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An introduction to Online Media


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in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit more what it is all about

Published in: Business, News & Politics
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An introduction to Online Media

  1. 1. An introduction to Online Media
  2. 2. Claude Sabbah
  3. 3. Agenda <ul><li>The market </li></ul><ul><li>The landscape </li></ul><ul><li>The terminology </li></ul><ul><li>The tools </li></ul><ul><li>The formats </li></ul><ul><li>Tomorrow </li></ul>
  4. 4. The players
  5. 5. The players Brands Sales Houses Specialists Media agency Ad agency Media Consumers initiators shapers transmitters allowers
  6. 6. Broadcast
  7. 7. Intercast
  8. 8. The Person @ the center Logic+Emotion
  9. 9. The “newcast” Logic+Emotion
  10. 10. The landscape
  11. 11. Online penetration evolution Source: BIM 15
  12. 12. Coverage per age & sex Source: BIM 15
  13. 13. Internet connections Source: ISPA 2005
  14. 14. European perspective: 2010 Source: JupiterResearch Broadband in Europe
  15. 15. Media consumption Source: EIAA, Belgium results 2005 Hours spent on each medium on an average week Increase in time spent online 2004 vs. 2005: +11%
  16. 16. Media investments Source: IAB/CIM 2005
  17. 17. Belgium vs. USA media mix Source: IAB & Future Media Report
  18. 18. “ A day in the life...” [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005
  19. 19. Multi-tasking reality When Mainly Watching TV When Mainly Using the Internet [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA, Belgium results 2005
  20. 20. Access & usage on 12+ Source: Cyberscan 11 Accessing the internet from
  21. 21. Belgium: campaign budget Source: IAB 2005
  22. 22. Europe: Online vs. Offline Total Online Ad Spending Percentage of Total Ad Spending ( in billions) Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
  23. 23. European online ad market Total Online Ad Spending in 2010 (in millions) Compound Annual Growth Rate, 2005 to 2010 Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
  24. 24. The Terminology
  25. 25. Reach Source: Southern Methodist University & The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time
  26. 26. Average number of times those who are reached have an opportunity to be exposed to a message within a given time period
  27. 27. OTS when a page is successfully displayed on the user's computer screen when a poster is available for viewing in a 2m2 when a radio spot is aired (H), etc.
  28. 28. Cost per Thousand : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts) x 1000
  29. 29. Average online CPM Average CPM for webvertising campaigns - Skyscraper Source: FastBridge
  30. 30. SOV Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section) during the same period, expressed in %
  31. 31. Others <ul><li>(Ad) audience : </li></ul><ul><ul><li>Number of unique users or visitors exposed to a site (or an ad) within a specific time period </li></ul></ul><ul><li>(Ad) Click : </li></ul><ul><ul><li>A measurement of the user-initiated interaction (such as clicking on) an element causing a re-direct to another Web location or another frame or page within the advertisement. </li></ul></ul><ul><li>(Ad) Click Rate : </li></ul><ul><ul><li>Gross click rate = Number of clicks / Number of impressions, expressed in % </li></ul></ul><ul><ul><li>Net click rate = Number of clicks / Number of unique users, expressed in % </li></ul></ul><ul><li>(Ad) impression or Gross contact : </li></ul><ul><ul><li>An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mail ads. </li></ul></ul><ul><li>Cost per click or CPC : </li></ul><ul><ul><li>Cost of advertising based on the number of clicks received. </li></ul></ul><ul><li>Cost per action or CPA </li></ul><ul><ul><li>Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations </li></ul></ul><ul><li>Unique Visitor : </li></ul><ul><ul><li>Individual or browser which accesses a Web site within a specific time period. </li></ul></ul>Source: IAB Belgium
  32. 32. GRP <ul><li>Definition </li></ul><ul><ul><li>the reach of 1% of a target audience. Gross Rating Points (grps) is the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points). </li></ul></ul><ul><li>How to calculate it? </li></ul><ul><ul><li>GRP = % Reach X Frequency </li></ul></ul><ul><ul><li>Cost-Per-Point (CPP) – the cost of delivering one GRP. </li></ul></ul><ul><ul><ul><li>Formula: CPP= media cost/GRPs </li></ul></ul></ul>Source:
  33. 33. Selectivity Index SI = Percentage of Users in a Demographic Segment Percentage of Population in the Same Segment X 100
  34. 34. Long tail In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually &quot;tails off.&quot; In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority.
  35. 35. Long tail Large audience mainstream Small audience influentials
  36. 36. The tools
