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BG and LV: will the development path be similar?. Lauris Lietavietis, DELFI May, 200 8. LV MARKET STRUCTURE. Websites. Agencies. Worldwide networks. Networks/ brokers. Currency. Flat fee. Advertisers. Finance. Technology. Airlines. Automotive. Mobile. LV/BG comparison.

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Bg and lv will the development path be similar

BG and LV: will the development path be similar?

Lauris Lietavietis, DELFIMay, 2008



Websites

Agencies

Worldwide networks

Networks/

brokers

Currency

Flat fee

Advertisers

Finance

Technology

Airlines

Automotive

Mobile



During the increase in Internet penetration, which should move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly. (40%???)


Measurements
Measurements move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.


Used now for Internet planning move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.

gemiusAudience – pop up panel

TNS user centric surveys

TNS metrix – site centric measurement system

Free counters

Summer, 2006


Used now for Internet planning move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.

gemiusAudience – pop up panel

TNS user centric surveys

TNS metrix – site centric measurement system

Free counters

Summer, 2006


Gemiusaudience advantages
gemiusAudience advantages move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.


  • Advanced, easy analysis move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.

  • Wide coverage of media

Agencies

Internet media

  • Possibility for smaller sites to be in the data accepted by media agencies

  • Everyday analysis of site performance in gemiusTraffic

  • Possibility for bigger players to get advanced data about the sites sections and their usage, thus optimizing advertising in them

  • Competitor analysis and segmentation


Age: 45 move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.+

Occupation: higher level manager

Age: 15-24


Gemiusaudience effect
gemiusAudience move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.effect


No revolution, but evolution move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.

Market becomes wider

Push to smaller players


Current trends
Current trends move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly.


We want “something special”, creative, interesting, not banners

There is no such thing as the ‘digital consumer’. There is nogreat mystery about how they think and what they want. These consumers are doing exactly what people have been doing for thousands of years – communicating with each other. The fact that technology is enabling them to communicate with each other faster and over distance is being perceived as something unique and extraordinary that needs to be controlled and pinned down.

HOWEVER


Internet advertising has definitely become more creative, interesting and involving

More advertising in context

More ways of showing ads (capping, surround etc.)

More are used various campaign analysis tools by media agencies


With graphical references to blogs and interesting and involvingMyspace the Heidies began the 2.0 hunt for 15 MB of fame.

Heidies 15 MB of fame – Cannes Cyber Grandprix



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