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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Transcript

  • 1. Online Digital Advertising 101
    June 29, 2009
    Darren Herman / www.darrenherman.com / @dherman76
  • 2. Agenda
    Digital Advertising Overview
    Ad Serving
    Metrics & Analysis
    Social Media
    What Interests Me…
    Further Reading
    Anything else to add?
  • 3. 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.
  • 4.
  • 5.
  • 6.
  • 7. http://www.youtube.com/watch?v=iy0w5Ajq9Rw
  • 8. Ad Serving
    The Big 3
    Tomorrow’s Players
  • 9. Contextual Targeting
  • 10. Behavioral Targeting
  • 11. Audience Targeting
  • 12. Audience Targeting?
    2D -> 3D
    media + creative + audience
    It’s not about aggregate composition anymore.
  • 13. "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.”
  • 14. 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
  • 15.
  • 16.
  • 17. Social Opportunities
  • 18.
  • 19.
  • 20. What Interests Me…
    Technology Adoption
    Media Optimization
    Audience: the third dimension
    Business Model for Agencies
    Traditional Channels Becoming Digital
  • 21. Further Reading
    Clickz.com
    MediaPost.com
    AdAge.com
    AVC.com
    MikeOnAds.com
    DarrenHerman.com ;)