6 th Transatlantik Dialog Digitalising and new forms of advertising Jürgen Rösger

Crossmedia links different communication functions... and thereby raises the advertising effect Information Service Communication functions Transaction Emotional 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 Reach Abb.: Online Marketing Strategien;Conrady, Jaspersen, Pepels; Luchterhand 2002, S.69

Online marketing: 3 market segments Increased reach is followed 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 ) ++ Yellow Pages (market under pressure, minus 2% in ) Source: ZAW (2003): Werben in Deutschland 1) 335 2) 353 Selling products or services over the web. O - I - O - T EXAMPLEALT. TYPE OF MEDIAGOALMAR-COM. GOALMAR-COM. SEGMENT AwarenessCONSIDERATIONPURCHASE LOYALTY Commerce Response AwarenessCONSIDERATIONPURCHASE LOYALTY Promotion Response AWARENESSCONSIDERATIONPURCHASE LOYALTY Brand Equity Resp.

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 Rösger VP Interactive Marketing AOL Deutschland GmbH & Co. KG