Introduction to Online Media

Slideshow Transcript

1. Slide 1: An introduction to Online Media
2. Slide 2: Agenda Our philosophy  The market  The landscape  The terminology  The tools  The creativity  Tomorrow  2
3. Slide 3: ABOUT DUVAL GUILLAUME E Part of the Duval Guillaume Group (200 people)  Duval Guillaume Brussels, Duval Guillaume Antwerp, Duval  Guillaume Dialog, Duval Guillaume Corporate, Duval Guillaume New York Integrated comunication  Created in 2001  Team of 33 people  Strategists  Creatives  Information Architects  Copywriters  Web designers  Web developers  3
4. Slide 4: Scope of this presentation This presentation is limited to the  first two levels of the Experience Dialogue Communication cycle Interest / “It makes no sense today to  Trust Traffic .com advertise on tv if you don’t offer a gate to interactivity”, Guillaume Advocates Awareness We will consider the online media  like we would normally consider Radio, TV, Newspapers, Magazines, Cinema & Outdoor 4
5. Slide 5: The players 5
6. Slide 6: The players Sales Houses Specialists Brands Media Consumers Media agency Ad agency initiators shapers transmitters allowers 6
7. Slide 7: Broadcast 7 Hypergene.net
8. Slide 8: Intercast 8 Hypergene.net
9. Slide 9: The landscape 9
10. Slide 10: Online penetration evolution 10 Source: BIM 15
11. Slide 11: Coverage per age & sex Internet coverage on various targets (by gender on total Belgian pop.) 95% 94% 94% 93% 91% 89% 78% 71% 64% 54% cov. (%) 51% 46% 40% 39% 29% 17% 11% 7% 15-24 25-34 35-44 45-54 55-64 65+ targets Male % Female % Total % 11 Source: BIM 15
12. Slide 12: Internet connections 12 Source: ISPA 2005
13. Slide 13: European perspective: 2010 13 Source: JupiterResearch Broadband in Europe
14. Slide 14: Media consumption 18.7 Hours spent on each medium on an average week 15.4 Increase in time spent online 2004 vs. 2005: +11% 11.7 5.1 4.5 TV Radio Internet Newspaper Magazine 14 Source: EIAA, Belgium results 2005
15. Slide 15: Media investments 15 Source: IAB/CIM 2005
16. Slide 16: Belgium vs. USA media mix % .2 % 40 .1 38 % .9 29 3% . 24 % .5 % 5% 13 .8 . 11 11 % 8% 8 8. 8. 2% 0% 5. 3% 4. % % 2. 2 1. 4 0. TV Newspaper Radio Magazines Outdoor Internet Cinema Belgium USA 16 Source: IAB & Future Media Report
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19. Slide 19: Access & usage on 12+ MMS 15 SMS 60 Messenger/ICQ 25 SKYPE 8 E-Mail 49 TOTAL WEB 54 GSM 3 FRIENDS 17 Accessing the CAF 3 internet from WORK 26 HOME 44 19 Source: Cyberscan 11
20. Slide 20: Belgium: campaign budget 20 Source: IAB 2005
21. Slide 21: Europe: Online vs. Offline 50% Ū 6.5 (in billions) Ū 6.0 Ū6 Ū 5.5 40% Percentage of Total Ad Spending Ū 4.9 Total Online Ad Spending Ū 4.1 30% Ū4 Ū 3.2 20% Ū 2.3 Ū2 10% 6.0% 5.8% 5.5% 5.1% 4.5% 3.8% 2.8% Ū0 0% 2004 2005 2006 2007 2008 2009 2010 Total online ad spending Percentage of total ad spending 21 Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
22. Slide 22: European online ad market (in millions) € 2,500 Ū 2,349 30% Compound Annual Growth Rate, 2005 to 2010 27% € 2,000 Total Online Ad Spending in 2010 23% 22% 22% 22% 22% 22% 21% 21% 20% 20% 20% 20% 19% € 1,500 17% Ū 1,211 15% 14% 13% € 1,000 Ū 760 10% Ū 519 € 500 Ū 306 Ū 269 Ū 250 Ū 138 Ū 125 Ū 90 Ū 110 Ū 83 Ū 116 Ū 72 Ū 72 Ū 53 Ū7 €0 0% UK Greece Sweden Italy Norway Germany France Luxembourg Denmark Ireland Spain Finland Portugal Netherlands Belgium Switzerland Austria 22 Source: JupiterResearch Internet Advertising Model, 8/05 (Western Europe only)
23. Slide 23: The Terminology 23
24. Slide 24: Reach The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time 24 Source: Southern Methodist University & IAB.net
