Lecture 5 online advertising and social media revenue - final


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Lecture 5 online advertising and social media revenue - final

  2. 2. Housekeeping  Assignment 1 TurnItIn form is now active on Blackboard  Some ‘study notes’ are now available from Google docs (via Blackboard learning materials)  I’m considering leaving March 27th session as ‘open’: what are your thoughts
  3. 3. Plan  Run through key questions from last week  Think more about advertising and media output as ‘products’  Lecture: Advertising Pt 2  Online advertising Pt 1  Think more about your ideal reader  Map Media consumption strategies against your modeled reader
  4. 4. Recap: Last week we thought about:  Web 2.0  The Advertising conundrum: “Half the money I spend on advertising is wasted, the trouble is I don’t know which half.” John Wannamaker  Considered the ‘dual’ nature of revenue streams: consumers and advertisers  Advertising rational  Celebrity endorsements (and what form that might take within the media  Culturally relevant ads  Global and local relevance: the challenges of ‘glocal’
  5. 5. Last week’s questions  Investigate how a news website can make money from advertising (including ad rates, if possible)  Investigate how social media platforms are turning advertising into revenue  Investigate ways news sites are making money without using advertising
  6. 6. Remember these: Cadbury Schweppes reported 5% revenue growth in 2007 REDUCED ACCIDENTS BY 21%
  7. 7. Re-positioning How advertising can help: overcoming the Jeremy Clarkson affect Sales increased by 21 times in 4 months
  8. 8. Affordances of paper
  9. 9. Time out  Look through the magazines and newspapers :  Choose what you feel to be a selection of good and bad adverts/marketing (for both companies, and the publishers). During this process you may want to:  Judge how effective they are based on market segmentation (you need to identify the market segments/demographics they’re targeting.) Remember that we’ve done this before  Describe some of the ‘psychographics’ you can identify as part of this process  Articulate why paper/magazines are relevant for each advertiser  Are there any conflicts between the ads and the editorial content?
  10. 10. … and now the Newspapers…  Rate the newspapers and magazines as ‘products’… Positives, negatives, experience, and demographics/psychographics
  11. 11. Mapping Ps: analysis  4 Ps  Product  Pricing  7 Ps  Placement  Product  Promotion  Prices  Place  Packaging  Positioning  People
  12. 12. Without slogans, we’d be lost for words
  13. 13. Slogan and recognition game!! Finger lickin’ good Because you’re worth it Hello Moto Just do it Once you pop, you can’t stop Intel, inside ExSolo ad solem (and others) I’m lovin’ it KFC L’Oreal Motorola Nike Pringles Intel UCLan McDonalds
  14. 14. Anti-matter/matter advertising
  15. 15. Combative advertising: BMW and Audi’s battle of the billboard
  16. 16. Humour
  17. 17. (Re)considering value  Let’s ignore Zyman’s focus on profit and loss, what other ‘value metrics’ could media organisations look to measure?
  18. 18. Remember this diagram? It might be useful
  19. 19. Beyond (print) adverting Duedill and the Guardian "We were surprised that the Guardian would let us do it," explains DueDil's chief executive, Damian Kimmelman. "We got the £50,000 [of advertising space, the prize in the competition] and we were like: 'Oh crap, how are we going to spend this money?' We debated, and decided on Friday we were going to do something funny. We don't really need the advertising anymore, we get enough traffic as it is." "I personally thought that doge was hilarious.” Damian Kimmelman, DueDil chief executive
  20. 20. Eeek – Theory Time! Tapscott: Digital futures: Society and Business  The Net Generation (otherwise known as digital natives) are increasingly affecting online behaviours  The concept of the ‘prosumer’, the wikiworkplace and peer production/mass collaboration Howdoes this affect your advertising opportunities?
  21. 21. Online: Beyond physical advertising
  22. 22. Online Advertising  Search, Classifieds and Display advertising all showed healthy like for like growth in H1 2013  Advertisers spent £1 billion on “Online Performance Marketing” in 2013; up 15% on 2012.  UK digital advertising expenditure grows 17.5% to £3.041 billion in H1 2013  Generates £14bn in sales, equals £14 for every £1 spent.
  23. 23. The anatomy of a web-page  How a news site is arranged  Click through rates  Monetization  Impact on editorial  Impact on the reader  Problems (click this link)
  24. 24. Issues with web-ads  You are more likely to complete NAVY SEAL training than click a banner ad. (Source: Solve Media)
  25. 25.  The average person is served over 1,700 banner ads per month. Do you remember any? (Source: comScore)
  26. 26.  About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
  27. 27. Media contamination… online video ads
  28. 28. Ad free solutions pay to remove or block
  29. 29. What now: Reader profile  What we should already have   Basic demographic information Continue to create your reader. You might want to base your reader on a real person (remember the market research section we covered a few weeks ago. Consider the following:     ‘Values’ Leisure activities Daily routine (weekdays and weekends) What media they consume, and when
  30. 30. For Next week  Think about market research  Surveys  Longform interviews  Market analysis  Other methods to gain ‘intelligence’
  31. 31. In coming weeks  More online  Mobile  Social Media and advertising  Data
  32. 32. Flickr  Martin Deutsch – The Internet   Intersection Consulting – Advertising vs PR   The Rocketeer – Advertising Dept Truck   voteprime – Comfort Inn   Smalloy – First Floor Plans   jurvetson – Google's Master Plan   Toban B. – Without Money   Phil Roeder – Navy Seals   Laura Mary – Lost   Charlie the Cheeky Monkey – I'm freaking out, man