The document shows advertising expenditure data from 2000 to 2012 for various media formats including print, television, internet, radio, cinema and outdoor advertising on a global, Western European and Dutch level. It also discusses how brands can combine different media formats to reach audiences and the effect of an integrated approach. Additionally, it explores how the influence of different touchpoints may vary based on age and provides suggestions for optimizing planning and budgets based on communication goals, touchpoint quality, reach and costs.

1. Crossmedia Formats & Audiences
1

2. 2

3. Print, cinema, TV, radio, outdoor, internet ad expenditure
World Wide 2000 to 2012
160,000
TV
140,000
Ad expenditure (EUR), current prices
120,000
Print
100,000
80,000
Internet
60,000
40,000
20,000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Year
Print Cinema TV Radio Outdoor Internet

4. Print, cinema, TV, radio, outdoor, internet ad expenditure
Western Europe 2000 to 2012
45,000
40,000
Ad expenditure (EUR), current prices
35,000
30,000
Print
25,000 TV
20,000
Internet
15,000
10,000
5,000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Year
Print Cinema TV Radio Outdoor Internet

5. Print, cinema, TV, radio, outdoor, internet ad expenditure
Netherlands 2000 to 2012
3,000
2,500
Ad expenditure (EUR), current prices
2,000
Print
1,500
TV
1,000
Internet
500
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Year
Print Cinema TV Radio Outdoor Internet

6. Welke verschillende mediavormen worden er gecombineerd?
Wat is het effect?
6

7. 7

10. Brand experience
Reviews earned
Social
Blogs
Packaging News
Content
Mobile
PR UGC Sponsorship
Brand Site TV
Social
Content Instore
Radio
Events Incomplete and
Overloaded
Social incomparable Print
consumers
A holistic tool that
data
measures and plans OOH
Mobile all consumer
Content
contacts
paid
Sponso
rship
Cinema
owned Display Paid
Search

11. PAID OWNED EARNED
Ads at sports events Print inserts/ leaflets Brand rep reco Social network page/app Awards
Ads near store Print inserts/ leaflets by retailers Recipes/ menus Telesales Beautician reco
Ads/ leaflets in waiting rooms Print promo/ coupons Booklets/ info kits Brand staff Brand received as gift frm friend
Advertorial/ infomerical Product placement Brand website Brand store Colleagues reco
Airport ads Radio ads Branded merchandise Branded furniture Cons opinion site/ blogs
Bus shelter ads/ other small Radio promos/ DJ reco Delivery/ branded vehicles Coupons Expert reco
Celeb endorsement School ads Leaflets Coupons at checkout Friends/ family reco
Cinema ads Social network ads Postcards in public areas Coupons on package Independent review
Co-brand activity Specialist mag ads by retailers Sample in magazines Free gift with purchase Kids/ family request
Colour supps ads Specialist magazine ads TV adv funded prog Gym/ club sample/ demo Personal use of the brand
Colour supps ads by retailers TV ads After sales service Info on packaging Print articles
Directory ads TV ads by retailers Brochure/ catalogue Instore displays Relevant websites
Gym/ club ads TV ads in public areas Call centre/ help line Instore flyers/ catalogues Salesperson reco
Huge outdoor ads TV screens in public areas Coupons on internet Instore product tester Seeing others with brand
i TV ads/ sites Vehicle exteriors Coupons on mobile Instore promo Social network likes
Inflight media Video game ads Customer mag/ letter Instore sales circular Specialist one-to-one reco
Internet ads by retailers E-reader ads Direct mail Instore sample/ demo Use of other products frm the brand
Internet display ads Instant messenger ads Direct mail by retailers Instore touch screen Relevant magazines
Internet search Mobile phone ads/ promo Email Package bundle Relevant mobile phone sites
Internet search ads Mobile phone ads/promo by Home visit from salesperson Packaging Relevant radio progs
Internet video ads retailers Internet apps/widgets Retailer catalogues Relevant TV progs
Lite boxes/ screens Instore ads Internet brand video Retailer promotion Comparison websites
Local newspaper ads Instore TV ad Invitation Sample with other products Friend-get-friend schemes
Magazine ads POC ads Loyalty card/ scheme Shelf ads/ info Mobile Checkin
Magazine ads by retailers Window display/ ad Mailed instore promos Vending machines Social networking sites
Mass transit ads Event sponsor Personal letter/ statement Brand event Viral ads
Mass transit ads by retailers Event sponsor by retailers Podcasts Classes
Newspaper ads Good causes sponsor Receipts Contest/ competitions
Newspaper ads by retailers Public facility sponsored by brand Retailer customer mag/ letter Display in public area
Outdoor ads Radio prog sponsor Retailer websites Event demo/ trial
Outdoor ads by retailers Sports sponsor Sample to home Field marketing
Petrol station pump ads TV prog sponsor Sample via internet Roadshows
Petrol station TV ads Website sponsor Seminars/ trade fairs
Print inserts by retailers

12. Touchpoints trends
High Influence
2007 2011
TV ads
Friends & family reco
Sports Sponsor Social networking sites
Most Least
associated Outdoor ads associated
Online video ads Print ads
TV prog sponsoring
Mass transit ads
Brand website
Internet display ads
Low Influence
12

13. POE - Touchpoints invloed, op leeftijd
Base: Touchpoints 2010-2012 (213 projects)
80
75
70
65
Influence 60
55
50
45
40
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

14. Touchpoints invloed, op leeftijd
Base: Touchpoints 2010-2012 (213 projects)
80
75
70
65 Internet search
60
TV ads
55
Newspaper ads
50
Influence
45 Magazine ads
40
Outdoor ads
35
30
Radio ads
25 Internet display ads
20
Cinema ads
15
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

15. Planning & budget optimalisatie gebaseerd op:
1. Communicatie doelen (Awareness, …Advocacy)
2. Touchpoint kwaliteit (voor elk doel)
3. Touchpoint bereik (binnen de doelgroep)
4. Touchpoint kosten

16. 16

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18. Brand Experience Map
TVAds Blogger Briefing & Competition
Campaign
c Role / usage Role / usage
a Metrics Metrics Remarketing
m Paid
Paid
p Print Ads
a Rich Media Ads
Role / usage
Owned
i URL Dynamic Scraping Role / usage
g Metrics of reviews
Metrics Earned
n
URL & QR CODE Tech
Always On
A Search SEM Brand Site User Reviews
l
Role / usage Role / usage Role / usage
w
a Metrics Metrics Metrics
y
s Search SEO Sample
URL Follow
Role / usage Role / usage up via
o
Metrics Metrics email
n

19. 19

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