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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

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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

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ResearchPossibilities to reach

Possibilities to connect

Possibilities to interact

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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

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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)

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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

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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

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Overview: some interesting tools…

Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)

International Comscore Nielsen/Netratings Dart DoubleclickAdRelevance Bluestreak

Belgium market Metriweb CIM Metriprofil CIM Metriplan AdwordsMDB Pige Insites BIM Evolve MSN DR

BIM Mediaplanner Affiliate programsInternal tools

Tools & Studies Quantitative Qualitative Planning Buying Reporting (Agency)

International Comscore Nielsen/Netratings Dart DoubleclickAdRelevance Bluestreak

Belgium market Metriweb CIM Metriprofil CIM Metriplan AdwordsMDB Pige Insites BIM Evolve MSN DR

BIM Mediaplanner Affiliate programsInternal tools

2.1 How create an online plan (example on display ads)

ACTIONSSolutionsPlanning

NegociationBuying

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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.)

Sites Selectivity index

Zappybaby 344Flair 319

Femmesdaujourdhui 295Resto 261Libelle 253

9 maand 232Immoweb 219

De Standaard 198De Morgen 182

Telemoustique 174Vlan 152

e-santé/e-gezondheid 150La Libre 148

Vivat 142Het Nieuwsblad 135

HLN - 7sur7 120Skynet 112Qmusic 106Tijdnet 85MSN 81Zita 66

Sites Selectivity index

Zappybaby 344Flair 319

Femmesdaujourdhui 295Resto 261Libelle 253

9 maand 232Immoweb 219

De Standaard 198De Morgen 182

Telemoustique 174Vlan 152

e-santé/e-gezondheid 150La Libre 148

Vivat 142Het Nieuwsblad 135

HLN - 7sur7 120Skynet 112Qmusic 106Tijdnet 85MSN 81Zita 66

Source: CIM figures June 2007

Target Group 25-54 yo – CS 1-4 – Higher Educated

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MSN

De Morgen

De Standaard

Immoweb

9 maand

Libelle

Resto

Femmesdaujourdhui

FlairZappybaby

Telemoustique

Vlan

e-sante/e-gezondheid

La LibreVivat

Het Nieuwsblad

HLN - 7sur7

Skynet

QmusicTijdNet

-5

0

5

10

15

20

25

30

70 120 170 220 270 320 Selectivity

% In

tern

et C

over

age

Target Group 25-54 yo - CS 1-4 - Higher Educated

Bubble = monthly unique visitors on target

Internet mapping of the selected sites on target (ex.)

Source: CIM figures June 2007

Target Group 25-54 yo – CS 1-4 – Higher Educated

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Targetting on 4 levels Mass Communication

Targetted Communication

Portal Sites – Traffic Generators

General Sites

Targetted Sites

E-mail Marketing

MSN, MSN Messenger, Skynet, SkyBlog, Zita, Hotmail, Advalvas, Netonline,…

HLN & 7sur7, De Standaard, De Morgen, HetNieuwsblad, Le Soir, Libre Belgique, DHNet, RTL,

RTBF, VijfTV, Kanaal2, QMusic, NRJ, …

Brand awareness

Brand identification

J4Y, Optinio, …Keywords

Autozone, Flair, Libelle, e-santé, Gezondheid, Femistyle ,

Seniorplanet, Vivat, Flair, Vroom, 9maand, Wattedoen, Disney,…

Extra choice of the sites based on 4 levels

Call-to-action

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2 ONLINE MARKETING ACTIVITIES

Brandingcontent

Trafficdriving

AdvertiserWebsite

AdvertiserWebsite

Creating marketing content Creating and placing vehicles (internet ads) to drive traffic to website

IntegrationsIntegrationsBlogsBlogs NewsletterNewsletter

RoadblocksSplash’s

ExpandablesOverlayersInterstitials

RoadblocksSplash’s

ExpandablesOverlayersInterstitials

RichMedia Display

Ads

RichMedia Display

Ads

KeywordsKeywordsE-mailE-mail

ViralBuzzViralBuzz

GamesGames

MessengerMessenger

Which « online » formats to choose ???

ClickRetail boxes

ClickRetail boxes

MinisitesMinisites

Classical Displays

Classical Displays StreamingStreaming

Media Ownersites

Text linksText links

2.2 Example of an online strategy

ACTIONSSolutionsPlanning

NegociationBuying

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TRAFFIC PUSH TO THE SITE

Bring qualitative traffic thanks to TARGETED

SITES

Finance BusinessNewsPortals Run of Networks

Bring quantitative traffic thanks to CLICK and

BULK campaigns

Search Engine Marketing: traffic creation by being

on the right place

Google

Online strategy

Traffic building via different digital ways

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Online strategy

Dedicated online communication approach for each theme

- Click campaign on Adlink

- RON Adlink on target

- RON MSN Test for a later DR win-win deal

- Hotmail Targetting

- Keyword list - HLN/ 7sur7

- De Morgen

- MSN News

- Skynet HP

- De Standaard

- La Libre

- RTBF

Finance BusinessNewsPortals Run of Networks Google

- MSN Fin.

- Skynet Fin.

- HLN/ 7sur7 Geldzaken

- Tijdnet

- Echonet

- Forteon

- MSN Bus.

- Skynet Bus.

- Stand. Bus.

- Trends

- FEB-VBO

- Zita Bus.

2.3 Example of an online detailedmedia plan

ACTIONSSolutionsPlanning

NegociationBuying

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Calculation exampleSite Selection

Bring qualitative traffic thanks to TARGETED

SITES

Format selection

Share of voice (SOV or SOI)

Period

Impressions (gross contacts)

Net contacts (unique users)

Estimated CTR

Gross Budget

OTS

Negociated Budget

Net Budget

Estimated Cost per Click (CPC)

Estimated Cost per Contact

HLN – 7sur7

152.186 unique users (CIM metriplan deduplicated)

8

0.36%

4.410 clicks

8.000€

6.000€

5.100€

1.16€

0.03€

1.225.000 impressions

2days

100%

Large Leaderboard

Estimated Clicks

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GRP CalculationTOTAL surfers on target group

HLN – 7sur7Large Leaderboard2days – 100%SOV

TOTAL belgian population on target group

TOTAL net contacts

TOTAL net contacts on target group

Internet Coverage

Internet GRP

OTS

Belgium GRP

Internet C/GRP

Belgium C/GRP

1.137.780 surfers

8

5.7%

2.3%

46

18

112€

277€

64.926 unique users on target (CIM metriprofil)

152.186 unique users (CIM metriplan deduplicated)

2.830.000 people

Belgian Coverage

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Retro-planningMedia Internet Month FeburaryVersion 1 Monday 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4Date Freq. Sunday 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10

#week 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

AdvertiserMedia PlanningBriefing 27Media Plan presentation 9

CreationDelivery 14Matreial confirmation OK 15Material changes (if needed) 2 Heures

Programming & ReportingWave1Programmation 15Screenshots & check 21Mid-report .xls 5Wave2Programmation 5Screenshots & checkEnd Report .xls + .ppt

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

@Media Agencies

ImpressionsClicksClick-through rate

Advanced report

Basic report

THANK YOU !!!

Isabelle Driege

Digital Manager

Isobar Belgium – Aegis Media Group Belgium

Isabelle.driege@isobar.net