10 lundis pour

rattraper le train du digital

Digital communication in practice : display , brand awarness, web to store

Bruno Van Boucq CEO BEWEB sa/nv

10 lundis pour

rattraper le train du digital

Introduction

• What about …– Bruno Van Boucq

– Beweb - 1995

– My positions in the media field• Founder of Interactive Advertising Bureau Belgium (IAB)• Founder and President of Digital Media Association (DMA)• Board Member of Centrum of information for Media (CIM)

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rattraper le train du digital

The Roles played by IAB

• Inspire

• Regulate

• Educate

• Lobbying

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The Roles played by DMA

• The Official representative for Internet in the CIM

• Standardisation

• Grow the Market

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CIM: internet

• Measurement of the audience– Metriweb (2001 to the end 2012)

• Establishing profiles– Metriprofil ( 2005 to the end 2012)

• New study– TNS (2013)

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Some vocabulary

• Impression = display

• Audience = people

• A unique visitor = a cookie

• A cookie = a file

• Adserver = a softwaretool to broadcast each ad

• Capping = option to calibrate the repetition

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The media context

• Too many actors?

• Too many possibilities to communicate?

• Power of television vs Collapsing of the press audience

• Switching the audience to internet

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The Internet context

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Advertising spending in the world (market share)

Source: ZenithMedia

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BELGIUM: all media vs Internet

Source: MDB

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BELGIUM: Internet audience?

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What kinds of websites• News• Portals

– Software (Microsoft, Yahoo, …)– Acces providers (Skynet)

• Media– Humo– Radio Contact– RTL TVI

• Directories– Google– Pages d’or

• Classifieds– Immoweb– Vlan– Vroom

• Services– Mappy– Meteo– Price comparisor

• Entertainment– Gaming sites– Gambling sites– …

• Social websites– Blogs– Netlog– Facebook– LinkedIn

• Corporate– Each company

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A pageview ≠ A pageview

• Branding of the website

• Kinds of content (immo vs news)

• Profile of the audience

• Position of the advertising format

• Intrusion of the advertising format

• In terms of value

• In terms of efficiency

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What kinds of pricing

• Broadcasting model:– CPM

• Performance model:– CPC– CPL– CPA

• Fixed-price model– CPD

Advantage vs disad.

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Why communicate on Internet?

• Your briefing

• Your goals

• Your targets

• Your experience (t-e-r)

Mediaplanning tools

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Branding versus Direct

According to your goals and your finances:

• Coverage versus Targeting

• Repetition versus Intrusion

But always measure your results in the context.

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What kinds of results

The classical results (adservers)• CTR (%)• The coverage • The repetition (opt:capping)• Lead• Acquisition or purchaseThe non classical results: (impact barometers)• Brand attribution – Brand preference – Brand recognition• The effective score • Global Campaign appreciation• Some examples: Carlsberg, Chanel, VW Beetle,…

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What kinds of targeting• Global

– Power, repetition, coverage– PNU vs NBO (http://www.pnunited.be vs www.newsbrandsonline.be )

• Thematics– Auto, Immo, Travel, Business, etc.

• Socio-demo– Gender, age, job,…

• Geographics– Example: proxistore (demo)

• Retargeting– Behavorial– Brand tagging

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What kinds of formats

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Banner

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Expandable banner

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Leaderboard

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Leaderboard XL

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Rectangle

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Half page

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Roadblock

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Skyscraper

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Splash page

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Wallpaper Branding

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Web to Store

VOPO• View Online, Purchase Offline• Site content• Format: geo-localized displays• New possibilities thanks to HTML’5• CPM• Proxistore

ROPO• Research Online, Purchase Offline• Site Search, Directory or Company• Format: text• CPC, CPA, CPL…• Call to action

90% of our purchases are always in storebut

40% of our purchases are initiated on the Internet

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Web to Store

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rattraper le train du digital

Web to Store

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rattraper le train du digital

Web to Store

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rattraper le train du digital

Web to Store

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Q & A

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rattraper le train du digital

Thank you for your attention

bruno@beweb.com