Livertising 5 advertising goes online student version


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Livertising 5 advertising goes online student version

  1. 1. Issues  in  Marke,ng  Communica,on: LIVEr,sing  #  5 Adver,sing  goes onlineSunday 14 April 13 1
  2. 2. ONLINE? IntroSunday 14 April 13 2
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  4. 4. lng=fr&rubric=whos-who-digital-mediaSunday 14 April 13 4
  5. 5. Sunday 14 April 13 5 “Internet”  is  an  empty  word  un3l  you  specify  what  it  is;  contrary  to  TV  adver3sing,  radio,  and  so  on,  which  are  immediately  specific:  30’   commercial,  …
  6. 6. Banners Website CommentsSunday 14 April 13 6
  7. 7. Sunday 14 April 13 7 h@p://,ve_marke,ng/2009/12/defining-­‐earned-­‐owned-­‐and-­‐paid-­‐media.html Defining  Earned,  Owned  And  Paid  Media Posted  by  Sean  Corcoran  on  December  16,  2009 79  Recommenda,onsPrintEmail9  Comments The  terms  "earned,  owned  and  paid  (aka  bought)  media"  have  become  very  popular  in  the  interac,ve  marke,ng  space  today.  In  fact,  taken  together  they  can  be  applied  as  a  simple  way  for  interac,ve  marketers  to  categorize  and  ul,mately   priori,ze  all  of  the  media  op,ons  they  have  today.  Nokia  was  an  early  pioneer  in  this  space  (see  Dan  Goodalls  posts  on  the  subject).  They  now  categorize  all  of  their  global  interac,ve  media  as  earned,  owned  or  bought.  Many  agencies,  including   R/GA,  Cri,cal  Mass,  Sapient  and  Isobar  (my  former  employer)  also  use  the  model  to  help  develop  digital  strategies.  On  top  of  that,  many  industry  leaders  such  as  Pete  Blackshaw,  Fred  Wilson  and  David  Armano  have  wri@en  about  the  subject. Yet  as  popular  as  these  themes  have  become,  theyre  oaen  loosely  applied  across  the  industry  and  essen,ally  no  one  is  speaking  the  same  language.  Therefore  we  just  published  research  defining  each  type  of  media  and  providing  interac,ve   marketers  with  prescrip,ve  advice  on  how  to  best  apply  them.  Heres  a  summary  of  how  we  defined  each  type  of  online  media  and  their  roles:   Ul,mately  these  types  of  media  work  best  together  but  making  the  hard  choices  of  what  to  include  and  what  not  to  include  is  crucial  -­‐  especially  when  budgets  are  ,ght.  But  if  you  simply  start  by  categorizing  your  media  and  iden,fying  the  right   roles  based  on  your  objec,ves,  then  your  on  the  right  path.  Here  are  some  high  level  takeaways  that  you  should  consider  when  developing  your  2010  interac,ve  media  strategy: Create  a  solar  system  of  owned  media.  Owned  media  is  a  channel  you  control.  There  is  fully-­‐owned  media  (like  your  website)  and  par,ally-­‐owned  media  (like  Facebook  fan  page  or  Twi@er  account).  Owned  media  creates  brand  portability.  Now   you  can  extend  your  brands  presence  beyond  your  web  site  so  that  it  exists  in  many  places  across  the  web  -­‐  specifically  through  social  media  sites  and  unique  communi,es.  In  a  recession  in  which  marke,ng  budgets  are  being  cut  by  20%,  the   ability  to  communicate  directly  with  consumers  who  want  to  engage  with  your  brand  through  long-­‐term  rela,onships  can  be  invaluable.     Recognize  that  earned  media  is  a  result  of  brand  behavior.  "Earned  media"  is  an  old  PR  term  that  essen,ally  meant  gegng  your  brand  into  free  media  rather  than  having  to  pay  for  it  through  adver,sing.  However  the  term  has  evolved  into  the   transparent  and  permanent  word-­‐of-­‐mouth  that  is  being  created  through  social  media.  You  need  to  learn  how  to  listen  and  respond  to  both  the  good  (posi,ve  organic)  and  bad  (spurned)  as  well  as  consider  when  to  try  and  s,mulate  earned   media  through  word-­‐of-­‐mouth  marke,ng. Your  paid  media  is  not  dead,  but  it  is  evolving  into  a  catalyst.  Many  people  are  predic,ng  the  end  of  paid  media  (aka  adver,sing).  However,  that  predic,on  may  be  premature  as  no  other  type  of  media  can  guarantee  the  immediacy  and  scale   that  paid  media  can.  However,  paid  media  is  shiaing  away  from  the  founda,on  and  evolving  into  a  catalyst  that  is  needed  at  key  periods  to  drive  more  engagement(e.g.  Q4  holidays).
