presentatie #nmd2010 phileas fox online advertising
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Stand van zaken | waarom beyond the banner | cases
Online advertisingBeyond the banner
Phileas FoxAdfactor
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Online advertising: de stand van zaken
• totale advertentiemarkt 2009 €4,9 miljard (-12,4)
• aandeel online advertising 24% (+1,9): €1,17 miljard
• search ca. 50%, bannering ca. 25%, 25% overig (e-mail, classifieds)
• print (-20), rtv (-8,7), out of home (-9,4)
(bron: Nielsen/IAB)
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Ontwikkelingen binnen de banner
• internetconsumptie en daarmee bereik van internet blijft stijgen
• opkomst van ad exchanges voor gerichte inkoop van bannerruimtes
• salesgedreven campagnes
• optimalisatie van bannerposities
• zichtbaarheid, time spent
• share of voice binnen de pagina
• grotere formaten
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Waarom beyond the banner?
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Beyond the banner.. maar wat is het?
alles behalve een standaard
Homepage take-overs
Content-integratie
Advertorials
Videoproducties
Sponsored content
Rich media
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Standaard bannerformaten..
Beyond the banner..
+ standaard, efficient in creatie, acceptatie en verspreiding
- beperkt in creativiteit, banner blind spot, imago probleem
+ authentiek, eigen tone of voice, relevant (meestal), effectief,
geïntegreerd, leuk
- bewerkelijk
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Omzetontwikkeling*
0102030405060708090
100
2008 2009 2010 2011 2012
bannering
beyond thebanner
beyond the banner groeit megasnel
*
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Content-integratie & sponsored content
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1 miljoen visits per maand / 195.000 unieke bezoekers
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Ontwerpwedstrijd: 1400 inzendingen 39.000 stemmen
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Sponsored content Vodafone/MKB Nederland
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Homepage take-overs &rich media
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Rich media door Adrime/Sanoma Digital
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Homepage take-over filmrelease van Warner
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Advertorials & sponsored blogpostings
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In 1 week 55.000 bezoekers naar de actiesite
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Sponsored content: web series / internet tv
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De Flabber Zomertoer• 2 teams in een roadtrip naar de Spaanse costa• inscript sponsoring door ANWB, TomTom en Sneakers
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Homepage take-over filmrelease van Warner
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6 afleveringen totaal 225.000 x bekeken afleveringen
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6 afleveringen met totaal 225.000 x bekeken afleveringenPhotoshoot in FHM