Getting Found - Part III
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Getting Found - Part III

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Lecture 6 of my Interactive Marketing course - Online Advertising.

Lecture 6 of my Interactive Marketing course - Online Advertising.

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Getting Found - Part III Presentation Transcript

  • 1. Getting
Found
–
Part
III
 Online
Advertising

  • 2. The
Basics
Of
Online
Marketing

  • 3. 10
Years
Ago
–
Everything
Was
Direct
 Ad
Servers
 Agencies
 A P D U V B E Direct
Sales
Team
 L R I T S £
 £
 I H S E E R R S
 Ad
 Servers
 S

  • 4. PUBLISHER
PLATFORMS
 650+
CHANNELS
 DEMAND
PLATFORMS
 Ad
Servers
 Horizontal
Networks
 Media
 Agencies
 Buying
 Platforms
 Guaranteed
 c.
40%
 Vertical
Networks
 Direct
Sales
Team
 Yield
Optimization
 Audience
Networks
 APU DSPs
 D VB Performance
Networks
 E 2
million
+
 Ad
Network
L Optimizers
 RI TS International
Networks
 IH SE Non‐Guaranteed
 Ad
Security
 ER c.
60%
 RS Ad
Networks
&
Exchanges
 Ad
Exchanges
 
 S Ad
 
 Servers
 

Data
Exchanges
 Data
Suppliers

  • 5. As
a
result,
we
have
come
to
understand
that
no
one
needs
advertising
because
there
are
much
better
ways
to
market
your
products.

  • 6. This
is
a
game
changer.
This
takes
us
from
a
world
of
"no"
to
a
world
of
"yes,"
where
the
audience
gets
to
curate
content,
express
and
share
it
as
they
choose,
while
copyright
holders
are
not
only
respected,
they
get
to
make
money.

 ‐
Jeff
Berman,
Myspace
President
of
Sales
and
Marketing

  • 7. Marketers
must
set
their
goals,

then
reach
out
to
the
influentials
who
can
help
them
achieve
those
goals.

  • 8. The
Role
of
Digital
Media
In
Marketing
 BEFORE
 AFTER
Supplier
 Customer
 Internet
 Customers
 Supplier
   Monologue
   Dialogue
   One
Way
   Two
Way
(Conversational)
   Mass
Communications
   Real
Time
   Static
   Dynamic
   No
Interaction
   Collaborative
   Shotgun
Approach
   Segmented
   Hard
to
Identify
Customers
   Rich
Customer
Interaction
   Hard
to
Manage
Customers
   Rich
Customer
Data

  • 9. If
you
had
to
live
on
a
desert
island,
what
would
you
take
with
 you?
 6%
 4%
 1%
 6%
18%
 Computer
with
Internet
 Large
Supply
of
Books
 TV
 Radio
 Cell
Phone
 Newspaper
Subscription
 64%

  • 10. The
Old
Way

  • 11. The
Old
Days
of
Online
Advertising
  Prior
to
the
new
media
revolution
   Online
advertising
was
very
limited
and
heavily
controlled
   It
was
limited
to
online
editions
of
newspapers
and
television
 news
channels
   But
to
get
that
space,
you
would
need
to
pay
a
very
hefty
 amount
of
money
for
a
small
space
and
short
time
periods
   This
kept
SMEs
and
mid‐sized
organizations
from
being
able
 to
properly
leverage
the
internet
to
market
their
companies
to
 the
public

  • 12. 10
Years
Ago
–
Everything
Was
Direct
 Ad
Servers
 Agencies
 A P D U V B E Direct
Sales
Team
 L R I T S £
 £
 I H S E E R R S
 Ad
 Servers
 S

  • 13. Remnants
of
the
Old
Days
  Online
Banner
Ads
   Limited
sizes
depending
on
 the
website
design
   Limitations
on
the
content
 and
file
size
   Limitations
on
the
media
 formats

  • 14. Understanding
Online
Media
Types

  • 15. Different
Media
Types
Paid
media
–
advertising
inserted
next
to
another’s
content
Owned
media
–
brand
created
content
Earned
media
–
Getting
someone
else
to
provide
content
about
a
brand

  • 16. How
Paid
Media
Works

  • 17. How
Owned
Media
Works

  • 18. How
Earned
Media
Works

  • 19. How
The
Whole
System
Maps
Out

  • 20. Today’s
Online
Marketing

  • 21. PUBLISHER
PLATFORMS
 650+
CHANNELS
 DEMAND
PLATFORMS
 Ad
Servers
 Horizontal
Networks
 Media
 Agencies
 Buying
 Platforms
 Guaranteed
 c.
40%
 Vertical
Networks
 Direct
Sales
Team
 Yield
Optimization
 Audience
Networks
 APU DSPs
 D VB Performance
Networks
 E 2
million
+
 Ad
Network
L Optimizers
 RI TS International
Networks
 IH SE Non‐Guaranteed
 Ad
Security
 ER c.
60%
 RS Ad
Networks
&
Exchanges
 Ad
Exchanges
 