  8. 8. Sunday 14 April 13 8 “Internet”  is  an  empty  word  un3l  you  specify  what  it  is;  contrary  to  TV  adver3sing,  radio,  and  so  on,  which  are  immediately  specific:  30’   commercial,  …
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  11. 11. If you continue to use this site without changing the settings, you consent to the use of the cookies.Sunday 14 April 13 11
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  13. 13. collusionSunday 14 April 13 13
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  15. 15. BLOWING A FEW MYTHSSunday 14 April 13 15
  16. 16. MYTH #1Sunday 14 April 13 16
  17. 17. Blowing  a  few  mythsSunday 14 April 13 17 Online  vs  Offline  =  Either  /  Or  -­‐  Agencies  /  campaigns  /  adver3sers Digital  =  separate  world  from  offline  –   No:  SMARTphones,  SMARTcars,  SMARTobject:  ON  &  OFF  convert Need  to  decline  the  BRAND  in  an  INTEGRATED  MULTICHANNEL  mode -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ OOH  Adver3sing  Reach  Said  Outpacing  Other  Media May  8,  2012 inShare 1     Adding  out-­‐of-­‐home  (OOH)  adver3sing  formats  to  other  media  can  significantly  boost  a  campaign’s  reach,  says  the  Outdoor  Adver3sing   Associa3on  of  America  (OAAA)  in  a  May  2012  report  conducted  by  the  Media  Behavior  Ins3tute.  The  study  tabbed  the  reach  of  billboards   highest  among  outdoor  formats,  at  83%  of  adults  aged  18-­‐64,  with  alterna3ve  (42%),  street  furniture  (28%),  and  transit  (11%)  following.   Comparing  these  formats  to  the  reach  of  other  media,  the  report  suggests  that  coupling  billboards  with  mobile  adver3sing  can  increase   mobile’s  reach  by  more  than  300%,  while  billboards  and  the  internet  together  can  more  than  double  the  internet’s  reach  in  the  adernoon.   Other  results  indicate  that  combining  street  furniture  with  social  networking  can  increase  the  lafer’s  reach  by  up  to  66%. OOH  Audiences  Feel  More  Posi3ve Data  from  the  “USA  TouchPoints”  study  indicates  that  consumers  feel  more  posi3ve  when  exposed  to  OOH  adver3sing,  when  compared  to   other  media  such  as  live  TV.  For  example,  on  an  emo3onal  index,  a  higher  propor3on  of  the  billboard  audience  than  live  TV  audience  feels   confident  and  excited,  while  40%  less  feel  bored  (9%  vs.  15%).  This  pafern  extends  to  other  media,  too:  billboard  audiences  are  slightly  more   likely  than  radio  audiences  to  say  they  are  happy  (72%  vs.  68%),  while  alterna3ve  audiences  are  much  less  likely  than  live  TV  audiences  to  be   bored  (5%  vs.  15%).  Similarly,  radio  listeners  are  twice  as  likely  to  feel  frustrated  as  alterna3ve  audiences  (16%  vs.  8%),  and  live  TV  audiences   are  40%  more  likely  than  transit  audiences  to  be  frustrated  (14%  vs.  10%). The  study  used  data  from  1,000  smartphones  diaries  to  capture  data  every  30  minutes  over  10  days,  tracking  details  such  as  ac3vi3es,  
  18. 18. Sunday 14 April 13 18Unaided advertising recall shows how great the actual impact of thecampaign is and how well it remains anchored in the mindset of arecipient. A slight effect was detected even in the online-only and themobile-only test groups, as in each case 14.6 percent of the participantsremembered the Leibniz campaign. That represents 7.4 percentmore in direct comparison with the control group (13.6 percent). Inthe cross-media group, on the other hand, which had contact withthe campaign both online and on the mobile Internet, there was a significanteffect. Almost one in every four participants stated that theyhad seen advertising from Leibniz (23.2 percent) – that is 70.6 percentmore than in the control group. This result supports the thesis that acombination of online and mobile media leads to significantly bettercampaign recall after contact has been established.This assumption is also clearly underlined by the result of aidedadvertising recall. A comparison between the test groups and thecontrol group showed impressively once again that the cross-mediacontact group demonstrated the strongest impact on advertisingrecall. For instance, 42.6 percent of the participants who had seenthe Leibniz Choco Crunchy advertisement on both the Internet andon mobile devices remembered the campaign. This corresponds to anincrease of 31.9 percent for the cross-media group compared to thecontrol group (32.3 percent). An examination of the single-mediumcontact groups also shows a positive effect in each case, with theeffects of the mobile contacts (+17.3 percent) being slightly greaterthan that of the online contacts (+13.0 percent).
