Here is the place you can discuss issues with your tutor and other Academy participants
Is there something you did not understand on the Academy? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions.
Remember that all of your comments will be public (so do not include anything confidential about your company).
Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.
Remember that if you would like your tutor to respond you must write in English.
The classroom is open for three weeks following your Academy
Comments (7)
More on Standards: If you need the full details of those agreed by the European IAB organisations then you can download them from here www.iabeurope.ws/standards . Because FDIM is part of IAB Europe, its members can automatically have a place on the Standards Taskforce that is decising new topics. Email iabeurope@iabeurope.ws to register
Posted on January 24, 2007 2:11 PM
Here's the final agreement between FDIM and DRRB, that regulates the cooperation between media agencies and medias: http://www.fdim.dk/?vis=page&ID=51
Posted on January 24, 2007 2:11 PM
Page impressions, unique users, frequency, ad impressions, cookie, yield, fullbanner, pop-up, post-click-tracking, flash... Get a grip! See the presentation about all you need to know about the Internet here: http://www.fdim.dk/default.asp?vis=pagenews&id=61&nid=102
Posted on January 24, 2007 2:09 PM
Hello, here's the URL to FDIM standard formats: http://www.fdim.dk/?vis=page&ID=17
Posted on January 24, 2007 2:07 PM
Looking for photos from your Academy?
Otto and Jon took several throughout the day. With your permission we're publishing them here on the blog. Congratulations to everyone who got their Academy certificates from attending Denmark's frst Digital Media Sales Academy
Posted on January 19, 2007 6:18 PM
What flops in online advertising? Here are a few things we need to avoid....
Proving the brand effect
Look for the case studies from other markets, look for the advertisers who provide testimonials to confirm that this worked, look for other evidence from other markets. Research firms include Millward Brown, Dynamic Logic and TNS.
Helping print advertisers move online
Look for casestudies of similar firms who have changed their habits and now advertise online. Motivate by exposing the truth. Look for the relationships between how people use print and online. Also track the amount of time people spend online vs print magazines and newspapers.
How can we explain the value of our media properties and not have the web traded as a commodity?
Reveal and explain the value of your brand. Communicate on the same level as the client and use their language; ditch the jargon and use the language they use. Prove the brand-halo effect. Spend more time with the client to get them to really experience the brand.
How do we convince clients to put online into their plan at the start and not leave it until the end as something to do with the 'spare' budget?
This is about revealing the huge difference in where people spend their time: the web may be the lead medium for many audiences. Reveal that 'if the client only held back a few TV spots they'd have the budget to run a web campaign for many months'. Remind them that great online advertising is only possible when the creative teams get to work on the web at the start of a campaign. Encourage clients to think about bigger switches in their media business.
Are the audiences online?
YES! In Denmark you're leading the world in the migration of audiences; many marketers just need to learn this. Taking the message out to advertisers time after time is key. Help both your clients and the agencies understand and unlock this.
Where to focus my team's energy?
Use the Tipping Point model to help understand where it's best for you to focus your energies. Work with clients who have started to migrate to the web and accelerate that process.
What can I now do with Flops and rocks?
Harness the rocks and steer away from the flops. Do this not just for your own business, but to help your clients be more effective in their web marketing.
Standard formats for web advertising?
Talk with FDIM about the formats that are most effective and consider whether the industry should come together to agree more of these so you can market them effectively.
Training
Look for ways to continue the training crusade to change the way your business works. Try reading books like The Tipping Point to help learn more about the way that marketing is changing. Use the reading list from the Digital Training Academy for more ideas.
How can we explain the value of our media properties and not have the web traded as a com
Posted on January 19, 2007 4:46 PM
Key questions today at The Academy
Brian Rasmussen: How can I make advertisors understand that online advertising is bigger than they believe, and that traditionnel marketing is less worth without online marketing
Bo Frederiksen, How can I convate more value to the client beoynd the stats like unique users, impressions etc.
Otto: How do I prove the brand efffect of online advertising?
Louise: Seestern: How do we explain to advertisers familiar with print the power of online? How do we get them to include the internet on their media plan?
Tonny: How do we convince clients to put online into their plan at the start and not leave it until the end as something to do with the 'spare' budget?
Posted on January 19, 2007 10:00 AM