25. Slide 25: Average number of times those who are reached have an opportunity to be exposed to a message within a given time period 25
26. Slide 26: OTS when a page is successfully displayed on the user's computer screen when a poster is available for viewing in a 2m2 when a radio spot is aired (H), etc. 26
27. Slide 27: Cost per Thousand : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts) x 1000 27
28. Slide 28: Average online CPM Average CPM for webvertising campaigns - Skyscraper Finance 50,0 € Business/IT 39,0 € Dailies 35,0 € Content Specific* 23,0 € Website Type Global average 21,5 € Entertainment 15,0 € Community 12,0 € Portal 8,0 € Application 6,5 € Run of Network 5,0 € CPM * Women, Men, Youth, Sports, Auto, Real Estate, Travel 28 Source: FastBridge
29. Slide 29: SOV Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section) during the same period, expressed in % 29
30. Slide 30: Others (Ad) audience :  Number of unique users or visitors exposed to a site (or an ad) within a specific time  period (Ad) Click :  A measurement of the user-initiated interaction (such as clicking on) an element  causing a re-direct to another Web location or another frame or page within the advertisement. (Ad) Click Rate :  Gross click rate = Number of clicks / Number of impressions, expressed in %  Net click rate = Number of clicks / Number of unique users, expressed in %  (Ad) impression or Gross contact :  An ad which is served to a user's browser. Ads can be requested by the user's browser  (referred as pull ads) or they can be pushed, such as e-mail ads. Cost per click or CPC :  Cost of advertising based on the number of clicks received.  Cost per action or CPA  Online advertising payment model in which payment is based solely on qualifying  actions such as sales or registrations Unique Visitor :  Individual or browser which accesses a Web site within a specific time period.  30 Source: IAB Belgium
31. Slide 31: GRP Definition  the reach of 1% of a target audience. Gross Rating Points (grps) is  the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points). How to calculate it?  GRP = % Reach X Frequency  Cost-Per-Point (CPP) – the cost of delivering one GRP.  Formula: CPP= media cost/GRPs  31 Source: www.magazine.org/retail/2151.cfm
32. Slide 32: Selectivity Index Percentage of Users in a Demographic Segment X 100 SI = Percentage of Population in the Same Segment 32
33. Slide 33: Long tail In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority. 33
34. Slide 34: Long tail Large audience Small audience mainstream influentials 34
35. Slide 35: The tools 35
36. Slide 36: Audience knowledge Brand Campaign Site BIM (Belgian Internet Mapping by Insites) Extensive study among Belgian Internet users, which provides a detailed  overview of the Belgian Internet population. Deliverables:  Insights into socio-demographic information on Internet users and their  attitudes and behaviors related to the Internet  Data-collection on basis of online (pop-up & e-mail data collection) as well as offline (by phone) methods in order to guarantee representative figures  The largest Internet study in Belgium, more than 140.000 people participated in the pop-up survey and more than 10.000 in the e-mail survey  Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods 36
