The document discusses branding and advertising online across international markets. It provides an overview of a conference on transnational digital advertising with sessions on international media trading, case studies of pan-European online ad campaigns, and Spanish advertisers using CNN's global online platforms. The summary explores the potential for more centralized international media buying while acknowledging challenges around local specificities and capabilities.

1. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Trans-National campaigns
Session
Vincent Létang - Screen Digest
Chris Morgan - Publicitas Europe
James Bailey - CNN
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2. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
International advertising
trading in Europe
Vincent Létang, Senior analyst
Screen Digest
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3. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Interviews conducted by Screen Digest
• Advertisers: L’Oreal, Kraft, Coca Cola, Motorola, Bacardi
• Agencies: Mindshare, OMD
• Media owners and sales houses: CNN, BBC Worldwide,
Publicitas
• Full results in Adex Report 2009
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4. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
What is international media buying/planning?
• Mediabuying/planning managed centrally
– As opposed to media being bought locally, country-by-country
• For traditional media, the proportion of international trading
has always been insignificant
• But for digital media, the existence of PanEuropean/global
media owners suggest a more transnational marketplace
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5. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
International media trading in the value chain
Multinational brands
BUYING SIDE
(eg: Coca Cola)
DEMAND
Media agencies
(eg: Mindshare, OMD)
International depts
SUPPLY SELLING
International reps
(eg: Publicitas)
SIDE
Multinational media owners
- pure players: Google, Yahoo, MS
National media properties - multi-media brands: CNN, BBC WW
(eg: ITV1, El Pais, Google Spain) - digital aggregators: networks
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6. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Is it a significant part of digital mediabuying?
• Not yet
• Many multinational brands – esp. FMCG – are traditionally
organised on a national basis.
– Marketing and advertising decisions, and operations, are made locally
– Differences in regulation, media landscape, consumption patterns
justify national trading.
• Things are slowly changing to regional units, for economies of
scale
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7. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Pros and cons of centralised pan-regional buying
Pros Cons
• Economies of scale • Some brands and agencies
• Maximise bargaining power have leverage locally
• Time-to-market • Significant local specificities
• Not all agencies are equipped
• Logistical & organisation
costs
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8. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Trans-National Digital
Advertising
Chris Morgan, Publicitas Europe
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9. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Agenda
• National Clients vs. Trans-National
• Trans-National Drivers
• Case Study; EU Campaigns
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10. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Top National Advertisers – April 2010 (AdRelevance)
UK FR DE ES IT
O2 Orange Parship BlinkoGold IBS
Play FnacFnac Eifel Lit Fest Ventura24 Yoox
Amazon BlinkoGold Postbank Vandal Tokito
Barclays Phone&Phone Microsoft Vodafone Meetic
Dell Microsoft O2 Meetic SDA Bocconi
Microsoft SFR Amazon Telefonica BlinkoGold
T Mobile Meetic T Mobile Orange Microsoft
HP Dell Sparkasse GD Catalunya LeiWeb
Jackpot Joy Bouygues Vodafone Logitravel Dindo
Twitter Parship Axel Springer Botemania Imobi.it
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11. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Trans-National Advertisers
Category % Sites
Corporate 19 Premium
Travel/Tourism 42 Premium / Verticals
Technology 15 Premium / Verticals
Automotive 7 Premium / Portals
Government 4 Premium / Portals
Luxury 5 Premium
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12. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Trans-National Advertising
Drivers
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13. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Case Study: EU Campaign
• 28 Sites
• 25 Countries
• Language
– Geo-targeting / IP look-up
– Keyboard recognition
• Landing Pages
• Compatibility across markets
– CEE click-tags
• Co-ordination
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14. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Spanish Advertisers on CNN’s
Global Platforms
James Bailey, CNN

15. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Turespana
• Client wanted to advertise
globally, with particular focus
on specific target countries
• TV campaign on CNNI EMEA
and CNNI Asia Pacific
• Online Campaign on
CNN.com targeting USA
• Online Campaign on
CNNIntl.com targeting
France, Germany, UK,
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16. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
Abengoa
• Client aiming at reaching
potential investors in
Europe and USA
• Campaign on CNN.com
targeting USA
• Campaign on
CNNIntl.com targeting
Europe
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17. BRANDING ONLINE: THE TIME IS NOW
2-3 June 2010
IESE
• Client wanted to reach
potential students for their
Post-Grad and MBA
programmes
• Online Campaign on
CNNIntl.com running
across Europe, with
specific emphasis on Spain
and UK
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