O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Advertising in the digital age Marco Derksen 23 mei 2007
<ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Uitdaging voor Marcom) </li></ul>
Advertising in the digital age Klantinteractiemodel: van contact naar contract VOORBEELD
Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen? Bron: Interview NSS
Bron: E-consultancy 2005 Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?
<ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Digitale trends & ontwikkelingen) </li></ul>
Digitale trends & ontwikkelingen Van analoog naar digitaal Analogue Digital Networked digital Personal Video  Recorders Fl...
Digitale trends & ontwikkelingen Internetgebruik in Nederland Bron: Trendbox (Internetmonitor 2006)
Digitale trends & ontwikkelingen Consumer Technology Adaption Bron:  Forrester’s North American Consumer Technology Adopti...
Digitale trends & ontwikkelingen Consumer Technology Adaption Bron:  Forrester
Digitale trends & ontwikkelingen Gartner's 2006 Emerging Technologies Hype Cycle Bron: Gartner 2006
Digitale trends & ontwikkelingen Gebruik van digitale media in Nederland Bron: Interview NSS/IAB (Mediaconsumptieonderzoek...
Digitale trends & ontwikkelingen Van push naar pull Bron: Arbitron  2006
Bron: Trendwatching.com Digitale trends & ontwikkelingen Online Oxygen
Bron: Trendwatching.com Digitale trends & ontwikkelingen Generation C
Digitale trends & ontwikkelingen Virtual Connected
<ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Betekenis voor mediaplanning) </li></ul>
StrADegy: Advertising in the Digital Age Steven Fredericks (TNS Media Intelligence)
10 veranderingen in mediaplanning Steven Fredericks (TNS Media Intelligence) <ul><li>data overload  </li></ul><ul><li>sear...
1. DATA OVERLOAD
1. DATA OVERLOAD
1. DATA OVERLOAD
1. DATA OVERLOAD
1. DATA OVERLOAD
1. DATA OVERLOAD
1. DATA OVERLOAD
2. SEARCH WILL RULE
2. SEARCH WILL RULE
2. SEARCH WILL RULE
2. SEARCH WILL RULE
2. SEARCH WILL RULE
3. CONSUMERS IN CONTROL
4. NICHE AUDIENCES Source: Gapingvoid.com
4. NICHE AUDIENCES
4. NICHE AUDIENCES
5. END OF MASS MARKETING
5. END OF MASS MARKETING
5. END OF MASS MARKETING
5. END OF MASS MARKETING
6. INSTANT ROI
6. INSTANT ROI Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille  (CPM)
7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
8. END OF MEDIA MIX MODELING
9. END OF PROGRAM AND COMMERCIAL RATINGS
10. ADS WILL BECOME INDEPENDENT OF MEDIA CHOICE
<ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Tot slot) </li></ul>
Bron: Stephan Fellinger Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?
<ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Bijlage) </li></ul>
Bron: IAB 2007 Advertising in the digital age Verwachtingen voor de komende jaren
Bron: Forrester, 2005 Advertising in the digital age Verwachtingen voor de komende jaren
Bron: Forrester, 2006 Advertising in the digital age Verwachtingen voor de komende jaren
Bron: Forrester, 2007 Advertising in the digital age Verwachtingen voor de komende jaren
Próximos SlideShares
Carregando em…5
×

