Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing.
Isabelle Driege (Isobar) over het plannen van een online campagne.
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An Online Communication approach
1. PROGRAMME
@ WELCOME
P. Van Waeyenberge - Fred
@ INTERNET IN BELGIUM
J.M. Depasse – Mindshare
@ WHY INTEGRATE INTERNET IN MY CAMPAIGN ?
J.M. Depasse – Mindshare
@ HOW TO PLAN A CAMPAIGN
Isabelle Driege – Isobar
@ CASE : THE RESULTS
J. Detavernier – Snow LG&F
@ THE WEBSITES OF de Persgroep Publishing
D. Catry – de Persgroep Publishing
@ CREATIVITY ON THE INTERNET
P. Bruneel – Fred online
Strictly Confidential – No external use without agreement
5. Research
Possibilities
Possibilities
to connect
to reach
Possibilities
to interact
Strictly Confidential – No external use without agreement
6. Game – Integrated
Display Ads E-Mail
Advertising Advertising
Marketing
RSS
SMS TO
Sponsoring Retail
MAIL
Box
Viral - Buzz
Mobile
Marketing
Marketing
PodCasting Instant
Messaging
Site &
Newsletters
Search Engine IDTV Blog
Affiliate
Marketing
Advertising
Marketing
Strictly Confidential – No external use without agreement
7. Digital branding campaigns (product launch)
Game – Integrated
Display Ads
E-Mail
Advertising Advertising
CPM
Marketing
RSS
SMS TO
Sponsoring Retail
MAIL
Box
Viral - Buzz
Mobile
Marketing
Marketing
PodCasting Instant
Messaging
Site &
Newsletters
Search Engine IDTV Blog
Affiliate
Marketing
Advertising
Marketing
Strictly Confidential – No external use without agreement
8. Digital campaigns with a contest
Game – Integrated
Display Ads
E-Mail
Advertising Advertising
CPM
Marketing
RSS
SMS TO
Sponsoring Retail
MAIL
Box
Viral - Buzz
Mobile
Marketing
Marketing
PodCasting Instant
Messaging
Site &
Newsletters
Search Engine IDTV Blog
Affiliate
Marketing
Advertising
Marketing
Strictly Confidential – No external use without agreement
9. Digital sales campaigns (new clients)
Game – Integrated
Display Ads
E-Mail
Advertising Advertising
CPC/CPM
Marketing
RSS
SMS TO
Sponsoring Retail
MAIL
Box
Viral - Buzz
Mobile
Marketing
Marketing
PodCasting Instant
Messaging
Site &
Newsletters
Search Engine IDTV Blog
Affiliate
Marketing
Advertising
Marketing
Strictly Confidential – No external use without agreement
11. Overview: some interesting tools…
Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)
Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)
IInternational Comscore Nielsen/Netratings Dart Doubleclick
nternational Comscore Nielsen/Netratings Dart Doubleclick
AdRelev ance Bluestreak
AdRelev ance Bluestreak
Belgium market Metriw eb CI M Metriprofil CI M Metriplan Adw ords
Belgium market Metriw eb CI M Metriprofil CI M Metriplan Adw ords
MDB Pige IInsites BI M Ev olv e MSN DR
MDB Pige nsites BI M Ev olv e MSN DR
BI M Mediaplanner Affiliate programs
BI M Mediaplanner Affiliate programs
IInternal tools
nternal tools
Strictly Confidential – No external use without agreement
12. 2.1 How create an online plan
(example on display ads)
ACTIONS
Solutions
Planning
Negociation
Buying
13. Briefing
1) Online tools:
2) Past campaigns keylearnings:
• Cim Metriweb (audience of the sites)
• Best performing sites of the past campaigns
• Cim Metriprofil (profile of the sites)
• Cim Metriplan (deduplicated audience) • Best performing formats of the past campaigns
• Mediaplanner insites (selectivity of the sites) • Best performing placements of the past campaign
• Evolve
• Internal tool Sites and
Exhaustive formats
list of sites selection
3) Media Agency’s expertise:
4) Specific requests of the client :
• Campaigns sites/formats CTR benchmark
• Format shape request
• Cost per click benchmark (1€ - 5€)
• Presence on niche/specific sites
• Cost per contact benchmark (0.06€ - 0.1€)
• Language/creative/target split
• Share of voice benchmark (min10% on portals –
• GRP calculation
20% on other sites)
• Specific calendar
Set up of
Fine-tuning
the plan
Booking of the online space… hoping that every placement is still available!!