37. Slide 37: Audience Measurement Brand Campaign Site CIM (Centre d’information des media) Metriweb  Tactical measurement system based on cookies and providing data  on 250+ Belgian sites at three levels Unique Visitors (+ regular), Visits & Page Requests  Objective, comparable and authentified data  Metriplan  Deduplication tool which uses the Metriweb raw data  Allows to evaluate the performance of a multi-site media selection  over a perdiod of time Metriprofile  Provides the media planners with socio-demographic data for each  site participating in the Metriweb study 37
38. Slide 38: Cross Media Research Brand Campaign Site Pre- & Post Advertising Test  Advertising Tracking  Cross Media Campaign  Evaluation 38
39. Slide 39: Online Impact Surveys Brand Campaign Site Aided and Unaided Brand  Awareness Advertising Awareness  Message Association  Sponsorship Awareness  Brand Favorability  Brand Attributes  Purchase/Behaviour Intent  39
40. Slide 40: Buzz metrics Brand Campaign Site 40
41. Slide 41: Buzz metrics Brand Campaign Site 41
42. Slide 42: 3rd Party technology Brand Campaign Site 42
43. Slide 43: Post click analysis Travelpackage Grand Total Travelprice NL Paperp. LibertyTV La Libre Le Soir Telenet Skynet MSN DSO GVA HLN Conversion Name Landingspage FR CTR - 1 - 667 1.004 222 12.436 6.960 - - 98 319 21.707 6.480 VTR 8 1 5 234 - 238 3.010 2.582 7 23 178 194 Landingspage NL CTR 629 97 79 2 9 130 10.425 4.167 139 1.855 640 129 18.301 VTR 706 76 99 33 - 94 2.502 1.596 118 1.203 285 105 6.817 Subscription FR CTR - - - 114 224 36 2.598 1.017 - 1 5 58 4.053 3.998 VTR 5 - 3 123 - 126 1.953 1.572 - 7 87 122 Subscription NL CTR 55 3 7 - 2 9 1.467 354 8 330 22 6 2.263 VTR 359 37 57 8 - 52 1.457 869 61 461 159 61 3.581 1.810 Bev FR CTR - - - 48 79 7 1.236 410 - - 2 28 VTR 2 - - 60 - 54 951 729 - 3 40 58 1.897 Bev NL CTR 19 1 2 - 1 3 590 121 1 102 21 3 864 1.570 VTR 162 15 21 4 - 20 681 366 23 181 73 24 Demo FR CTR 2 - - 136 244 16 1.494 982 - - 3 27 2.904 VTR 1 - 2 69 - 77 704 672 2 1 32 37 1.597 Demo NL CTR 64 23 10 1 1 11 1.289 538 17 501 21 6 2.482 1.760 VTR 170 27 29 20 - 31 525 404 28 429 77 20 Info FR CTR 4 - - 167 355 19 3.679 2.027 - 9 6 47 6.313 VTR 16 - 7 469 - 493 6.676 6.051 3 22 324 346 14.407 3.657 Info NL CTR 70 17 10 8 4 7 2.074 773 8 629 53 4 VTR 1.095 142 125 25 - 176 4.638 3.232 145 1.376 504 167 11.625 Home FR CTR 24 12 - 2.089 4.143 697 45.586 25.447 1 73 313 517 78.902 426.381 VTR 1.135 59 170 21.139 - 12.772 175.925 192.964 130 1.163 10.111 10.813 Home NL CTR 2.122 229 289 23 333 303 33.836 13.972 392 5.695 1.161 131 58.486 VTR 57.758 5.197 9.027 1.268 - 6.900 182.522 144.654 8.999 51.397 23.042 7.699 498.463 Demo Tab FR CTR - - - 11 25 3 325 168 - 2 1 2 537 1.470 VTR 1 - 1 62 - 74 651 614 - - 31 36 Demo Tab NL CTR 2 - 1 2 - - 126 46 - 25 5 - 207 VTR 79 13 12 2 - 14 326 218 5 136 42 6 853 2.337 Atab FR CTR 2 - - 45 97 14 1.497 655 - 6 - 21 VTR 5 - 1 154 - 151 2.190 1.768 - 19 118 104 4.510 Atab NL CTR 29 1 3 2 4 1 719 216 2 176 10 7 1.170 3.844 VTR 343 22 37 5 - 56 1.461 906 19 809 142 44 Total Clicktroughs 3.022 384 401 3.315 6.525 1.478 119.377 57.853 568 9.404 2.361 1.305 205.993 Total Viewtroughs 61.845 5.589 9.596 23.675 0 21.328 386.172 359.197 9.540 57.230 35.245 19.836 989.253 TOTAL 64.867 5.973 9.997 26.990 6.525 22.806 505.549 417.050 10.108 66.634 37.606 21.141 1.195.246 43
44. Slide 44: ROI analysis Conversion Conversion/ Cost/ Cost/ Site Impr. Average CTR Clicks (Bev.) Clicks Net Cost Click Conversion Ratio 6.805.849 0,36% 24.240 2.666 11% 37.034 Ū 1,5 Ū 14 Ū MSN* 8.135.528 0,22% 17.503 1.626 9% 40.002 Ū 2,3 Ū 25 Ū Skynet Telenet 792.192 0,26% 2.060 286 14% 7.500 Ū 3,6 Ū 26 Ū LibertyTV 563.504 0,13% 729 84 12% 3.140 Ū 4,3 Ū 37 Ū Travelprice 479.526 0,14% 673 113 17% 4.936 Ū 7,3 Ū 44 Ū Travelpackage 1.159.769 0,16% 1.862 136 7% 10.350 Ū 5,6 Ū 76 Ū NL Paperp. 1.558.650 0,09% 1.468 183 12% 14.463 Ū 9,9 Ū 79 Ū 222.052 0,12% 276 24 9% 2.060 Ū 7,5 Ū 86 Ū DSO - - 1.099 80 7% 6.909 Ū 6,3 Ū 86 Ū Le Soir HLN 218.566 0,07% 154 23 15% 2.028 Ū 13,2 Ū 88 Ū GVA 153.544 0,10% 161 16 10% 1.425 Ū 8,8 Ū 89 Ū La Libre 668.429 0,14% 912 112 12% 15.967 Ū 17,5 Ū 143 Ū 20.757.609 0,25% 51.137 5.349 10% 145.814 Ū 2,9 Ū 27 Ū Grand Total * All figures without textlinks 44
