How An Advertiser and Agency See The Future of Advertising in Print and Online
 Fabrice Dekerf, Managing Director, Germaine, Belgium INMA, Krakau, September 30th 2010

1. GETTING PEOPLE
TO ENGAGE

2. How An Advertiser and Agency
See The Future of Advertising in Print and Online
Fabrice Dekerf,
Managing Director,
Germaine, Belgium
INMA, Krakau,
September 30th 2010

3. introduction

5. AGENCIES
PUBLI ADVERT
SHERS ISERS
CONSUMERS

6. ARE WE
SPEAKING
THE SAME
LANGUAGE?

7. WHAT DO
AGENCIES
WANT?
APART FROM
AWARDS, FAME,
MONEY, CARS...

8. WHAT DO
PUBLISHERS THINK First aid for a failed viral
AGENCIES
Your viral didn't turn out to be viral? Here's what to do.
WANT?
http://www.youtube.com/watch?v=FOcujXpbkhg

9. WHAT DO
AGENCIES
REALLY
WANT?
http://www.fb.se/Arkivet/upload/hi_43122.flv

10. AGENCIES
Media neutral campaigns
on an interactive platform
1) Real-time
2) Useful
3) Engaging
4) Personalised SMALL STEPS
5) Social OF ENGAGEMENT

11. WHAT DO
ADVERTISERS
WANT?
APART FROM SPENDING LESS,
AND DEMANDING MORE?

12. WHAT DO
ADVERTISERS
REALLY PRODUCT
WANT? = HERO
http://www.axa.be/iphone/nl

13. ADVERT
High impact campaigns ISERS
with clear and instant ROI
1) Massive reach
2) The right people
3) Instant conversion into sales
4) Traceability MY BRANDED
5) Consumer (inter)action PERSONAL APP

14. AGENCIES
ADVERT
ISERS

15. ACTS
NOT
TALKS

16. GERMAINE / WWF / TOPTOPICAL 1 2
BIODIVERSITEIT.
WE HEBBEN HET ZELF
IN DE HAND.
Als start van de campagne rond biodiversiteit plaatste GERMAINE voor WWF deze toptopical. Als men de tekening volledig afwerkt komen we
tot de onthutsende ontdekking dat het met de biodiversiteit niet de goeie kant opgaat. De enige die het tij kunnen keren zijn wijzelf. Merken
we het nog net op tijd of gaan we gewoon door?
Biodiversiteit. We hebben het zelf in de hand.
148 148 148
149 149 149
78 78 78
3 4
77 77 77
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81 83
81 81 83 113 83 113 113
1 1 1
3 80 3 80 3 80
85 85 85 75 75 75
4 4 4 82 82 82 84 112 111 84 112 84
111 112 111 76 76 76
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82
14 10 82 14 8
2 114 114 114
10 10 14 86 86 86 71 71 71
13 13 13 87 87 87 67 67 67
5 5 5 109 109 109
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11 11 11 65 65 65
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107108 107108 70107108 70 70
89 89 89 100 100 100
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91 91 91 69 69 69
12 12 12 96 96 96
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63 115 63 63
6 7 196 6
21 21 2188 7 19 7 19
88 88
98 98 98 104 104 64
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143 20 143 20 143 20 93 95 93 95
93 95
142 90142 90 90 103 103 103
28 28 28 94 142 94 94
23 23 23 119 119 119
22 22 22 117 61 117 117
61 61
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138 138 138 62 62 62
140 140 140 45 118 60
45 118 45 60
118 60
24 25 24 25 24 25
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129 129 129 47 50 47 47 50 50
32 136
32 32 136 128 136 128 128 127 120 127 120 127 120 59 59 59
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Wie de volledige tekening maakte, trok een kruis over de bonobo. Herkennen dat we de oplossing zelf in de hand hebben en WWF’s project in Congo steunen zou alle een stap in de goeie richting zijn.
http://biodiversiteit.chezgermaine.be/

17. http://biodiversiteit.chezgermaine.be/

18. SOCIAL
OBJECT

19. GERMAINE De Belgen hebben op zijn minst gezegd gemengde gevoelens bij de volgende
verkiezingen. Prominenten en andere mensen hebben al te kennen gegeven om niet te
gaan stemmen. Misnoegde bijzitters hebben ook niet veel zin om te komen. Maar doen ze
THOMAS COOK: het ook echt? Thomas Cook biedt alvast de mogelijkheid om de daad bij het woorde te
voegen. Zo ontwikkelde GERMAINE voor Thomas Cook een ‘politiek niet zo correcte’ on
line activatie. Wie tot het kamp van de niet-stemmers behoort kan campagne voeren om
een zetel te verdienen… in een vliegtuig van Thomas Cook naar Kreta. Je kan via de site
GRONDWETTELIJK www.stemjezelfweg.be (www.partipourleselections.be)op 13 juni in het zonnige zuiden
zitten in plaats van in het stemhok. De campagne werd gelanceerd via de facebook
fanpage van Thomas Cook en sprak ook via bloggers latente en minder latente
AFWEZIG OP 13 JUNI gekende niet-stemmers aan. Het concept sloeg aan en had na een paar dagen al
honderden volgelingen.

