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Digital 101 think_lafinal
Digital 101 think_lafinal
Digital 101 think_lafinal
Digital 101 think_lafinal
Digital 101 think_lafinal
Digital 101 think_lafinal
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Digital 101 think_lafinal

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Summary of digital marketing and advertising terms, techniques and trends. Great way for those new to the industry to get ramped up for a career in digital.

Summary of digital marketing and advertising terms, techniques and trends. Great way for those new to the industry to get ramped up for a career in digital.

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  • My name is Marian Thomas. I work in sales strategy and development at Yahoo! I am also knows as a digital diva and online evangelist. It’s my passion and my hobby. I come here on behalf of my digital team. I’ve been in the digital space for over 12 years. I started out at BBDO in the interactive dept, worked on agency and client side as media director then moved to sales at MTV and sales strategy at Yahoo.Before I started today wanted to know from a show of hands how many work in traditional media? Traditional Agencies? Any agency? Media company? Digital division of a company?I want you to leave here today being comfortable with digital and knowing the lingo. To be able to understand the day of the life your online counter part and knowing the challenges we face and understanding how your sales program fit with the digital team. At the end its about getting you familiar with the digital landscape. It will also help you when speaking with your clients and helping them get more comfortable with the landscape. The more clients are familiar with digital – the more they spend!I built this so you can take home and have as your BIG BOOK for online reference doc. So some pages we may skip and based on questions we will go with the flow.
  • “DVRs are changing the way Americans watch TV. Despite the competition for viewers’ attention from the Internet, video games and other media, TV viewership continues to rise.  As with other vehicles, convenience is key - allowing people to consume content when they want.  DVRs are a relatively inexpensive and useful tool for viewers to do that,” said Pat McDonough, Senior Vice President, Planning Policy & Analysis at Nielsen.Review the 3-Screen landscape
  • From Television, Desktop PCs to Interactive TelevisionFrom Laptops to mobile phones, PsP and iphone ipod and ipad devisesGaming devises such as as xbox ps3, wiiA lot of distractions and each one has a different user experience and how the user interacts with the device is =differentIf the usage of product is different than content and experiences in additon to advertising should
  • The measurement and accountability mandate will intensify demand for lower-cost, more efficient media.Media fragmentation will force marketers to target their messages to ever smaller niche audiences.Digital technologies are creating new opportunities for firms to self-market, such as a company’s own Website, online videos, e-mailmarketing to existing customers and so forth. These channels end up bypassing paid media such as yellow pages and direct mail.There will be a continued emphasis on “earned media,” such as on social networks and other consumer-generated community platforms. This will also siphon dollars away from paid media.
  • http://public.yahoo.com/~aklish/properties/movies/disney/alice_in_wonderland.htm
  • Research & Compare :Vacation Destinations, Air Fares + Hotels, Weather ForecastExplore & Uncover: Entertainment / Nightlife, History and Culture, Best of: Beaches to SlopesReflect & Dream: Read Traveler Reviews, Join Chat for quick tips, Join Groups for “must see”Share & Inspire: Update Blog+Upload photos, Email family + friends, Write reviews
  • Due to increasingly empowered consumers and further advances in technology, look for media to become more:Distributed—the same content will pop up in multiple locations, formats and channels.http://www.emarketer.com/Articles/Print.aspx?1007416 Personalized—media will be tailored to reflect what consumers havewatched, read, experienced and shared. Contextualized—when and where consumers get their information willdictate its content and format, and that, in turn, will shape how theyinteract with and share it.Each of these trends will lead to more precise targeting, which will also reinforce trend No. 2, the stagnation of media spending.