  19. 19. Sunday 14 April 13 19Re-imagining Google Analytics to support the versatile usage patterns oftodays usersMonday, October 29, 2012 | 9:30 AMLabels: AnnouncementsA typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most largebusinesses, already swimming in many sources of hashed data, it’s an enormous challenge, but also an incredible opportunity.Measurement today is evolving from technology that counts site traffic into a broader system that measures your effectiveness inadvertising, sales, product usage, support, and retention. Ultimately, this sort of integrated measurement can help you deliver thebest service, products, and experiences for your customers.We’ve been developing solutions, like Google Analytics Premium and Mobile App Analytics to advance this vision. For largeenterprises, such as Premium customers and those who want to work with APIs, were now starting to offer “Universal Analytics.”This will help these customers tailor Google Analytics to their needs, integrate their own datasets and ultimately get a morecomplete vision of the entire marketing funnel.The new tools offered by Universal Analytics via the new Measurement Protocol (an API that enables you to send your data toGoogle Analytics) can help you measure the how people actually become and remain loyal customers: • Consumers use multiple devices.Mastering data on your website is no longer sufficient - larger clients are increasingly asking for a cross platform view of their data inAnalytics. The tools from the Measurement Protocol allow you to seamlessly send your own data about your customers andbusiness (from any digital device that you are measuring) to your Analytics account. This can help you see how users interact withyour brand from multiple touchpoints - phones, tablets, laptops or more - in one place. • The world is mobile.We announced Mobile App Analytics at I/O in 2012 as a beta. It’s been delivering great results for clients. Universal Analytics nowenables you to measure your marketing more holistically by integrating this data with your Google Analytics account. • Cross-channel measurement is essential.Cross-channel information is more important and more diverse than ever before. Universal Analytics, via the Measurement Protocol,
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  22. 22. example  de  silo  en  digitalSunday 14 April 13 22
  23. 23. MYTH #2Sunday 14 April 13 23
  24. 24. Content Link Reputa.onSunday 14 April 13 24 Des3na3on  -­‐>  HUB Web  =  CONTENT  –  LINKS  –  REPUTATION 1.Posi3oning 2.Visibility 3.Reputa3on
  25. 25. Sunday 14 April 13 25 of SMBs cannot be found in online searches because their websites earn a Google Page Rank of zero or haveno Google Page Rank,finds vSplash in an audit of 3.9 million US SMB websites. The audit unearthed a series ofdeficiencies, which the researchers believe translate into a $24.3 billion revenue opportunity for digital media andmarketing solutions providers. That’s despite a recent report suggesting that 1 in 2 SMB online marketingservice dollars are already being spent on web presence. (For that study, from Borrell Associates, webpresence represented $202 billion in spending in 2012, and included such services as website design andmanagement, hosting, and social media management.)A separate study recently issued by Constant Contact found other discoverability issues with small businesses: halfadmitted never updating their online listings, and the same proportion had seen inaccurate listings.Meanwhile, other deficiencies cited by the vSplash study include: ■ 94.5% of SMB websites not being mobile optimized; ■ 94.6% lacking a Twitter widget on their home page, and 91.2% without a Facebook widget; ■ 94.6% lacking an e-commerce shopping cart; ■ 93.7% without a contact email address on the home page; and ■ 49.4% without a phone number on the home page.
  26. 26. Blowing  a  few  mythsSunday 14 April 13 26
  27. 27. MYTH #3Sunday 14 April 13 27
