Different departments involved: ad ops and account managerMediamarkt special client because 2 day turn around >> we can work with templates
Advertising impact Understanding the right level of impact to grab the attention Efficient format sizes Benchmarking across verticals and audiences
So when we look at advertising online, what have we seen?1994 saw the first banner ad, 1996 the first rich media ad … then we enter the pop up era … an era that for many still defines digital advertising but I see as a definite lag in the evolution. Ironically at the same time, Google come online with their auction based model for search … the rest of that is history. Around 2002 we see the arrival of the 300x250 unit as mainstream unit in the marketplace, an important step to freeing advertising from either a narrow horizontal plane or a vertical plane. With the broadband revolution, soon the discussions are all around rich media and the canvas explodes with potential. By 2007, pre rolls come on stream beginning the VOD conversations. However, by 2008 I would argue we entered a period of stasis … the arrival of the network model, the rise of Facebook and an economic downturn have combined to create the conditions where horizons narrowed somewhat. So what does 2011 bring?
The video showcases many big brand campaigns Broadly speaking, display campaigns can be divided into ‘brand’ and ‘ctr’ campaigns brand campaigns tend to be more deliberate – clear objectives, creative, planned CTR campaigns also include campaigns with no or confused objectives because the click through to a landing page is the default purpose of ad banners Yahoo! front page offers prominent real estate, big creative canvas and broad user base
Brand exposure strategy> Both ad units open to the screening room.Background and float give high expand rate > Open rate: 1.32%Lots of content, leading to long dwell time > Interaction rate: 12.5% (clicks once open)CTR: 0.04%
Video complete: 32%30 sec dwell rate: 40%
Digital planning Remove logistic by making it easy to submit creativeMore room for creativityMaking more time for execution
Courtesy of the ‘Arab Media Outlook’ document Joanna circulated we really need to bear this in mind when pitching and assessing creative concepts creative vision must take into account the user’s capability !! An ad need to be seen
Interdependence is a dynamic of being mutually and physically responsible to, and sharing a common set of principles with others. This concept differs distinctly from "dependence" in that an interdependent relationship implies that all participants are emotionally, economically, ecologically and or morally "interdependent.“ Interdependence recognizes the truth in each position and weaves them together. Two states that cooperate with each other are said to be interdependent. It can also be defined as the interconnectedness and the reliance on one another socially, economically, environmentally and politically.Creative reach (efficiency)We are promoting to you the best formats that we think give win win