Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

1. Everything’s free
INMA Copenhagen, 5/2‐2010

7. Unique users per day
700000
600000
500000
400000
Series1
300000
200000
100000
0
Ekstra Bladet TV2 DR BT PoliNken JP Berlingske

8. Challenge
• Distance from the adverNser to the customer
• AdverNser doesn’t know the possibiliNes
• Ad agency doesn’t understand the needs
• Media agency doesn’t have Nme to help
• The media doesn’t know what kind of result
the adverNser want to achieve

9. What do you want?
• What is the adverNsers desire?
• 10.000 clicks on the ad or 10.000 who would
love to visit the company and test your
product?
• Do you reach your targets by engineering or
communicaNon?

10.  Budskab om åbning af varehus i Odense,
men har kørt landsdækkende
 Er blevet testet med Ekstra Bladets nye
analyseværktøj – Neteffekt, der giver
indgående kendskab Nl online
kampagners samlede performance på en
lang række parametre
 Har performet godt på alle parametre

11. Willingness to pay?
• Itunes (Will be used several Nmes)
• Products of great value (you might get rich by
reading WSJ) or of great uNlitarian value

13. Thanks for your -me. Go buy the paper!
Geir Terje Ruud, gt@eb.dk