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MARCEL VOGELS

MeMo2 en DMA Institute

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De juiste keuze(s) in Online en Cross Media

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ONLINE ACCOUNTABILITY

1.Time in Screen2.Time in

Audience3.Time in

Journey4.Time in

Branding

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2010

Eerste Online Tuesday ging ook over online zichtbaarheid

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IMPRESSIONS/CLICKS = LEADING

Het AanbodImpressies,

clicks en uniques

2010: Aanbod domineert de markt.

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2016

Transparency & Accountability

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ACCOUNTABILITY = LEADING

Het AanbodImpressies,

clicks en uniques

De VraagTransparante online effect herleiding

Online Accountabili

ty

2016: Vraag stuurt de markt.

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ACCOUNTABILITY = LEADING

Online Accountability

Zichtbaar

In doelgroepMet voldoende Effect

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ACCOUNTABILITY = LEADING

Online Accountability

Zichtbaar

In doelgroepMet voldoende Effect

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VIEW = VISIBLE IMPRESSION

QUALITY VIEW => 5 sec

NOT IN VIEW = WASTE

VISIBILITY

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36%

21%

43%

0 sec in view 0 - 5 sec in view

> 5 sec in view

VISIBILITY BENCHMARK

Gangbare currencies:• IAB views (1sec)• DPC (3sec)• Quality view

(5sec)• Premium view

(10sec)DMA Institute Benchmark 2010-2015

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EXAMPLE: FORMATS

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PROPOSITION #1PROPOSITION #2

BRANDS

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15

67%

52%

40%

32%

100%

35%

27%

22%START

| Halfpage

SECONDS IN VIEW

HALFPAGE A.HALF-PAGE

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15

65%

36%

23%16%

100%

54%

17%

12%START

PROPOSITION #1

PROPOSITION #2 + BRANDS

BILLBOARD

SECONDS IN VIEW

BILLBOARD

B.

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36 sec Ø-TIME IN VIEW***

QUALITY VIEWS**

VISIBILITY*HALF-PAGE BILLBOARD

68%50%

12 sec

40%25%

Significantly higher/lower compared wiith MeMoBenchmark™

CPV>55 euro 10 euro

HALFPAGE VERSUS BILLBOARD

A. B.

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HALF-PAGE BILLBOARD

REALITEIT = PRI JSVERSCHILLEN165 euro133 euro128 euro

98,21 euro59 euro

46,00 euro37,50 euro24,19 euro20,51 euro17,30 euro5,60 euro3,87 euro3,70 euro2,08 euro1,89 euro1,30 euro

A. B.

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ACCOUNTABILITY = LEADING

Online Accountability

Zichtbaar

In doelgroepMet voldoende Effect

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HALF-PAGE BILLBOARD

TIME IN AUDIENCE

DOELGROEP

• Vrouw• 26-55jaar• Werkend• Jonge kinderen• Boven modaal

inkomen• MBO+

A. B.

5% bereiktQuality View 120 seconden

10% bereiktQuality View 120 seconden

145.000 NL

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HALF-PAGE BILLBOARD

TIME IN AUDIENCE CURRENCIES

• Kosten per 1% bereik in doelgroep met kwaliteitsvertoning (Per placement/website/netwerk)

• Kosten per eGRP

PRIJSVERSCHILLEN ZIJN OOK HIER GROOT

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PERFORMANCE

Online Accountability

Zichtbaar

In doelgroepMet voldoende Effect

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PERFORMANCE

impression

impression

impression

impression

impression

impression

A Bimpression

€B

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4€

TIME IN JOURNEY

A B120

20

15

2 35

0Seconds in screen

B

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€

KEY PERFORMANCE DRIVERS

A120

20

15

35Seconds in screen

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BENCHMARK

OP BASIS VAN 123.000 CONVERSIES IS DE BELANGRIJKSTE DRIVER …• DE AANWEZIGHEID VAN MINIMAAL 1 PREMIUM VIEW

(>10SECONDEN)• DE GEMIDDELDE VIEWTIJD IN JOURNEY

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BRANDING

Online Accountability

Zichtbaar

In doelgroepMet voldoende Effect

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ONLINE BRAND PERFORMANCE

30 seconds in screen

25 seconds in screen

55 seconds in screen

110sec.

Plus 1000 more…

HALF PAGE

BILLBOARD

ADVERTORIAL

ONLINE BRAND PERFORMANCE UPLIFT• Awareness• Consideration• Evoked• Preference• Brand KPI’s• Buying

Intention• Buy• Loyalty

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INTEGRATED ONLINE TRACKER™

118100

Campaign Awareness Brand Awareness

0 sec exposure >30 sec exposure

154109100

139

0 – 30 sec exposure

Significant difference compared to No Exposure p <.05

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TV 94%TV 94%TV 75% 5,7 ACF

PREROLL23%

2,3 ACF / 70sec.

ONLINE DISPLAY

45%7,1 ACF / 200sec.

OUTDOOR13%16,3 ACF

CROSS MEDIA PERFORMANCE

CROSSMEDIA BRAND PERFORMANCE UPLIFT• Awareness• Consideration• Evoked• Preference• Brand KPI’s• Buying

Intention• Buy• Loyalty

Kortom, de meer waarde van online exposure kan zijn, het ondersteunen van offline exposure.

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2016 en daarna

Trends & Voorspelling

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TRENDS: VRA AGKANT WORDT DOMINANT

• BUREAUS GAAN MEER CONCURREREN OP TRANSPARANTE ONLINE KWALITEIT

• ADVERTEERDERS ZULLEN MEER GEINTEGREERDE REGIE GAAN VOEREN

• PROGRAMMATIC PLATFORMS ZULLEN INTELLIGENTER MOETEN/GAAN WORDEN

• UITGEVERS MOETEN/GAAN INVESTEREN IN ZICHTBAARHEID, AUDIENCE EN EFFECT

• NIEUWE KPI’S ZULLEN DOMINEREN

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VOORSPELLING

ACCOUNTABILITY WORDT LEADING. RATECARDS STEEDS MINDER.

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THANK YOU