online marketing (tactical)

Online Advertising

Thursday, November 19, 2009

Show and Sell


Online advertising?


“The Internet will transform advertising because of its track ability, not its beauty.”

-Eric Schmidt, Google CEO


Search38%

Display31%

Classified12%

Lead Gen11%

Email9%

Search DisplayClassified Lead GenEmail

$60 Billion


Research


Planning a campaign

Define goalsInvestigate target audienceDetermine websites to display adverts

Websites or networks will affect format and payment models

Brief the creative team


Online adverts need to

Attract attention

Convey a message

Entice action

A C E


Online and offline: shared objectives

• Build brand awareness• Create consumer demand

• Satisfy consumer demand• Drive response and sales


The key differentiator

Immediate response onlineOnline can be interactiveInternet is highly

Trackable Targetable Measurable


CPM


CPCThursday, November 19, 2009

CPA


Banner Add


Impressions


Call to Action


Click Rate


Unique Visitors


Landing Page


Conversion Rate


ROI


Click Tracking


Stickiness


Targeting


Demographic Targeting


Contextual Targeting


Behavioural Targeting


Geographic Targeting


Day-part TargetingThursday, November 19, 2009

Purchase-Based Category TargetingThursday, November 19, 2009

Social Based


Targeting and optimizing

Networks track users Cookies IP address Across web sites

Advertisers can use this information to target adverts


Targeting can be problematic

• Contextual advertising can get it wrong

–Shark diving advert next to article about shark attack

• Online behaviour does not always represent true interests


Test #1


Test #1

Test #2


Banner advertising

• Simple hyperlinked image shown on web sites.

• Link takes visitor to a landing page.

• AT&T advert was one of the first sold in 1993.


Banner adverts

• Image or animation displayed on a web site for advertising purposes

• Static or interactive• Can expand on

mouse-over or when clicked on


Standard banner sizes

Note: these banners are in proportion, not the actual size.


Emerging technology


Advertising evolves with technology

• Today can include sound and video• Far more interactive• Technology allows banners to expand over a page

• Adverts can be placed in videos


• Shown between pages on a web site• As viewer clicks from one page to

another, an advert is shown before the next page can be viewed

• Often used by content and news web sites

Interstitial banners


Pop-ups and pop-unders

http://www.amazon.com/gp/product/B00167G76W/ref=dm_dp_trk6






http://livepage.apple.com/


Map advertising

• Advertising within online mapping solutions


Rich media allows for rich content

One banner can have Video Tour schedule Downloads Link to web site

interaction


engagement

• Adverts placed that require a user to initiate the advert

• Adverts placed in video and on social media applications

• Relatively new and untested


In-Game advertising


Wallpaper advert

• Changes the background of a web page• Usually is not clickable• Used for branding


Interactive Banners


http://www.dartmotif.com/gallery/examples/flight-of-the-conchords.asp

http://www.dartmotif.com/gallery/examples/flight-of-the-conchords.asp

Branded applications


1Advantages


2Advantages


3Advantages


1Disadvantages


Disadvantages

2Thursday, November 19, 2009

Disadvantages

3Thursday, November 19, 2009

Ad servers and Advertising networks

Publisher’s server

Ad server


Ad Servers


Benefits of ad servers

• Adverts maintained and updated through a central location

• Advert performance reporting

• Sophisticated targeting• Tracking across many web sites• Retargeting


Advertising Network


Networks offer• Frequency capping

– Limit times advert is seen by a user

• Sequencing

– Show adverts in a given order

• Exclusivity

–No competitor adverts are shown

• Roadblocks

– All the inventory on a pageThursday, November 19, 2009

Advertising exchanges

Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange


Publishers place unsold inventoryAdvertisers bid for inventoryBids are placed based on

Audience profile Space

Advertising exchanges


Tracking• Impressions• Click-throughs• Connection type

• Browser• OS• Time of day• ISP


Photo credit: http://flickr.com/photos/71217725@N00/

Cookies


Cookies are text files

• Small text files saved on user’s computer

• Allow a website to capture information about user behaviour

• Can be set on advert impression


Tell viewers what to do: Call to Action


conundrum

Advertisersmust attract attention withoutBeing

Annoying


Some say advertising is dead

A few million people think so…


What do the numbers say?

+


What do the numbers say?

%249


This means someone answering the ‘brand awareness’ survey “no, I never heard of them” but then two days later, is more then twice as likely to click on a text ad.Thursday, November 19, 2009

http://kungsgrillen.se/machines/






http://www.777interactive.jp/awards/2008/bravia/e/






http://awards.playballoonacy.com/


http://awards.playballoonacy.com

http://awards.playballoonacy.com



http://202.218.121.130/2008/axewakeupservice/en/






http://www.bannerblog.com.au/2007/12/sixt_ascii_text_ads.php








http://skittles.com/chatter.htm






online marketing (tactical)

Business

online advertising

online adverts

map advertising advertising

page adverts

web page

game advertising

contextual targeting

adverts websites