1. LIVERTISING #14.8 THE DIGITAL ADVERTISING LANDSCAPE

2. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 2 3. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 4. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R 5. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R Website = Hub >< Destination 6. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R Website = Hub >< Destination Presence >< Destination 7. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 8. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 9. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 10. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 11. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 12. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4 13. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET CLASSIFIED 5 14. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 6 15. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 6 16. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 7 17. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 7 18. 8 Display = ? 19. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 9 Video stream Video banner 20. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET DISPLAY 10 21. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET DISPLAY 10 22. 11 23. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET IAB BELGIUM COMMUNITY 12 24. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET IAB BELGIUM COMMUNITY 12 25. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 13 26. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 13 27. 14 28. 14 29. 15 Uservisits webpage Impression counted& visitrecorded 30. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked 31. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked . ! . ! . ! . ! . ! . ! . ! . 32. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked . ! . ! . ! . ! . ! . ! . ! . Adis selected 33. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked . ! . ! . ! . ! . ! . ! . ! . Adis selected Adis served 34. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked . ! . ! . ! . ! . ! . ! . ! . Adis selected Adis served Ad impression isrecorded 35. 15 Uservisits webpage Impression counted& visitrecorded Criteria are checked . ! . ! . ! . ! . ! . ! . ! . Adis selected Adis served Ad impression isrecorded Page (re)loads withthe ad 36. 16 37. 16 C B 38. 17 39. 18 40. 18 41. 19 42. 20 43. 20 44. 20 45. 20 46. 20 47. 20 48. 20 49. 20 50. 20 51. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21 52. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21 53. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21 54. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22 55. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22 56. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22 57. 23 Sounds familiar? 58. 23 Sounds familiar? 59. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 24 60. 25 61. 25 CONTEXTUAL targeting 62. 25 CONTEXTUAL targeting BEHAVIOURAL targeting 63. 25 CONTEXTUAL targeting BEHAVIOURAL targeting RE-trageting 64. 26 Ad Exchange 65. 26 Ad Exchange RTB 66. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 27 67. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 28 http://www.youtube.com/watch?v=1C0n_9DOlwE&feature=player_detailpage 68. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 28 http://www.youtube.com/watch?v=1C0n_9DOlwE&feature=player_detailpage 69. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 29 70. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 29 71. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 30 http://www.iabuk.net/resources/handbooks/iab-future-of-display-trading-guide 72. 31 73. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 32 74. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 32 75. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 33 76. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 33 77. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34 78. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34 79. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34 80. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 35 81. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 36 http://www.offremedia.com/media/deliacms/media/1276/127621-d0e779.pdf 82. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 37 C 83. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 37 Where%has%the%%consumer%%gone?% C 84. 38 A nal word on DISPLAY 85. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 39 86. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 40 87. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 41 88. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 RICH MEDIA? 42 Rich Media Display-related ads that integrate some component of streaming interactivity. Rich media ads often include flash or java script, but not content, and can allow users to view and interact with products or services (e.g., scrolling or clicking within the ad opens a multimedia product description, expansion, animation, video or a virtual test- drive within the ad). All IAB Rising Stars ad formats are considered Rich Media. Digital audio ads that appear before, during or after audio content (e.g., streaming radio, podcasts, etc.) are also considered Rich Media. http://www.iab.net 89. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 43 90. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 43 91. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 44 92. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 44 93. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 45 94. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 95. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 96. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site 97. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 2 Aliate= referral site 98. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 2 Aliate= referral site Merchant site 99. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 3 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 2 Aliate= referral site Merchant site 100. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 3 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 Aliate= referral site Merchant site 46 2 Aliate= referral site Merchant site 101. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47 102. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47 103. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47 104. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47 105. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET AFFILIATE A.K.A.? AFFILIATE MARKETING 48 AFFILIATE SITE A.K.A.? CPA?????? 3 TYPES OF AFFILIATES? http://youtu.be/WvwwWFHr8h0 106. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET AFFILIATE A.K.A.? AFFILIATE MARKETING 48 AFFILIATE SITE A.K.A.? CPA?????? 3 TYPES OF AFFILIATES? http://youtu.be/WvwwWFHr8h0 107. LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 49 108. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 50 http://www.youtube.com/watch?v=IK_TT5qOSLI&feature=share&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ&index=17 109. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 50 http://www.youtube.com/watch?v=IK_TT5qOSLI&feature=share&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ&index=17 110. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 51 111. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 51 112. WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 52 http://www.publicisgroupe.com/#/en/videos/info/id/22976 113. 53 http://www.thinglink.com/scene/486219362269659137 114. http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem 115. http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem 116. http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem 117. SocialMedia 118. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned 119. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned 120. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned SocialGames 121. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned SocialGames Blogs/Vlogs/Microblogs/Podcasts/Wikis 122. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned SocialGames Blogs/Vlogs/Microblogs/Podcasts/Wikis Bookmarking/Tagging 123. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned SocialGames Blogs/Vlogs/Microblogs/Podcasts/Wikis Bookmarking/Tagging Comments/raEngs&review 124. SocialMedia Socialnetworks EgocentricvsObjectcentric HorizontalvsVerEcal BorrowedvsOwned SocialGames Blogs/Vlogs/Microblogs/Podcasts/Wikis Bookmarking/Tagging Comments/raEngs&review Mobilenetworks 125. OK, but WHY? 126. OK, but WHY?! (not) 127. Error #1 128. SocMedbasics:SocialCapitalbeforenancial 129. Social? 130. tip #1 131. C - E - S 132. C - E - S 133. tip #2 134. Error #2 135. SocMedbasics:Apresenceisnotastrategy 136. SocMedbasics:STRATEGYvsTACTICS Cy OBJ 137. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS 138. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS 139. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy 140. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy 141. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 142. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 143. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 144. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 145. SocMedbasics:STRATEGYvsTACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 146. tip #3 147. SocMedbasics:Contentstrategy 148. SocMedbasics:Contentstrategy dene 149. SocMedbasics:Contentstrategy solve 150. SocMedbasics:Contentstrategy become trusted 151. SocMedbasics:Contentstrategy develop online presence 152. SocMedbasics:Contentstrategy Turn learners into buyers/ advocates 153. SocMedbasics:Contentstrategy 154. SocMedbasics:Contentstrategy dene solvebecome trusted develop online presence Turn learners into buyers/ advocates 155. tip #4 156. SocMedbasics:ROImeasurement Cy OBJ 157. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS 158. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 159. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 160. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN 161. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN K P I 162. SocMedbasics:ROImeasurement Cy OBJ PLAN of ACTIONS Strategy Tac?c2 Tac?c1 Tac?c3 Tac?cN K P I 1 2 3 4 163. Error #3 164. SocMedbasics:909-1 165. Where%has%the%%consumer%%gone?% 166. 7.Rules 167. 7.Rules