Strictly Confidential – No external use without agreement
14. Sites selection based on an online mediaplanning
tool (ex.)
Target Group 25-54 yo – CS 1-4 – Higher Educated
Sites Selectivity index
Sites Selectivity index
Zappybaby 344
Zappybaby 344
Flair 319
Flair 319
Femmesdaujourdhui 295
Femmesdaujourdhui 295
Resto 261
Resto 261
Libelle 253
Libelle 253
9 maand 232
9 maand 232
Immoweb 219
Immoweb 219
De Standaard 198
De Standaard 198
De Morgen 182
De Morgen 182
Telemoustique 174
Telemoustique 174
Vlan 152
Vlan 152
e-santé/e-gezondheid 150
e-santé/e-gezondheid 150
La Libre 148
La Libre 148
Vivat 142
Vivat 142
Het Nieuwsblad 135
Het Nieuwsblad 135
HLN - 7sur7 120
HLN - 7sur7 120
Skynet 112
Skynet 112
Qmusic 106
Qmusic 106
Tijdnet 85
Tijdnet 85
MSN 81
MSN 81
Zita 66
Zita 66
Source: CIM figures June 2007
Strictly Confidential – No external use without agreement
15. Internet mapping of the selected sites on target (ex.)
% Internet Coverage
30
Target Group 25-54 yo - CS 1-4 - Higher Educated
Target Group 25-54 yo – CS 1-4 – Higher Educated
Bubble = monthly unique visitors on target
25
20
MSN
15
Skynet
10 HLN - 7sur7
De Standaard
9 maand
Het Nieuw sblad
5
Resto
e-sante/e-gezondheid Im m ow eb Zappybaby
Flair
TijdNet
De M orgen
Qm usic Vlan
Libelle
Vivat Telem oustique
0 La Libre
Fem m esdaujourdhui
Selectivity
70 120 170 220 270 320
-5
Source: CIM figures June 2007
Strictly Confidential – No external use without agreement
16. Extra choice of the sites based on 4 levels
Targetting on 4 levels Mass Communication
Portal Sites – Traffic Generators
MSN, MSN Messenger, Skynet, SkyBlog, Zita, Hotmail,
Advalvas, Netonline,…
Brand awareness
General Sites
HLN & 7sur7, De Standaard, De Morgen, Het
Nieuwsblad, Le Soir, Libre Belgique, DHNet, RTL,
RTBF, VijfTV, Kanaal2, QMusic, NRJ, …
Targetted Sites Brand identification
Autozone, Flair, Libelle, e-santé,
Gezondheid, Femistyle ,
Seniorplanet, Vivat, Flair, Vroom,
9maand, Wattedoen, Disney,…
E-mail Marketing Call-to-action
J4Y, Optinio, …
Keywords
Targetted Communication
Strictly Confidential – No external use without agreement
17. Which « online » formats to choose ???
2 ONLINE MARKETING ACTIVITIES
Traffic
Branding
driving
content
Creating and placing vehicles (internet ads) to
Creating marketing content
drive traffic to website
E-mail Media
E-mail
Keywords Owner
Keywords Messenger
Messenger
sites
Integrations
Integrations
Blogs
Blogs Newsletter
Newsletter
Roadblocks
Roadblocks Text
Text
Advertiser
Advertiser Splash’s
Splash’s links
Rich links
Rich
Website
Website Expandables
Expandables
Media
Media
Overlayers
Overlayers
Display
Display Click
Click
Interstitials
Interstitials
Ads
Ads Retail
Retail
Minisites
Minisites
boxes
boxes
Classical
Classical
Viral
Viral Displays
Displays Streaming
Streaming
Buzz
Buzz
Games
Games
Strictly Confidential – No external use without agreement
18. 2.2 Example of an online strategy
ACTIONS
Solutions
Planning
Negociation
Buying
19. Online strategy
Traffic building via different digital ways
Bring quantitative traffic Search Engine Marketing: Bring qualitative traffic
thanks to CLICK and traffic creation by being thanks to TARGETED
BULK campaigns on the right place SITES
Run of
Portals Google News Finance Business
Networks
TRAFFIC PUSH TO THE SITE
Strictly Confidential – No external use without agreement
20. Online strategy
Dedicated online communication
approach for each theme
Run of
Portals Google News Finance Business
Networks
- Click campaign on Adlink - Keyword list - HLN/ 7sur7 - MSN Fin. - MSN Bus.
