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Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".
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Everything's Free
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Everything’s free INMA Copenhagen, 5/2‐2010
2.
3.
4.
5.
6.
7.
Unique users per day 700000 600000 500000 400000
Series1 300000 200000 100000 0 Ekstra Bladet TV2 DR BT PoliNken JP Berlingske
8.
Challenge • Distance from the adverNser to the customer • AdverNser doesn’t know the possibiliNes •
Ad agency doesn’t understand the needs • Media agency doesn’t have Nme to help • The media doesn’t know what kind of result the adverNser want to achieve
9.
What do you want? • What is the adverNsers desire? • 10.000 clicks on the ad or 10.000 who would
love to visit the company and test your product? • Do you reach your targets by engineering or communicaNon?
10.
Budskab om åbning af varehus i Odense, men har kørt landsdækkende Er blevet testet med Ekstra Bladets nye
analyseværktøj – Neteffekt, der giver indgående kendskab Nl online kampagners samlede performance på en lang række parametre Har performet godt på alle parametre
11.
Willingness to pay? • Itunes (Will be used several Nmes) •
Products of great value (you might get rich by reading WSJ) or of great uNlitarian value
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13.
Thanks for your -me. Go buy the paper!
Geir Terje Ruud, gt@eb.dk
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