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

Published in: Business, Education
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  • 1. Online Digital Advertising 101<br />June 29, 2009<br />Darren Herman / www.darrenherman.com / @dherman76<br />
  • 2. Agenda<br />Digital Advertising Overview<br />Ad Serving<br />Metrics & Analysis<br />Social Media<br />What Interests Me…<br />Further Reading<br />Anything else to add?<br />
  • 3. What is Online Advertising?<br /> 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.<br />
  • 4.
  • 5.
  • 6.
  • 7. http://www.youtube.com/watch?v=iy0w5Ajq9Rw<br />
  • 8. Ad Serving<br />The Big 3<br />Tomorrow’s Players<br />
  • 9. Contextual Targeting<br />
  • 10. Behavioral Targeting<br />
  • 11. Audience Targeting<br />
  • 12. Audience Targeting?<br />2D -&gt; 3D<br />media + creative + audience<br />It’s not about aggregate composition anymore.<br />
  • 13. &quot;I know I waste half the money I spend on advertising,&quot; department store pioneer John Wanamaker said. &quot;The problem is, I don&apos;t know which half.”<br />
  • 14. Metrics<br />Ad Server<br />CPA<br />Engagement<br />Impressions<br />Clicks<br />(CTR)<br />Revenue-Per-Action<br />Early 90s<br />Mid 90s<br />Late 90s<br />Mid 00s<br />2009<br />Pageviews<br />Hits<br />Time Spent<br />Loyalty<br />Recency<br />Site<br />
  • 15.
  • 16.
  • 17. Social Opportunities<br />
  • 18.
  • 19.
  • 20. What Interests Me…<br />Technology Adoption<br />Media Optimization<br />Audience: the third dimension<br />Business Model for Agencies<br />Traditional Channels Becoming Digital<br />
  • 21. Further Reading<br />Clickz.com<br />MediaPost.com<br />AdAge.com<br />AVC.com<br />MikeOnAds.com<br />DarrenHerman.com ;)<br />

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