Introduction to Online vs Offline advertising by Havas Media Belgium at the Solvay Digital Marketing Day

1. DIGITAL
MARKETING
DAY
17 April 2013

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This presentation is not a contractual proposal and has no binding effects for any Havas Media
Group company until a final and written contract is entered into between the parties.

3. Market structure
Advertisers
Creative
Agency
Media
Agency
Sales
houses
• Strategic Media planning
• Tactical Media Planning
• Buying & negotiation
What?
How?
Where…
…How much?

4. Market Analysis, target,
Websites audience &
profile
Simulation & optimisation
Buying & Nego
Technical specifications
Trafficking & tracking
Data analysis &
optimizations
Effectiveness
What digital planning is about?

5. From the briefing to the media planning
Developing a digital strategy: What media planning is about
Media selection
Timing & phasing
Pressure
Budget

6. From the briefing to the media planning
Developing a media strategy – Target analysis example:
Almost 45% of the population buys vitamins or strengthening products
Source: CIM PMP 2008,2009,2010,2011,2012 & FACT Check-Up
Health has become
synonymous for good
condition and
wellbeing
Who are they?
Women, 25-54 y.o., PRP, families with 3 persons
and+, with kids, social groups 1-4
2008 2009 2010 2011 2012
43.6%
43.8%
41.3% 44.6%
44.8%

7. From the briefing to the media planning
Developing a media strategy – Media usage example:
Media Usage Broadband users
Source: CIM PMP 2012
Dutch Speaking French Speaking
85.64
94.4
75.22
67.71
99.16
94.47
53.32
89.02
45.2
99.97
57.72
85.26
62.39
55.02
92.6
84.28
6.33
79.56
14.5
93.84
102 100 107
97 100 104
116
125 123
104
Total Reach(%) Last Period Reach(%)
Affinity
81.85
90.22
72.29 72.8298.01
91.46
59.4
89.06
44.7
99.64
50.86
79.38
53.87 58.43
89.91
80.72
8.77
78.66
15.4
92.36
103 102 109
98 101 105
120 129 130
104
Total Reach(%) Last Period Reach(%)
Affinity
TV, Radio & OOH allow highest reach
Online & Cinema provide high affinity (but reach building takes time in Cinema)
Print provides fair reach but less instantly
Source: CIM

8. From the briefing to the media planning
Developing a media strategy – Focus on digital strategy-Example
An interview with the surfer
Global
view
Specific
approach
Digital
habits
Pharmaceuticals &
Beauty/hygiene
Specifics questions about
products
Internet use when finding
generic information &
buying specific products
Target: Heavy Internet user

9. From the briefing to the media planning
Developing a media strategy – Focus on digital strategy-Example
Do you perfectly agree OR Rather agree with…
 Trust traditional pharmaceuticals
50% Universe / 1 388 250 and 94 selectivity
 Generics are as effective
71% Universe / 1 992 620 and 106 selectivity
Are you the main decision maker OR Co-decision maker for
beauty products/hygiene?
68% universe / 1 895 650 and 96 selectivity
CIM 2012 PMP based on Heavy Surfers
Global
view
Please be more specific
with your questions
OTC
CHC &
Beauty
@ this stage surfers are not interesting to
reach => Global view is too general
Online surfers have little trust in traditional Pharmaceuticals & are no decision makers in beauty & hygiene products

10. From the briefing to the media planning
Developing a media strategy – Focus on digital strategy-Example
Surfersaredecisionmakerswhenbuyingspecificcategories
Ok, so tell me if you buy this type of products on your own initiative
 remedy against cough
33% universe / 913 390 and 111 selectivity
 pain-killer external use
34% universe / 960 360 and 111 selectivity
 remedy diarrhoea
32% universe / 902 580 and 115 selectivity
 remedy for stomach/liver
17% universe /465 900 and 107 selectivity
CIM 2012 PMP based on Heavy Surfers
Specific
approach
OTC
@ this stage surfers are interesting to
reach & influence

11. From the briefing to the media planning
Developing a media strategy – Focus on digital strategy-Example
Surfersareveryactive infindinginfoontheinternetbeforebuying
And do you search the Internet once a week or more, on products you want
to purchase?
 17% universe / 468 490 and 192 selectivity
Do you buy medication minimum once a month on Internet?
 1.2% universe /33 710 and 162 selectivity
Do you buy beauty products minimum once a month on Internet?
 3.1% universe / 87 360 and 177 selectivity
CIM 2012 PMP based on Heavy Surfers
Digital
habits
OTC
Beauty
@ this stage surfers are interesting to
reach & influence

12. From the briefing to the media planning
Developing a media strategy – Focus on digital strategy-Example
Surferssearchforspecificinfo=>SEA&contextualapproachareimportanttodeliverqualitative traffic.
Specific
and
search
info
Contextual
approach
SEA and
context
Qualitativ
e traffic

13. Reach / Exposure
Large and/or specific
Response
Preference
Loyalty
Advocacy
Impact Display
Content
Integration
SEA
Augmented
Reality
Mobile
activation
Viral
Community
management
E-couponing
Classic Display
Affiliates CPL
Site, App SEO
CPC Display
Network
Preroll
ASU
Facebook App
Different objectives are obtained by different tactical vehicles
PR 2.0
P O E
Website
Facebook Page
Social Media
(Blog Invasion)

14. THANK YOU