marcel vogels, e2mediagroup
TRANSCRIPT
© 2015 DMA and/or its affiliates. All rights reserved. DMA Confidential 1© 2015 DMA Institute. All rights reserved. The information in this document is strictly confidential.
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© 2015 DMA and/or its affiliates. All rights reserved. DMA Confidential 2
MARCEL VOGELS
MeMo2 en DMA Institute
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De juiste keuze(s) in Online en Cross Media
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ONLINE ACCOUNTABILITY
1.Time in Screen2.Time in
Audience3.Time in
Journey4.Time in
Branding
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2010
Eerste Online Tuesday ging ook over online zichtbaarheid
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IMPRESSIONS/CLICKS = LEADING
Het AanbodImpressies,
clicks en uniques
2010: Aanbod domineert de markt.
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2016
Transparency & Accountability
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ACCOUNTABILITY = LEADING
Het AanbodImpressies,
clicks en uniques
De VraagTransparante online effect herleiding
Online Accountabili
ty
2016: Vraag stuurt de markt.
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ACCOUNTABILITY = LEADING
Online Accountability
Zichtbaar
In doelgroepMet voldoende Effect
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ACCOUNTABILITY = LEADING
Online Accountability
Zichtbaar
In doelgroepMet voldoende Effect
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VIEW = VISIBLE IMPRESSION
QUALITY VIEW => 5 sec
NOT IN VIEW = WASTE
VISIBILITY
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36%
21%
43%
0 sec in view 0 - 5 sec in view
> 5 sec in view
VISIBILITY BENCHMARK
Gangbare currencies:• IAB views (1sec)• DPC (3sec)• Quality view
(5sec)• Premium view
(10sec)DMA Institute Benchmark 2010-2015
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EXAMPLE: FORMATS
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PROPOSITION #1PROPOSITION #2
BRANDS
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15
67%
52%
40%
32%
100%
35%
27%
22%START
| Halfpage
SECONDS IN VIEW
HALFPAGE A.HALF-PAGE
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15
65%
36%
23%16%
100%
54%
17%
12%START
PROPOSITION #1
PROPOSITION #2 + BRANDS
BILLBOARD
SECONDS IN VIEW
BILLBOARD
B.
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36 sec Ø-TIME IN VIEW***
QUALITY VIEWS**
VISIBILITY*HALF-PAGE BILLBOARD
68%50%
12 sec
40%25%
Significantly higher/lower compared wiith MeMoBenchmark™
CPV>55 euro 10 euro
HALFPAGE VERSUS BILLBOARD
A. B.
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HALF-PAGE BILLBOARD
REALITEIT = PRI JSVERSCHILLEN165 euro133 euro128 euro
98,21 euro59 euro
46,00 euro37,50 euro24,19 euro20,51 euro17,30 euro5,60 euro3,87 euro3,70 euro2,08 euro1,89 euro1,30 euro
A. B.
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ACCOUNTABILITY = LEADING
Online Accountability
Zichtbaar
In doelgroepMet voldoende Effect
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HALF-PAGE BILLBOARD
TIME IN AUDIENCE
DOELGROEP
• Vrouw• 26-55jaar• Werkend• Jonge kinderen• Boven modaal
inkomen• MBO+
A. B.
5% bereiktQuality View 120 seconden
10% bereiktQuality View 120 seconden
145.000 NL
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HALF-PAGE BILLBOARD
TIME IN AUDIENCE CURRENCIES
• Kosten per 1% bereik in doelgroep met kwaliteitsvertoning (Per placement/website/netwerk)
• Kosten per eGRP
PRIJSVERSCHILLEN ZIJN OOK HIER GROOT
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PERFORMANCE
Online Accountability
Zichtbaar
In doelgroepMet voldoende Effect
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PERFORMANCE
impression
impression
impression
impression
impression
impression
A Bimpression
€B
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4€
TIME IN JOURNEY
A B120
20
15
2 35
0Seconds in screen
B
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€
KEY PERFORMANCE DRIVERS
A120
20
15
35Seconds in screen
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BENCHMARK
OP BASIS VAN 123.000 CONVERSIES IS DE BELANGRIJKSTE DRIVER …• DE AANWEZIGHEID VAN MINIMAAL 1 PREMIUM VIEW
(>10SECONDEN)• DE GEMIDDELDE VIEWTIJD IN JOURNEY
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BRANDING
Online Accountability
Zichtbaar
In doelgroepMet voldoende Effect
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ONLINE BRAND PERFORMANCE
30 seconds in screen
25 seconds in screen
55 seconds in screen
110sec.
Plus 1000 more…
HALF PAGE
BILLBOARD
ADVERTORIAL
ONLINE BRAND PERFORMANCE UPLIFT• Awareness• Consideration• Evoked• Preference• Brand KPI’s• Buying
Intention• Buy• Loyalty
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INTEGRATED ONLINE TRACKER™
118100
Campaign Awareness Brand Awareness
0 sec exposure >30 sec exposure
154109100
139
0 – 30 sec exposure
Significant difference compared to No Exposure p <.05
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TV 94%TV 94%TV 75% 5,7 ACF
PREROLL23%
2,3 ACF / 70sec.
ONLINE DISPLAY
45%7,1 ACF / 200sec.
OUTDOOR13%16,3 ACF
CROSS MEDIA PERFORMANCE
CROSSMEDIA BRAND PERFORMANCE UPLIFT• Awareness• Consideration• Evoked• Preference• Brand KPI’s• Buying
Intention• Buy• Loyalty
Kortom, de meer waarde van online exposure kan zijn, het ondersteunen van offline exposure.
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2016 en daarna
Trends & Voorspelling
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TRENDS: VRA AGKANT WORDT DOMINANT
• BUREAUS GAAN MEER CONCURREREN OP TRANSPARANTE ONLINE KWALITEIT
• ADVERTEERDERS ZULLEN MEER GEINTEGREERDE REGIE GAAN VOEREN
• PROGRAMMATIC PLATFORMS ZULLEN INTELLIGENTER MOETEN/GAAN WORDEN
• UITGEVERS MOETEN/GAAN INVESTEREN IN ZICHTBAARHEID, AUDIENCE EN EFFECT
• NIEUWE KPI’S ZULLEN DOMINEREN
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VOORSPELLING
ACCOUNTABILITY WORDT LEADING. RATECARDS STEEDS MINDER.
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THANK YOU