  • Hot topics herePrivacy CHoice is cool firm dedicated to privacy and makes this widget you can check how questionable a site is:  http://blogs.wsj.com/wtk/
  • Vehicles used depend upon media objectives.Brand Awareness – Generating buzz and interest.Success measured by reaching maximum number of prospective consumers via appropriate and complimentary messaging vehicles.Publisher placements within relevant content areas or sitesContent and contextual sponsorshipsPromotionsDirect Response – Driving sales and traffic. Success measured by obtaining a strong number of sales and conversions at a low media costPaid SearchPerformance-basedCo-registrations Sales channel partnershipsPromotionsAffiliate marketing
  • Big Implication for google is yahoo and msn bing combined equals 32% market share http://comscore.com/Press_Events/Press_Releases/2010/7/comScore_Releases_June_2010_U.S._Search_Engine_Rankings
  • Takeaway here is that over the years search has evolvedMultimedia and video is available for consumer right there as they searchLocal information is easier to find with more detail and maps availableCLICK TO CALL
  • Is Wolfram|Alpha a search engine?No. It's a computational knowledge engine: it generates output by doing computations from its own internal knowledge base, instead of searching the web and returning linksWolfram Alpha (styled Wolfram|Alpha) is an answer engine developed by Wolfram Research. It is an online service that answers factual queries directly by computing the answer from structured data, rather than providing a list of documents or web pages that might contain the answer as a search engine would.[4] It was announced in March 2009 by Stephen Wolfram, and was released to the public on May 15, 2009.[1] It was voted the greatest computer innovation of 2009 by Popular Science.[5][6]
  • Pay Per Click (PPC): An advertising pricing model that is based on the advertiser paying for each click on an ad or a search listing. See Cost Per Click. In the PPC search engine model, advertisers can control the ranking or placement order in which their listings appear. The ranking is determined by a bid value placed on the keywords chosen by advertisers to describe their site. The higher an advertisers bid, the higher the site's placement within search results when that term is used in a search query. Search Engine Search Engines help users locate information on the Internet by searching for keywords or phrases. Search Engines create indexes from resource lists or create them by using robots, spiders, crawlers or agents. Each Search Engine obtains its content, categorizes it and displays it using different algorithms and approaches. The most popular Search Engines are supported commercially through paid placement programs. There are hundreds of Search Engines and they frequently link to each other. See Directories.Search Engine Marketing (SEM) Search engine marketing refers to the activities taken to increase the positioning and visibility of sites as well as driving appropriate traffic to sites. These activities include writing appropriate titles/descriptions, designing landing pages to convert those visitors to customers or incent them to take some action, developing correct site architecture to improve a site’s rankings by “natural” search engine spiders and algorithms and purchasing performance-based placements or ads, such as pay per click and paid inclusion, to ensure a higher placement in the search engine results. See Search Engine Optimization and Search Results.Search Engine Optimization (SEO) Search engine optimization (SEO) is the process of making the pages of a site more easily reached and searched by search engines spiders. By emphasizing key topics relating to a specific site and selecting relevant keywords (words or phrases) as well as other techniques, SEO activities will help (but not guarantee) that a site places higher on the results page when those keywords or phrases are used by a Web searcher.Search Engine Placement Search engine placement refers to the position of a site within a search engine or directory. Higher placement can be achieved through search engine optimization or through paid placements. See Paid Placement. Search Results Search results are the listings that are displayed when a user fills in a search query box. On some search engines, the results page will list both the natural listings and the paid listings. With the pay-per-click model, the search results are displayed in rank order, based on the amount of the bid paid by the advertiser
  • Their reported net US ad revenues in Q1 2010 show that marketers spent nearly 60% of all Internet ad dollars at those four Web companies alone.However, the market is clearly imbalanced, with Google’s 38.3% share almost twice that of the other three portals combined
  • In one day you can reach 114MM Unique Users with a rich portal ad execution buy
  • AOL Video Wall http://adplatform.unicast.com/fuse/external/preview.jsp?enc=uogMGofeeegcMtocggUMFhttp://public.yahoo.com/~wwwads/archives/discovery_networks/100321/
  • Vertical vs, HorizontalThose that own their own inventory across multiple sites and sell them as a "vertical network," and those that don't own any content but operate like a Priceline or Hotwire for online ads. The latter are horizontal networks, which take the millions of unsold ad impressions available at any time of day and sell them A good example would be Martha Stewart Living's Omnimedia (MSLO). This company owns all of the Martha Stewart-branded sites plus WholeLiving.com and Pingg.com. A rep from MSLO can offer you inventory across all of these sites and create a custom program, often with custom ad content or packages within these sites.Horizontal like Specific Media, 24/7, Specific MediaDemand-Side Platforms (DSPs): These allow buyers of media to optimize their ROI by providing a way to bid and set business rules around campaign buys. A lot of the networks are DSPs or say they offer DSP servicesData providers & aggregators: These data providers supplement the services of Exchanges, DSPs, and ad networks by providing data which agencies and advertisers can use to better understand audience, attention, and reach. Affiliate networks serve another niche –merchants may provide a share of revenue from products sold or visitors/customers identified as brought to the merchant by the publisher’s efforts. Take awaysMarketers should make a decision based on goals and objectives, rather than choose a company based on classification Real-time bidding increases efficiency, but marketers must understand why they are bidding Understand where data come from, and how providers package the segments within the segmentsAudience targeting: Understanding what data are, where they come from, and their segmentation a-priorityReal-time bidding: You're bidding on an impression because...Ad visibility: It's 10 o'clock, do you know where your ad is?Managing your own cookie pool: Sweet, now what?Optimization, optimization, optimization
