2010.06 Trans-National campaigns

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BRANDING ONLINE: THE TIME IS NOW2-3 June 2010

Trans-National campaigns Session

Vincent Létang - Screen Digest Chris Morgan - Publicitas Europe

James Bailey - CNN

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International advertising trading in Europe

Vincent Létang, Senior analystScreen Digest

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Interviews conducted by Screen Digest

• Advertisers: L’Oreal, Kraft, Coca Cola, Motorola, Bacardi• Agencies: Mindshare, OMD• Media owners and sales houses: CNN, BBC Worldwide,

Publicitas

• Full results in Adex Report 2009

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What is international media buying/planning?

• Mediabuying/planning managed centrally– As opposed to media being bought locally, country-by-country

• For traditional media, the proportion of international trading has always been insignificant

• But for digital media, the existence of PanEuropean/global media owners suggest a more transnational marketplace

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International media trading in the value chain

Multinational brands(eg: Coca Cola)

Media agencies (eg: Mindshare, OMD)

National media properties(eg: ITV1, El Pais, Google Spain)

DEM

AN

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BU

YIN

G S

IDE

SUPP

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ELLI

NG

SI

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International reps(eg: Publicitas)

International depts

Multinational media owners- pure players: Google, Yahoo, MS- multi-media brands: CNN, BBC WW- digital aggregators: networks

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Is it a significant part of digital mediabuying?

• Not yet• Many multinational brands – esp. FMCG – are traditionally

organised on a national basis.– Marketing and advertising decisions, and operations, are made locally – Differences in regulation, media landscape, consumption patterns

justify national trading.

• Things are slowly changing to regional units, for economies of scale

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Pros and cons of centralised pan-regional buying

Pros• Economies of scale• Maximise bargaining

power• Time-to-market

Cons• Some brands and agencies

have leverage locally• Significant local specificities• Not all agencies are equipped• Logistical & organisation costs

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Trans-National Digital Advertising

Chris Morgan, Publicitas Europe

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Agenda

• National Clients vs. Trans-National• Trans-National Drivers• Case Study; EU Campaigns

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Top National Advertisers – April 2010 (AdRelevance)UK FR DE ES ITO2 Orange Parship BlinkoGold IBS

Play FnacFnac Eifel Lit Fest Ventura24 Yoox

Amazon BlinkoGold Postbank Vandal Tokito

Barclays Phone&Phone Microsoft Vodafone Meetic

Dell Microsoft O2 Meetic SDA Bocconi

Microsoft SFR Amazon Telefonica BlinkoGold

T Mobile Meetic T Mobile Orange Microsoft

HP Dell Sparkasse GD Catalunya LeiWeb

Jackpot Joy Bouygues Vodafone Logitravel Dindo

Twitter Parship Axel Springer Botemania Imobi.it

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Trans-National Advertisers

Category % SitesCorporate 19 Premium

Travel/Tourism 42 Premium / Verticals

Technology 15 Premium / Verticals

Automotive 7 Premium / Portals

Government 4 Premium / Portals

Luxury 5 Premium

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Trans-National AdvertisingDrivers

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Case Study: EU Campaign

• 28 Sites• 25 Countries• Language

– Geo-targeting / IP look-up – Keyboard recognition

• Landing Pages• Compatibility across markets

– CEE click-tags

• Co-ordination


Spanish Advertisers on CNN’s Global Platforms

James Bailey, CNN

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Turespana• Client wanted to advertise

globally, with particular focus on specific target countries

• TV campaign on CNNI EMEA and CNNI Asia Pacific

• Online Campaign on CNN.com targeting USA

• Online Campaign on CNNIntl.com targeting France, Germany, UK,

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Abengoa

• Client aiming at reaching potential investors in Europe and USA

• Campaign on CNN.com targeting USA

• Campaign on CNNIntl.com targeting Europe

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IESE

• Client wanted to reach potential students for their Post-Grad and MBA programmes

• Online Campaign on CNNIntl.com running across Europe, with specific emphasis on Spain and UK

2010.06 Trans-National campaigns

Documents