Online advertising facing change
On- and offline campaigns will merge even more in the future
On- and offline campaigns will merge even more in the futureBy Patrick HedigerAdvertising on various online channels presents advertisers with new challenges. Communication tools such as cell phones or set-top boxes on TVs demand new interactive forms of advertising.
Compared with the advertising market as a whole, the online advertising market is still very modest - at least when measured in Swiss francs. This will not change much in the next few years. In 2005, Internet-based advertising in Europe is expected to bring in a good six billion euros. According to the study "Rewriting Online Ads" by the U.S. market research institute Forrester Research, this corresponds to five percent of total European spending on advertising. There will be an increasing merging of online and offline campaigns. The battle for the attention of the target group and advertising budgets will become tougher.
Interactive scenarios are already in demand today
New interactive devices, such as more powerful cell phones and set-top boxes on TVs, demand new forms of advertising. According to Forrester, advertisers need to move away from traditional "one for all" advertising campaigns and pay more attention to the framework of digital marketing. It's about figuring out how they can design a cross-channel customer experience.
The question is, what are their goals, their role, and their measurement methods in developing the interactive scenarios with which to influence the customer? In order to create a holistic customer experience and reach the customer on as many interactive media as possible, it is necessary for the various departments such as communications, direct marketing, sales and customer service to work together directly.
New forms of success control on the rise
Thanks to the tracking options available online, the success of digital scenarios will be measured not only in terms of their distribution on PCs. Factors such as awareness creation and customer service are just as important. The U.S. market research institute Forrester therefore recommends that advertisers not only negotiate good CPMs (cost per mille), but also question their measurement. This also gives rise to new forms of success monitoring.
Furthermore, access to login and traffic measurements from specialized companies should be required. Advertisers should evaluate their performance-based contracts not only on the basis of click-through rates and sales, but with the help of more precise result-oriented measurement methods. In this way, Marcom managers can work with media planners to develop the best placements and digital advertising scenarios. Services that put better campaign design tools in the hands of advertisers.
New networks emerge between agencies
When implementing advertising campaigns in the form of digital scenarios, it also comes to
to a change in the creation of advertising. Instead of having everything designed and executed in one place, the
various subtasks delegated to specialized stores.
However, the merging of overall production, distribution and technology deployment will continue to be the preserve of traditional and online agencies. In each advertising campaign, new networks will be created according to the needs of the digital scenarios.
Compared with the advertising market as a whole, the online advertising market is still very modest - at least when measured in Swiss francs. This will not change much in the next few years. In 2005, Internet-based advertising in Europe is expected to bring in a good six billion euros. According to the study "Rewriting Online Ads" by the U.S. market research institute Forrester Research, this corresponds to five percent of total European spending on advertising. There will be an increasing merging of online and offline campaigns. The battle for the attention of the target group and advertising budgets will become tougher.
Interactive scenarios are already in demand today
New interactive devices, such as more powerful cell phones and set-top boxes on TVs, demand new forms of advertising. According to Forrester, advertisers need to move away from traditional "one for all" advertising campaigns and pay more attention to the framework of digital marketing. It's about figuring out how they can design a cross-channel customer experience.
The question is, what are their goals, their role, and their measurement methods in developing the interactive scenarios with which to influence the customer? In order to create a holistic customer experience and reach the customer on as many interactive media as possible, it is necessary for the various departments such as communications, direct marketing, sales and customer service to work together directly.
New forms of success control on the rise
Thanks to the tracking options available online, the success of digital scenarios will be measured not only in terms of their distribution on PCs. Factors such as awareness creation and customer service are just as important. The U.S. market research institute Forrester therefore recommends that advertisers not only negotiate good CPMs (cost per mille), but also question their measurement. This also gives rise to new forms of success monitoring.
Furthermore, access to login and traffic measurements from specialized companies should be required. Advertisers should evaluate their performance-based contracts not only on the basis of click-through rates and sales, but with the help of more precise result-oriented measurement methods. In this way, Marcom managers can work with media planners to develop the best placements and digital advertising scenarios. Services that put better campaign design tools in the hands of advertisers.
New networks emerge between agencies
When implementing advertising campaigns in the form of digital scenarios, it also comes to
to a change in the creation of advertising. Instead of having everything designed and executed in one place, the
various subtasks delegated to specialized stores.
However, the merging of overall production, distribution and technology deployment will continue to be the preserve of traditional and online agencies. In each advertising campaign, new networks will be created according to the needs of the digital scenarios.
