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

    • Online Tuesday Tjeerd Kooij - WebAds
    • 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
    • © 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
      • But...
      • there are some
      • challenges
    • 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
    • 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
    • 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
    • DISPLAY ADVERTISING
      • Huge supply
      • +
      • Too much clutter in adformats per page
      • = Less impact
      Challenges
    • 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