Advertising in the Digital Age

Advertising in the Digital Age

Advertising in the Digital Age

  1. 1. Advertising in the digital age Marco Derksen 23 mei 2007
  2. 2. <ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Uitdaging voor Marcom) </li></ul>
  3. 3. Advertising in the digital age Klantinteractiemodel: van contact naar contract VOORBEELD
  4. 4. Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen? Bron: Interview NSS
  5. 5. Bron: E-consultancy 2005 Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?
  6. 6. <ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Digitale trends & ontwikkelingen) </li></ul>
  7. 7. Digitale trends & ontwikkelingen Van analoog naar digitaal Analogue Digital Networked digital Personal Video Recorders Flat Screen TVs Media PCs Multi-media mobile phones Games consoles PDAs Portable Media Players Digital imaging devices Media Servers IP TV STBs Mp3 players Removable storage Handheld Games consoles Networked DVD players Digital radio Wearable media Streaming media players Notebook & tablet PCs
  8. 8. Digitale trends & ontwikkelingen Internetgebruik in Nederland Bron: Trendbox (Internetmonitor 2006)
  9. 9. Digitale trends & ontwikkelingen Consumer Technology Adaption Bron: Forrester’s North American Consumer Technology Adoption Study 2006 US households (millions)
  10. 10. Digitale trends & ontwikkelingen Consumer Technology Adaption Bron: Forrester
  11. 11. Digitale trends & ontwikkelingen Gartner's 2006 Emerging Technologies Hype Cycle Bron: Gartner 2006
  12. 12. Digitale trends & ontwikkelingen Gebruik van digitale media in Nederland Bron: Interview NSS/IAB (Mediaconsumptieonderzoek 2006)
  13. 13. Digitale trends & ontwikkelingen Van push naar pull Bron: Arbitron 2006
  14. 14. Bron: Trendwatching.com Digitale trends & ontwikkelingen Online Oxygen
  15. 15. Bron: Trendwatching.com Digitale trends & ontwikkelingen Generation C
  16. 16. Digitale trends & ontwikkelingen Virtual Connected
  17. 17. <ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Betekenis voor mediaplanning) </li></ul>
  18. 18. StrADegy: Advertising in the Digital Age Steven Fredericks (TNS Media Intelligence)
  19. 19. 10 veranderingen in mediaplanning Steven Fredericks (TNS Media Intelligence) <ul><li>data overload </li></ul><ul><li>search will rule </li></ul><ul><li>consumers in control </li></ul><ul><li>niche audiences </li></ul><ul><li>end of mass marketing </li></ul><ul><li>instant ROI </li></ul><ul><li>advertising becomes independent of content </li></ul><ul><li>end of media mix modeling </li></ul><ul><li>end of program and commercial ratings </li></ul><ul><li>ads will become independent of media choice </li></ul>Source: Re:Think 2007
  20. 20. 1. DATA OVERLOAD
  21. 21. 1. DATA OVERLOAD
  22. 22. 1. DATA OVERLOAD
  23. 23. 1. DATA OVERLOAD
  24. 24. 1. DATA OVERLOAD
  25. 25. 1. DATA OVERLOAD
  26. 26. 1. DATA OVERLOAD
  27. 27. 2. SEARCH WILL RULE
  28. 28. 2. SEARCH WILL RULE
  29. 29. 2. SEARCH WILL RULE
  30. 30. 2. SEARCH WILL RULE
  31. 31. 2. SEARCH WILL RULE
  32. 32. 3. CONSUMERS IN CONTROL
  33. 33. 4. NICHE AUDIENCES Source: Gapingvoid.com
  34. 34. 4. NICHE AUDIENCES
  35. 35. 4. NICHE AUDIENCES
  36. 36. 5. END OF MASS MARKETING
  37. 37. 5. END OF MASS MARKETING
  38. 38. 5. END OF MASS MARKETING
  39. 39. 5. END OF MASS MARKETING
  40. 40. 6. INSTANT ROI
  41. 41. 6. INSTANT ROI Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM)
  42. 42. 7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
  43. 43. 7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
  44. 44. 7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
  45. 45. 7. ADVERTISING BECOMES INDEPENDENT OF CONTENT
  46. 46. 8. END OF MEDIA MIX MODELING
  47. 47. 9. END OF PROGRAM AND COMMERCIAL RATINGS
  48. 48. 10. ADS WILL BECOME INDEPENDENT OF MEDIA CHOICE
  49. 49. <ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Tot slot) </li></ul>
  50. 50. Bron: Stephan Fellinger Advertising in the digital age Welke middelen zet ik in en voor welke doelstellingen?
  51. 51. <ul><li>ADVERTISING IN THE DIGITAL AGE </li></ul><ul><li>(Bijlage) </li></ul>
  52. 52. Bron: IAB 2007 Advertising in the digital age Verwachtingen voor de komende jaren
  53. 53. Bron: Forrester, 2005 Advertising in the digital age Verwachtingen voor de komende jaren
  54. 54. Bron: Forrester, 2006 Advertising in the digital age Verwachtingen voor de komende jaren
  55. 55. Bron: Forrester, 2007 Advertising in the digital age Verwachtingen voor de komende jaren

×