DISPLAY ADVERTISING
    • Huge supply
    • +
    • Too much clutter in adformats per page
    • = Less impact
    Challenges
  • 9. DISPLAY ADVERTISING
    • Solutions
    • Less is more
    • Fewer, but larger display ads
    • Relevance through targeting/ yield management
    • Less clutter in 1 view
    • 1 company for yield management and sales
    • Cost per minimum visibility time