  • Transparency should exist for inventory sources, publisher relationships, content types, and ad placement details. - Advertisers should be presented with content categories that are universally defined in the industry. - Categories of illegal content should be defined or labeled. An example: content that infringes a copyright and thereby should be marked as prohibited for sale. - Under the industry organization's provisions, ad networks should rate content for audience segments. - Data disclosure terms should be outlined for off-site behavioral targeting and third-party data. Companies should provide for IAB training of appointed compliance officers in each certified network or exchange. Increasingly, brands have asked for more transparency from networks, exchanges, agencies, and data brokers so they know exactly what kind of online inventory they are buying for display campaigns. The issue has sometimes proven to be bone of contention between brands and inventory sellers in recent months. But whether the IAB's call for standardization on that front will reap compliance remains to be seen. The new IAB guidelines are its latest effort - and the digital advertising community as a whole - to reel in an industry constantly changing on technological and data fronts. The IAB's move comes as a time when some privacy advocates have called for more stringent measures such as obtaining explicit permission from consumers before receiving targeted ads. These guidelines came three days after the Better Advertising Project went live with its self-policing system, which is supposed to give consumers more control over how they are targeted by advertisers. Microsoft, American Express, AT&T, and several other major marketers have reportedly begun testing the so-called "power eye" system. It entails an icon in the upper right-hand corner of an online ad and looks like a combination of an eye and a power button. Viewers who mouse over the icon will see the data that was employed to target the ad, as well as the chance to opt-out of future targeting by those companies
  • Online Video is Used as a TV Screen, When the TV isn’t Available85% of the total U.S. Internet audience viewed online videoU.S. Internet users viewed 31 billion online videos during the month of March, 2009More than 180 million U.S. Internet users watched video in March, 2009
  • Not sure if the header for this chart is correct. Also, the legend may be mis-labled
  • Television advertising was significantly more effective among viewers who were also previously exposed to in-stream ads for the same brand/products
  • In May, Tremor Media ranked as the top video ad network with a potential reach of 56.2% of the total video viewing audience, while ScanScout Network ranked second with a potential reach of 54.3%.B’cast extensions like HULU, NBC, CBS, FOX, ABC, etc are very expensive to buy, provide lower impression/reach and are challenged with massive scale.Ad networks like TM provide scale comparable to that of TV at highly efficient rates which are substantially lower than portals or b’cast extension sponsorships. Add’l PRO’s – TM provides FREE creative servicesTM provides FREE rich media/video serving fees TM provides FREE research studiesTM provides network integrity with our partnerships: DoubleVerify & ContentWatchHigher performance through daily optimizationAlthough integration may be a challenge, we offer and drive innovation with both our colleagues in the network space and b’cast extension partners, TM is a leader in both Rich Media and Video driven solutions Creative cost modeling too – i.e. choose CPM, CPC, CPV, CPVC – is big right now.  Also, another pro is creative services. Fr Cons – clients have difficult finding their ads!
  • Branded entertainment, also known as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. The purpose of a branded entertainment program is to give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program.Branded content is not product placement’“branded content is integrating your brand with content in an organic way,” almost as if viewers don’t even notice it’s happening. Another way to think of it, “Branded content is content that delivers a marketing message in a way that consumers accept rather than reject,” Electus: New production company created by Ben Silverman, former NBC Head of Programming.Reveille: Top Hollywood production company behind such hits as The Office, The Biggest Loser, and Ugly Betty.Group M:Innovative WPP Agency behind many branded entertainment successes, like In The Motherhood.Ogilvy has an entire unit dedicated to entertainment marketing based in Los Angeles. Web Video Big PlayersHulu professional and TV contentYoutube – user generated contentAmanda Congdon from RocketboomChocolate RainJessica Rose of lonelygirl15,  Builds brand equity and drives performance Branded Ent Challenges:figuring out how to create content that not only resonates with consumers but also builds brand equity. content distribution and development of a sensible content distribution strategy. consumers would stay engaged with the content over a longer period of time. measurement. Content distribution cannot be measured purely by reach and frequency. Engagement and depth of interaction must also be taken into consideration. With few benchmarks available, marketers and media agencies are struggling to develop adequate measures for assessing the success of a campaign. However, as more brands become content creators, it is only a matter of time until more accurate measurement tools will be available. At the moment, campaign engagement and buzz should be good indicators.   My favorite Branded Entertainment example started with a web program, that turned into a news story, that is now being turned into a TV show and possibly a movie.  It’s called Gatorade Replay.  Gatorade wanted to focus more on everyday athletes than on the Michael Jordan’s of the world to try and broaden their market.  At the same time, they wanted to encourage older people to get back in shape and still continue to be athletes – adding more potential Gatorade drinkers to the mix.  Their idea was a program, event, show, PR bonanza where they sponsored the rematch of a high school football game that ended in a tie 20 years after the game took place.  Check out the trailer for the program here. One note on Best Practices. I think you need something about “the content.”  To me it’s still unfortunately an overlooked component to B.E. (bad B.E.) development.  If the show isn’t good, nothing else will matter.  The best branded entertainment endeavors have at their core, kick-ass content that could stand on it’s own without an advertiser (and media dollars) attached to it.  For example, that Gatorade program is incredibly compelling without Gatorade involved (though it could never exist otherwise). 
  • Magazines point:We have not seen this yet, but this is the anticipated move within the Mobile/Digital Space. The Audit Bureau of Circulations (ABC) recently ruled that magazine publishers in the US and Canada will not need to make their digital edition layout identical to their print edition, but will be able to combine the circulation of both in one overall figure. They’ll be freer with format, like the ancticipated format of the Motion Magazine.
  • RIM still dominates the smart phone market with 13.9MM phones versus Apple’s 10.7MM phones that span their different models – moreso due to the fact that RIM is compatible with more carriers. The Phones called out in the slide speak to the specific devices, not the collective manufacturers’ market share.
