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BG and LV: will the development path be similar?

BG and LV: will the development path be similar?. Lauris Lietavietis, DELFI May, 200 8. LV MARKET STRUCTURE. Websites. Agencies. Worldwide networks. Networks/ brokers. Currency. Flat fee. Advertisers. Finance. Technology. Airlines. Automotive. Mobile. LV/BG comparison.

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BG and LV: will the development path be similar?

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  1. BG and LV: will the development path be similar? Lauris Lietavietis, DELFIMay, 2008

  2. LV MARKET STRUCTURE

  3. Websites Agencies Worldwide networks Networks/ brokers Currency Flat fee Advertisers Finance Technology Airlines Automotive Mobile

  4. LV/BG comparison

  5. During the increase in Internet penetration, which should move on, at one point internet will be perceived as more important component in the media mix, and advertising budgets on the Internet should increase rapidly. (40%???)

  6. Measurements

  7. Used now for Internet planning gemiusAudience – pop up panel TNS user centric surveys TNS metrix – site centric measurement system Free counters Summer, 2006

  8. Used now for Internet planning gemiusAudience – pop up panel TNS user centric surveys TNS metrix – site centric measurement system Free counters Summer, 2006

  9. gemiusAudience advantages

  10. Advanced, easy analysis • Wide coverage of media Agencies Internet media • Possibility for smaller sites to be in the data accepted by media agencies • Everyday analysis of site performance in gemiusTraffic • Possibility for bigger players to get advanced data about the sites sections and their usage, thus optimizing advertising in them • Competitor analysis and segmentation

  11. Age: 45+ Occupation: higher level manager Age: 15-24

  12. gemiusAudience effect

  13. No revolution, but evolution Market becomes wider Push to smaller players

  14. Current trends

  15. We want “something special”, creative, interesting, not banners There is no such thing as the ‘digital consumer’. There is nogreat mystery about how they think and what they want. These consumers are doing exactly what people have been doing for thousands of years – communicating with each other. The fact that technology is enabling them to communicate with each other faster and over distance is being perceived as something unique and extraordinary that needs to be controlled and pinned down. HOWEVER

  16. Internet advertising has definitely become more creative, interesting and involving More advertising in context More ways of showing ads (capping, surround etc.) More are used various campaign analysis tools by media agencies

  17. With graphical references to blogs and Myspace the Heidies began the 2.0 hunt for 15 MB of fame. Heidies 15 MB of fame – Cannes Cyber Grandprix

  18. Thank you very much!lauris.lietavietis@delfi.lv

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