1. Digital communications
Bart De Bodt
UGent
25 October 2012

2. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
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3. 22% of the Belgian people have a smartphone
Smartphone penetration
Netherlands 43%
France 38%
Germany 29%
Belgium 22%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: National representative population 16+, n= 1.000
Q1: Which if any of the following devices do you currently use
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4. Android is used most in Belgium
Devices used in Belgium
Android 28%
Iphone 20%
Blackberry 13%
Symbiam 10%
Windows 7 Phone 7%
0% 5% 10% 15% 20% 25% 30%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Smartphone users
Q1: Which if any of the following devices do you currently use
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5. 39% access the Internet every day on their smartphone
and 72% never leave home without it
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q18: Thinking about the last seven days on how many days were you online with ...?
Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree.
“I don’t leave house without my smartphone”
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6. Smartphone users are multi-tasking their media with 80%
using their phone while doing other things such as
watching TV (49%)
Which devices do you use at the same time?
Watch television 49%
Listen to music 45%
Use Internet 30%
0% 10% 20% 30% 40% 50% 60%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,
Smartphone n= 632 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?
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7. Mobile is becoming a considerate part of the consumer
journey
65% have researched a
product or service on
their phone
 14% of smartphone
users have purchased
a product or service
on their smartphone
 52% of these
smartphone shoppers
have made a
purchase in the past
Source: Google data plotted on customer journey visual of McKinsey month
Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q51a: And where were you when you researched for products or services with your smartphone?
Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can
buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 138
Q45: Have you made a purchase by using your smartphone in the past month? 30
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8. There are still barriers to mobile commerce
Why have you not made a purchase using
your smartphone?
Would prefer to use a PC/laptop for
these services 69%
Doesn't feel secure 23%
Too complicated 10%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Marketers should improve the mobile internet experience
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who NOT purchased via internet
on their smartphone n= 862 Q46: Why have you not made a purchase using your smartphone?
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9. Advertising is calling mobile users to action
51% have performed
a mobile search after
seeing an ad
Mostly after viewing a TV commercial (43%)
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 850
Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster,
on TV or in a shop/business?
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10. Mobile ads make an impression
Where have you noticed advertising
when using your smartphone?
while on a website 45%
while using a search engine 30%
while in a app 28%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 850
Q42: Where have you noticed advertising when using your smartphone?
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11. Summary: we can learn 2 important things from this Google
research
Insights What marketers should do with it
Smartphones are Websites should be optimized for
changing the way mobile visitors. Responsive web
consumers shop design is a solution for this
Marketers should extend their
Smartphone users are real communication and advertising
multi-taskers and most of strategies with mobile to develop
them notice mobile ads integrated cross-media
campaigns
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12. Responsive Web Design
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13. In the past the width of a website was based on the lowest
common denominator
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14. The number of display sizes has exploded
Device Screen resolution (pixels)
Iphone 960×640
Ipad 1024×768
Android smartphones 320×240, 320×480, 480×640, 480×800, …
Symbian smartphones 320×240, 320×480, 480×640, 480×800, …
Windows smartphones 320×240, 400×800, 480×800, …
Android tablets 800×600, 1024×600, 1024×768, …
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15. The new trend is to use Responsive Web Design
Responsive web design is an approach to web design in which a
site is crafted to provide an optimal viewing across a wide
range of devices
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16. Responsive Web Design has many advantages
 You don’t need to built different websites for desktop and
mobile devices
 Your website looks optimally on different devices and display sizes
 Your website can be easily found by search engines
 Your website is accessbile from only 1 URL
Source: Blog wijs.be
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17. Some tips to optimize your website for mobile devices
 Prioitize your content
 Use a simple lay-out
 Use short titles
 Design for thumbs not mice. Make it easy to click
 Build for scrolling only in one direction
Source: Google webinar, Are You Mobile Ready? http://www.youtube.com/watch?v=j-xh-lNpNhs
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18. Mobile advertising
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19. Tablets and smartphones are used more in the evening
Mobile advertising will extend your online reach
Source: Comscore
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20. Just don’t leave it up to faith
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21. Tip #1: Check if mobile fits your communication strategy
Message/ Comm Prepare
Objective Target group
Dialogue channels Evaluation
Which goals do you Who do you want to What do you want to Which How will we measure
want to reach? reach? communicate? communication our progress? How
channel(s) do you will you evaluate
- Create awareness - Results from - Results from want to use to your campaign
or buzz segmentation & objective & target communicate your afterwards?
- Information targeting group message or create
- action: change of a dialogue? - Set up KPI’s
attitude, change - Needs to be - Aligned with beforehand:
of behaviour determined very discriminator - Results from - awareness
- Leads detailed (not just looking at - penetration
- Loyalty sociodemographic - Should be customer’s journey - sales
-… data) clear, not confusing -…
- Create 360°
- Foresee different integrated comm - Implement
messages to plan evaluation tracking
attract, connect, inf tools
orm, engage and
empower
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22. Tip #2: Define a relevant and specific mobile strategy
STOP ASSUMING  ASK!
