International Conference April 2008

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Magda Daniluk

Prepared for International Conference (focused on emarketing), Warsaw, April 2008.

Business

Advertising o n the Internet and digital media Magdalena Daniluk ,[object Object]

What is it all about? 1. Word&Mind 2. About advertising 3. The meaning of webvertising 4. Pros and cons of webvertising 5. The Internet – the new, fast growing medium 6. Players on the arena 7. Terminology 8. Ad formats 9. The m easurement of the ef f ectiveness 10. Further materials 11. MOVIE SHOW

About Word&Mind ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising ,[object Object],[object Object],[object Object],[object Object]

Meaning of webvertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pros... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

...and cons ,[object Object],[object Object],[object Object],[object Object],[object Object]

Annoying ad formats Can we really close this ad?

Is it a good or bad medium? YOU DECIDE! YOU CHOOSE!

New media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

E-population ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More $$ on webvertising ,[object Object],Spendings (mln PLN) Share in media mix

More $$ on webvertising ,[object Object]

More $$ on webvertising ,[object Object],[object Object]

Players ,[object Object],[object Object],[object Object],[object Object],[object Object]

Teminology used in web advertising area ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ad formats - text text formats graphic formats mixed mailing, newsletter, ePR, sponsored articles, spam, spambuzz, wordlayer, keyword advertising, GPT (Get Paid To read)‏

Ad formats - graphic text formats graphic formats mixed banner, billboard, rectangle, skyscraper, button, interstitial, expand or floating banner, link cursor, popup, pop-under, brandmark, toplayer, videostitial, videobanner

Ad formats - other text formats graphic formats mixed search engines result positioning, digg, viral marketing

Interesting examples of online advertising campaigns

„ Before you enter (wear condoms)” Arc Warsaw Campaign in polish search engine

„ HEIDIES 15 MB OF FAME ” FarFar „ Six video cameras, live 24 hours a day, 5 days in a row on www.diesel.com. Two gorgeous and crazy girls wanted to become famous. These two girls, The Heidies, steal the new and unreleased Diesel Intimate collection, kidnap a guy from Diesel, and lock themselves (and him) into a hotel room for five days. They want to show the world what they are doing! The Heidies interacted and chatted with their growing audience, uploading their shenanigans to the site as well as a chunk load of other popular sites.”

„ See more side effects” banner for Reversa

How to measure effectiveness? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Blogger central tool The tool shows: - trends - tags - posts in blogs

Interesting links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SHOWTIME ,[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you! Magdalena Daniluk „ Word&Mind” Internet Advertising www.wordandmind.pl m.daniluk @ word and mind.pl

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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International Conference April 2008

2. What is it all about? 1. Word&Mind 2. About advertising 3. The meaning of webvertising 4. Pros and cons of webvertising 5. The Internet – the new, fast growing medium 6. Players on the arena 7. Terminology 8. Ad formats 9. The m easurement of the ef f ectiveness 10. Further materials 11. MOVIE SHOW

6. Targeting

7. Context ad

10.

11. Annoying ad formats Can we really close this ad?

12. Is it a good or bad medium? YOU DECIDE! YOU CHOOSE!

13.

14. Web 2.0 portals

15.

16.

17.

18.

19. More $$ on webvertising

20.

21.

22. Ad formats - text text formats graphic formats mixed mailing, newsletter, ePR, sponsored articles, spam, spambuzz, wordlayer, keyword advertising, GPT (Get Paid To read)‏

23. Ad formats - graphic text formats graphic formats mixed banner, billboard, rectangle, skyscraper, button, interstitial, expand or floating banner, link cursor, popup, pop-under, brandmark, toplayer, videostitial, videobanner

24. Ad formats - other text formats graphic formats mixed search engines result positioning, digg, viral marketing

25. Interesting examples of online advertising campaigns

26. „ Before you enter (wear condoms)” Arc Warsaw Campaign in polish search engine

27. „ HEIDIES 15 MB OF FAME ” FarFar „ Six video cameras, live 24 hours a day, 5 days in a row on www.diesel.com. Two gorgeous and crazy girls wanted to become famous. These two girls, The Heidies, steal the new and unreleased Diesel Intimate collection, kidnap a guy from Diesel, and lock themselves (and him) into a hotel room for five days. They want to show the world what they are doing! The Heidies interacted and chatted with their growing audience, uploading their shenanigans to the site as well as a chunk load of other popular sites.”

28. Great Pockets Website for Nokia

29. „ Squeeze” for Coca-Cola

30. „ See more side effects” for Reversa

31. „ See more side effects” banner for Reversa

32. „ See more side effects” banner for Reversa

33.

34. Site traffic statistics

35. Blogger central tool The tool shows: - trends - tags - posts in blogs

36. Blogger central tool

37.

38.

39. Thank you! Magdalena Daniluk „ Word&Mind” Internet Advertising www.wordandmind.pl m.daniluk @ word and mind.pl

International Conference April 2008

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