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

1. An introduction to Online Media

2. Claude Sabbah

4. The players

5. The players Brands Sales Houses Specialists Media agency Ad agency Media Consumers initiators shapers transmitters allowers

6. Broadcast Hypergene.net

7. Intercast Hypergene.net

8. The Person @ the center Logic+Emotion

9. The “newcast” Logic+Emotion

10. The landscape

11. Online penetration evolution Source: BIM 15

12. Coverage per age & sex Source: BIM 15

13. Internet connections Source: ISPA 2005

14. European perspective: 2010 Source: JupiterResearch Broadband in Europe

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. Media investments Source: IAB/CIM 2005

17. Belgium vs. USA media mix Source: IAB & Future Media Report

18. “ A day in the life...” [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005

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. Access & usage on 12+ Source: Cyberscan 11 Accessing the internet from

21. Belgium: campaign budget Source: IAB 2005

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. 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. The Terminology

25. Reach Source: Southern Methodist University & IAB.net The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time

26. Average number of times those who are reached have an opportunity to be exposed to a message within a given time period

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. 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. Average online CPM Average CPM for webvertising campaigns - Skyscraper Source: FastBridge

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 %

33. Selectivity Index SI = Percentage of Users in a Demographic Segment Percentage of Population in the Same Segment X 100

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 "tails off." 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. Long tail Large audience mainstream Small audience influentials

36. The tools

39. Site Traffic measurement Brand Campaign Site Google Analytics

42. Buzz metrics Brand Campaign Site

43. Buzz metrics Brand Campaign Site

44. 3rd Party technology Brand Campaign Site IAB 2006

45. The Formats

47. Universal Ad Package

51. Channel evolution Source: IAB 2005

52. Tomorrow

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. Future of Media Future Exploration Network

55. “ It makes no sense today to advertise on tv if you don’t offer a gate to interactivity” Guillaume Van der Stighelen