Presentation for Fordham MBA Class

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 ;)