craiglist powerpoint
DESCRIPTION
This is a copy of the PowerPoint presentation for my information systems group project regarding Craiglist and targeted advertising.TRANSCRIPT
![Page 1: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/1.jpg)
CORNERSTONE INFORMATION
GROUP
FIKERTE BEFEKADU DEVON BURSCH
ALLISON PARKERJONATHAN QUTYLER SMITH
TY WONG
Targeted Advertisingfor Craigslist
![Page 2: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/2.jpg)
• Online marketplace
• Launched in 1995
• Operating in 570 cities in 50 countries
Craigslist
![Page 3: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/3.jpg)
Craigslist
![Page 4: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/4.jpg)
The Craigslist Mission Statement
• Building a community
• Spreading the word
• Keeping things simple
• Providing an alternative to commercial sites
![Page 5: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/5.jpg)
IDENTIFYING OPPORTUNITIES FOR IMPROVEMENT WITHIN CRAIGSLIST
Problem/Solution
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So What’s the Problem?
• “In the black”
• Missing out on $45 billion market
• Projected as high as $147 billion by 2012
![Page 7: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/7.jpg)
The Solution: Target Advertising
• Increased profits
• Maintains local community focus
• Extends Craigslist's purpose
• Leading competitors
• Expands focus to local businesses
![Page 8: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/8.jpg)
HOW EXACTLY DOES TARGET AD TECHNOLOGY WORK?
The Technology
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The Technology
Methods of tracking users:
o Cookies
o IP address
o Browser type
o Referrer URL
o Flash cookies
![Page 10: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/10.jpg)
Google AdSense
• Why Google AdSense?o Leads advertising globally o Offers targeting capabilitieso Fits Craigslist's interface and cultureo Enables Craigslist search bar o Implemented easily
• AdSense vs. AdWords
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Google AdSense
• Contextual targeting and Placement targeting
• Section targeting
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Google AdSense
Section Targeting Example:
Emphasize: <html><head><title>Section targeting</title></head><body><!-- google_ad_section_start --> Content on Seattle, furniture, etc.<!-- google_ad_section_end --> Ignore: <!-- google_ad_section_start(weight=ignore) --> Irrelevant content, such as my account, settings, fraud warnings, etc.
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Google AdSense
Customizing Google account ad preferences: - Collects user information- Third layer of targeting
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HOW CAN CRAIGSLIST USE THIS TECHNOLOGY AND WHAT WOULD
IT LOOK LIKE?
Technology Applied
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IP Technology Applied
Facebook is currently, one of the largest IP address trackers
They provide targeted advertisements on a sidebar
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IP Technology Applied
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IP Technology Applied
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IP Technology Applied
![Page 19: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/19.jpg)
Technology Applied to Craigslist
• Implement sectional targeting
• Increases profits significantly
• Installs easily
• View sample page here
• Expands Craigslist's community to local businesses
![Page 20: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/20.jpg)
Cost Benefit Analysis
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Cost Benefit Analysis
![Page 22: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/22.jpg)
The Finances
$25 million revenue in 2007(company is still “in the black”)
Commissions from:
• Brokered apartments•Adult services• Jobs
![Page 23: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/23.jpg)
The Finances
Costs:
Activation fee $0.00
Wages of 5 staff (programmers and managers) at $60,000 salaries each year
$300,000
Expected Total Costs $300,000
PROFIT: $11,700,000 – $119,700,000
Revenues:
CPM ranges from $0.05 - $.50
$0.05 CPM
x 20 billion page views per month / 1000 x 12 months per year
Expected Revenues: $12,000,000
$0.50 CPM
x 20 billion page views per month / 1000 x 12 months per year
Expected Revenue $120,000,000
Expected Total Revenue $12,000,000 - $120,000,000
![Page 24: Craiglist PowerPoint](https://reader036.vdocuments.mx/reader036/viewer/2022081512/556156c5d8b42adb6b8b564b/html5/thumbnails/24.jpg)
Questions?