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Presentation for Fordham MBA Class
 

Presentation for Fordham MBA Class

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To be given on 6/29/2009 at Fordham University

To be given on 6/29/2009 at Fordham University

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    Presentation for Fordham MBA Class Presentation for Fordham MBA Class Presentation Transcript

    • Online Digital Advertising 101
      June 29, 2009
      Darren Herman / www.darrenherman.com / @dherman76
    • Agenda
      Digital Advertising Overview
      Ad Serving
      Metrics & Analysis
      Social Media
      What Interests Me…
      Further Reading
      Anything else to add?
    • What is Online Advertising?
      Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
    • http://www.youtube.com/watch?v=iy0w5Ajq9Rw
    • Ad Serving
      The Big 3
      Tomorrow’s Players
    • Contextual Targeting
    • Behavioral Targeting
    • Audience Targeting
    • Audience Targeting?
      2D -> 3D
      media + creative + audience
      It’s not about aggregate composition anymore.
    • "I know I waste half the money I spend on advertising," department store pioneer John Wanamaker said. "The problem is, I don't know which half.”
    • Metrics
      Ad Server
      CPA
      Engagement
      Impressions
      Clicks
      (CTR)
      Revenue-Per-Action
      Early 90s
      Mid 90s
      Late 90s
      Mid 00s
      2009
      Pageviews
      Hits
      Time Spent
      Loyalty
      Recency
      Site
    • Social Opportunities
    • What Interests Me…
      Technology Adoption
      Media Optimization
      Audience: the third dimension
      Business Model for Agencies
      Traditional Channels Becoming Digital
    • Further Reading
      Clickz.com
      MediaPost.com
      AdAge.com
      AVC.com
      MikeOnAds.com
      DarrenHerman.com ;)