20. WHAT DO
CONSUMERS
WANT?FOR CONTENT
NOT PAYING
APART FROM
AND BEING ENTERTAINED

22. http://mashable.com/2010/07/08/ipad-usage-report/

23. http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
smartphones-and-the-connected-consumer/

24. http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
smartphones-and-the-connected-consumer/

25. Text
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-
smartphones-and-the-connected-consumer/

26. FOR MORE INFORMATION
Chaat Butsunturn, 415-391-7900 x114
cbutsunturn@kearnswest.com
OR Amanda Piasecki, 202-535-7800 x114
apiasecki@kearnswest.com
ACSI: Higher Satisfaction With PCs, Appliances and
The iPad is the highest-scoring Electronics May Signal Rebound in Consumer Demand
product that a leading consumer
satisfaction index has ever tracked. Apple, Whirlpool on Top; Strong Gains for GE, Dell, Acer and HP
ANN ARBOR, Mich., [September 21, 2010]—Customer satisfaction improves for major
household appliances and is at or near all-time highs for personal computers and big-
ticket consumer electronics such as televisions, according to a report released today by
the American Customer Satisfaction Index (ACSI). Amid recent news of weak durable
goods growth and the continued uncertainty of the housing market, the ACSI results may
provide a glimmer of hope for future demand for these durable products.
“In order for demand to rebound, consumers must exhibit an increased desire to spend
and have the means to do so,” said Claes Fornell, founder of the ACSI and author of The
Satisfied Customer: Winners and Losers in the Battle for Buyer Preference. “ACSI data
suggest that for durables, the first condition has been met in the form of higher customer
satisfaction. Whether this will translate into increased consumer demand will depend on
positive movement in the factors that impact the means to spend: employment, wages
and access to credit.”
Personal Computers: Apple Dominates Amid Industry-Wide Improvement
Satisfaction with personal computers surges 4.0% to match the all-time industry high of
78 on the ACSI’s 0 to100-point scale. Apple gains 2% to 86, its highest score ever. This
marks the seventh straight year that Apple leads all other PC makers, and the 9-point gap
between Apple and its nearest competitor is the largest in ACSI.
Many Windows-based machines also improve and no brand declines. Dell improves 3%,
while Acer (Gateway and eMachines) and the HP division of Hewlett-Packard both rise
4%, forming a three-way tie at 77—well behind Apple. These companies are joined by
the aggregate of all smaller PC makers, such as Sony and Toshiba, which gains 4% to 77.
“Windows-based PC brands appear to have recovered from the problems associated with
the Windows Vista software,” said Fornell. “Barely a year into the release of Windows

27. AGENCIES
PUBLI ADVERT
SHERS ISERS

29. WHAT DO
PUBLISHERS
WANT?
APART FROM
NOT LOSING ON REVENUE,
AUDIENCE AND ADVERTISERS

30. 2011
4
3
2
5
0
MOST BEST SUITED
LIKELY TO TO BRIDGE
FALL OFF THE GAP

31. CONTENT IS BEST SUITED
MARKETING TO BRIDGE
CONTEXT THE GAP
TARGETING
SPONSORED
CONTENT
MAKES IT
POSSIBLE

32. MESSAGE
CENTRED
MEDIA
CENTRED
MAGA
ZINE APP
NEWSPAPER ONLINE,
MEDIA
WEBSITE NEUTRAL
NEWSPAPER
BRAND
PRODUCT
CENTRED

33. PLAY
TOGETHER

34. Targetted apps
with a clear use/target
e.g. monday sports analysis app
e.g. cultural calender app (reviews)
(location based)
1) Real added value for the customer
2) Open: Learning & working together
3) Selective reach
4) Traceability & conversion
5) Repeated use

35. REACH IS
RELATIVE

36. FOCUS
+QUALITY
+REACH

37. WE
ARE
NOT
ALONE

38. WE
ARE
NOT
ALONE
http://www.youtube.com/watch?
v=vLIHLuApG8E&feature=player_embedded#!

39. 2011
4
3
2
5
0 FUTURE OF DISPLAY
ADVERTISING
BY GOOGLE
Sexy and Smart.
1) 50% to include cost-per-video-view
2) 50% of audience buying will be in real time
3) Mobile will be the number one screen
4) At least 5 new metrics more important than click
5) 75% of ads will be socially enabled
6) Rich media in 50% of brand campaigns
7) Display will be a $50 billion industry
http://www.google.com/adwords/watchthisspace/live/
(IAB Mixx NY Sept. 29th 2010)

40. FUTURE OF DISPLAY
ADVERTISING
BY GOOGLE
BUT THIS MIGHT BE
A BIT TOO FUTURISTIC
FOR MANY ADVERTISERS

41. and finally: who is Germaine?

42. http://www.germaine.be/
http://www.germaine.be/media/germaine-scala.flv

43. Thanks for your attention
Questions: fabrice.dekerf@germaine.be
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