  28. 28. Blowing  a  few  mythsSunday 14 April 13 28 Web  =  going  data-­‐driven  rather  than  aesthe2cs  driven h4p://­‐and-­‐graph-­‐rank-­‐defined/ EdgeRank  and  Graph  Rank  Defined Comment Bri4any  Darwell•Dec  27th,  2011Applica2ons,  Facebook,  News  Feed,  Open  Graph,  Open  Graph  Apps,  Pages Facebook  has  two  algorithms  that  are  important  to  marketers  and  developers  but  are  largely  misunderstood  by  people  across  industries. Graph  Rank  and  EdgeRank  are  what  the  social  network  uses  to  organize  the  massive  amount  of  ac2vity  generated  by  people,  pages  and  apps  and  to  decide  what  stories  to  show  whom.  Graph  Rank  applies  to  Open  Graph  applica2ons,  not  page  posts  or  friend’s  status  updates.  Those  are   affected  by  EdgeRank,  which  determines  what  shows  up  in  your  News  Feed.  Neither  of  these  is  a  global  score.  Every  bit  of  ac2vity  on  the  site  has  a  different  rank  for  different  users.  And  because  2me  and  affinity  plays  a  role,  the  rank  of  each  object  is  not  constant. EdgeRank  is  the  algorithm  that  determines  what  items  populate  your  News  Feed.  With  all  the  friends  people  have  and  pages  they  like,  most  users  would  be  overwhelmed  to  see  all  of  the  ac2vity  generated  by  these  connec2ons.  Facebook,  therefore,  assigns  a  value  to  every  possible   story  that  could  end  up  in  the  feed.  This  value  is  based  on  affinity,  weight  and  2me.  Affinity  is  the  rela2onship  between  the  user  and  the  page  or  friend  that  created  an  item.  Weight  is  affected  by  the  type  of  story,  for  instance,  whether  it  is  a  photo  upload  or  a  comment  on  another   person’s  status.  Facebook  tends  to  value  rich  media  content  and  oXen  when  it  introduces  something  new  like  Ques2ons,  it  temporarily  weights  ac2vity  from  that  feature  higher.  The  third  factor  affec2ng  EdgeRank  is  how  recently  an  ac2on  was  taken. These  factors  are  why  you  might  see  every  check-­‐in  and  linked  shared  by  your  best  friend,  but  only  see  whole  photo  albums  from  someone  else.  EdgeRank  is  also  the  reason  most  fans  don’t  see  every  post  from  pages  they  like.  The  more  users  interact  with  the  page,  however,  the   greater  the  affinity  score  becomes  and  the  more  likely  they  are  to  see  page  posts  in  the  future. Graph  Rank  is  a  new  algorithm  Facebook  is  using  to  determine  how  Open  Graph  applica2on  ac2vity  will  be  distributed  through  News  Feed,  Ticker  and  Timeline.  Graph  Rank  was  introduced  at  F8  with  the  announcement  of  a  new  type  of  app  that  can  con2nuously  publish  user  ac2vity  to   Ticker  and  Timeline.  Because  Facebook  expects  a  prolifera2on  of  sharing  through  these  Open  Graph  apps,  it  developed  a  system  to  manage  the  amount  and  type  of  ac2vity  that  each  user  will  see.  Graph  Rank  seeks  to  show  users  highly  relevant  applica2on  stories  based  on  the  other   connec2ons  they’ve  made  on  Facebook.  So  if  a  user  plays  Words  With  Friends,  they  are  more  likely  to  see  a  friend’s  story  about  another  word  game  than  a  story  about  an  arcade  shooter. This  seems  to  be  a  reac2on  to  the  nega2ve  feedback  Facebook  received  aXer  first  allowing  third-­‐party  apps  on  the  pla]orm.  Many  users  were  frustrated  with  the  amount  of  app  ac2vity  that  filled  their  feeds.  The  social  network  ini2ally  responded  by  cu_ng  off  several  viral  channels   that  allowed  apps  to  grow  organically.  This  leX  a  sour  taste  in  the  mouths  of  many  developers.  With  Graph  Rank,  Facebook  hopes  to  strike  a  balance  that  helps  users  discover  apps  they  are  likely  to  enjoy  without  compromising  the  site  or  turning  off  developers. Together,  EdgeRank  and  Graph  Rank  help  personalize  Facebook  for  each  user.  Marketers  and  developers  who  understand  the  way  the  pla]orm  ranks  content  can  find  ways  to  op2mize  their  efforts  there.
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  31. 31. • CTA • Headline • Product/service description • Form • Layout • Pricing, promotional offers... • Amount of text, fold...Sunday 14 April 13 31 testing isn’t a buzz term. A lot of savvy marketers and designs are using it right now to gain insight into visitorbehavior and to increase conversion rate. And yet A/B testing is still not as common as such Internet marketingsubjects as SEO, Web analytics and usability. People just aren’t as aware of it. They don’t completely understandwhat it is or how it could benefit them or how they should use it. This article is meant to be the best guide you willever need for A/B testing.