1. Market Overview - Digital Main Characteristics Internet Particular features – The one and only international (World Wide) media (by definition) – Branding, engagement, user generated content and ROI – Always on and everywhere Advantages – Ultra high contextual selectivity – High potential target (young – active – upper class - trendsetter) – Large creative experience (rich media) – Near to one-to-one marketing, abilities to develop CRM-programs – Multiple tracking opportunities (ROI) Evolution – Towards a iGRP, Digital Video Advertising adds incremental reach to TV campaigns. Cross-media performance optimization is here! – Content is still King, but Data is Queen: personalized content, behavioral- and geotargeting will generate more added value to digital ads – Pay for engagement – Native advertising – Performance Marketing continues to grow, including advertising over Ad Exchange Networks 140 Pagina 137
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