2010.06 Using social media data to demonstrate brand-building
2010.06 Trans-National campaigns
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Transcript of 2010.06 Trans-National campaigns
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Trans-National campaigns Session
Vincent Létang - Screen Digest Chris Morgan - Publicitas Europe
James Bailey - CNN
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
International advertising trading in Europe
Vincent Létang, Senior analystScreen Digest
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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
International media trading in the value chain
Multinational brands(eg: Coca Cola)
Media agencies (eg: Mindshare, OMD)
National media properties(eg: ITV1, El Pais, Google Spain)
DEM
AN
D
BU
YIN
G S
IDE
SUPP
LY S
ELLI
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SI
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International reps(eg: Publicitas)
International depts
Multinational media owners- pure players: Google, Yahoo, MS- multi-media brands: CNN, BBC WW- digital aggregators: networks
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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Pros and cons of centralised pan-regional buying
Pros• Economies of scale• Maximise bargaining
power• Time-to-market
Cons• Some brands and agencies
have leverage locally• Significant local specificities• Not all agencies are equipped• Logistical & organisation costs
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Trans-National Digital Advertising
Chris Morgan, Publicitas Europe
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Agenda
• National Clients vs. Trans-National• Trans-National Drivers• Case Study; EU Campaigns
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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Top National Advertisers – April 2010 (AdRelevance)UK FR DE ES ITO2 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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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Trans-National Advertisers
Category % SitesCorporate 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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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Trans-National AdvertisingDrivers
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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Spanish Advertisers on CNN’s Global Platforms
James Bailey, CNN
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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 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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BRANDING ONLINE: THE TIME IS NOW2-3 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