  • Mobile Marketer, February 5, 2010 : Mobile ad campaign norms were 4.5 to 5 times more effective than online in awareness, purchase intent, and brand favorability.
  • AdmobMillennial MediaGoogleMSNYahoo
  • More brands will invest in mobile, and buzz around applications will continue.The mobile Internet will be bigger than you think. The support of Flash and the improvement in mobile technologies like HTML5 The controversial “Net neutrality” debate will move to mobile “fat pipes,” and 3G networks at the end of 2010.4 Innovation in mobile payments will accelerate. Google will shake up the mobile navigation business. Social Computing and mobile phones will expand their love affair. Live mobile TV will be hyped .Fragmentation Is Here To StayGoogle’s Android will gain traction but will also be a fragmented platform. Application stores will continue to flourish, but none will replicate Apple’s success in 2010.http://www.imediaconnection.com/content/25602.asp
  • TIPS from ( Forrester: Three Steps To Measuring Social Media Marketing October 29, 2009) Keep marketing objectives in mindConsider what types of metrics signal successFocus on user reach and impactMeausure user reach, impact, volume of participation and quality of participation
  • Note: Includes Websites where social networking is the primary activity (e.g., MySpace, Facebook); social networks linked to portals such as Google or Yahoo!; and niche social networks devoted to a specific hobby or interest. Does not include virtual worlds, YouTube or marketer-owned social networks. Figures cover display, video, search and other forms of paid advertising appearing within social networks and widgets/applications. Figures do not include fees paid to develop and maintain social network profile pages or branded widgets and applications.
  • Uploading photos to share with friends is a key social media activityOnline customer reviews are very influential, especially for young people
  •  1) Sites like AOL are practically repositioning themselves based on user generated content, powering their editorial with articles from SEED.com and recently acquired DEMAND MEDIA2) I heard a stat that the hour of user generated videos on the web ad up to more time than all tv shows filmed since the advent of tv 
  • Will Facebook replace email and direct marketing?Social context increases effectiveness: 68% lift in ad recall, 2X increase in message awareness and 4x increase in purchase intentOur media and platform is unique because it drives social advocacy at scale.   Social advocacy is what drives influence and the platform drives organic distribution increasing each program's efficiency.http://www.facebook.com/video/video.php?v=10150228703690484547,262 Facebook fans love EAT PRAY LOVE page
  • MySpace is a platform for discovery and self expression---a place to discover and be discovered....it is about what youre into, not what youre up to.  In fact we are no longer A Place for Friends....dropped from the logo.  In fact many of your "friends" may not be known personally to you; rather people who are connecting with each other based on common interests...music for example.  However, we truly are a destination for ALL THINGS pop culture...not just music...movies, video, games, tv etc.  It's not people you may know on Myspace, it's 'people you should know'.  I think these are some of clearest ways to distinguish our brand from FB, for your audience.things like rock the space and the step up programs we have run, it's our users who ultimately vote and select the winning band or the winning entry to appear in step up movies (or soundtrack...I dont exactly recall how these have gone down)...so they are truly engaging of the myspace audience MYSPACE MUSIC: Toyota MusicSponsored by Toyota.Sweepstakes contest for a MySpace Records contractUGCAbility to upload content and design your album cover Free Mp3 downloads provided by Music InteractiveNew artist promotion each week Fresh FacesSponsored by Wendy’s.Original video performances and behind the scenes video webisodes documenting specific new/emerging artists Video Archive feature to promote older webisodesChance to win Myspace Records deal URL specific to advertiser’s MySpace page
  • Understanding the Value of a Social Media Impression APRIL 2010Ad campaigns seed the creation of “earned “or “viral” media Social advocacy and earned impressions can impact consumers by: Making them more likely to notice ad (ad recall) Taking away ad message (awareness) Increasing interest in making a purchaseAs you’ve no doubt already concluded in your own media strategy sessions, buying social media is different than buying standard online media. It’s critical that we understand advertising not just in terms of paid media, but also in terms of how earned mediaand social advocacy contribute to campaigns. Social advocacy and earned impressions can impact consumers in three important ways: by making them more likely to noticean ad (ad recall), to take away its message (awareness), and to increase their interest in making a purchase (purchase intent).The next step is to expand this understanding to offline sales and long-term brand value. .The concept of earned media is not a new one; it’s been part of public relations for years. Historically, we looked at the number of times a brand or press release was mentioned on the nightly news, the front page of a newspaper or even in a movie or TV program. The key is that the brand did not pay for the placement and that the brand message was interesting, entertaining or newsworthy enough that the media outlet used it as part of its product voluntarily