  37. 37. Audience knowledge <ul><li>BIM (Belgian Internet Mapping by Insites) </li></ul><ul><li>Extensive study among Belgian Internet users, which provides a detailed overview of the Belgian Internet population. </li></ul><ul><li>Deliverables: </li></ul><ul><ul><li>Insights into socio-demographic information on Internet users and their attitudes and behaviors related to the Internet </li></ul></ul><ul><ul><li>Data-collection on basis of online (pop-up & e-mail data collection) as well as offline (by phone) methods in order to guarantee representative figures </li></ul></ul><ul><ul><li>The largest Internet study in Belgium, more than 140.000 people participated in the pop-up survey and more than 10.000 in the e-mail survey </li></ul></ul><ul><ul><li>Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods </li></ul></ul>Brand Campaign Site
  38. 38. Audience Measurement <ul><li>CIM (Centre d’information des media) </li></ul><ul><li>Metriweb </li></ul><ul><ul><li>Tactical measurement system based on cookies and providing data on 250+ Belgian sites at three levels </li></ul></ul><ul><ul><ul><li>Unique Visitors (+ regular), Visits & Page Requests </li></ul></ul></ul><ul><ul><li>Objective, comparable and authentified data </li></ul></ul><ul><li>Metriplan </li></ul><ul><ul><li>Deduplication tool which uses the Metriweb raw data </li></ul></ul><ul><ul><li>Allows to evaluate the performance of a multi-site media selection over a perdiod of time </li></ul></ul><ul><li>Metriprofile </li></ul><ul><ul><li>Provides the media planners with socio-demographic data for each site participating in the Metriweb study </li></ul></ul>Brand Campaign Site
  39. 39. Site Traffic measurement Brand Campaign Site Google Analytics
  40. 40. Cross Media Research <ul><li>Pre- & Post Advertising Test </li></ul><ul><li>Advertising Tracking </li></ul><ul><li>Cross Media Campaign Evaluation </li></ul>Brand Campaign Site Metrix Lab
  41. 41. Online Impact Surveys <ul><li>Aided and Unaided Brand Awareness </li></ul><ul><li>Advertising Awareness </li></ul><ul><li>Message Association </li></ul><ul><li>Sponsorship Awareness </li></ul><ul><li>Brand Favorability </li></ul><ul><li>Brand Attributes </li></ul><ul><li>Purchase/Behaviour Intent </li></ul>Brand Campaign Site Metrix Lab
  42. 42. Buzz metrics Brand Campaign Site
  43. 43. Buzz metrics Brand Campaign Site
  44. 44. 3rd Party technology Brand Campaign Site IAB 2006
  45. 45. The Formats
  46. 46. Display Ads <ul><li>Defines all forms of online advertising that is integrating various kinds of elements (images, video, texts, animations, forms, layers, interactions, etc.) and that follows common formatting guidelines </li></ul><ul><li>Measured in pixels and kilobytes </li></ul><ul><li>Mostly known formats </li></ul><ul><ul><li>Leaderboard, Skyspcrapers </li></ul></ul><ul><ul><li>Overlayer </li></ul></ul><ul><ul><li>IMUs, Showcases </li></ul></ul><ul><ul><li>Buttons & Banners </li></ul></ul>
  47. 47. Universal Ad Package
  48. 48. Content Integration <ul><li>Advertising woven into editorial content or placed in a contextual envelope. </li></ul><ul><li>Also known as &quot;Web advertorial” </li></ul>
  49. 49. Emailing <ul><li>Advertising campaign distributed via e-mail </li></ul><ul><li>Email Addresses selection is possible on socio-demographic, behavioral, professional sector criteria </li></ul><ul><li>Main Email list Brokers </li></ul><ul><ul><li>JustForYou (Skynet) </li></ul></ul><ul><ul><li>Permesso (WegenerDM) </li></ul></ul>
  50. 50. Keyword <ul><li>SEO - Natural Positioning </li></ul><ul><ul><li>Optimize the html code </li></ul></ul><ul><ul><ul><li>to ease the work of the search engine spiders </li></ul></ul></ul><ul><ul><li>Long term approach </li></ul></ul><ul><ul><li>Relevancy index optimization </li></ul></ul><ul><ul><li>Cost efficient investment </li></ul></ul><ul><li>SEA - Performance driven </li></ul><ul><ul><li>Buy relevant search queries </li></ul></ul><ul><ul><li>“ You pay for what you get” - Cost per click </li></ul></ul><ul><ul><li>Contextual & short term / mid term driven </li></ul></ul><ul><ul><li>Managed costs </li></ul></ul>SEO SEA SEA
  51. 51. Channel evolution Source: IAB 2005
  52. 52. Tomorrow
  53. 53. Stages in Internet use Communication / Community Entertainment / Personal Expression Information / Research / Everyday Tasks Email IM Posting your profile on a community site Creating your own IM / chat room avatar Visiting an Internet chat room Making posts to an online message board Becoming a lead contributor to an online community (e.g., regular posts, moderator) Setting up email forwarding group for “joke” emails Using Google to research Buying something on Ebay Buying a book/CD from Amazon Regularly shopping for groceries online Internet banking Joining an Internet payment service (e.g., Paypal) Selling something on Ebay Setting up personal news views/alerts Regularly reading news online Bookmarking your own library of “favourite” sites Writing your own blog/newsletter Building your own website Booking a flight online Sharing iTunes playlists Playing viral games that were emailed Joining an online RPG community (e.g., SimsOnline) Downloading games Watching streaming video Downloading music Listening to Internet radio Uploading photos to album site Subscribing to online movie service Video chat/Webcams Web surfing Visiting websites others have recommended Browsing dating / “friends” sites Signing up for email newsletter Basic Experienced Enthusiast Source: Isobar Creating your own TV channel
  54. 54. Future of Media Future Exploration Network
  55. 55. “ It makes no sense today to advertise on tv if you don’t offer a gate to interactivity” Guillaume Van der Stighelen