Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing. Paul Bruneel (Sales Manager Fred Online) over Creativity on the internet.

1. my first steps on the
june 26th 2007
HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

2. Creativity on the
june 26th 2007
HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

3. What is (does) creativity?
@Attract surfers
@Surprise surfers
@Engage surfers
@Branding
@ROI (creativity is not an objective)

4. Creativity: It all begins with the format
@Bigger formats
- Large leaderboard
- Large IMU
- 3 AD (at an efficient CPM)
@Customised formats
- Homepage Takeover
- Skyfolder

5. Creativity: It all begins with the format
@Why Bigger Formats:
- Higher visibility
- Higher CTR
- Higher brand awareness
- More space for creation

6. Creativity: It all begins with the format
@Bigger formats
Large leaderboard: 840 x 150 pixel (standard: 720 x 90)
VS

7. Creativity: It all begins with the format
@Bigger formats
Large IMU: 468 x 400 pixel (standard: 250 x 250)
VS

8. Creativity: It all begins with the format
@Bigger formats
3 AD MODEL
@ADVANTAGES
- Combination of branding, promotion, CTA
- No cluttering
- Surrounding the article
- 1 price, 3 opportunities to click
- A very efficient CPM
- Interaction between ads possible
- Direct response (don’t have to click away)

9. Creativity: It all begins with the format
@Customised Formats
Homepage Takeover

10. Creativity: It all begins with the format
@Customised Formats
Skyfolder
No problem to build something new

11. Interaction vs broadcasting
@TV ads integration
Surfing the net is not watching TV

12. Give your TV ad a longer life online
I hear and I forget. I see and I remember. I do and I understand.

13. STANDARD vs RICH MEDIA
Standard Rich
Creative: glue London

14. STANDARD vs RICH MEDIA
Standard Rich
Creative: glue London

15. RICH MEDIA
Eyeblaster technology
Free for agencies & clients
Non-Rich
Rich Media
Video
71.3
80%
68.0
70%
51.8
60%
45.7
44.3
50%
37.5
40% 30.4
23.6
30%
18.4
10.8
20%
8.1
4.6 5.6 7.4
5.1 5.9 4.5 5.1
10%
0%
Aided Brand Online Ad Message Sponsorship Brand Purchase
Awareness Awareness Association Association Fav oribility Intent

16. june 26th 2007
HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be