2012 Online marketing-cmis542


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2012 Online marketing-cmis542

  1. 1. Goals of Online Advertising• Create brand awareness• Generate engagement (click, watch, mouseover, play, etc.)• Create consumer demand• Satisfy consumer demand• Direct response – Drive traffic & sales
  2. 2. The benefits of online vs. offline• Immediate response online• Advertisers can create amazing brand experiences through online intereactivity• Internet is highly – Trackable – Targetable – Measurable
  3. 3. Planning a Campaign• Define goals• Investigate target audience• Develop media strategy• Develop media plan• Websites or networks will affect format and payment models• Brief the creative team
  4. 4. Online ads need to A. C. E.• Attract attention• Convey a message• Entice action
  5. 5. Some of the (many) types of online ads…• Rich Media display ads• Pop-ups & Pop-Unders• Modals (Pop-Ins)• Rollover / Expando Units• Page Takeovers & Wallpapers Ads• Interstitial Ads• Video Ads (Pre-roll, Interstitial)• Maps & Paid Listings
  7. 7. CPM
  8. 8. CPM Cost Per Thousand Impressions.Best for branding where eyeballs & impressions are the main goal.
  9. 9. CPC
  10. 10. CPC Cost Per Click.Best for direct response advertising when the goal is to drive traffic.
  11. 11. CPA
  12. 12. CPA Cost Per Acquisition. Best for direct response advertisingwhen the goal is to acquire a lead or a customer.
  13. 13. Banner Ads
  14. 14. Banner AdsAlso known as online display media,these are typically image-based andcome in standard and non-standard formats
  15. 15. Source: http://www.iab.net/guidelines/508676/508767/UAP
  16. 16. Impressions vs.Unique Impressions
  17. 17. Impressions vs. Unique Impressions Total times displayed Vs.Total unique users displayed to in a given time period (24 hours, 30 days, etc.)
  18. 18. CTA
  19. 19. CTA Call to ActionClick Here, Buy Now, Learn More, Share with a Friend, Go
  20. 20. CTR
  21. 21. CTR Clickthrough RateClick Here, Buy Now, Learn More, Share with a Friend, Go
  22. 22. Unique Visitors vs. Visits
  23. 23. Unique Visitors vs. VisitsUnique users to your site in a given time period vs. Number of visits by anyone to your site in a given time period
  24. 24. Landing Page
  25. 25. Landing PageThe post-click destination that a user arrives at after clicking on an ad.
  26. 26. Conversion Rate
  27. 27. Conversion RateThe rate at which a user that lands on a page converts to a lead or customer. For example: Customers / Unique Visits = Conversion Rate 15 customers/ 1,500 unique visits = 1% Conversion Rate
  28. 28. ROI
  29. 29. ROI Return on InvestmentThe net benefit generated from an advertising campaign, usuallymeasured as a percentage based on costs such as ad spend and benefits such as revenue. i.e. Ad Spend: $100 Revenue: $500 ROI: 500% or 5x
  30. 30. Behaviourial Targeting
  31. 31. Behavioural TargetingThe ability to track a users click behaviour and webbrowsing activity and target advertising accordingly.
  32. 32. Demographic Targeting• Geography• Age• Gender• Education• Income
  33. 33. Contextual Targeting
  34. 34. Contextual Targeting• Website• Topic• Content Type• Keyword• Timing• Etc.
  35. 35. Day Parting
  36. 36. Advantages- Precise targeting ability drives relevance- Measure every aspect of the experience- Test & optimize tactics in real-time- Ongoing tracking and targeting of campaign participants.
  37. 37. Disadvantages- More complexity requires more resources, time & money.- Users are continually finding ways to avoid advertising.
  38. 38. Thanks.