Strictly Confidential – No external use without agreement Strictly Confidential – No external use without agreement PROGRAMME @ WELCOME P. Van Waeyenberge - Fred @ INTERNET IN BELGIUM J.M. Depasse – Mindshare @ WHY INTEGRATE INTERNET IN MY CAMPAIGN ? J.M. Depasse – Mindshare @ HOW TO PLAN A CAMPAIGN Isabelle Driege – Isobar @ CASE : THE RESULTS J. Detavernier – Snow LG&F @ THE WEBSITES OF de Persgroep Publishing D. Catry – de Persgroep Publishing @ CREATIVITY ON THE INTERNET P. Bruneel – Fred online
Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing.
Isabelle Driege (Isobar) over het plannen van een online campagne.
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Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
PROGRAMME@ WELCOME
P. Van Waeyenberge - Fred @ INTERNET IN BELGIUM
J.M. Depasse – Mindshare@ WHY INTEGRATE INTERNET IN MY CAMPAIGN ?
J.M. Depasse – Mindshare@ HOW TO PLAN A CAMPAIGN
Isabelle Driege – Isobar@ CASE : THE RESULTS
J. Detavernier – Snow LG&F@ THE WEBSITES OF de Persgroep Publishing
D. Catry – de Persgroep Publishing@ CREATIVITY ON THE INTERNET
P. Bruneel – Fred online
An online Communication Approach
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
4.
1.MARKETINGStrategy
BrainstormingInsights
Recommandation
2.ACTIONSSolutionsPlanning
NegociationBuying
3.PRODUCTIONDesign
CreationWebhostingIntegration
4.TRACKINGMeasurement
ReactionsOptimisation
5.REPORTINGROI analysisFeedbackReporting
Lessons learned
Interactive HUB
1.Marketing Approach
1.MARKETINGStrategy
BrainstormingInsights
Recommandation
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
ResearchPossibilities to reach
Possibilities to connect
Possibilities to interact
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads E-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPME-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital branding campaigns (product launch)
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPM E-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital campaigns with a contest
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
Display Ads
CPC/CPME-Mail
Marketing
Blog
Advertising
Integrated
Advertising
Search Engine
Marketing
SMS TO
MAILViral - Buzz
Marketing
Instant
Messaging
Mobile
Marketing
Affiliate
Marketing
Game –
Advertising
IDTV
PodCasting
RSS
Sponsoring Retail
Box
Site &
Newsletters
Digital sales campaigns (new clients)
2. Actions
2.ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
2.1 How create an online plan (example on display ads)
ACTIONSSolutionsPlanning
NegociationBuying
Strictly Confidential – No external use without agreementStrictly Confidential – No external use without agreement
3) Media Agency’s expertise:• Campaigns sites/formats CTR benchmark• Cost per click benchmark (1€ - 5€)• Cost per contact benchmark (0.06€ - 0.1€)• Share of voice benchmark (min10% on portals –20% on other sites)
4) Specific requests of the client :• Format shape request• Presence on niche/specific sites• Language/creative/target split• GRP calculation• Specific calendar
2) Past campaigns keylearnings:• Best performing sites of the past campaigns• Best performing formats of the past campaigns• Best performing placements of the past campaign
1) Online tools:• Cim Metriweb (audience of the sites)• Cim Metriprofil (profile of the sites)• Cim Metriplan (deduplicated audience)• Mediaplanner insites (selectivity of the sites)• Evolve• Internal tool
Booking of the online space… hoping that every placement is still available!!
Exhaustive list of sites
Sites and formatsselection
Set up of the plan
Fine-tuning
Briefing
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Sites selection based on an online mediaplanningtool (ex.)
Client Feedback Media plan OK 2Signed estimate 23Feedback mid-report 7Meeting & recommandations end report
MayAprilMarch
4. Tracking4.TRACKING
MeasurementReactions
Optimisation
5. Reporting5.REPORTING
ROI analysisFeedbackReporting
Lessons learned
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Complexity of ONLINE StatesticsSales House AdserverBeweb Falk AdSolution For PublishersAdlink Dart For PublishersMSN Belgium AdexpertSkynet Dart For PublishersHi-Media AdtechTrustmedia Dart For PublishersFred Online Dart For Publishers
5 different sources for ONE campaign statistics
use of AGENCIES admanagers
Descripancies ( max. 10%)
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How does online ADVERTISING works ?Agency Adserver
Persgroep Pub server
Persgroup Content server
2 – Call to the Pergroep Adserver
3 – Persgroep Adserver need to deliver an ad – it knows it need to contact the Agency Adserver
4 – Ad delivering + counting (impression)
www.demorgen.be
1 – Call to the DM –Persgroep content server
5 – Cookies sent to the surfer – for furtheroptimisation, deep tracking, …
IMP6 – Impression counting on DART
Click6 – Click counting on DART
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Complexity of ONLINE Statestics
Actions post click Actions post impressionConversion ratesSalesCost per sale (cost per box) = ROITotal Revenu ( even if flexible)Revenu per order = ROI