45. Slide 45: The creativity 45
46. Slide 46: Formats 46
47. Slide 47: Display Ads Defines all forms of online  advertising that is integrating various kinds of elements (images, video, texts, animations, forms, layers, interactions, etc.) and that follows common formatting guidelines Measured in pixels and kilobytes  Mostly known formats  Leaderboard, Skyspcrapers   Overlayer  IMUs, Showcases  Buttons & Banners 47
48. Slide 48: Universal Ad Package 48
49. Slide 49: Content Integration  Advertising woven into editorial content or placed in a contextual envelope.  Also known as "Web advertorial” 49
50. Slide 50: Emailing  Advertising campaign distributed via e-mail  Email Addresses selection is possible on socio-demographic, behavioral, professional sector criteria  Main Email list Brokers  JustForYou (Skynet)  Permesso (WegenerDM) 50
51. Slide 51: Keyword SEO - Natural Positioning  Optimize the html code  to ease the work of the search  engine spiders Long term approach  SEA  Relevancy index optimization  Cost efficient investment SEA SEA - Performance driven  SEO Buy relevant search queries   “You pay for what you get” - Cost per click  Contextual & short term / mid term driven  Managed costs 51
52. Slide 52: Channel evolution 52 Source: IAB 2005
53. Slide 53: Examples 53
54. Slide 54: Virgin Express 54
55. Slide 55: Dexia Net banking 55
56. Slide 56: Dexia Net Banking results Dexia Website (Stats: SiteStat) Webimpact Survey Results 68.9% Visitors on landing page:  63.7% 62.3% 23% viewed demo  42.9% 39.8%  39% viewed order form 25.4%  19,8% ordered online  29,9% clicked for more info Recognition Attribution Eff. Score Dexia Average Q : For which banks do you remember having seen advertising on the Internet during the last days ? 45% 36% 33% CBC/KBC 26% Dexia Fortis 18% ING Rabobank Other 11% 56
57. Slide 57: Tomorrow 57
58. Slide 58: Stages in Internet use Becoming a lead contributor to an online community Creating your (e.g., regular posts, own TV channel Creating your Making posts to moderator) own IM / chat an online room avatar message board Writing your own Setting up email Posting your blog/newsletter forwarding group profile on a IM for “joke” emails Visiting an community site Internet chat Setting up Signing up for room Browsing Building your personal news Email email own website dating / views/alerts newsletter Uploading Regularly “friends” sites photos to reading news Communication / album site online Community Sharing iTunes Using Google to Selling Web surfing playlists Listening to research Buying something on Internet radio something on Ebay Entertainment / Information / Ebay Personal Research / Expression Everyday Tasks Playing viral Watching Buying a Video Booking a games that streaming Regularly book/CD chat/Webcams flight online were emailed video shopping for from Amazon Visiting groceries online websites others have Internet Downloading recommended Joining an online banking music RPG community (e.g., Joining an Internet Bookmarking your SimsOnline) payment service Downloading own library of (e.g., Paypal) Basic games “favourite” sites Subscribing to online movie service Experienced Enthusiast 58 Source: Isobar
59. Slide 59: Future of Media 59
60. Slide 60: 60