  • http://www.youtube.com/user/ArcadeFireVEVO?v=diK1tZOXgDk&feature=pyv&ad=5194615673&kw=arcade%20firehttp://services.google.com/advertisers/us/media/youtubeadvertisinghttp://www.youtube.com/BKMT turned me onto this site (http://services.google.com/advertisers/us/media/youtubeadvertising) where YouTube walks potential advertisers through their opportunities. At the very bottom of the page is a link that will expand a branded entertainment section (“Integrate, associate or co-create with YouTube programs and branded entertainment”), which shows an awesome BE case study for their Project Direct deal with HP. They have links to four of their BE programs:  http://www.youtube.com/BKhttp://www.youtube.com/ProjectDirecthttp://www.youtube.com/Sketchies2
  • Facebook'senabling content publishers to offer social features. such as adding a "like" button embedded in content. Pandora is leveraging Open Graph to facilitate the sharing of music and discoveries between friends. Capabilities include:The Huffington Post has socialized its content by offering a "Hot on Facebook" module, a "what your friends are reading" module, and a "like" button on most stories. Newspaper sites are incorporating a sort of "your news" box that lists the latest "news" you have received on Facebook. Here's the version on The Washington Post's website.Promoted Tweets debut The big news on Twitter is Promoted Tweets. These are sponsored tweets that appear in the Twitter Search results. Twitter announced Sponsored Tweets and its charter sponsor list (Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America) in April. More recently, Twitter altered its terms of service to ban the Twitter platforms and third parties from embedding sponsored tweets into users' tweet streams. UnFacebooks and user controlPartly as a response to concerns about Facebook's privacy missteps, a number of alternative social networks are attracting attention. From tech blogs to Elle.com, the UnFacebooks are a popular story.  Orkut, MySpace, and Friendster are also trying to capitalize on Facebook's stumbles. Pip.io lets users define different "rooms" of people that they want to share information with. Users can also define if they want one- or two-way communications with their rooms. The biggest proportion of online dollars goes to search, so let's take a look at some of the "new" social search offerings:Mahalo bills itself as a human-powered search engine that combines machine results with expert and consumer recommendations. From its beginnings as a search-focused entity, it has now added a lively Mahalo Answers section and Mahalo How To, where experts help users accomplish tasks.Wowd (disclosure: a Catalyst:SF client) helps users understand what content is popular now and what content users like best. Users download the application, and conduct searches that reveal:The portals (and Meebo)Yahoo is leveraging social content from its own sources as well as third parties like Facebook. Apparently, Instead it blends the information available from existing platforms to enrich Yahoo channels.On the other end of the spectrum, Google is still trying to create a homegrown social platform to help it become a leader in providing social content. One of the more interesting integrations is its flavor of social search. By linking your Google profile to social platforms, you get search results that include comments and content from connections. Microsoft's strategy sits between these two poles, though it's closer to Yahoo's. Bing is leveraging existing third-party communities to socialize search results. Now tweets, blog posts, and shared links are incorporated in results. But Bing is also striving to create unique social-centered experiences. One example is how it integrated social into Bing Shopping. According to its blog, "With a single click you can ask for advice from your friends on Facebook and followers on Twitter for their take on a product you saw on Bing Shopping."  Meebo's strategy is to focus on its strength in instantaneous sharing to carve out social territory. Its new "Meebo Bar" offers publishers an easy way to socialize content and promote virality. This ad-supported bar appears when a Meebo user visits a bar-enabled site. Users can send pages and content via IM of course, but also through email, Facebook, Twitter, Google Buzz, and Yahoo. ConclusionSharing content and opinions is something consumers seem to want in many of their web experiences, not just on specific social sites. How some of these companies and platforms will work with marketers, or indeed if they will work with marketers, remains to be seen. But consumers show a marked unwillingness to pay for content, so my guess is that many of these companies will be a-knockin' on our doors before long. That doesn't mean that they will work with us using the classic advertising model, though. I would be remiss not to mention blogs as the "sleeper" of social. It seems that these high-quality, high-passion, high-depth environments often get overlooked by marketers. While social nets and Twitter can offer us enormous reach, so can blogs, many of which offer the added benefit of expert perspective and depth of content. They may not be the shiniest of the social objects, but in my view brands would do well to spend more time and attention on them.An article like this omits other good companies and developments. If you are working on something that is more real than vapor and want me to talk about it as a follow-up, send me an email through PeopleConnection. If I like it, I will be happy to follow up with a brief piece about you in the blog section of this site.
  •  For this its interesting to note that newspapers sites like SF Gate, SJMN, etc have also  become resellers of everything from Google Ad Words to email lists!
  •  For this its interesting to note that newspapers sites like SF Gate, SJMN, etc have also  become resellers of everything from Google Ad Words to email lists!
