Introduction toOnline Advertising                     WebMob Thailand.com
About me Managing Director TMC Media/TMC Asia  (Since 2005) Affiliate Marketing + Online Advertising International Clie...
Internet           WebMob Thailand.com
2+ billion people onlineSource: http://www.businessinsider.com   WebMob Thailand.com
2/3 of the world left to goSource: http://www.businessinsider.com   WebMob Thailand.com
Strong Discrepancies between   Countries                FRANCE                  THAILAND                23%               ...
Online Advertising                     WebMob Thailand.com
Global Market: US$ 105B by 2014 Source: J.P. Morgan estimates. Nothing But Net. 2011 Internet Investment Guide.           ...
US: Online Advertising willsoon take over TV Advertising Source: http://www.businessinsider.com   WebMob Thailand.com
Mobile Advertising?                      WebMob Thailand.com
2011: Smartphone Sales OvertookPC Sales Source: http://www.businessinsider.com   WebMob Thailand.com
Mobile is still a tiny fractionof digital Ad spending Source: http://www.businessinsider.com   WebMob Thailand.com
What is Online Advertising?                        WebMob Thailand.com
Online (And Mobile) AdvertisingDisplay (Banner, Button, Text Link, etc.)Email Marketing  (Direct  Email, Newsletter, Etc.)...
The Facebook Case                    WebMob Thailand.com
Facebook has already blown pastAOL, Microsoft and Yahoo! Source: http://www.businessinsider.com   WebMob Thailand.com
Facebook Advertising                       WebMob Thailand.com
Cost Per What?                 WebMob Thailand.com
CPM – Cost Per Impression Cf. Traditional Medias (TV, Press, Magazine) Impression = Ad Displayed Pay per Impression = A...
CPC – Cost Per Click Pure Internet Product: Click Click = Engagement, Performance Pay Per Click Example: Google Adsens...
CPA – Cost Per Action More Engagement, More Performance Pay Per Acquisition, Pay Per Lead, Pay Per  Sale, Pay Per Instal...
Online Advertising Landscape                        WebMob Thailand.com
It’s Complicated!                         WEBSITE                          WEBSITE                            WEBSITE     ...
Ad Networks make it Simple!               Ad Networks act as Middle Men                                           WEBSITE ...
Ad Exchanges make it Automatic!   Online Advertising Marketplace, similar to the Stock Exchange (Bidding)                 ...
Want to know more? WebMob Thailand Networking Event For Internet & Mobile  Professionals + Everyone who wants to learn! ...
THANK YOUEmail: Bart@tmc-media.netBlog: http://www.costperwhat.com/                                    WebMob Thailand.com
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Introduction to Online Advertising

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Introduction to Online Advertising, by Bart. Bangkok Entrepreneurs Meetup, 8 October 2012.

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Introduction to Online Advertising

  1. 1. Introduction toOnline Advertising WebMob Thailand.com
  2. 2. About me Managing Director TMC Media/TMC Asia (Since 2005) Affiliate Marketing + Online Advertising International Clients (Nielsen, Ipsos, TNS) Working with Websites in more than 40 different countries in Europe, Asia- Pacific, and North and South America. WebMob Thailand.com
  3. 3. Internet WebMob Thailand.com
  4. 4. 2+ billion people onlineSource: http://www.businessinsider.com WebMob Thailand.com
  5. 5. 2/3 of the world left to goSource: http://www.businessinsider.com WebMob Thailand.com
  6. 6. Strong Discrepancies between Countries FRANCE THAILAND 23% 27% 77% 73% Internet Users Non UsersPopulation: 65 Millions 66.5 MillionsInternet Users: 50 Millions 18 MillionsFacebook Users: 24 Millions 14 Millions WebMob Thailand.com
  7. 7. Online Advertising WebMob Thailand.com
  8. 8. Global Market: US$ 105B by 2014 Source: J.P. Morgan estimates. Nothing But Net. 2011 Internet Investment Guide. WebMob Thailand.com
  9. 9. US: Online Advertising willsoon take over TV Advertising Source: http://www.businessinsider.com WebMob Thailand.com
  10. 10. Mobile Advertising? WebMob Thailand.com
  11. 11. 2011: Smartphone Sales OvertookPC Sales Source: http://www.businessinsider.com WebMob Thailand.com
  12. 12. Mobile is still a tiny fractionof digital Ad spending Source: http://www.businessinsider.com WebMob Thailand.com
  13. 13. What is Online Advertising? WebMob Thailand.com
  14. 14. Online (And Mobile) AdvertisingDisplay (Banner, Button, Text Link, etc.)Email Marketing (Direct Email, Newsletter, Etc.) Search (Google, Bing, Etc.Replaced by SMS )For Mobile.
  15. 15. The Facebook Case WebMob Thailand.com
  16. 16. Facebook has already blown pastAOL, Microsoft and Yahoo! Source: http://www.businessinsider.com WebMob Thailand.com
  17. 17. Facebook Advertising WebMob Thailand.com
  18. 18. Cost Per What? WebMob Thailand.com
  19. 19. CPM – Cost Per Impression Cf. Traditional Medias (TV, Press, Magazine) Impression = Ad Displayed Pay per Impression = Audience based Cost Per Thousand Impressions Example: Thai Visa.com, Sanook.com Display Advertising 1 impression is not 1 view! Facebook’s offer is misleading WebMob Thailand.com
  20. 20. CPC – Cost Per Click Pure Internet Product: Click Click = Engagement, Performance Pay Per Click Example: Google Adsense I Like, Therefore I Click! WebMob Thailand.com
  21. 21. CPA – Cost Per Action More Engagement, More Performance Pay Per Acquisition, Pay Per Lead, Pay Per Sale, Pay Per Installation, Pay Per Download, etc. Example: Amazon.com No Sale, No Pay! WebMob Thailand.com
  22. 22. Online Advertising Landscape WebMob Thailand.com
  23. 23. It’s Complicated! WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITEADVERTISER WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WebMob Thailand.com
  24. 24. Ad Networks make it Simple! Ad Networks act as Middle Men WEBSITE WEBSITE WEBSITE AD WEBSITE ADVERTISER WEBSITE NETWORK WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITEADVERTISER AD NETWORK WEBSITEADVERTISER WEBSITE WEBSITE WEBSITE AD WEBSITE WEBSITE NETWORK WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WebMob Thailand.com
  25. 25. Ad Exchanges make it Automatic! Online Advertising Marketplace, similar to the Stock Exchange (Bidding) WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE AD WEBSITE WEBSITE WEBSITE EXCHANGE WEBSITE WEBSITEADVERTISER AD AD AD NET NET NET WORK WORK WORK WEBSITEADVERTISER WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE ADVERTISER WEBSITE WEBSITE WEBSITE WebMob Thailand.com
  26. 26. Want to know more? WebMob Thailand Networking Event For Internet & Mobile Professionals + Everyone who wants to learn!  Monthly Meetings Gamer Mobile Professional App Developer Web Marketer  Speakers Biz Dev WebMob  Trainings Web Developer Thailand IT Blogger Web Designer Advertiser Business Oriented Publisher Community Manager Agency Registration: http://www.meetup.com/WebMobThailand/ WebMob Thailand.com
  27. 27. THANK YOUEmail: Bart@tmc-media.netBlog: http://www.costperwhat.com/ WebMob Thailand.com

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