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Crossmedia Formats & Audiences                      1
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Print, cinema, TV, radio, outdoor, internet ad expenditure                                                                ...
Print, cinema, TV, radio, outdoor, internet ad expenditure                                                                ...
Print, cinema, TV, radio, outdoor, internet ad expenditure                                                                ...
Welke verschillende mediavormen worden er gecombineerd?                   Wat is het effect?                           6
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Brand experience                                                                                Reviews                 ea...
PAID                                                                      OWNED                                           ...
Touchpoints trends                                High Influence                                                          ...
POE - Touchpoints invloed, op leeftijd                                         Base: Touchpoints 2010-2012 (213 projects) ...
Touchpoints invloed, op leeftijd                                         Base: Touchpoints 2010-2012 (213 projects)       ...
Planning & budget optimalisatie gebaseerd op: 1. Communicatie doelen (Awareness, …Advocacy) 2. Touchpoint kwaliteit (voor ...
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Brand Experience Map                  TVAds                     Blogger Briefing & CompetitionCampaign   c             Rol...
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Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences
Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences
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Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences

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De presentatie die Kees de Groot (ZenithOptimedia) gaf tijdens het Cross Media Café Formats & Audiences op 6 november 2012. Meer info: http://www.immovator.nl/cross-media-cafe-formats-audiences

Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences

  1. 1. Crossmedia Formats & Audiences 1
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  3. 3. Print, cinema, TV, radio, outdoor, internet ad expenditure World Wide 2000 to 2012 160,000 TV 140,000Ad 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. 4. Print, cinema, TV, radio, outdoor, internet ad expenditure Western Europe 2000 to 2012 45,000 40,000Ad 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. 5. Print, cinema, TV, radio, outdoor, internet ad expenditure Netherlands 2000 to 2012 3,000 2,500Ad 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. 6. Welke verschillende mediavormen worden er gecombineerd? Wat is het effect? 6
  7. 7. 7
  8. 8. 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
  9. 9. PAID OWNED EARNEDAds at sports events Print inserts/ leaflets Brand rep reco Social network page/app AwardsAds near store Print inserts/ leaflets by retailers Recipes/ menus Telesales Beautician recoAds/ leaflets in waiting rooms Print promo/ coupons Booklets/ info kits Brand staff Brand received as gift frm friendAdvertorial/ infomerical Product placement Brand website Brand store Colleagues recoAirport ads Radio ads Branded merchandise Branded furniture Cons opinion site/ blogsBus shelter ads/ other small Radio promos/ DJ reco Delivery/ branded vehicles Coupons Expert recoCeleb endorsement School ads Leaflets Coupons at checkout Friends/ family recoCinema ads Social network ads Postcards in public areas Coupons on package Independent reviewCo-brand activity Specialist mag ads by retailers Sample in magazines Free gift with purchase Kids/ family requestColour supps ads Specialist magazine ads TV adv funded prog Gym/ club sample/ demo Personal use of the brandColour supps ads by retailers TV ads After sales service Info on packaging Print articlesDirectory ads TV ads by retailers Brochure/ catalogue Instore displays Relevant websitesGym/ club ads TV ads in public areas Call centre/ help line Instore flyers/ catalogues Salesperson recoHuge outdoor ads TV screens in public areas Coupons on internet Instore product tester Seeing others with brandi TV ads/ sites Vehicle exteriors Coupons on mobile Instore promo Social network likesInflight media Video game ads Customer mag/ letter Instore sales circular Specialist one-to-one recoInternet ads by retailers E-reader ads Direct mail Instore sample/ demo Use of other products frm the brandInternet display ads Instant messenger ads Direct mail by retailers Instore touch screen Relevant magazinesInternet search Mobile phone ads/ promo Email Package bundle Relevant mobile phone sitesInternet search ads Mobile phone ads/promo by Home visit from salesperson Packaging Relevant radio progsInternet video ads retailers Internet apps/widgets Retailer catalogues Relevant TV progsLite boxes/ screens Instore ads Internet brand video Retailer promotion Comparison websitesLocal newspaper ads Instore TV ad Invitation Sample with other products Friend-get-friend schemesMagazine ads POC ads Loyalty card/ scheme Shelf ads/ info Mobile CheckinMagazine ads by retailers Window display/ ad Mailed instore promos Vending machines Social networking sitesMass transit ads Event sponsor Personal letter/ statement Brand event Viral adsMass transit ads by retailers Event sponsor by retailers Podcasts ClassesNewspaper ads Good causes sponsor Receipts Contest/ competitionsNewspaper ads by retailers Public facility sponsored by brand Retailer customer mag/ letter Display in public areaOutdoor ads Radio prog sponsor Retailer websites Event demo/ trialOutdoor ads by retailers Sports sponsor Sample to home Field marketingPetrol station pump ads TV prog sponsor Sample via internet RoadshowsPetrol station TV ads Website sponsor Seminars/ trade fairsPrint inserts by retailers
  10. 10. Touchpoints trends High Influence 2007 2011 TV ads Friends & family reco Sports Sponsor Social networking sites Most Leastassociated Outdoor ads associated Online video ads Print ads TV prog sponsoring Mass transit ads Brand website Internet display ads Low Influence 12
  11. 11. POE - Touchpoints invloed, op leeftijd Base: Touchpoints 2010-2012 (213 projects) 80 75 70 65Influence 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
  12. 12. Touchpoints invloed, op leeftijd Base: Touchpoints 2010-2012 (213 projects) 80 75 70 65 Internet search 60 TV ads 55 Newspaper ads 50Influence 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
  13. 13. 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
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  16. 16. Brand Experience Map TVAds Blogger Briefing & CompetitionCampaign 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 TechAlways 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
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