my first steps on the

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

Creativity on the

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

What is (does) creativity?

@Attract surfers@Surprise surfers@Engage surfers@Branding@ROI (creativity is not an objective)

Creativity: It all begins with the format

@Bigger formats- Large leaderboard- Large IMU- 3 AD (at an efficient CPM)

@Customised formats- Homepage Takeover- Skyfolder

Creativity: It all begins with the format

@Why Bigger Formats:

- Higher visibility- Higher CTR- Higher brand awareness- More space for creation

Creativity: It all begins with the format@Bigger formatsLarge leaderboard: 840 x 150 pixel (standard: 720 x 90)

VS

Creativity: It all begins with the format@Bigger formatsLarge IMU: 468 x 400 pixel (standard: 250 x 250)

VS

Creativity: It all begins with the format@Bigger formats3 AD MODEL

@ADVANTAGES- Combination of branding, promotion, CTA- No cluttering- Surrounding the article- 1 price, 3 opportunities to click- A very efficient CPM- Interaction between ads possible- Direct response (don’t have to click away)

Creativity: It all begins with the format@Customised FormatsHomepage Takeover

Creativity: It all begins with the format@Customised FormatsSkyfolder

No problem to build something new

Interaction vs broadcasting

Surfing the net is not watching TV

@TV ads integration

Give your TV ad a longer life online

I hear and I forget. I see and I remember. I do and I understand.

STANDARD vs RICH MEDIA

Standard RichCreative: glue London

STANDARD vs RICH MEDIA

Creative: glue London

Standard Rich

RICH MEDIA

4.55.1

30.4

18.4

51.8

4.6 5.15.65.9

37.5

23.6

45.7

68.0

10.8

44.3

71.3

7.4 8.1

0%10%20%30%40%50%60%70%80%

Aided BrandAwareness

Online AdAwareness

MessageAssociation

SponsorshipAssociation

BrandFavoribility

PurchaseIntent

Non-RichRich MediaVideo

Eyeblaster technologyFree for agencies & clients

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