Source: Jonathan Mac Donald – 3P’s model
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23. Tip #3 : Consider Rich Media ads
 Increase ad engagement level
 Offer numerous possibilities :
 Sound
 Video
 Gaming
 Catalog
 Form
 …
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24. Presentation1 24

25. Tip #4: Use the right landing page
1. Click-to-call
Users who call are closer to a
purchase decision
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26. 2. Click-to-App
Promote your mobile apps
directly
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27. 3. Click-to-Map
Find the nearest store and get
promotions based on location
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28. 4. Click-to-Buy
Close the loop directly thanks to
mobile payment
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29. 5. Click-to-page
However 79% of large online
advertisers do not have
a mobile optimized site
Source: Google webinar, Are You Mobile Ready?; http://www.youtube.com/watch?v=j-xh-lNpNhs
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30. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
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31. We all know that for Gen Z, digital connections with the
world, and with friends in particular, are essential
 Almost 8 in 10 teens belong to some kind of social network and use
it to chat with friends, share photos and play games
 They value Internet connections, mobile phones and the ability to
text friends more highly than allowance money
 Significant percentages prefer socializing online than in real life
Source: JWT, Gen Z: Digital in their DNA
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32. Always attached but some things never change: Television
is still king
Source: JWT, Gen Z: Digital in their DNA
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33. Television would also be missed most
Source: JWT, Gen Z: Digital in their DNA
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34. But they are using different devices at once (simultaneous
screening)
Simultaneous screening is where traditional and digital marketers
should become best friends
Source: Google
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35. So you have to make experience between devices
seamless
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36. VIER is even using mobile to make their viewers stick to the
commercial breaks
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37. Last but not least, television has a direct effect on the
number of ad searches
A TV campaign will boost your Adwords campaigns
Source: Research by Google, VAR, RMB
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38. The ad boost depends on the category
Source: Research by Google, VAR, RMB
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39. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
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40. Normally you buy online display in bulk
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41. You are sure on which sites you will appear and how many
impressions you will get
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42. But you have to pay a high CPM
Sanoma ratetecard for online display
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43. RTB or Real Time Bidding allows you to buy single
impressions, mostly at a better CPM price
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44. RTB allows different ways of targeting
Target website groups by
calculating the Cost per
No initial targeting Action afterwards
Target on interest, location
and recently visited
Audience buying websites by looking at
cookies
Target visitors of your
website that have not
Retargeting converted by looking at
website cookies
visitors
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45. Proponents see many advantages
 Less waste since you don’t buy bulks of impressions but only
specific users that are of interest to you.
 Ability to customize ads in real time according to the
viewer’s digital traces.
 More flexibible as you can turn your campaigns on and off
whenever you want
 Less expensive
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46. But it is less clear on which sites you will appear
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47. RTB involves many steps that all happen within
microseconds
Winning bid & ad
SSP
Ad server (connected to
publishers)
Ad request
Ad Ad request Ad request Highest bids & ads
Visit on website One or more ad
exchanges
Bid requests Bid offers
One or more DSPs
(connected to
advertisers)
Evaluate bid requests
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48. RTB is using second-price auction theory
 The winner of the ad impression doesn’t
have to pay his actual bid, but the
second highest bid + 0,01€.
 This way advertisers can safely give their
maximum price because they know they’ll
only pay the amount they need to beat the
next highest advertiser.
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49. RTB Publisher can also set floor prices
If the bids are lower than the floor price, the impression goes to a
non-RTB demand source
Price/win rate evolution Price/win rate evolution
without floor prices with floor prices
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50. RTB requires both analytical and creative skills
Left Brain Right Brain
• Strong analytical skills • Strong creativity skills
• Tools and technology • Attractive design
• Return on investment • Call to actions
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51. The left brain marketers should test which bidding rules
work best
Situation Bid
if your ad appears below the fold 0.25c
if the user is seeing the ad for the first time $1
if the user saw the ad 3 times this week $0.5
if the user saw the ad 5 times this week $0.1
if the user saw the ad 7 times this week don’t bid
If the user visited your site in the past $3
If the user visited your site and left at the checkout $5
If the user usually visits sites similar to yours $2
Source: http://www.adgorithms.com/our-technology/rtb-real-time-bidding
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52. The right brain marketers should design call to actions and
creative versions
Offer 1 Offer 2 Offer 3
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53. DoubleClick Ad Exchange (Google) is selling more and
more RTB (up to 68% in 2011)
Inventory sold through RTB jumped from 8% in January 2010
to 68% in May 2011. But Google is performance oriented and an
early adapter so it is not representative for online display in general
Source: Internal Google data based on DoubleClick Ad Exchange spend via RTB,
not including inventory won by AdWords. January 2010 through May 2011.
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54. In general RTB is forecasted to rise to more than 20% of the
online display market
% of onine display spending via RTB
% RTB 30%
27%
25%
25%
20%
16%
15% US
12%
UK
10%
5%
0%
2012 2015 Time
We do not know the figures for Belgium but we hear from online
agencies that it is just beginning
Source: IDC
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55. But big media agencies are starting to invest in RTB in
Belgium
Source: digimedia.be
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56. To break trough RTB needs to overcome some barriers
 RTB is still unknown by many digital marketers
 Publishers are afraid to cannibalize their premium inventory and
only offer their unwanted ad space
 The EU Cookie Directive, which came into force in May 2011, is of
some concern to the RTB industry, requiring consumers to give their
consent to websites using tracking cookies.
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57. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the big thing in online marketing
4. What’s not changing, and won’t
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58. Improve the life of your consumers
Marketers’ purpose remains to develop and market
products, services, brands that improve and embellish consumers’
life.
“When connecting with consumers, we should
ask ourselves: are we really adding something to
people's lives, everyday and for the long run ?”
Marc Mathieu
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59. Keep it simple, personal and relevant
The rules that have always guided human relationships and
communication still apply:
Keep it simple Keep it personal Keep it relevant
“Real motivations are the result of nature’s
programming of our genes. The proper study of
the communicator is the unchanging man”
Bill Bernbach
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60. Make sure your communication impacts your consumers
The purpose of communication is to grab the attention of your
consumers and engage them by using strong branding
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61. Join us at our Meet & Greet!
‘Le Bateau’, Muinkkaai 1, Ghent
20/11/2012 – 19h00
Subscribe via:
www.thom.be/initiatives/meet-greets
http://www.thehouseofmarketing.be/initiatives/meet-greets/