6th Transatlantik Dialog 15.03.2004Digitalising and new forms of advertising

Jürgen Rösger

Crossmedia links different communication functions

... and thereby raises the advertising effect

Information ServiceCommunication

functions TransactionEmotional

adress: Branding

Print

TV

Online

Post

Telefon

Outlet

possible

cross-

media

integration

Lifecycle

Communi-

cation channel

Online breaks up compromise

Richness

Traditional compromise relationship eg mailshot letter

eg face to face dialog Simultaneous increase of richness and reach

Trigger:

Increasing reach

Individualization technology

Breakup of

compromise

Transmitted amount of information

Degree of individual adaption of information

Degree of interaction

Validity of information

Timeliness of information

ReachAbb.: Online Marketing Strategien;Conrady, Jaspersen, Pepels; Luchterhand 2002, S.69

Online marketing: 3 market segments

Increased reach isfollowed by increasing cpm, AOL at 18,71 € for 2003

The AOL-cpm is at 12,02 in 2003

On the Internet increasing reach is followed by decrea-sing cpm, at AOL it is at 6,36 €.

AV. CPM ONLINE

++ Television

++ Magazines (big losses In revenue but stable cpm)

++ Outdoor

The success of a brand concerning:

++ potential for success (brand-awareness, brand-image, brand-attitude)++ Key success data (marketshare, brand-loyality)++ brand value (total revenue und profit, value of brand in monetary units)

O - I - OF - T

++ Television (stable cpm during the last five years at approx. 18 €)

++ Daily newspaper (lost marketshare in 2002,made good in 2003)

++ Radio (stable marketshare in 2003)

Temporarily limited campaigns to support other marketing activities or sales to retailers and especially consumers.Functions of consumer-promotion:

++ Information-function (brochures, leaflets etc.)++ Motivation-function (raffles, sampling etc.)++ Sales-function (tokens, give-aways)

O - I - OF - T

++ Direct Mailings (higher cpm for bulk mail, market up 2,4% in 20031)

++ Yellow Pages (market under pressure, minus 2% in 20032)

Source: ZAW (2003): Werben in Deutschland 1) 335 2) 353

Selling products or services over the web.

O - I - O - T

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Learn from TV business, use TV presence

Crossmedia today: „Is it Love?“

Offline: television and print

Crossmedia today: „Is it Love?“

Online: interactive, engaging, diverting and playfully

Crossmedia today: „Aibo“

Offline: TV

Crossmedia today: „Aibo“

Online: interactive, diverting and playfully

Crossmedia today: „Aibo“

Online: information and engagement

What do we need to do tomorrow?

Less is more Reduction of overall inventory and implementation of AD-penetration rules

analog to privat TV.

Take care about consumers needs Intrinsic instead of extrinsic ad-formats are the success driver of online

advertising because it is voluntary! Otherwise the „blocker decade“ has only just begun.

Be relevant and entertaining Create and offer crossmedia communication-functionalities with high

entertainment, fun and maybe „humor“ aspects to increase involvement.

Involve online experts in strategic planning Online integration in the early development process of campaigns to ensure

fulfillment of overall marcom value chain.

Vielen Dank für Ihre Aufmerksamkeit!

Es freut sich auf den Dialog mit Ihnen

Jürgen RösgerVP Interactive Marketing AOL Deutschland GmbH & Co. KG