advertisers and agencies on newspaper advertising #inma

GETTING PEOPLE TO ENGAGE

How An Advertiser and Agency See The Future of Advertising in Print and Online

Fabrice Dekerf,Managing Director, Germaine, Belgium

INMA, Krakau, September 30th 2010

introduction

ADVERTISERS

AGENCIES

CONSUMERS

PUBLISHERS

ARE WE SPEAKING THE SAME LANGUAGE?

WHAT DOAGENCIESWANT?

APART FROM AWARDS, FAME,MONEY, CARS...

WHAT DOPUBLISHERS THINKAGENCIESWANT?

First aid for a failed viral

Your viral didn't turn out to be viral? Here's what to do.

http://www.youtube.com/watch?v=FOcujXpbkhg

WHAT DOAGENCIESREALLYWANT?

http://www.fb.se/Arkivet/upload/hi_43122.flv

AGENCIES

Media neutral campaignson an interactive platform 1) Real-time 2) Useful 3) Engaging4) Personalised5) Social

SMALL STEPS OF ENGAGEMENT

WHAT DOADVERTISERSWANT?

APART FROM SPENDING LESS,AND DEMANDING MORE?

WHAT DOADVERTISERSREALLYWANT?

PRODUCT= HERO

http://www.axa.be/iphone/nl

ADVERTISERSHigh impact campaigns

with clear and instant ROI 1) Massive reach 2) The right people 3) Instant conversion into sales4) Traceability5) Consumer (inter)action

MY BRANDED PERSONAL APP

AGENCIES

ADVERTISERS

ACTSNOTTALKS

GERMAINE / WWF / TOPTOPICAL BIODIVERSITEIT. WE HEBBEN HET ZELF IN DE HAND.Als start van de campagne rond biodiversiteit plaatste GERMAINE voor WWF deze toptopical. Als men de tekening volledig afwerkt komen we

tot de onthutsende ontdekking dat het met de biodiversiteit niet de goeie kant opgaat. De enige die het tij kunnen keren zijn wijzelf. Merken

we het nog net op tijd of gaan we gewoon door?

Biodiversiteit. We hebben het zelf in de hand.

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Wie de volledige tekening maakte, trok een kruis over de bonobo. Herkennen dat we de oplossing zelf in de hand hebben en WWF’s project in Congo steunen zou alle een stap in de goeie richting zijn.

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http://biodiversiteit.chezgermaine.be/

http://biodiversiteit.chezgermaine.be/

SOCIALOBJECT

GERMAINE THOMAS COOK: GRONDWETTELIJK AFWEZIG OP 13 JUNI

De Belgen hebben op zijn minst gezegd gemengde gevoelens bij de volgende

verkiezingen. Prominenten en andere mensen hebben al te kennen gegeven om niet te

gaan stemmen. Misnoegde bijzitters hebben ook niet veel zin om te komen. Maar doen ze

het ook echt? Thomas Cook biedt alvast de mogelijkheid om de daad bij het woorde te

voegen. Zo ontwikkelde GERMAINE voor Thomas Cook een ‘politiek niet zo correcte’ on

line activatie. Wie tot het kamp van de niet-stemmers behoort kan campagne voeren om

een zetel te verdienen… in een vliegtuig van Thomas Cook naar Kreta. Je kan via de site

www.stemjezelfweg.be (www.partipourleselections.be)op 13 juni in het zonnige zuiden

zitten in plaats van in het stemhok. De campagne werd gelanceerd via de facebook

fanpage van Thomas Cook en sprak ook via bloggers latente en minder latente

gekende niet-stemmers aan. Het concept sloeg aan en had na een paar dagen al

honderden volgelingen.

WHAT DOCONSUMERSWANT? APART FROM

NOT PAYING FOR CONTENT AND BEING ENTERTAINED

http://mashable.com/2010/07/08/ipad-usage-report/

http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/

http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/

http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/

Text

The iPad is the highest-scoringproduct that a leading consumer satisfaction index has ever tracked.

