11 Paris, June 11 th 2010 Ensemble, libérons vos énergies Une campagne publicitaire 100% sur le...
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Transcript of 11 Paris, June 11 th 2010 Ensemble, libérons vos énergies Une campagne publicitaire 100% sur le...
11Paris, June 11th 2010
Ensemble, libérons vos énergies
Une campagne publicitaire 100% sur le net
22
Summary
1. Capgemini
2. The Communication Goals
3. 2009 Campaign Results
4. The Communication Strategy
5. 2010 first Results
33
A strong Group (2009 full year)
Operating margin: €595 million
Operating profit: €333 million
Profit for the period: €178 million
Net cash: €1,269 million
Revenue 2009: €8,371 million
Revenue by discipline Revenue by industry
OutsourcingServices
Local ProfessionalServices
ConsultingServices
TechnologyServices
40.0%
6.7%
36.4%
16.9%13.0%
6.9%8.0%
28.1%
27.5%
16.5%
Energy, Utilities & Chemicals
Financial Services
Other
Public Sector
Telecom, Media& Entertainment
Manufacturing,Retail & Distribution
3
44
The Communication Goals
Be the first Company who choose a 100% online ad
strategy
1. Adapted to our targets2. Intimacy3. Content4. Open
55
The Communication Goals
Brand Awareness and Stature
building
Guarantee brand exposure on the key
markets
Traffic and Contacts
Generation
Generate qualified traffic to Capgemini sites
Support the Business
Priority on exposure for Global Service Lines (GSL)
SearchVideo CPC
MobilePre-roll
Event and video display
66
2009 Campaign results
A significant exposure on major websites in our key markets successfully installed the creative codes
In H2 alone, 391 millions of ad impressions, with more than 60% delivered in “event” formats
A high and growing engagement, measured by clicks on banners (Click-through Rate - CTR)
More than 1 million clicks, an average of 0,2% CTR, with peaks at 2% on events formats
77
EmailingSocial networks
Vertical BtoB sitesToo niche contents
MobileVideo CPC Business
NetworkWhite Papers
Online learnings from previous campaigns
VideoPre-roll
Event formats IT websites
Interactive bannersNews sites for event
Multiple waves of 2 weeks ≠ set of creative
Search
+ -
Test
Several sets of video creative
Event formats
Mobile
Pre-roll
88 8
Learnings for H1 2010
Home page exclusivities presence with standout formats have proven their efficiency
Pre-roll format : the best click rate
• 2009 Average CTR: 0.69% - Pre-roll 10’s worked better than video 30’s
Do not buy any homepage exclusivity without developing any specific standout creative
99 9
Sites selection
Based on 2009 learnings & rankings
USA UK Germany FranceNetherlandsPAN Spain
1010
Event formats The event formats have again
proved their efficiency in terms of
CTR and traffic generation
50% of the campaign clicks have been recorded on the event formats.
• About 85 000 clicks
Best results viewed on Financial and Stock websites:
• Onvista: 0.95% CTR
• Boursorama: 0.81% CTR
1111
First results for France
Event * Impressions: 8 702 540Clicks: 30 317Clicks rate: 0.35%* Including L’Equipe
Display CPMImpressions: 7 707 169Clicks:9 395Clicks rate: 0.12%
SearchImpressions: 212 896Clicks:4 509Clicks rate: 2.12%
• BFM is recording the highestCTR (0.69%) thanks to the pre-roll format
• Financial and IT websites are working the best in terms of CTR
• Event formats are boosting the clicks generation.
1212
Activities on Capgemini Sites
30.000+ activities recorded
300+ different pages consulted (all countries)
• Top 10 of the most consulted pages
52 downloaded documents in a week
• 47 success stories and 5 Thought Leadership
Origin of the consulted pages
Home 12 928 Application Lifecycle Services 5 214 Business Information 2 610 Elevate 1 685 Infostructure Transformation 1 575 Overview 1 084 Publications 944 Business Information 701 Success Stories 457 Search 328
1313
SEM – Evolution of results vs 2009
The performance metrics
• CTR : + 25% in 2010
• CPC : - 0,35€ in 2010
2 main reasons for this positive trend : Benefit from the optimization and work done in 2009
Brand keywords represent a higher share of the overall results due to the lower budget in 2010
1414 14
Rugby H Cup
• 935 381 ad impressions vs 530 000 booked.
• Delivery rate: 176%
• 7 550 clicks recorded
• 0.81% CTR
Good opportunity with a moderate investment to increase brand awareness on an enlarged target visiting a sport website for leisure.