Creativity on the internet

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Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing.

Paul Bruneel (Sales Manager Fred Online) over Creativity on the internet.

Published in: Technology, Business
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Creativity on the internet

  1. 1. my first steps on the june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
  2. 2. Creativity on the june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
  3. 3. What is (does) creativity? @Attract surfers @Surprise surfers @Engage surfers @Branding @ROI (creativity is not an objective)
  4. 4. Creativity: It all begins with the format @Bigger formats - Large leaderboard - Large IMU - 3 AD (at an efficient CPM) @Customised formats - Homepage Takeover - Skyfolder
  5. 5. Creativity: It all begins with the format @Why Bigger Formats: - Higher visibility - Higher CTR - Higher brand awareness - More space for creation
  6. 6. Creativity: It all begins with the format @Bigger formats Large leaderboard: 840 x 150 pixel (standard: 720 x 90) VS
  7. 7. Creativity: It all begins with the format @Bigger formats Large IMU: 468 x 400 pixel (standard: 250 x 250) VS
  8. 8. Creativity: It all begins with the format @Bigger formats 3 AD MODEL @ADVANTAGES - Combination of branding, promotion, CTA - No cluttering - Surrounding the article - 1 price, 3 opportunities to click - A very efficient CPM - Interaction between ads possible - Direct response (don’t have to click away)
  9. 9. Creativity: It all begins with the format @Customised Formats Homepage Takeover
  10. 10. Creativity: It all begins with the format @Customised Formats Skyfolder No problem to build something new
  11. 11. Interaction vs broadcasting @TV ads integration Surfing the net is not watching TV
  12. 12. Give your TV ad a longer life online I hear and I forget. I see and I remember. I do and I understand.
  13. 13. STANDARD vs RICH MEDIA Standard Rich Creative: glue London
  14. 14. STANDARD vs RICH MEDIA Standard Rich Creative: glue London
  15. 15. RICH MEDIA Eyeblaster technology Free for agencies & clients Non-Rich Rich Media Video 71.3 80% 68.0 70% 51.8 60% 45.7 44.3 50% 37.5 40% 30.4 23.6 30% 18.4 10.8 20% 8.1 4.6 5.6 7.4 5.1 5.9 4.5 5.1 10% 0% Aided Brand Online Ad Message Sponsorship Brand Purchase Awareness Awareness Association Association Fav oribility Intent
  16. 16. june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

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