FOR MORE INFORMATION

Chaat Butsunturn, 415-391-7900 x114 cbutsunturn@kearnswest.com

OR Amanda Piasecki, 202-535-7800 x114 apiasecki@kearnswest.com

ACSI: Higher Satisfaction With PCs, Appliances and Electronics May Signal Rebound in Consumer Demand

Apple, Whirlpool on Top; Strong Gains for GE, Dell, Acer and HP ANN ARBOR, Mich., [September 21, 2010]—Customer satisfaction improves for major household appliances and is at or near all-time highs for personal computers and big-ticket consumer electronics such as televisions, according to a report released today by the American Customer Satisfaction Index (ACSI). Amid recent news of weak durable goods growth and the continued uncertainty of the housing market, the ACSI results may provide a glimmer of hope for future demand for these durable products. “In order for demand to rebound, consumers must exhibit an increased desire to spend and have the means to do so,” said Claes Fornell, founder of the ACSI and author of The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference. “ACSI data suggest that for durables, the first condition has been met in the form of higher customer satisfaction. Whether this will translate into increased consumer demand will depend on positive movement in the factors that impact the means to spend: employment, wages and access to credit.” Personal Computers: Apple Dominates Amid Industry-Wide Improvement Satisfaction with personal computers surges 4.0% to match the all-time industry high of 78 on the ACSI’s 0 to100-point scale. Apple gains 2% to 86, its highest score ever. This marks the seventh straight year that Apple leads all other PC makers, and the 9-point gap between Apple and its nearest competitor is the largest in ACSI. Many Windows-based machines also improve and no brand declines. Dell improves 3%, while Acer (Gateway and eMachines) and the HP division of Hewlett-Packard both rise 4%, forming a three-way tie at 77—well behind Apple. These companies are joined by the aggregate of all smaller PC makers, such as Sony and Toshiba, which gains 4% to 77. “Windows-based PC brands appear to have recovered from the problems associated with the Windows Vista software,” said Fornell. “Barely a year into the release of Windows

AGENCIES

ADVERTISERS

ADVERTISERS

PUBLISHERS

WHAT DOPUBLISHERSWANT?

APART FROM NOT LOSING ON REVENUE,

AUDIENCE AND ADVERTISERS

012MOST

LIKELY TO FALL OFF

BEST SUITED TO BRIDGE THE GAP

012345

BEST SUITED TO BRIDGE THE GAP

CONTENT IS MARKETING

CONTEXTTARGETING

SPONSOREDCONTENTMAKES ITPOSSIBLE

ONLINE,MEDIA

NEUTRAL

MEDIA CENTRED

MESSAGECENTRED

NEWSPAPER

PRODUCT CENTRED

WEBSITE

MAGAZINE APP

NEWSPAPER BRAND

PLAY TOGETHER

Targetted appswith a clear use/target

e.g. monday sports analysis appe.g. cultural calender app (reviews)(location based) 1) Real added value for the customer2) Open: Learning & working together 3) Selective reach4) Traceability & conversion5) Repeated use

REACH ISRELATIVE

FOCUS+QUALITY

+REACH

WE ARENOT ALONE

WE ARENOT ALONE

http://www.youtube.com/watch?v=vLIHLuApG8E&feature=player_embedded#!

FUTURE OF DISPLAY ADVERTISING

BY GOOGLE

http://www.google.com/adwords/watchthisspace/live/

Sexy and Smart. 1) 50% to include cost-per-video-view 2) 50% of audience buying will be in real time 3) Mobile will be the number one screen 4) At least 5 new metrics more important than click5) 75% of ads will be socially enabled 6) Rich media in 50% of brand campaigns 7) Display will be a $50 billion industry

(IAB Mixx NY Sept. 29th 2010)

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BUT THIS MIGHT BE A BIT TOO FUTURISTIC

FOR MANY ADVERTISERS

FUTURE OF DISPLAY ADVERTISING

BY GOOGLE

and finally: who is Germaine?

http://www.germaine.be/http://www.germaine.be/media/germaine-scala.flv

Thanks for your attention

Questions: fabrice.dekerf@germaine.be

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