online advertising - openrightsgroup.org€¦ · npo-ster network 3 | online advertising 2020...

ONLINE ADVERTISING

CPDP 2020

THERE ARE THREE PARTIES INVOLVED

| ONLINE ADVERTISING 20202

Ministry of Education, Culture and Science

NPO-STER NETWORK

| ONLINE ADVERTISING 20203

Online video reach: 7,1 million per month

Display reach: 5,8 million per month

4

THE ADVERTISING WORLD WITH CONSENT VALUE IS BASED ON YOUR ONLINE BEHAVIOUR AND INTERESTS

Exchange

Exchange

Exchange

Exchange

Exchange

ExchangeExchange

| ONLINE ADVERTISING 2020

5

THE ADVERTISING WORLD WITH CONSENT VALUE IS BASED ON YOUR ONLINE BEHAVIOUR AND INTERESTS

ExchangeDSP

Exchange

Exchange

Exchange

Exchange

ExchangeExchange

DSP

DSPDSP

DSP

DSP

DSPDSP

DSP

DSP DSP

DSP

DSP

| ONLINE ADVERTISING 2020

6

THE ADVERTISING WORLD WITH CONSENT VALUE IS BASED ON YOUR ONLINE BEHAVIOUR AND INTERESTS

ExchangeDSP

?

Exchange

Exchange

Exchange

Exchange

ExchangeExchange

DSP

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DSP? DSP

?

DSP

?

DSP ?

DSP ?DSP

? DSP

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DSP

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DSP

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DSP ?

DSP ?

| ONLINE ADVERTISING 2020

| ONLINE ADVERTISING 20207

8

CONSUMERS DON’T WANT THEIR PERSONAL INFORMATION TO BE (AB)USED

100% consent before GDPR

10% consent after GDPR

| ONLINE ADVERTISING 2020

9

THE ADVERTISING WORLD WITHOUT CONSENT VALUE IS BASED ON THE CONTENT

Adscience Advertiser 2

Advertiser 1

Advertiser 3

| ONLINE ADVERTISING 2020

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DATABASE OF SUBTITLES

| ONLINE ADVERTISING 202011

[…] THE KING ‘REGRETS BUT RESPECTS’ BREXIT DURING SPEECH. THIS IS WHAT THE

KING SAID DURING THE STATEVISIT.

| ONLINE ADVERTISING 202012

BASKETBALL

TENNIS

OLYMPIC

WORKOUT

HOCKEY

KING

STATEVISIT

ROYALTY

COOKING

FITNESS

WORD2VEC: FROM A SINGLE WORD TO A CATEGORY

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SPORTS

PERSONS AND THEIR JOBS

| ONLINE ADVERTISING 202014

IMPACT

17

THE REAL VALUE FOR THE BRAND

With consent Without consent

Car industry

Conversion rate

| ONLINE ADVERTISING 2020

| ONLINE ADVERTISING 202018

CONTEXTUAL ADVERTISING INCREASES THE CONVERSION RATE

Bron: SpotX 2018-2019

Run of network Context

365 DAYS OF STER-CAMPAIGNS

Click through rate

+25%

CONTEXTUAL TARGETINGSUCCESSFUL FOR ‘ELIZA WAS HERE’

► Better results for context targeting compared toaudience targeting

“As the results were outstanding within the context group, we shifted our budget during the campaign from audience-targeting to context targeting”.

Femke Verveen, Senior Online Marketeer Eliza was Here

| ONLINE ADVERTISING 202019 Eliza was Here campaign may / june 2019

CTR audience targeting CTR context targeting

+70%

GET IN CONTACT

TELEPHONE NUMBER

MAIL

POST

ADDRESS

SOCIAL MEDIA

WEBSITEwww.ster.nl

035 672 55 00

Tom.van.bentheim@ster.nlLinda.worp@ster.nl

Postbus 3441200 AH Hilversum

Laapersveld 701213 VB Hilversum

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