(Smashing’s Note: If you are looking for quality books on Web design, have a look at ourPrintedSmashing Books. We love them, and so will you: delivering in-depth knowledge by experts, onebook at a time. Learn more...)What Is A/B Testing?At its core, A/B testing is exactly what it sounds like: you have two versions of an element (A andB) and a metric that defines success. To determine which version is better, you subject bothversions to experimentation simultaneously. In the end, you measure which version was moresuccessful and select that version for real-world use.This is similar to the experiments you did in Science 101. Remember the experiment in which youtested various substances to see which supports plant growth and which suppresses it. Atdifferent intervals, you measured the growth of plants as they were subjected to differentconditions, and in the end you tallied the increase in height of the different plants.Large versionA/B testing on the Web is similar. You have two designs of a website: A and B. Typically, A is theexisting design (called the control), and B is the new design. You split your website traffic betweenthese two versions and measure their performance using metrics that you care about (conversion
  32. 32. MYTH #4Sunday 14 April 13 32
  33. 33. Blowing  a  few  mythsSunday 14 April 13 33 Important  element  =  no  longer  the  number  of  visitors  but: 1.The  quan3ty  of  visitors  analysed  in  terms  of  conversion  rather  than  visit  –  bounce  rate 2.The  quality  must  be  analysed:  where  are  they  coming  from  –  how  long  are  they  staying  –  what  are  they  doing  –  where  are  they  going  to 3.Diversify  your  traffic  sources  –  there  are  basically  3  sources:  direct  access  –  referring  sites  –  search  engines  –  rule  of  thumb:  1/3  each,  to   avoid  dependence  on  a  specific  SE
  34. 34. Measuring  online  ac.vity:  tracking – Interac,on Visits,  unique  visitors,  visit  dura,on,  page  views – Par,cipa,on  Ac,ons  completed – Conversion CTA  >  Lead  >  Sales – Outreach RSS,  sharing,  viral  effectSunday 14 April 13 34 Conversion    (%  goals)  :  tracking  which  pages  are  efficient  in  conver3ng  consumer  visits  into  the  desired  ac3vi3es,  such  as  asking  for   informa3on,  visi3ng  a  page,  subscribing  to  a  newslefer,  buying  a  product,  leaving  an  address…  also,  which  goals  are  completed  by  consumers Goals  are  mainly:  sales,  leads,  contact  forms,  downloads Outreach:  how  popular  your  RSS  feeds  are,  how  much  is  your  content  shared  between  consumers,  how  viral  is  your  campaign
  35. 35. Sunday 14 April 13 35 1 Home 2 Press, Videos, Podcasts 3 Speaking Engagements 4 Knowledge 5 About ▼» 6 Search this website …Occams Razor by Avinash KaushikDigital Marketing and Analytics BlogStandard Metrics Revisited: #3: Bounce Rate 248 Comments | Print | PDFIt is quite likely that your company is spending tons of time, energy, and dollars on web marketing efforts yet conversionrates (or ROI) are stuck in the two to three percent range.You are trying really hard to figure out how to improve the performance but you are stymied by the fact that there is ton ofdata and you have no idea where to start.Ms. Bounce Rate to the rescue!Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible inany web analytics tool. It is easy to understand, hard to mis-understand and can be applied to any of your efforts.
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  38. 38. Sunday 14 April 13 38 hfp://  lets  you  analyze  your  visitor’s  behaviour  with  heatmaps =  no3on  of  conversion Saved  as  crazyegg_heatmap_conversion
  39. 39. WHY is  online  to  keep  increasing?Sunday 14 April 13 39
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  41. 41. THE ONLINE landscapeSunday 14 April 13 41
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  43. 43. CLASSIFIED the  life  cycleSunday 14 April 13 43
  44. 44.     ClassifiedSunday 14 April 13 44
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  48. 48. Craigslist JoeSunday 14 April 13 48 • hfp://­‐joe/?WT.mc_id=en_social-­‐good&utm_campaign=Social %2BGood&utm_medium=email&utm_source=newslefer • Film Follows Man Living Off Craigslist Ads1.6k SHARES Share Tweet +1Ads by GoogleCursus Social Media? - Persoonlijke Aanpak & Kwaliteit. Bel Direct voor Advies op MurphyJul 03, 2012
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  50. 50. DISPLAY the  life  cycleSunday 14 April 13 50
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  56. 56. The  technological  side:  ADSERVERS Impression   User  visits   is  counted   Criteria  are   webpage &  visit  is   checked recorded A D S E Ad  is   R selected V E Page   Ad   R Ad  is   (re)loads   impression   served with  the   is  recorded adSunday 14 April 13 56
