lOMoARcPSD|561547
Advertising-SMV - Samenvatting Advertising
Advertising (Katholieke Universiteit Leuven)
StuDocu wordt niet gesponsord of ondersteund door een hogeschool of universiteit
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
Advertising
The relevance of an advertising course?
Organic reach: dropped dramatically à ads is the only way to reach sth on FB (sponsored messages)
FB à has become a mass media provider, a very big one, it offers only what TV has been offering us
for decades: a medium a lot of people look at. You buy an ad space in a medium to which a lot of
people look, the more people, the more it will cost
à advertising is not dying, but changing!
Online banners were once the next new thing. They are now 20 years old.
When they started, they had an average Click Through percentage of 60% à now this has fallen to
appr 0,05
Before online ads: TV was the next big thing: you could tell a 30 sec story!
à Circles of the next big thing becoming ‘dead’
Advertising is in crisis!
Ads sometimes win awards, despite that they do nog change anything for the company paying for it
“How many people did we reach?” is the question asked. Instead of asking, how many did we convince,
how many behaviors did we change? Bc if you reached them, they might just find it annoying.
à strategic efficiency is important!
BV:
• Fearlessgirl: in Wall Street, she is facing a bull. The statue won 3 awards at the Lyon-Cannes
Festival and the Titanium award (overall) à so this is the best advertising they had to offer the
last year…
o Is this advertising? It won because it is very creative to do a statue instead of a
campaign + it earned a lot of media attention bc suddenly it was there and nobody
knew why -> media quest
o BUT: what did it earn for the company? Is your KPI the media attention? Is that what
you want? This company and the fund had another ROI in mind!
o FOCUS = what is the actual return? The effectiveness is important!
o Titanium award at Cannes Lions 2017 Won awards for, a.o., outdoor advertising and
PR
1
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
o What does it advertise?
o An index fund boosting gender-diverse companies of the investor company State
Street Global Advisors https://en.wikipedia.org/wiki/Fearless_Girl
o http://www.adweek.com/creativity/see-all-23-grand-prix-winners-from-the-2017-
cannes-lions-festival/
o Why did it win? Media reach as the KPI, but is this true advertising ROI?
• Voedingsdriehoek
o It was a good idea for medium reach to say ‘we just flipped it around’. But it is not your
KPI, the main goal is promote healthy living, make clear what they should eat.
An advertising crisis?
Signs that advertising is not doing good:
• Cannes Lions mostly awarded social good campaigns or one-off events (eg AirBnB Van Gogh –
Leo Burnett à they made an Airbnb apartment that looked like Van Goghs room, got a lot of
attention, but it was effective bv it lead to more visitors. It is cool but not the core business of
advertising)
o One off events: single cool things that got some attention
o Social goods
à confronting that not the branding campaigns won it: the cool stuff wins
hardly any branding campaigns
• Big agencies deciding not to attend the big awards anymore
o Them stepping out -> they don’t know what the alternative is
o The big advertisers also decided to drastically drop their advertising budget the next
year (Unilever…)
• Consultancy firms are buying their way into advertising (like Deloitte)
o Advertising is governed by 3 or 4 major structures of companies, that have most of the
advertising companies in their portfolio. The 15 biggest advertising agencies, are only
2 independent
o The consultancy firms, who have always built on insight and intellect, are now buying
advertising companies, and say: we buy your creativity because we have the insights
à the consultancies think that in the advertising cycle, what is needed, that the
execution is just a small part and that everything else is just the brains.
o So maybe you should work in a consultancy firm, so you can tell the creatives what to
do, because you have the insights, if you want to work in advertising
Creative Brief = design me sth that will deliver this result
Based on a lot of academic insights à we can limit degrees of freedom by saying what they can and
can’t do. Between boundaries they can be creative, but stay between them to stay effective.
2
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
Chapter 1: Setting the scene & MarCom
basics
If people skip ads -> they still see flashes mostly -> put your logo on it, so at least they still see it. But
mostly they only show the logo in the last 3 sec bc they think they built a story beforehand in the
beginning of the ad.