 S Ad
 
 Servers
 

Data
Exchanges
 Data
Suppliers

  • 22. Initiators
 Shapers
 Transmitters
 Allowers
 Sales
Houses
 Marketing
 Specialists
 Brands
 Media
 Agency
 Media
 Channels
 Ad
Agency
 Digital
 Consumers
 Platforms

  • 23. Becoming
a
lead
contributor
to
 an
online
community
(e.g.,
 Creating
your
own
 regular
posts,
moderator)
 TV
channel
 Creating
your
own
 Making
posts
to
an
 IM
/
chat
room
 online
message
 avatar
 board
 Setting
up
email
 Posting
your
profile
 Writing
your
own
blog/ forwarding
group
 on
a
community
 newsletter
 IM
 for
“joke”
emails
 Visiting
an
Internet
 site
 chat
room
 Setting
up
 Signing
up
for
 Browsing
 Building
your
 personal
news
 email
newsletter
Email
 dating
/
“friends”
 own
website
 views/alerts
 Regularly
 sites
 Uploading
 reading
news
 photos
to
album
 Communication
/
 site
 online
 Community
 Sharing
iTunes
 Selling
something
 Using
Google
to
 research
 Web
surfing
 Listening
to
 playlists
 on
Ebay
 Buying
 something
on
 Internet
radio
 Information
/
 Entertainment
/
 Ebay
 Personal
 Research
/
 Everyday
Tasks
 Expression
 Buying
a
book/ Playing
viral
 Watching
 Video
chat/ Regularly
 Booking
a
 CD
from
 games
that
were
 streaming
video
 Webcams
 shopping
for
 flight
online
 Amazon
 emailed
 Visiting
websites

 groceries
online
 others
have
 recommended
 Internet
 Downloading
 Joining
an
online
 banking
 music
 RPG
community
 (e.g.,
SimsOnline)
 Joining
an
Internet
 payment
service
 Bookmarking
your
own
 (e.g.,
Paypal)
 library
of
“favourite”
 Downloading
Basic
 sites
 games
 Subscribing
to
online
movie
 service
Experienced
Enthusiast

  • 24. What
is
Your
Online
Value
Proposition?
  What
can
your
provide
to
help/inform/entertain
me
 online?

   Reinforces
core
brand
proposition
and
credibility,

but
 messaging
shows…
   Different
OVPs
for
different
markets
and
audiences
   Value
that
a
site
visitor
get
from
your
online
brand
or
campaign
 that…
   
They
can’t
get
from
you
offline?
   
They
can’t
get
from
competitors?
   
Develop
content
strategy
to
develop
OVPs
   Communicate
message
forcefully:

online
and
offline


  • 25. 13
Audience
Segments

  • 26. Content and Advertising targeting
  • 27. Detail
of
Categories
Within
Groups

  • 28. How
Personalised
retargeting
works
1
 2
 A
customer
browses
 your
website...
 ...then
leaves
to
browse
 


other
websites
 4
 One
click
brings
them
 directly
back
to
your
site
 3
 Targeting
tech
 displays
a
 personalised
ad
 to
this
prospect

  • 29. Online
Media
Categories
  Portals
   Blogs
&
Online
Publications
   Yahoo,
AOL,
MSN
   email
&
Newsletters
  Content
   eCommerce
   NYTimes.com,
CNN.com,
   Amazon,
eBay,
BestBuy.com
 MSN.com,
dawn.com,
 thenews.com.pk,
   Really
Simple
Syndication
 jang.com.pk
 (RSS)
  Search
Engines
   Feedburner,
Google
Reader
   Google,
Yahoo,
Bing
   Ad
Networks
  Social
Media
(UGC)
   AOL,
Yahoo,
Google
 AdWords,
advertising.com
   Facebook,
Twitter,
MySpace
  Video
   YouTube,
Hulu,
Vimeo

  • 30. Banner
(Display)
Advertisements
   Defines
all
forms
of
online
 advertising
that
is
 integrating
different
 elements
and
that
follows
 common
formatting
 guidelines
   Measured
in
pixels
and
 kilobytes

  • 31. Banner
(Display)
Advertisements
   Mostly
known
formats
are
   Leaderboard
   Skyscraper
   Overlayer
   Showcase
   Buttons
&
Banners

  • 32. Content
Advertising
   Advertising
woven
into
 editorial
content
or
placed
 in
a
contextual
envelope
   Also
known
as
“web
 advertorial”

  • 33. email
Advertising
   Advertising
campaigns
 distributed
via
email
   email
addresses
selection
 is
possible
based
on
socio‐ demographic,
behavioral,
 and
professional
sector
 criteria
   Not
effective
because
of
 spam
filters

  • 34. Search
Engine
Marketing
   SEO
–
Natural
Positioning
   Optimize
the
HTML
code
to
 ease
the
work
of
the
search
 engine
spiders
   Long‐Term
Approach
   Relevancy
Index
Optimization
   Cost
Efficient
Investment
   SEM
–
Performance
Driven
   Buy
relevant
search
queries/ keywords/terms
   “You
pay
for
what
you
get”
   Contextual
&
Short‐Term/ Mid‐Term
driven
   Managed
Costs