互联网企业商务ppt模板之互联网的黄金时代web-conte43785.pptx
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1、Online is the New PrimetimeGian FulgoniChairmanWeb Content 2008June 18,2008MEASURING THE DIGITAL WORLDProprietary and Confidential Do not distribute without written permission from comScore2Why is Online the New Primetime?Why is Online the New Primetime?Its where the audience is.There are powerful n
2、ew tools for online media planning and analysisWe have proof of the power of online advertising:Correct metricsCan measure latent impactCan show impact on offline(e.g.in-store)sales Can demonstrate long term branding benefitBudgets rapidly shifting online as effectiveness and efficiency of online ma
3、rketing is demonstrated,but Internet marketing still underutilized by many industriesProprietary and Confidential Do not distribute without written permission from comScorecomScore Customer Knowledge Platform:A 360 View of 2 Million Global Internet UsersPassively Observed Behavior and Survey Measure
4、ment Designed to be representative of the online population Projectable to the total U.S.population Ernst&Young certified for information privacy&securityDEMOGRAPHICSSelf-reported and validatedAppended Segments(e.g.Claritas,Acxiom)Individual&Household Level WEB VISITING&VIEWINGAll Web Site/Page Clic
5、k StreamContent ViewedSearch Engine QueriesKeyword Used SURVEYSE-mail or Contextual“Pops”Behavior-activated SurveysObservation of All Surveys Taken Across All Suppliers ONLINE TRANSACTIONSAll Secure Session ActivityPurchases and SubscriptionsPrice Paid,Shipping&Handling,Promotions Applications/Confi
6、gurationsMARKETING STIMULIOnline AdsReferral LinksOFFLINE PURCHASINGLinked using Name and AddressClient CRM Databases Retailer Loyalty Card DataIRI Scanner Panel DataProprietary and Confidential Do not distribute without written permission from comScoreThe Internet is a already a massive medium,but
7、The Internet is a already a massive medium,but still growing rapidly in a variety of waysstill growing rapidly in a variety of ways191 million U.S.people age 2+online in a month,spending an average of 30 hours online per person*But 77%of 841 million global Internet users now outside of U.S.99%of onl
8、ine population search in a month,conducting 80 searches per searcher*73%of online population stream a video,viewing an average of 83 videos per viewer per month*Up 50%vs YA67%of online population visit a social networking site,spending 4 hours per month per visitor*Online consumer spending totaled$2
9、00B in 2007,up 20%vs.YA Non-travel represents 8%of consumer spend(excl.food,gas,and autos)Proprietary and Confidential Do not distribute without written permission from comScoreUser Generated Content Sites Growing RapidlyUser Generated Content Sites Growing Rapidly5Feb-2007Mar-2007Apr-2007May-2007Ju
10、n-2007Jul-2007Aug-2007Sep-2007Oct-2007Nov-2007Dec-2007Jan-2008Feb-2008010000200003000040000500006000070000800001 M MYSPACE.COM*2 M YOUTUBE.COM3 M Blogger4 P FACEBOOK.COMPeople(000)Monthly Unique Visitors(000)Proprietary and Confidential Do not distribute without written permission from comScoreThe I
11、nternet is the 3The Internet is the 3rdrd most used medium and most used medium and about to become 2about to become 2ndnd only to TV only to TVSource:Forrester Research,March 2007*Excludes work usage.Proprietary and Confidential Do not distribute without written permission from comScoreInternets re
12、ach exceeds TVs from 7 am to 8 pmInternets reach exceeds TVs from 7 am to 8 pm7Source:National People Meter,comScore Media Metrix 2007 Proprietary and Confidential Do not distribute without written permission from comScoreInternet Ad Revenues Continue to SurgeInternet Ad Revenues Continue to SurgeQu
13、arterly Internet Advertising Revenues($Billions)1998199920072006200520042003200220012000Source:Interactive Advertising Bureau(IAB),PricewaterhouseCoopers(PwC)estimates.8$21.1B in 2007,Up 26%Over 2006Proprietary and Confidential Do not distribute without written permission from comScoreAd Dollars are
14、 Flowing OnlineAd Dollars are Flowing OnlineInternetOutdoorCable TVMagazinesDirect MailMiscellaneousOverallTrade JournalsYellow PagesBroadcast TVRadioNewspapers$21 Billion$7$26$14$61$39$295$4$14$46$19$44MediaAdvertising Dollars Spent in 2007*Percent Change from 2006 Source:Global Insights as publish
15、ed in BusinessWeek*Other sources may define categories differently,leading to different results60%of all ad spending in traditional media goes to branding campaignsProprietary and Confidential Do not distribute without written permission from comScoreYet,online is only 7%of total ad spending!Yet,onl
16、ine is only 7%of total ad spending!2007 Estimate($in Millions)Source:Advertising Age by Robert J.Coen,McCann-Erickson Inc;Newspaper Association of America;Radio Advertising Bureau;Simba Information;Outdoor Advertising Association of America;Interactive Advertising Bureau(IAB);Lehman Brothers%TotalDi
17、rect Mail$60,98821%Broadcast TV$45,74915%Newspaper$42,93914%Internet$21,1007%Cable TV Networks$20,4797%Radio$18,5926%Yellow Pages$14,5385%Consumer Magazine$13,6955%All other$55,97719%Total$296,100100%10Proprietary and Confidential Do not distribute without written permission from comScoreU.S.Online
18、Advertising:U.S.Online Advertising:One third branding;two thirds direct response One third branding;two thirds direct response 11Source:Interactive Advertising Bureau(IAB),PricewaterhouseCoopers(PwC)estimates.Total Online Advertising 2007:$21.2 BillionSearch is the biggest piece of online advertisin
19、gBranding spending still under-developedProprietary and Confidential Do not distribute without written permission from comScoreThe Web Already Delivers More Advertising Than TV!The Web Already Delivers More Advertising Than TV!122.2 xMonthly GRPsMonthly Impressions Per PersonSource:Display Impressio
20、ns:comScore Ad Metrix,Jan-08,Television GRPs:comScore Estimates12The CPMs are just much,much lower for Internet.Proprietary and Confidential Do not distribute without written permission from comScoreFrequent news about moves onlineFrequent news about moves online“Online is getting to the point where
21、 it may be more important than the 30-second TV spot.”Joel Ewanick VP Marketing Hyundai Motor America 13“The countrys third-largest advertiser(General Motors)is getting ready to shift fully half of its$3 billion budget into digital and one-to-one marketing within the next 3 years.”Advertising Age Ma
22、rch 17,2008 Even ad-spending giant P&G is considering cutting its overall ad budget by as much as 10%this year and aggressively moving ad dollars to the Web.WSJ May 12,2008Proprietary and Confidential Do not distribute without written permission from comScoreNew Tools Put Online Media Planning and N
23、ew Tools Put Online Media Planning and Analysis on a Par with other MediaAnalysis on a Par with other MediaPanel-based measures correct problems with site server dataUsing the correct metrics allows improved media planning and analysisAlso,look beyond clicksIntelligence is now available showing adve
24、rtisers and publishers detailed data on all online ad campaignsDetailed segmentation of users is helping build more powerful media plans14Proprietary and Confidential Do not distribute without written permission from comScoreThe Cookie Deletion Problem:Overstated Reach and The Cookie Deletion Proble
25、m:Overstated Reach and Understated FrequencyUnderstated Frequency30%of Internet users delete their cookies in a monthThese deleters do so an average of 4 times a month5 different cookies for same site in a month on one computerTrue for 1st party site cookies and 3rd party ad serving cookies Cookie d
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