Online overview 03.23.12

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Online overview 03.23.12

  1. 1. Online Media:An Overview 03.26.12
  2. 2. Agenda• What is digital media – Interesting statistics• Digital media spotlight: Display – Types of display advertising – How it’s bought • Publishers vs. networks • Impression vs. performance
  3. 3. Different Types of Digital Media Source: IAB, “IAB Internet Advertising Revenue Report - 2011 First Six Months Results September 2011” 3
  4. 4. Media Consumption vs. Spending Source: January 2012 eMarketer
  5. 5. Digital Spending GrowthSource: IAB, “IAB Internet Advertising Revenue Report - 2011 First Six Months Results September 2011”
  6. 6. DISPLAY ADVERTISING
  7. 7. What is Display Advertising• Banner• Rich Media• Video• Sponsorships• Content Integration
  8. 8. Rich Media
  9. 9. Video
  10. 10. Content Integration
  11. 11. How is Online Bought?• Pricing models – CPM: cost per 1,000 impressions. • Pro: Guaranteed & premium placement • Con: No control over response, typically costs more • Best use: branding campaigns or predictable performance driven situations. – CPC: cost per click. • Pro: guaranteed level of response, greater control • Cons: remnant inventory, not guaranteed to deliver • Best use: DR campaigns and as an add on to awareness campaigns. – CPA: cost per acquisition AKA CPL (cost per lead) • Pro: only pay for a lead, control cost per lead • Con: limited scale and control over placement • Best use: DR campaigns/brands
  12. 12. Online Spending by Pricing Model
  13. 13. How is Online Different?• Price model options• You buy bucket of impressions, clicks, etc. not whole sites (Sponsorships excluded) – Focus is on buying audience subsets NOT sites• Greater opportunity to achieve scale while limiting waste – Advanced targeting – Performance placements• Real-time data
  14. 14. Targeting Options Retargeting Behavioral Targeting High Relevancy Contextual Targeting Centrographic Targeting Day Parts Technographic Cost per CPM Targeting DemographicsWeather Triggers Site Content Low Relevancy 14
  15. 15. Who’s Who in Online Media

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