Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing. Hoe zit het met internet in België? Jean-Michel Depasse van Mindshare geeft een stand van zaken.

1. my first steps on the internet june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

3. Internet in Belgium june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

4. Reach & Coverage

7. Evolution of the audience

12. The socio-demographic evolutions

17. Profil of Heavy Internet Users – Daily reach

20. Top Websites

21. Top Websites

22. Online activities

23. Internet activities per age 80.1% 15.7% 12-14 YEARS 15-17 YEARS 18-20 YEARS 21-24 YEARS 25-34 YEARS 35-44 YEARS 45-54 YEARS 55-64 YEARS 65 YEARS &+ E-SHOPPING CHAT SURF PC-BANKING ONLINE TRANS. ONLINE GAMES MUSIC DOWNLOAD PRODUCT INFO SMS TV PROG RADIO PRESS LOGO/BEL JOBS JOBS SITES DOCUMENT LIFE SPORT

24. International vs Belgium

25. EIAA 2005 Internet coverage Belgium vs Europe (%)

26. Broadband Penetration Advanced Highest Speeds Laggards Laggards Moderate Mainstream Less Advanced Less Advanced

27. Online Advertising Expenditure 2006

28. Who measures what ? Perimeter IAB Europe IAB Belgium IAB Be IAB Eur (-) CIM (+) * CIM Sales houses 2006 : Adlink, Beweb, Corelio, Miscrosoft, Skynet Media 2007 : Fred, Paratel, trustmedia, Telenet CIM Display + Text (2007) (2007) Job ads Classified Search Other Newsletter E-mailing Content Integration Other CPA CPC CPM No Yes No Yes Channel Type of buy Site CIM Sales house CIM*

29. Growth : International comparison 2006 vs 2005

30. Annual growth (mio €) Total 2006 without Google 72.4 millions € +64% +38%

31. Seasonality Index per month : number of campaign (undeduplicated – Sales houses declaration)

32. Channels in 2006 Display still dominates Base : Sales houses declaration

33. Split per type of site Base : Sales houses declaration

34. Split by Economical group Base : Sales houses declaration

35. Zoom on sectors Top 10 sectors 60% of investments Base : Sales houses declaration

36. Campaign allocation by budget (number of campaigns) Base : 504 campaigns – Source IAB Study Media Agencies Test 13 069 € Complete 87 233 €

37. Consumer behavior vs advertiser’s behavior Share of media consumption Share of Media pressure Source : EIAA - European Media Consumption Study 2005 Sources : Off line - CIM MDB 2006, Online - IAB Adex*, CIM MDB only* 11.4% 11.3% Radio 100% 2.5% 37.1% 24.3% 9.9% 6.1% 1.0% 7.8% IAB Adex* + CIM offline 100% TOTAL 1.6% Internet 37.4% TV 24.5% Newspapers 10.0% Mag 6.1% Free sheets 1.0% Movie 7.9% Outdoor CIM only** Media

38. Three reasons to use the Internet in you campaigns

39. Adapt To Survive: As Digital Platform Usage Grows, Consumers Will Find Themselves Ever More Empowered Increased a bility to a ccess and sift a bundance of i nformation Increased a bility to communicate, interconnect, and c ongregate Increased ability to publish s elf e xpression Increased ability to customize c onsumption Increased a bility to gain on-demand satisfaction Enabling Digital Platforms

40. Adapt To Survive: Thought Leadership – Emerging Media - What are the New Consumer Touch-points? Digital Imaging Gaming Audio Wireless Auto Electronics Digital Stream Mobile Electronics Home Networking Digital Imaging iTV Digital Video Gaming Audio Audio Wireless PC Broadband PC Broadband Mobile Electronics Play games Download songs Watch movies and TV Browse the Internet Browse the Internet Send & receive photos and video Download songs Download songs Play games on-the-go Shoot photos and video Record Programming Email Talk to friends Get directions Online shopping Shopping Driving Family Moving Email Talking to others Listen to music Work Graphics Word Processing Home Work On-the-Go

41. Adapt To Survive: Marketers Must Shift Communication Strategies to Accommodate Empowered Consumers REQUIRED SHIFT IN MARCOMS APPROACH Pre-digital Post-digital

42. eCRM Consulting Adapt To Survive: all agencies and media are enlarging their scope of expertise and services Communities/ Social Networking Mobile Gaming Search / Affiliates Producers (Creative) Tools + Analytics iOOH Content and Distribution Online Display Advertising

43. Media Perspective: Weekday Media Consumption What times of the day do you typically…during the week? [Base: All Respondents in Belgium using each type of media] Source: EIAA Mediascope, December 2005

46. Media Perspective: Multi-tasking in Belgium When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Watching TV When Mainly Using the Internet 16% 4% 3% 37% 8% 33% 25% 9% [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA Mediascope, December 2005

48. Through The Line Media : In depth measurement Awareness Desire Interest Activation Impressions / Contacts Click Through Leads Sales

49. FROM… TO…

50. Q&A june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be