Advertisers and Agencies on Newspaper Advertising #inma
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Transcript of Advertisers and Agencies on Newspaper Advertising #inma
GETTING PEOPLE TO ENGAGE
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
introduction
ADVERTISERS
AGENCIES
CONSUMERS
PUBLISHERS
ARE WE SPEAKING THE SAME LANGUAGE?
WHAT DOAGENCIESWANT?
APART FROM AWARDS, FAME,MONEY, CARS...
WHAT DOPUBLISHERS THINKAGENCIESWANT?
First aid for a failed viral
Your viral didn't turn out to be viral? Here's what to do.
http://www.youtube.com/watch?v=FOcujXpbkhg
WHAT DOAGENCIESREALLYWANT?
http://www.fb.se/Arkivet/upload/hi_43122.flv
AGENCIES
Media neutral campaignson an interactive platform 1) Real-time 2) Useful 3) Engaging4) Personalised5) Social
SMALL STEPS OF ENGAGEMENT
WHAT DOADVERTISERSWANT?
APART FROM SPENDING LESS,AND DEMANDING MORE?
WHAT DOADVERTISERSREALLYWANT?
PRODUCT= HERO
http://www.axa.be/iphone/nl
ADVERTISERSHigh impact campaigns
with clear and instant ROI 1) Massive reach 2) The right people 3) Instant conversion into sales4) Traceability5) Consumer (inter)action
MY BRANDED PERSONAL APP
AGENCIES
ADVERTISERS
ACTSNOTTALKS
GERMAINE / WWF / TOPTOPICAL 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.
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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.
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http://biodiversiteit.chezgermaine.be/
http://biodiversiteit.chezgermaine.be/
SOCIALOBJECT
GERMAINE THOMAS COOK: GRONDWETTELIJK AFWEZIG OP 13 JUNI
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
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
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
gekende niet-stemmers aan. Het concept sloeg aan en had na een paar dagen al
honderden volgelingen.
WHAT DOCONSUMERSWANT? APART FROM
NOT PAYING FOR CONTENT AND BEING ENTERTAINED
http://mashable.com/2010/07/08/ipad-usage-report/
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/
Text
The iPad is the highest-scoringproduct that a leading consumer satisfaction index has ever tracked.
FOR MORE INFORMATION
Chaat Butsunturn, 415-391-7900 x114 [email protected]
OR Amanda Piasecki, 202-535-7800 x114 [email protected]
ACSI: Higher Satisfaction With PCs, Appliances and Electronics May Signal Rebound in Consumer Demand
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
AGENCIES
ADVERTISERS
ADVERTISERS
PUBLISHERS
WHAT DOPUBLISHERSWANT?
APART FROM NOT LOSING ON REVENUE,
AUDIENCE AND ADVERTISERS
012MOST
LIKELY TO FALL OFF
BEST SUITED TO BRIDGE THE GAP
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BEST SUITED TO BRIDGE THE GAP
CONTENT IS MARKETING
CONTEXTTARGETING
SPONSOREDCONTENTMAKES ITPOSSIBLE
ONLINE,MEDIA
NEUTRAL
MEDIA CENTRED
MESSAGECENTRED
NEWSPAPER
PRODUCT CENTRED
WEBSITE
MAGAZINE APP
NEWSPAPER BRAND
PLAY TOGETHER
Targetted appswith a clear use/target
e.g. monday sports analysis appe.g. cultural calender app (reviews)(location based) 1) Real added value for the customer2) Open: Learning & working together 3) Selective reach4) Traceability & conversion5) Repeated use
REACH ISRELATIVE
FOCUS+QUALITY
+REACH
WE ARENOT ALONE
WE ARENOT ALONE
http://www.youtube.com/watch?v=vLIHLuApG8E&feature=player_embedded#!
FUTURE OF DISPLAY ADVERTISING
BY GOOGLE
http://www.google.com/adwords/watchthisspace/live/
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 click5) 75% of ads will be socially enabled 6) Rich media in 50% of brand campaigns 7) Display will be a $50 billion industry
(IAB Mixx NY Sept. 29th 2010)
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BUT THIS MIGHT BE A BIT TOO FUTURISTIC
FOR MANY ADVERTISERS
FUTURE OF DISPLAY ADVERTISING
BY GOOGLE
and finally: who is Germaine?
http://www.germaine.be/http://www.germaine.be/media/germaine-scala.flv
Thanks for your attention
Questions: [email protected]
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