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INTERNET het communicatie-instrument voorbij

INTERNET het communicatie-instrument voorbij. Webvertising. “ Advertising. Is the price you pay for not being creative ”. WEBVERTISING. Mediagedrag Reclamebestedingen Vormen van webvertising Targeting Effectiviteitsmeting. NL MEDIAGEDRAG. > 13 jaar 83% online

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INTERNET het communicatie-instrument voorbij

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  1. INTERNEThet communicatie-instrument voorbij Webvertising

  2. “Advertising Is the priceyoupayfornotbeingcreative”

  3. WEBVERTISING • Mediagedrag • Reclamebestedingen • Vormen van webvertising • Targeting • Effectiviteitsmeting

  4. NL MEDIAGEDRAG > 13 jaar 83% online 13 tot 34 jaar 100% online > 50 jaar 64% online Bron: STIR

  5. MEDIAGEDRAG • Tv 138 minuten per dag • Internet 80 minuten per dag • Dagbladen 15 minuten per dag • Gaming 13 minuten per dag • Tijdschriften 6 minuten per dag Bron: mediaonderzoek.nl

  6. MEDIABESTEDINGEN 2007 Totaal: € 6,1 miljard groei 8% t.o.v. 2006 Internet: € 224 miljoen groei 9% t.o.v. 2006 Bron: Jaarboek bruto Mediabestedingen, Nielsen Media Research

  7. NL MEDIABESTEDINGEN 2007 Totaal: € 6,1 miljard groei 8% t.o.v. 2006 Internet: € 224 miljoen groei 9% t.o.v. 2006 1 jaar eerder nog 36% Bron: Jaarboek bruto Mediabestedingen, Nielsen Media Research

  8. VERREKENING • CPM Cost per view / visitor • CPC Cost per click • CPA Cost per action / lead

  9. TARGETING • Contextual targeting • Profile targeting • Behavioural targeting

  10. TARGETING Kernwoord: RELEVANTIE

  11. VERSCHIJNINGSVORMEN • Pop-ups • Interstitials • In-video advertising (pre-roll en post-roll ads) • Surrounding & overlay advertising • Banners & buttons • Tooltips • Text ads

  12. SURROUNDING ADVERTISING

  13. SURROUNDING ADVERTISING

  14. OVERLAY ADVERTISING

  15. INTERSTITIAL Infoworld.com

  16. BANNERS • Statische banner • Dynamische banner • Streaming banner

  17. RICH MEDIA BANNERS • Hogere doorklikratio • Hogere attentiewaarde

  18. NIET VERGETEN! • Frequency cap • Call for action • Landing page • Virale verspreiding

  19. EFFECTIVITEIT • Offline onderzoek • Statistiekenonderzoek

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