  • Ad Servers – Doubleclick, Mediaplex, Atlas DMT big playersBT – Tacoda etcTracking SoftwareContent ManagementBlog and social media managementSearch Engines will display advertisers search ads on the web pages of content sites that have signed up as publishing partners, and are deemed relevant for the advertisers ads.There are many companies who offer these services, some are: Overture’s Precision Match Google’s AdwordWeekly Examples of Contextual Advertising Inventory:Over 500MM entertainment pageviews per weekOver 2MM entertainment content ad clicks per weekNew graphical ad formats for AdWords (IAB standards)KanoodleValueclickTacoda
  • There are many types of rich media executions. The following are the most widely used:Interactive Polls Ad units that use various types of trivia questions to interact, engage, and qualify usersExpandable BannerFlash banner that launches multiple panels and/or floating ads from a banner via click, mouseover or auto-initiationPolite/Interactive Banner Flash banner ad that allows very large file sizes due to polite and sequential downloading and proprietary compression technologyVideo Ad An in-stream ad format that serves video-based ads into video content streams and can be enhanced with interactivity/animationFloating Ad/Full Page OverlayAds that move within a transparent layer over a page and play within a limited areaFull-Page PlacementsAn ad image that replaces the web page background or takes over most of the page
  • Also technologies like TUmri http://www.tumri.com/and Terascent good for your dynamic ad change section (page 108 on)http://richmedia.aol.com/http://advertising.microsoft.com/rich-media-and-videohttp://www.facebook.com/adtakeoverhttp://www.facebook.com/ads/create/ http://www.youtube.com/t/advertising_partnershttp://www.youtube.com/t/advertising_programshttp://www.google.com/adwords/gadgetads/gallery.htmlhttp://www.doubleclick.com/insight/gallery/index.html http://atlasrichmedia.com/index.php?page=showcase http://www.pointroll.com/showcase.html http://www.eyewonder.com/showcase.php http://www.unicast.com/Showcase.aspx http://www.interpolls.com
  • Targeting: Demo, Behavioral, ContextualRich Media Acceptance (IAB Standard Ad SizesMedia Stunts: Sponsorships, Roadblocks, Takeovers, Site SkinsExtensions: Editorial, Viral, Sweepstakes, Quizzes, content integration, wireless and morePlatforms: Wireless, digital devices,VODROI Reporting: After a program has launched planners want to know metrics such as views, streams viewed, time spent, clicks, etcBig Ideas Some excerpts from media RFPsAny out of the box or “first” time opportunities can be included for considerationExtra budget for “out of the box” promotions, including any online / offline incentives promotions.If you have custom opportunities/integration that is somewhat above the budget, please let us know what it is – special budget increases may be given for exceptional programsIt’s not the big idea but the big idea that works on your site and is relevant to your brand.Cheap CPMSMedia Planners are looking atLine item CPMs - each specific placementOverall effective CPM of the siteOverall effective CPM of their entire media planResearchDoes your site have the right demographics?Does your site index for certain behaviors for example: attend movies, plan to buy a car, play video games, pay bills online etc?How much reach does your site have and what is the composition and index for certain demographics?Does your site have case studies which showcase results ?High SOVHigh Share of Voice usually means 100% share of voice for advertiser on the page however on some sites 50% Share of voice is also acceptedExamples Include:RoadblocksHomepage roadblocksHomepage InterstitialsTargeting Contextual and behavioralTargeting means no wasted impressions, higher media efficiency and because with the web you can…DemographicBehavioralContextual/AffinityRich Media AcceptanceTo keep costs low advertisers usually come up with 2-3 rich media executions. When sending out proposals, they are looking for sites that accept these executions.Rich media acceptance can entail expandable, floating, video and many more placementsIAB StandardsAs Internet advertising started to take off, media buying was complicated by dimensions and formats varying by publisherIncreased production costs and timeHundreds of units per campaignManual trafficking; all tracking on publisher sideAdapting messaging to multiple sizesProduction costs influencing buyer decision-makingCreation of perception that Internet advertising is “over-complicated”RoadblocksDefinition A single advertiser's ads fill all the primary ad positions on the page within select Section or on a single section front page. Objective is to obtain maximum visibility, increase brand awareness and recall levels, while targeting an audience within relevant content sections. Roadblocks are also sometimes called “page takeovers.” Placement Characteristics Complete Share of Voice on the page/section. You can only define roadblocks in the context of where and when the ads appear on any given site. Prominent placements (728x90, 120x600, 160x600, 300x250, 250x250) in one section/pageHow its BoughtRoadblocks are either purchased on a flat fee/time period basis or CPM per all placements.Example: 1MM impressions evenly split among three dimensions on one pageGenerally speaking, impressions for each unit is served separately. It is only the placement that qualifies the ads are roadblocks are not. Degrees of Measurement CPM per impressionApply same CPM dollar value to all sizes appearing on the same page. SponsorshipsDefined Unlike traditional ad displays, generally occur when an advertiser pays to advertise on all or most of a specific section of a website or email newsletter. Not all sponsorships are created equal. The degree in which content or sections are sponsored depends on the site’s own construct. Placement CharacteristicsAdvertisers’ logo is displayed with “sponsored by” messagingIf page ad placements match the “sponsored by” advertiser, than the page/section can be classified as a sponsorship. Special content sections focused on centralized topics, themes or seasonal eventsA sponsorship may take the form of traditional advertising banners, integrated sponsored content, text messages ("this section sponsored by...") or the like. Advertisers usually prefer the sponsorship model when a website offers content related to, but not competitive with, the products or services offered by the sponsoring company. Media Buy ConstructPurchased for a specified period of time at a flat rate. Ads associated with a sponsorship are included in the fee.Publisher will sometimes serve ‘co-branded’ units to drive traffic to the sponsored page sections. Degrees of Measurement CPM per impressionApply same CPM dollar value to all sizes appearing on the same page.    