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  61. 61. The  display  market • . • .Sunday 14 April 13 61 AD  NETWORKS  VS  AD  EXCHANGES Published  by  AdBalance  Team  in  Ar,cles  on  23  November  2010 As  the  internet  has  developed  over  the  last  decade,  adver,sing  networks  have  emerged  allowing  publishers  to  just  place  HTML/Javascript  tags  on  their  site  to  display  ads  from  a  variety  of  adver,sers  to  fill  their  inventory,  and  to  allow  adver,sers   to  display  their  ads  across  a  variety  of  websites  in  one  process.  In  the  last  couple  of  years  adver,sing  exchanges  have  appeared  alongside  ad  networks,  offering  an  automated  bidding  process  to  let  adver,sers  buy  cheaply  and  effec,vely  any   unsold  ad  space. Most  websites  u,lise  ad  networks  and  exchanges  in  some  way  to  mone,se  their  content,  with  larger  sites  selling  their  own  ads  directly  before  sending  unsold  inventory  to  them,  and  smaller  websites  sending  them  most  if  not  all  their  inventory   from  the  start.  However,  there  is  some  misunderstandings  and  overlap  between  the  two  concepts,  so  a  longer  explana,on  is  necessary. Ad  Networks An  ad  network  maintains  a  network  of  websites  and  blogs  that  fulfil  certain  entry  requirements  such  as  content  niches  and  traffic  levels.  They  also  build  and  maintain  rela,onships  with  large  numbers  of  adver,sers,  to  which  they  sell  the   adver,sing  inventory  provided  by  their  network  of  sites  at  varying  prices  and  on  varying  terms.  The  adver,sers’  ads  are  then  displayed  on  either  all  or  a  selec,on  of  the  sites  within  the  ad  network’s  network  of  sites  so  as  to  best  match  the   demographic  that  the  adver,ser  has  paid  to  target,  which  can  be  based  around  the  content  niche  of  the  sites,  or  behavioural  targe,ng  techniques,  or  other  factors. As  the  ads  are  being  displayed,  the  ad  network  is  constantly  working  to  op,mise  the  campaign  –  removing  it  from  sites  where  it  is  not  conver,ng  and  weigh,ng  it  more  heavily  where  the  adver,ser  is  gegng  a  be@er  ROI.  Through  these   op,misa,on  techniques,  the  ad  network  is  able  to  charge  higher  prices  for  ads  across  its  network,  which  then  means  higher  eCPMs  and  payouts  for  its  publishers. Some  example  of  ad  networks  are  Casale  Media,  ValueClick  Media,  Tribal  Fusion,  and  Google  AdSense. Ad  Exchanges Similarly  to  an  ad  network,  an  ad  exchange  has  a  roster  of  websites  which  they  represent.  However,  ad  exchanges  oaen  have  much  lower  entry  requirements  or  even  none  at  all,  so  there  tends  to  be  many  more  sites  involved  and  of  a  more   varied  quality  and  from  more  varied  content  niches. h@p://­‐networks-­‐vs-­‐ad-­‐exchanges/ Ad  exchanges  provide  a  level  platorm  where  publishers,  adver,sers,  and  ad  networks  can  all  buy  and  sell  ad  space  using  a  real-­‐,me  bidding  system.  Each  impression  is  bid  on  separately  and  automa,cally  to  get  the  adver,ser  or  ad  network  the   lowest  price  available  for  the  ad  inventory  they  want  to  buy,  and  to  get  publishers  the  highest  price  available  for  the  ad  space  they  want  to  sell.  Due  to  the  large  volume  of  ad  inventory  available  on  these  exchanges,  prices  are  oaen  very   a@rac,ve  to  adver,sers,  whilst  they  s,ll  offer  publishers  a  way  of  mone,sing  any  inventory  that  they  were  not  able  to  sell  privately  or  through  a  more  tradi,onal  ad  network. -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ h@p:// Innova,on  in  online  adver,sing Mad  Men  are  watching  you How  real-­‐,me  bidding  will  affect  media  companies May  5th  2011  |  from  the  print  edi,on YOU  are  browsing  for  lampshades  on  a  department  store’s  website.  You  grow  bored,  and  surf  across  to  the  website  of  your  favourite  daily  newspaper.  Mysteriously,  the  lampshades  follow  you:  an  adver,sement  for  the  same  brand  appears  next   to  the  ar,cle  you  are  reading.  Welcome  to  the  world  of  real-­‐,me  bidding,  a  cleverer  and  nosier  way  of  selling  adver,sing  that  is  beginning  to  shake  up  the  online  media  business. A  decade  ago  online  display  adver,sements,  or  “banners”  as  they  were  oaen  known,  were  booming.  Companies  paid  huge  sums  to  appear  on  news  websites.  