internet and mobile marketing advertising formats and their pros, cons 12. 11. 2013 - ba_em pavel...
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INTERNET AND MOBILE MARKETING ADVERTISING FORMATS AND THEIR PROS, CONS
12. 11. 2013 - BA_EM
PAVEL KOTYZA @ VŠFS
OVERVIEW1 History
2 Delivery Methods
3 Compensation Methods
4 Benefits of Online Advertising 4.1 Cost
5 Concerns
6 Regulation
WARM UP QUESTIONWhat was the first commercial banner and where it was placed?
Correct Answer wins free Tuesday afternoon
Answer will be shown after the advertising break
TOP 10 2013 SUPERBOWL ADS
http://www.youtube.com/watch?v=8qy8v1ghy38
WARM UP QUESTIONWhat was the first commercial banner and where it was placed?
Correct Answer wins free Tuesday afternoon
Answer is:
Banner ad on Hotwired.com - October 27, 1994
BRIEF HISTORY1st banner – Hotwired.com – Online Wired Mag component
Homework!
Please search web if above mentioned ad was the first clickable web ad. Send the answer via school mail and with URL confirming your opinion.
But was it first clickable ad ever?
MEDIA TYPES IN CZECH REPUBLIC
CZECH INTERNET ADS 2012
INTERNET & MOBILE ADS REVENUES
2.1. DELIVERY METHODS2.1 Display advertising
• 2.1.1 Web banner advertising • 2.1.2 Text ads
2.2 Search Engine Marketing (SEM)
• 2.2.1 Search Engine Optimization (SEO)• 2.2.2 Sponsored search
2.3 Social media marketing
2.4 Mobile Advertising
2.5 Email Advertising
2.6 Online classified advertising
2.7 Adware
2.8 Affiliate Marketing
2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner)
2.1.1.2 Pop-ups/pop-unders
2.1.1.3 Floating ad
2.1.1.4 Expanding ad
2.1.1.5 Trick banners
2.1.1.6 Interstitial ads
2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner)
Maintained by IAB
2.1.2 TEXT ADS
Born in classifieds
Through CPM
Now mainly CPC
Trip Advisor
Google AdSense
FB, TW
LINKED IN
LINKED IN
LINKED IN
LINKED IN
2.2 SEARCH ENGINE MARKETING (SEM) 2.2.1 Search Engine Optimization (SEO)
Three pillars of SEO: Content, Links and Social Media
2.2.2 Sponsored search ------->
2.2.3 Sponsored stories
NEXT DISPLAY ADVERTISING2.3 Social media marketing
• Forms – text, images, video, stories
NEXT DISPLAY ADVERTISING
2.4 Mobile Advertising
• Premium SMS / MMS• Location based services
2.5 Email Advertising
• Effective sending of the email• Email remarketing
2.6 Online classified advertising
2.7 Adware
• Good or bad
2.8 Affiliate Marketing
BA_EM AFTERNOON SESSION
BA_EM
EXERCISE
3 COMPENSATION METHODS
3.1 CPM (Cost Per Mille)
3.2 CPC (Cost Per Click)
3.3 Other performance-based compensation
3.4 Fixed cost / CPA
4 BENEFITS OF ONLINE ADVERTISING 4.1 Cost
4.2 Measurability
4.3 Formatting
4.4 Targeting
4.5 Coverage
4.6 Speed
5 CONCERNS I. 5.1 Banner blindness
5.2 Fraud on the Advertiser
• ClickFraud, Click Farms
5.3 Technological variations
• 5.3.1 Heterogeneous clients• comScore 2012 study revealed that 32% ads are not “in-view”
• 5.3.2 Ad-blocking• 5.3.3 Anti-targeting technologies
5 CONCERNS II. 5.4 Privacy Concerns
5.5 Trustworthiness of advertisers
• Phishing sites, Nigerian Scam• Clicking ad leads 182 times more to install virus than watching P
5.6 Spam
6 REGULATION • 6.1 Privacy and Data Collection
• European Union's "Privacy and Electronic Communications Directive”
• The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA)
• 6.2 Delivery methods• Same content different rules in each channel
• Opt-In / Opt-out• Regulation for SMS
FUTURE OF THE ONLINE ADS?
https://www.youtube.com/watch?v=MXKDvuEkSF0
PEPSI CHALLENGEhttps://www.youtube.com/watch?v=eiO_JES4yBY
http://www.youtube.com/watch?v=v7lw_vhxtNc
PEPSI CHALLENGEhttps://www.youtube.com/watch?v=9e9T3DNAdaI
ANSWERS FROM UShttp://www.youtube.com/watch?v=Qd32xY6_90c - TV Juan Carlos Morello
http://www.youtube.com/watch?v=dBbrpemT7k8 – video Dominika Masna
http://www.youtube.com/watch?v=Xl0Ypg1kBJo – TV Jacco Dieleman
http://www.youtube.com/watch?v=x76EpIUPLpI – TV Jan Willem Boone
http://www.youtube.com/watch?v=J4V4ZM14Pks – video Lev Alimpiyev
http://www.youtube.com/watch?v=rIDaX0eMeIk – TV Alyesya Kharlan
https://www.youtube.com/watch?v=nLwML2PagbY – online Tuğrul Memduh Atakan
http://www.youtube.com/watch?v=HY4L1ihRkaY – TV Alyesya Kharlan
http://www.8pic.ir/images/82593607819083000391.jpg – print Roy de Witte
http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogs-how-to-drive-a-mini/ - online Natalia Pankova
ANSWERS FROM USPepsi Haloween – other... Nilufer Babirli
ANSWERS FROM UShttp://www.youtube.com/watch?v=W26V1-52uu0 – TV - Slavka Matasova
http://www.youtube.com/watch?v=JFSXaET63eo – online - Shipshiley Ekaterina
http://www.youtube.com/watch?v=ACNnzM040J8 – video - Yulia Gordeiko
http://www.youtube.com/watch?v=9H0xPWAtaa8 – online - Eudelin Mary
TASK
Make groups of two
Design a text banner for VSFS PPC advertising
- 25 chars – Title
- up to 75 – Text
- URL
THANK YOU
HOMEWORK: WAS THE HOTWIRED AD REALLY FIRST CLICKABLE AD IN HISTORY?