Bruno formation digitale
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Bruno formation digitale
- 1. 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
- 2. Introduction 10 lundis pour rattraper le train du digital • 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)
- 3. The Roles played by IAB 10 lundis pour rattraper le train du digital • Inspire • Regulate • Educate • Lobbying
- 4. The Roles played by DMA 10 lundis pour rattraper le train du digital • The Official representative for Internet in the CIM • Standardisation • Grow the Market
- 5. CIM: internet 10 lundis pour rattraper le train du digital • Measurement of the audience – Metriweb (2001 to the end 2012) • Establishing profiles – Metriprofil ( 2005 to the end 2012) • New study – TNS (2013)
- 6. Some vocabulary 10 lundis pour rattraper le train du digital • 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
- 7. The media context 10 lundis pour rattraper le train du digital • Too many actors? • Too many possibilities to communicate? • Power of television vs Collapsing of the press audience • Switching the audience to internet
- 8. The Internet context 10 lundis pour rattraper le train du digital
- 9. Advertising spending in the world (market share) 10 lundis pour rattraper le train du digital Source: ZenithMedia
- 10. BELGIUM: all media vs Internet 10 lundis pour rattraper le train du digital Source: MDB
- 11. BELGIUM: Internet audience? 10 lundis pour rattraper le train du digital
- 12. What kinds of websites 10 lundis pour rattraper le train du digital • News • Services • Portals – Mappy – Software (Microsoft, Yahoo, …) – Meteo – Acces providers (Skynet) – Price comparisor • Media • Entertainment – Humo – Gaming sites – Radio Contact – Gambling sites – RTL TVI – … • Directories • Social websites – Google – Blogs – Pages d’or – Netlog – Facebook • Classifieds – LinkedIn – Immoweb – Vlan • Corporate – Vroom – Each company
- 13. A pageview ≠ A pageview 10 lundis pour rattraper le train du digital • Branding of the website • In terms of • Kinds of content (immo vs news) value • Profile of the audience • Position of the advertising • In terms of format efficiency • Intrusion of the advertising format
- 14. What kinds of pricing 10 lundis pour rattraper le train du digital Advantage vs disad. • Broadcasting model: – CPM • Performance model: – CPC – CPL – CPA • Fixed-price model – CPD
- 15. Why communicate on Internet? 10 lundis pour rattraper le train du digital • Your briefing • Your goals Mediaplanning tools • Your targets • Your experience (t-e-r)
- 16. Branding versus Direct 10 lundis pour rattraper le train du digital According to your goals and your finances: • Coverage versus Targeting • Repetition versus Intrusion But always measure your results in the context.
- 17. What kinds of results 10 lundis pour rattraper le train du digital The classical results (adservers) • CTR (%) • The coverage • The repetition (opt:capping) • Lead • Acquisition or purchase The non classical results: (impact barometers) • Brand attribution – Brand preference – Brand recognition • The effective score • Global Campaign appreciation • Some examples: Carlsberg, Chanel, VW Beetle,…
- 18. What kinds of targeting 10 lundis pour rattraper le train du digital • 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
- 19. What kinds of formats 10 lundis pour rattraper le train du digital
- 20. Banner 10 lundis pour rattraper le train du digital
- 21. Expandable banner 10 lundis pour rattraper le train du digital
- 22. Leaderboard 10 lundis pour rattraper le train du digital
- 23. Leaderboard XL 10 lundis pour rattraper le train du digital
- 24. Rectangle 10 lundis pour rattraper le train du digital
- 25. Half page 10 lundis pour rattraper le train du digital
- 26. Roadblock 10 lundis pour rattraper le train du digital
- 27. Skyscraper 10 lundis pour rattraper le train du digital
- 28. Splash page 10 lundis pour rattraper le train du digital
- 29. Wallpaper Branding 10 lundis pour rattraper le train du digital
- 30. Web to Store 10 lundis pour rattraper le train du digital 90% of our purchases are always in store but 40% of our purchases are initiated on the Internet ROPO VOPO • Research Online, Purchase Offline • View Online, Purchase Offline • Site Search, Directory or Company • Site content • Format: text • Format: geo-localized displays • CPC, CPA, CPL… • New possibilities thanks to HTML’5 • Call to action • CPM • Proxistore
- 31. Web to Store 10 lundis pour rattraper le train du digital
- 32. Web to Store 10 lundis pour rattraper le train du digital
- 33. Web to Store 10 lundis pour rattraper le train du digital
- 34. Web to Store 10 lundis pour rattraper le train du digital
- 35. 10 lundis pour rattraper le train du digital Q&A
- 36. 10 lundis pour rattraper le train du digital Thank you for your attention bruno@beweb.com