But,  as  the  number  of  ads  increased,  people  stopped  no,cing  them.  Now,  for  every   1,000  display  ads  that  pop  up,  less  than  two  are  clicked  on.  Prices  have  slumped.  Some  media  firms,  notably  News  Corpora,on,  have  concluded  that  online  ads  will  never  bring  in  enough  money  to  support  a  newspaper.  Meanwhile  search   adver,sing,  which  reaches  people  when  they  seem  to  be  interested  in  something,  has  grown  from  1%  of  American  online  ad  spending  in  2000  to  almost  half,  turning  Google  into  a  $172  billion  company. Conven,onal  display  ads  are  simply  wasteful,  says  Jakob  Nielsen  of  GroupM,  a  large  media  buyer.  Say  a  company  wants  to  reach  young  men.  It  might  buy  ads  on  the  sports  sec,on  of  a  large  portal  such  as  Yahoo!.  But  it  will  also  be  paying  for  the   women  who  visit  that  page.  If  it  also  buys  ads  on  the  sports  sec,on  of  another  large  portal,  such  as  Microsoa’s,  it  will  pay  twice  for  the  people  who  frequent  both  web  pages. Real-­‐,me  bidding  helps  solve  these  problems  by  allowing  marketers  to  buy  known  audiences.  Click  to  open  a  web  page  and  an  automated  auc,on  begins.  Firms  bid  to  serve  an  adver,sement,  taking  into  account  where  it  will  appear  and  what   they  know  about  the  presumed  viewer  from  digital  traces  he  has  inadvertently  lea  around  the  web.  The  winner  serves  the  adver,sement,  oaen  customising  it—so  you  may  see  more  ads  for  conver,ble  cars  on  a  sunny  day.  The  whole  process   generally  takes  some  150  milliseconds,  or  less  than  half  the  blink  of  an  eye. Many  online  ads—par,cularly  the  expensive  ones  that  appear  on  home  pages—are  bought  and  sold  much  like  old-­‐media  adver,sements.  A  seller  agrees  on  a  price  with  a  buyer,  and  then  pays  for  lunch.  But  many  publishers  sell  only  one-­‐  to  two-­‐ fiahs  of  their  online  ads  directly,  says  Jay  Stevens  of  the  Rubicon  Project,  a  California  firm  that  works  with  many  of  them.  The  rest  are  offloaded  to  digital  middlemen.  It  is  in  this  high-­‐volume,  low-­‐cost  market  that  real-­‐,me  bidding  is  advancing.   In  the  past  year,  says  Mr  Stevens,  real-­‐,me  bidding  has  risen  from  almost  nowhere  to  capture  30-­‐40%  of  spending.
  62. 62. Sunday 14 April 13 62 • Nice  video  explaining  this:  h@p:// v=1C0n_9DOlwE&feature=player_detailpage • saved  in  @video  as  “the  evolu,on  of  online  display  adver,sing” • Here  about  RTB:  h@p:// v=NoGgLxky1FE&feature=player_detailpage  also  saved:  also:  h@p:// watch?v=2l8VWgnJWGU
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  64. 64. display impression in 5 in France has shown on social networks of display impression in France allow social interactionsSunday 14 April 13 64Comscore, 2012, Tendances du marché des réseaux sociaux
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  68. 68. SEARCH the  life  cycleSunday 14 April 13 68
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  75. 75. keywords SPONSORED  LINKS  /  CPC  -­‐>  SEA ORGANIC  RESULTS NATURAL  RESULTS -­‐  >  SEOSunday 14 April 13 75
  76. 76. ...  % ...  %Sunday 14 April 13 76 Search  =  essen3al 1.Everything  goes  web  -­‐>  referencing  =  necessary 2.Search  toolbars 3.Universal  search 4.Local/geolocal  search BUT:  social  search  +  real  3me  search
  77. 77. Sunday 14 April 13 77 hfp://­‐ppc-­‐accounts-­‐for-­‐just-­‐6-­‐of-­‐total-­‐search-­‐clicks-­‐infographic
  78. 78.     SEA CPM  –  CPC  -­‐  CPASunday 14 April 13 78
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  81. 81. AFFILIATION the  life  cycleSunday 14 April 13 81
  82. 82.    Lead  Genera,on  /  Affilia,onSunday 14 April 13 82 =  referrals  –  fees  that  adver3sers  pay  to  adver3sing  networds  that  refer  qualified  purchasers  to  the  adver3ser.  The  are  charged  using  a  cost   per  lead  model.  Many  online  sweepstakes  are  designed  as  lead  genera3on  devices.
  83. 83. Sunday 14 April 13 83 1  =  affiliate  /  referral  site 3  =  merchant  site
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  86. 86.    Sunday 14 April 13 86 =  referrals  –  fees  that  adver3sers  pay  to  adver3sing  networds  that  refer  qualified  purchasers  to  the  adver3ser.  The  are  charged  using  a  cost   per  lead  model.  Many  online  sweepstakes  are  designed  as  lead  genera3on  devices.