  • Content integration could mean, video, blogs, articles, content aggregation against a certain topic
  • Planners look for the following metrics for media campaigns:Reach & Frequency Click through RatesInteraction Rates/Time Spent aka EngagementPurchase behaviorRepeat visitor ratiosView through activityLatency activity ReachUnduplicated/Duplicated AudienceIntegrated media plans require more reporting such as:Editorial Coverage/PlacementsScreen shotsContent downloadsStreamsTime SpentOpt insViral Pass Along
  • Augmented Reality Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtualcomputer-generated imageryImagine scanning your pic and body size intro dresses for shoppingBeing plopped into a virtual worldAllows social networks, geo tracking and virtual words to convergeDatabase IntentionSocial Games – 200 Million people play social games. Online games second most popular activity after social (just surpassed email)Zenga, social gameso n ipad, Disney paid $500M to buy social game co Playdom40% of 500M users of Facebook play social gamesBarcode Reader/Code Scanner AppsThrough iphone and android – mobile barcodes to direct contacts to vcard, facebook or recommended sitesAT&T doing some tests with consumersEntertainment companies delivering promotional or added value contentGeo- Local:Foursquaregeo-local technology (like Foursqaure), social games and iPad.Users broadcast locations through geo aware mobile devicesUsers get points for check ins and bades for bragging rightsAttracts early adopters and vocal segmentsMarketers have the opportunity to connect online campaigns to the last 50 FeetCompanies can place widgets on their sitesLoyalty programs and grass roots marketering – rewarding users who are vocalPlace POP platform with iphone application to distribute virtual custom branded loyalty cards – swipe your iphone at venue at get discountIpad EntertainmentGames, movies, Trailers, Content3D – online mobile & outdoor Augmented Reality http://www.imediaconnection.com/content/25256.asp Database Intentions http://battellemedia.com/archives/2010/03/the_database_of_intentions_is_far_larger_than_i_thoughtBarcode Reader http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133056&nid=117157 Social Gaming http://www.washingtonpost.com/wp-dyn/content/article/2010/08/02/AR2010080203336_pf.html Foursquare http://www.imediaconnection.com/content/25745.aspShoplocal http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133092&nid=117157 Mobile phone loyalty programs – its beyond just “checking in” – campaigns like ScoutMob, Groupon, Living Social and even Placepop are finding ways to use mobile technology to get people into their stores!  Here’s a story on PlacePophttp://techcrunch.com/2010/07/30/placepop-looks-to-give-any-business-its-own-rewards-program-raises-1-4m/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+%28TechCrunch%29
  • http://advertising.yahoo.com/http://advertising.aol.com/http://advertising.microsoft.com/homehttp://www.facebook.com/home.php#!/adtakeover?ref=tshttp://richmedia.aol.com/http://advertising.microsoft.com/rich-media-and-videohttp://www.youtube.com/t/advertising_partnershttp://www.youtube.com/t/advertising_programshttp://www.google.com/adwords/gadgetads/gallery.htmlhttp://www.doubleclick.com/insight/gallery/index.html http://atlasrichmedia.com/index.php?page=showcase
  • http://www.thinkla.org/http://www.aaaa.org/http://www.iab.net/insights_research/1494http://www.online-publishers.org/
  • http://www.laredogroup.com/public-training/index.asp
  • AT&T was the first to dish over some money to HotWired to display the beast they created, a 468 x 60 banner that came to life on October 25 1994.The world's first banner was quite the ugly thing as seen below and clicking it will lead you nowhere, but just in case you really have the urge to click the world's first banner ad we've linked it to a link worthy of your intelligence.Commercial Ad that went with it http://adland.tv/commercials/att-you-willmarket-1994-030-usa A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece. Affiliates earn money usually on a CPC (cost per click) basis. For every unique user click on the ad, the affiliate earns money.
