Geir Terje Ruud
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This document discusses challenges in online advertising and measuring ad performance. It presents data showing unique daily users for different Danish media websites. It then discusses the distance between advertisers and customers, and how advertisers, ad agencies, and media agencies each have limitations. The document asks what advertisers want to achieve with their ads and discusses using ads to drive clicks or interest in a company. Finally, it discusses the concept of willingness to pay for different types of media like newspapers or music.
Geir Terje Ruud
- 7. Uniqueusersperday 700000 600000 500000 400000 Series1 300000 200000 100000 0 EkstraBladet TV2 DR BT PoliNken JP Berlingske
- 8. Challenge ≒ DistancefromtheadverNsertothecustomer ≒ AdverNserdoesntknowthepossibiliNes ≒ Adagencydoesntunderstandtheneeds ≒ MediaagencydoesnthaveNmetohelp ≒ Themediadoesntknowwhatkindofresult theadverNserwanttoachieve
- 9. Whatdoyouwant? ≒ WhatistheadverNsersdesire? ≒ 10.000clicksontheador10.000whowould lovetovisitthecompanyandtestyour product? ≒ Doyoureachyourtargetsbyengineeringor communicaNon?
- 10. рBudskabom奪bningafvarehusiOdense, menhark淡rtlandsd脱kkende рErblevettestetmedEkstraBladetsnye analysev脱rkt淡jNete鍖ekt,dergiver indg奪endekendskabNlonline kampagnerssamledeperformancep奪en langr脱kkeparametre рHarperformetgodtp奪alleparametre
- 11. Willingnesstopay? ≒ Itunes(WillbeusedseveralNmes) ≒ Productsofgreatvalue(youmightgetrichby readingWSJ)orofgreatuNlitarianvalue
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