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1. 10
lundis
pour
ra.raper
le
train
du
digital
Digital communication in
practice : display , brand
awarness
Bruno
Van
Boucq
CEO
BEWEB
sa/nv

2. Introduc5on
10
lundis
pour
ra.raper
le
train
du
digital
• What
about
…
– Bruno
Van
Boucq
– Beweb
– My
posi:ons
in
the
media
field
• Founder
and
board
member
of
Interac:ve
Adver:sing
Bureau
(IAB)
• Founder
and
President
of
Digital
Media
Associa:on
(DMA)
• Board
Member
of
Centrum
of
informa:on
for
Media
(CIM)

3. The
Roles
played
by
IAB
10
lundis
pour
ra.raper
le
train
du
digital
• Inspire
• Regulate
• Educate
• Lobbying

4. The
Roles
played
by
DMA
10
lundis
pour
ra.raper
le
train
du
digital
• The
Official
representa5ve
for
Internet
in
the
CIM
• Standardisa5on
• Grow
the
Market

5. CIM:
internet
10
lundis
pour
ra.raper
le
train
du
digital
• Measurement
of
the
audience
– Metriweb
(2001
to
the
end
2012)
• Establishing
profiles
– Metriprofil
(
2005
to
the
end
2012)
• Near
future
– TNS
(2013)

6. The
media
context
10
lundis
pour
ra.raper
le
train
du
digital
• Too
many
actors?
• Too
many
possibili5es
to
communicate?
• Power
of
television
vs
Collapsing
of
the
press
audience
• Switching
the
audience
to
internet

7. Some
vocabulary
10
lundis
pour
ra.raper
le
train
du
digital
• Impression
=
display
• Audience
=
people
• A
unique
visitor
=
a
cookie
• A
cookie
=
a
file
• Adserver
=
a
soSwaretool
to
broadcast
each
ad
• Capping
=
op5on
to
calibrate
the
repe55on

8. Adver5sing
spending
in
the
world
(market
share)
10
lundis
pour
ra.raper
le
train
du
digital
45
40
35
30
TV
25
Magazines
20
Dailies
Internet
15
10
5
0
2007
2008
2009
2010
Source:
ZenithMedia

9. BELGIUM:
all
media
vs
Internet
10
lundis
pour
ra.raper
le
train
du
digital
45%
40%
TELEVISION
35%
PRESSE
30%
25%
RADIO
20%
AFFICHAGE
15%
10%
INTERNET
5%
CINEMA
0%
2006
2007
2008
2009
2010
2011
Source:
MDB

10. BELGIUM:
Internet
audience?
10
lundis
pour
ra.raper
le
train
du
digital

11. What
kinds
of
websites
10
lundis
pour
ra.raper
le
train
du
digital
• News
• Services
• Portals
– Mappy
– So]ware
(Microso],
Yahoo,
…)
– Meteo
– Price
comparisor
– Acces
providers
(Skynet)
• 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

12. A
pageview
≠
A
pageview
10
lundis
pour
ra.raper
le
train
du
digital
• Branding
of
the
website
• In
terms
of
• Sort
of
content
(immo
vs
news)
value
• Profile
of
the
audience
• Posi5on
of
the
adver5sing
• In
terms
of
format
efficiency
• Intrusion
of
the
adver5sing
format

13. What
kind
of
pricing
10
lundis
pour
ra.raper
le
train
du
digital
• Broadcas5ng
model:
Advantage
vs
disad.
– CPM
• Efficiency
model:
– CPC
– CPL
– CPA
• Fixed-­‐price
model
– CPD

14. Why
communicate
on
Internet?
10
lundis
pour
ra.raper
le
train
du
digital
• Your
briefing
• Your
goals
è Mediaplanning
tools
• Your
targets
• Your
experience
(t-­‐e-­‐r)

15. Branding
versus
Direct
10
lundis
pour
ra.raper
le
train
du
digital
According
to
your
goals
and
your
finances:
• Coverage
versus
Targe5ng
• Repe55on
versus
Intrusion
But
always
measure
your
results
in
the
context.

16. What
kinds
of
results
10
lundis
pour
ra.raper
le
train
du
digital
The
classical
results
(adservers)
• CTR
(%)
• The
coverage
• The
repe55on
(opt:capping)
• Lead
• Acquisi5on
or
purchase
The
non
classical
results:
(impact
barometers)
• Brand
a]ribu5on
–
Brand
preference
–
Brand
recogni5on
• The
effec5ve
score
• Global
Campaign
apprecia5on
• Some
examples:
Carlsberg,
Chanel,
VW
Beetle,…

17. What
kinds
of
targe5ng
10
lundis
pour
ra.raper
le
train
du
digital
• Global
– Power,
repe::on,
coverage
– PNU
vs
NBO
(h.p://www.pnunited.be
vs
www.newsbrandsonline.be
)
• Thema5cs
– Auto,
Immo,
Travel,
Business,
etc.
• Socio-­‐demo
– Gender,
age,
job,…
• Geographics
– Example:
proxitore
(demo)

18. What
kinds
of
formats
10
lundis
pour
ra.raper
le
train
du
digital

19. Banner
10
lundis
pour
ra.raper
le
train
du
digital

20. Expandable
banner
10
lundis
pour
ra.raper
le
train
du
digital

21. Leaderboard
10
lundis
pour
ra.raper
le
train
du
digital

22. Leaderboard
XL
10
lundis
pour
ra.raper
le
train
du
digital

23. Rectangle
10
lundis
pour
ra.raper
le
train
du
digital

24. Half
page
10
lundis
pour
ra.raper
le
train
du
digital

25. Roadblock
10
lundis
pour
ra.raper
le
train
du
digital

26. Skyscrapper
10
lundis
pour
ra.raper
le
train
du
digital

27. Splash
page
10
lundis
pour
ra.raper
le
train
du
digital

28. Wallpaper
Branding
10
lundis
pour
ra.raper
le
train
du
digital

29. 10
lundis
pour
ra.raper
le
train
du
digital
Q
&
A

30. 10
lundis
pour
ra.raper
le
train
du
digital
Thank
you
for
your
a]en5on
bruno@beweb.com