à Logos matter! Make them bigger
3
Gedownload door Bjarne Ceulemans ()
Advertising-SMV - Samenvatting Advertising
Advertising (Katholieke Universiteit Leuven)
StuDocu wordt niet gesponsord of ondersteund door een hogeschool of universiteit
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
Advertising
The relevance of an advertising course?
Organic reach: dropped dramatically à ads is the only way to reach sth on FB (sponsored messages)
FB à has become a mass media provider, a very big one, it offers only what TV has been offering us
for decades: a medium a lot of people look at. You buy an ad space in a medium to which a lot of
people look, the more people, the more it will cost
à advertising is not dying, but changing!
Online banners were once the next new thing. They are now 20 years old.
When they started, they had an average Click Through percentage of 60% à now this has fallen to
appr 0,05
Before online ads: TV was the next big thing: you could tell a 30 sec story!
à Circles of the next big thing becoming ‘dead’
Advertising is in crisis!
Ads sometimes win awards, despite that they do nog change anything for the company paying for it
“How many people did we reach?” is the question asked. Instead of asking, how many did we convince,
how many behaviors did we change? Bc if you reached them, they might just find it annoying.
à strategic efficiency is important!
BV:
• Fearlessgirl: in Wall Street, she is facing a bull. The statue won 3 awards at the Lyon-Cannes
Festival and the Titanium award (overall) à so this is the best advertising they had to offer the
last year…
o Is this advertising? It won because it is very creative to do a statue instead of a
campaign + it earned a lot of media attention bc suddenly it was there and nobody
knew why -> media quest
o BUT: what did it earn for the company? Is your KPI the media attention? Is that what
you want? This company and the fund had another ROI in mind!
o FOCUS = what is the actual return? The effectiveness is important!
o Titanium award at Cannes Lions 2017 Won awards for, a.o., outdoor advertising and
PR
1
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
o What does it advertise?
o An index fund boosting gender-diverse companies of the investor company State
Street Global Advisors https://en.wikipedia.org/wiki/Fearless_Girl
o http://www.adweek.com/creativity/see-all-23-grand-prix-winners-from-the-2017-
cannes-lions-festival/
o Why did it win? Media reach as the KPI, but is this true advertising ROI?
• Voedingsdriehoek
o It was a good idea for medium reach to say ‘we just flipped it around’. But it is not your
KPI, the main goal is promote healthy living, make clear what they should eat.
An advertising crisis?
Signs that advertising is not doing good:
• Cannes Lions mostly awarded social good campaigns or one-off events (eg AirBnB Van Gogh –
Leo Burnett à they made an Airbnb apartment that looked like Van Goghs room, got a lot of
attention, but it was effective bv it lead to more visitors. It is cool but not the core business of
advertising)
o One off events: single cool things that got some attention
o Social goods
à confronting that not the branding campaigns won it: the cool stuff wins
hardly any branding campaigns
• Big agencies deciding not to attend the big awards anymore
o Them stepping out -> they don’t know what the alternative is
o The big advertisers also decided to drastically drop their advertising budget the next
year (Unilever…)
• Consultancy firms are buying their way into advertising (like Deloitte)
o Advertising is governed by 3 or 4 major structures of companies, that have most of the
advertising companies in their portfolio. The 15 biggest advertising agencies, are only
2 independent
o The consultancy firms, who have always built on insight and intellect, are now buying
advertising companies, and say: we buy your creativity because we have the insights
à the consultancies think that in the advertising cycle, what is needed, that the
execution is just a small part and that everything else is just the brains.
o So maybe you should work in a consultancy firm, so you can tell the creatives what to
do, because you have the insights, if you want to work in advertising
Creative Brief = design me sth that will deliver this result
Based on a lot of academic insights à we can limit degrees of freedom by saying what they can and
can’t do. Between boundaries they can be creative, but stay between them to stay effective.
2
Gedownload door Bjarne Ceulemans ()
, lOMoARcPSD|561547
Chapter 1: Setting the scene & MarCom
basics
If people skip ads -> they still see flashes mostly -> put your logo on it, so at least they still see it. But
mostly they only show the logo in the last 3 sec bc they think they built a story beforehand in the
beginning of the ad.
à Logos matter! Make them bigger
3
Gedownload door Bjarne Ceulemans ()
