employing the internet for advertising
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Chapter Fifteen. Employing the Internet for Advertising. Mass Online Advertising. Internet not replacement but key element of IMC programs At least 60% of U.S. households have Internet access at home Nearly 70 million. The 2 I’s of the Internet. Individualization: Interactivity:. - PowerPoint PPT PresentationTRANSCRIPT
Chapter Fifteen
Employing the Internet Employing the Internet forfor
AdvertisingAdvertising
Mass Online AdvertisingMass Online Advertising
• Internet not replacement but key element of IMC programs
• At least 60% of U.S. households have Internet access at home• Nearly 70 million
The 2 I’s of the InternetThe 2 I’s of the Internet
Individualization:
Interactivity:
Internet Advertising FormatsInternet Advertising Formats
• Websites
• Banner Ads
• Rich Media Formats
• Web Logs
• Search Engine Advertising
• Advertising via Behavioral Targeting
Internet Advertising FormatsInternet Advertising Formats
Websites
» Company Homepages
» Goal of internet advertising is to drive traffic to websites
» Users seek information
» Design?
Internet Advertising FormatsInternet Advertising Formats
Banner Ads
» Most popular advertising format on Internet
» Low click through rate (CTR)
» Useful for new products or brands
» Typical goal is to increase awareness
Internet Advertising FormatsInternet Advertising Formats
Rich Media Formats
» Pop-Ups!!
» Interstitials
» Superstitials
» Video Ads
**more eye-catching and memorable than banner ads **higher CTRs.
Pop-UpsPop-Ups
InterstitialsInterstitials
SuperstitialsSuperstitials
Video AdsVideo Ads
• On company website»
• Preceding other videos»
• Branded Content
Video AdsVideo Ads
• http://www.youtube.com/watch?v=PKYUtUw-8ig
Internet Advertising FormatsInternet Advertising Formats
Web Logs - Blogs
» Open forum for “everyman” to communicate
» Benefit small businesses- Why?
» Brand marketers often develop own blogs1.
2.
3.
» Podcasting
Internet Advertising FormatsInternet Advertising Formats
Email Primary reason many people use the Internet
» Ad expenditures on email were $300 million in 2005
» Not as effective as once perceived
» Opt-in emailing
» SPAM• Ethical issues
Internet Advertising FormatsInternet Advertising Formats
Search Engine Advertising (SEA)» Ads show up based on searches
Keywords
» Fastest growing form of Internet advertising
Advertising via Behavioral Targeting» Focusing Internet advertising towards those
interested
• Gmail, Facebook
New DevelopmentsNew Developments
1.
2.
3.
Metrics for Measuring Internet Ad Metrics for Measuring Internet Ad PerformancePerformance
1. The exposure value or popularity
2. The ability of a site to attract and hold users’ attention and the quality of customer relationships
3. The usefulness of Web sites
4. The ability to target users
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rate (CTR):
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPM
Cost per thousand (impressions)
How much it costs to place an ad on a particular Web site
No info on effectiveness
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPA
Cost per action.
Number of users who:
Actually click on a banner ad,
Visit a brand’s Web site,
Register their names on the brands Web site,
Actually purchase (electronically) the advertised brand.
Internet Advertising – Final ThoughtsInternet Advertising – Final Thoughts
• Have only begun to discover what internet advertising is capable of
• Constant evolution
• Ethical tightrope