Creativity on the internet
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my first steps on the june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
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Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing. Paul Bruneel (Sales Manager Fred Online) over Creativity on the internet.
Transcript of Creativity on the internet
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
