Creativity on the internet
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Transcript of Creativity on the internet
my first steps on the
june 26th 2007HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
Creativity on the
june 26th 2007HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
What is (does) creativity?
@Attract surfers@Surprise surfers@Engage surfers@Branding@ROI (creativity is not an objective)
Creativity: It all begins with the format
@Bigger formats- Large leaderboard- Large IMU- 3 AD (at an efficient CPM)
@Customised formats- Homepage Takeover- Skyfolder
Creativity: It all begins with the format
@Why Bigger Formats:
- Higher visibility- Higher CTR- Higher brand awareness- More space for creation
Creativity: It all begins with the format@Bigger formatsLarge leaderboard: 840 x 150 pixel (standard: 720 x 90)
VS
Creativity: It all begins with the format@Bigger formatsLarge IMU: 468 x 400 pixel (standard: 250 x 250)
VS
Creativity: It all begins with the format@Bigger formats3 AD MODEL
@ADVANTAGES- Combination of branding, promotion, CTA- No cluttering- Surrounding the article- 1 price, 3 opportunities to click- A very efficient CPM- Interaction between ads possible- Direct response (don’t have to click away)
Creativity: It all begins with the format@Customised FormatsHomepage Takeover
Creativity: It all begins with the format@Customised FormatsSkyfolder
No problem to build something new
Interaction vs broadcasting
Surfing the net is not watching TV
@TV ads integration
Give your TV ad a longer life online
I hear and I forget. I see and I remember. I do and I understand.
STANDARD vs RICH MEDIA
Standard RichCreative: glue London
STANDARD vs RICH MEDIA
Creative: glue London
Standard Rich
RICH MEDIA
4.55.1
30.4
18.4
51.8
4.6 5.15.65.9
37.5
23.6
45.7
68.0
10.8
44.3
71.3
7.4 8.1
0%10%20%30%40%50%60%70%80%
Aided BrandAwareness
Online AdAwareness
MessageAssociation
SponsorshipAssociation
BrandFavoribility
PurchaseIntent
Non-RichRich MediaVideo
Eyeblaster technologyFree for agencies & clients
june 26th 2007HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be