- RON Adlink on target - De Morgen - Skynet Fin. - Skynet Bus.
- RON MSN Test for a later DR win-win deal - MSN News - HLN/ 7sur7 - Stand. Bus.
Geldzaken
- Hotmail Targetting - Skynet HP - Trends
- Tijdnet
- De Standaard - FEB-VBO
- Echonet
- La Libre - Zita Bus.
- Forteon
- RTBF
Strictly Confidential – No external use without agreement
21. 2.3 Example of an online detailed
media plan
ACTIONS
Solutions
Planning
Negociation
Buying
22. Bring qualitative traffic
Calculation example thanks to TARGETED
SITES
HLN – 7sur7
Site Selection
Large Leaderboard
Format selection
Share of voice (SOV or SOI) 100%
Period 2days
Impressions (gross contacts) 1.225.000 impressions
Net contacts (unique users) 152.186 unique users (CIM metriplan deduplicated)
OTS 8
Estimated CTR 0.36%
Estimated Clicks 4.410 clicks
Gross Budget 8.000€
Negociated Budget 6.000€
Net Budget 5.100€
Estimated Cost per Click (CPC) 1.16€
Estimated Cost per Contact 0.03€
Strictly Confidential – No external use without agreement
23. HLN – 7sur7
GRP Calculation Large Leaderboard
2days – 100%SOV
1.137.780 surfers
TOTAL surfers on target group
2.830.000 people
TOTAL belgian population on target group
TOTAL net contacts 152.186 unique users (CIM metriplan deduplicated)
TOTAL net contacts on target group 64.926 unique users on target (CIM metriprofil)
OTS 8
Internet Coverage 5.7%
Belgian Coverage 2.3%
Internet GRP 46
Belgium GRP 18
Internet C/GRP 112€
Belgium C/GRP 277€
Strictly Confidential – No external use without agreement
24. Retro-planning
Month Feburary March April May
Media Internet
Monday
Version 1 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4
Sunday 4
Date Freq. 11 18 25 1 8 15 22 29 6 13 20 27 3 10
#week 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Advertiser
Media Planning
Briefing 27
Media Plan presentation 9
Creation
Delivery 14
Matreial confirmation OK 15
Material changes (if needed) 2 Heures
Programming & Reporting
Wave1
Programmation 15
Screenshots & check 21
Mid-report .xls 5
Wave2
Programmation 5
Screenshots & check
End Report .xls + .ppt
Client Feedback
Media plan OK 2
Signed estimate 23
Feedback mid-report 7
Meeting & recommandations end report
Strictly Confidential – No external use without agreement
26. Complexity of ONLINE Statestics
Sales House Adserver
Beweb Falk AdSolution For Publishers
Adlink Dart For Publishers
MSN Belgium Adexpert
Skynet Dart For Publishers
Hi-Media Adtech
Trustmedia Dart For Publishers
Fred Online Dart For Publishers
5 different sources for ONE campaign statistics
Descripancies ( max. 10%)
use of AGENCIES admanagers
Strictly Confidential – No external use without agreement
27. How does online ADVERTISING works ?
Agency Adserver
Persgroep Pub server
3 – Persgroep Adserver need to
deliver an ad – it knows it need to
contact the Agency Adserver
4 – Ad delivering + counting (impression)
2 – Call to the Pergroep Adserver
5 – Cookies sent to the surfer – for further
optimisation, deep tracking, …
6 – Click counting on DART
Click
Persgroup Content server
6 – Impression counting on DART
1 – Call to the DM –
Persgroep content
IMP
server
www.demorgen.be
Strictly Confidential – No external use without agreement
28. Complexity of ONLINE Statestics
@ Media Agencies
Impressions
Clicks Basic report
Click-through rate
Actions post click
Actions post impression
Conversion rates
Sales Advanced report
Cost per sale (cost per box) = ROI
Total Revenu ( even if flexible)
Revenu per order = ROI
Strictly Confidential – No external use without agreement
29. THANK YOU !!!
Isabelle Driege
Digital Manager
Isobar Belgium – Aegis Media Group Belgium
Isabelle.driege@isobar.net