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robert van trigt
Marketing Manager Digital - Nov 2014
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online advertising In a broader perspective
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Soft ground
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Don’t know our customers
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CHAPTER 2
Advertising strategy
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1. campaigns
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1. Campaigns
2. Events
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1. Campaigns2. Events
3. Continious
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Digital spend
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Canabalize?
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Nope . . .
Affiliates > Sea +4,1%
Display > sea + 3,2%
Display > affiliates + 5,5%
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Digital spend
Brandawareness
Actionperformance
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CHAPTER 3
Digital channels
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95%CPO €10
1.SearchCPC < €0,20
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BE flexible
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AVG CPO
€ 55
2. Performance display
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set channel kpi’s
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17%
11%
story telling
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3.Premium
display & video
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support
1. Campaigns2. Events3. Continious
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Additional reach
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time
HPTO
video
High impact
Impactawareness
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55% of target audience Recognized an advertisement
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Engaging creatives
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Mobile firststrategy
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4. Social media & advertising
“A social follower
that is not a
subscriber is two
times more likely to
subscribe”
+30% higher
scores on
Image attributes
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Mediapressure
grp
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reach
Facebook: reach depends on engagement40.000 - 4. mio !
Twitter: reach = 10% of followers
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test &expiriment
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social TVC testing
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ER : 7,6% vs 16,6%
CTR : 4,3% vs 9,9%
View rate : 2,4% vs 6,9%
Results
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CHaPTER 4
future
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SECTIONTITLE
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“social reach
surpasses web and
apps, but needs ad
spend for optimal
results”
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relevant
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CRMEnginetargeting
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THANK YOU!
FOX SPORTS
robert van trigtNov 2014