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  89. 89. E MAIL the  life  cycleSunday 14 April 13 89
  90. 90. Email  #1Sunday 14 April 13 90 SERPs  are  more  and  more  tailered  to  the  individual  googler  on  the  basis  of  about  50  criteria:  IP  (geoloc)  –  past  history,  browser  lg,  social   network
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  95. 95. Landing  page  Sunday 14 April 13 95
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  98. 98. Sunday 14 April 13 98 hfp:// +Mei2012+Selec3on&utm_content=TXT+BodyCopy&utm_term=BE_fr
  99. 99. Sunday 14 April 13 99
  100. 100. Email  #2Sunday 14 April 13 100 SERPs  are  more  and  more  tailered  to  the  individual  googler  on  the  basis  of  about  50  criteria:  IP  (geoloc)  –  past  history,  browser  lg,  social   network
  101. 101. Email  on  the  third  screenSunday 14 April 13 101 • h4p://­‐to-­‐liven-­‐up-­‐your-­‐emails-­‐on-­‐tablets/#readmore How  to  liven  up  your  emails  on  tablets Today  it  will  be  exactly  2  years  since  Apple  rocked  the  mul2media  hardware  market  by  bringing  out  the  iPad.    This  niXy  device  allowed  surfers  to  explore  the  internet  on  a  whole  new  level.    Today,  this  fast-­‐emerging  market  already  offers  a  lot  of  choice,  with  Dell,  Asus,  LG,  Samsung  and   others  also  focusing  on  these  compact  mobile  devices.    No  surprise  it  was  one  the  best-­‐selling  items  last  Christmas.    It  has  already  found  its  way  into14%  of  households,  and  there  are  absolutely  no  signs  of  this  growth  stopping  any  2me  soon. Many  email  marketers,  HTML  builders  and  designers  are  already  used  to  building  emails  for  PCs  and  smartphones,  but  how  can  we  liven  up  our  emails  on  tablets?    Here  are  some  2ps  to  get  you  going: 1)  Haven’t  build  a  mobile  version  yet?    Well,  do  this  first.    This  has  a  bigger  market  share  and  it  is  fairly  easy  to  adapt  your  mobile  version  to  a  tablet  version. 2)  Don’t  build  something  boring.    A  tablet  is  a  lean-­‐back  device  that  users  use  for  browsing.    Make  sure  you  build  an  a4rac2ve  design  to  get  them  to  read  and  click  on  your  newsle4ers. 3)  A  lot  of  tablets  don’t  support  Flash.    You  definitely  shouldn’t  use  flash  in  your  emails  and  you  should  also  make  sure  you  don’t  put  it  on  your  landing  page  because  a  lot  mobile  readers  won’t  be  able  to  open  it. 4)  Make  your  email  ergonomic.    Your  CTA’s  need  to  be  easily  clickable  so  make  them  large  enough.    You  definitely  want  to  avoid  pu_ng  text  links  below  one  another  because  you  don’t  have  the  accuracy  of  a  mouse  to  work  with. 5)  A  lot  of  web-­‐based  email  clients  also  offer  their  services  through  an  app  version.    They  will  probably  use  the  same  rendering  engine  but  you  should  check  if  there  are  differences  in  rendering. 6)  Your  subject  line,  from  name  and  preheader  are  s2ll  important.    If,  for  instance,  you  hold  your  iPad  horizontally,  you  can  see  your  mailbox  and  preview  your  email.    If  you  hold  it  ver2cally,  you  don’t  have  a  preview  version. 7)  Adjust  the  width  of  your  email  to  the  ver2cal  screen  width.    Nobody  likes  horizontal  scrolling. 8)  Put  a  link  to  your  online  version  on  your  landing  page.    If  you  close  your  landing  page  on  your  PC,  your  previous  frame  (your  inbox)  pops  up.    On  the  iPad,  for  instance,  you  have  to  close  your  browser  and  reopen  your  inbox  to  get  back  again.    So  make  it  really  easy  for  your  reader  to  check   out  other  ar2cles  in  your  newsle4er. 9)  Make  sure  that  your  message  is  trustworthy.    Tablet  readers  (as  well  as  smartphone  readers)  can’t  hover  over  a  link  to  see  if  it  seems  trustworthy. 10)  If  you  offer  discount  codes,  for  a  webshop,  for  instance,  make  sure  you  personalize  your  URL’s  with  them  so  they  are  prefilled  on  your  landing  page.    Copying  and  selec2ng  text  is  more  difficult  on  a  tablet. 11)  2-­‐column  designs  are  less  interes2ng  given  that  your  tablet  is  controlled  with  either  your  leX  or  your  right  hand.    You  might  cover  up  a  column  or  CTA  simply  by  controlling  it. Conclusion:    The  tablet  PC  market  is  growing  strongly,  so  make  sure  your  emails  render  properly  and  can  be  easily  controlled  with  touch  screens.
  102. 102. Sunday 14 April 13 102 SERPs  are  more  and  more  tailered  to  the  individual  googler  on  the  basis  of  about  50  criteria:  IP  (geoloc)  –  past  history,  browser  lg,  social   network
  103. 103. Sunday 14 April 13 103 hfp://  –  cfr  More  Posts  By  Aidan  Hijleh
  104. 104. SOCIAL MEDIA the  life  cycleSunday 14 April 13 104
  105. 105. RICH MEDIA the  life  cycleSunday 14 April 13 105
  106. 106. MOBILE the  life  cycleSunday 14 April 13 106
  107. 107. To  be  con.nued…Sunday 14 April 13 107