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