  • Transcript

    • 1. Digital 101Presented by Marian Thomas for
    • 2. Agenda Section 1 › State of Media › Media Trends › Why Online? › Q&A Section 2 › Terms/Terminology › Brand vs. Direct › Media Property Types › Q&A Section 3 › Technology › Tools › Tactics › Reference Materials › Q&A
    • 3. SECTION 1 Media Trends Online Universe Why Online
    • 4. Media Trends
    • 5. This Doesn’t Happen Anymore…
    • 6. And we are multitasking…
    • 7. Evolution of DistractionsTV HD TV DVR/TIVO DVD Player Interactive TV Desktop PC Laptop PlayStation 3 Xbox 360 Nintendo Wii PSP ipod Nintendo DS Mobile Phone iphone Google Droid ipad
    • 8. Harder to Find Scale on TV alone1978/79: ―All in the Family‖; Rating 30.5 1986/87: ―The Cosby Show‖; Rating 25.3 1998/99: ―E.R‖; Rating 17.8 2009/2010: ―American Idol‖; Rating 9.1
    • 9. DVR Usage Continues to Increase 35% of U.S. Households own a DVR (40MM)Source: emarketer 2010 9
    • 10. DVR Usage Continues to Increase 41% projected to own a DVR In 2012 (48MM U.S.)Source: emarketer June 2008 10
    • 11. R.I.P. Newspapers? PERCENTAGE OF U.S. POPULATION AGE 18+ Since 2000: • Internet usage has jumped +61% • Sunday newspaper readership has declined - 20% • Daily newspaper readership has declined - 19%Source: Mediamark Research, Inc., US Adults 18+, Spring 2000 to Spring 2009
    • 12. Over Half of Consumers are Simultaneously Online and Watching TV M-F 6p-9p / Adults 25-541 Media Consumption Level By Usage Quintile2 Minutes Spent Online (Bars) 30 600 (Line) Minutes Watched TV Internet 25 TV 500 57% 20 15 10 400 300 200 5 100 Simultaneous 0 0 Heaviest Users Lightest Users Non Viewer Internet + TV USAGE CONTINUUMSource: 1Knowledge Networks SRI, Fall studies, 2 Nielsen TV/Internet Convergence Research Panel Reporting
    • 13. Consumers Have More Than Doubled Their Time Online Magazine 2006 Other 2009 Magazine Other Newspaper2% 3% 2% 6% 3% Newspaper 2% Online 18% Online 25% Radio Radio 19% 24% Television Television 50% 46% Total Hours = 64.6 Total Hours = 72.3 % Change, 2006 to 2009 Internet TV Radio Magazine Newspaper Other 51% 7% -14% -19% -1% 100%Source: SRI Knowledge Networks, Fall 2006 and Fall 2009. Due to SRI’s changeto on-line panel measurement beginning with the Spring 2009 study, personsaged 12 will no longer be measured. The new sample frame now covers Persons13 through 64.
    • 14. Yet, Marketing Budgets Have Historically Been Disproportionate to Consumers’ Media Time Q: In a typical week, how many hours do you spend doing each of the following? % of Ad Spending % of Total Media Time Individuals Spend in a Typical WeekSource: Forrester Research, North American Technographics Benchmark Survey, 2009Base: US Adults
    • 15. Interactive Marketing Budgets are Now Growing at the Expense of Traditional Media Q: How will you fund increases in your company’s Q: Which of the following traditional marketing budgets will you interactive marketing budget? decrease in order to fund increased interactive marketing? % of Marketing who indicated the following (multiple 2009 responses accepted) Will increase budget for interactive by shifting money away from traditional marketing 52% Will increase budget for interactive with no budget change to traditional marketing 15% Will increase budget for both interactive and traditional 14% Have no plans to increase interactive marketing budget 7% Don’t know 8%Source: Forrester Research, ―US Interactive Marketing Forecast, 2009 to 2014‖, July 2009Base: 204 marketers
    • 16. Overall U.S. Media Spending Is Down Even post recession, aggregate media dollars will fail to return to former levels. (eMarketer CEO Geoff Ramsey 2010 Predications) $191.7 US Total Media Advertising Spending, 2008-2014 (billions) $178.8 $174.8 $176.5 $166.5 $168.3 $162.8 2008 2009 2010 2011 2012 2013 2014Source: eMarketer May 2010
    • 17. Online Is More Than Just Advertising There are ―alternative media channels‖ to raise awareness and drive sales online Marketing Public Relations Promotions Affiliate Marketing Grass Roots Marketing Sponsorships Relationship Marketing
    • 18. Trend: Marketing Drawing Budgets Away from Advertising  Advertising budgets are in competition with marketing budgets for programs such as:  Social networks  Custom videos on brand’s website  E-mailSource: eMarketer US Ad Spending June 2010
    • 19. Internet Marketing & Advertising Tactics U.S. Marketers Spent the Most on in 2009 (% respondents) E-mail marketing 50.2% E-mail newsletters 29.9% Paid search ads 26.0% Search engine optimization 24.6% Display ads on Websites 23.6% Offsite social media (Facebook, Linked in) 12.7% Webinars 10.3% Corporate blogs 6.7% Viral or word-of-mouth campaigns 6.7% Online sweepstakes or contests 5.6%Source: Chief Marketer *2010 Interactive Survey April 2010
    • 20. Areas of Marketing Spending Growth Online marketing 24.6% CRM 26.0% Brand building 29.9% Overall marketing 50.2% -2.5% Traditional advertisingSource: Duke University School of Business, ―The CMO Survey‖ February 2010
    • 21. Ad Spending by Format
    • 22. Why Online?
    • 23. Why Online?  Internet is mainstream—and rising. Has the ability to reach millions in a one day!  Internet delivers better targeting.  Internet increases media efficiency.  Online can complement TV and increase overall ad effectiveness  Online has a wide creative canvas  Consumers mesh media to personalize their experience and gather more relevant information  Online advertising is powerful driver of search
    • 24. Why Online? 24-Hour High Reach Interactive ImpactGoogle Homepage MSN Homepage Facebook Homepage43MM Unique Users/Day 22MM Unique Users/Day 40M Unique Users/Day Combined Reaching 163MM Unique Users Per DayYahoo Homepage Myspace Homepage AOL Homepage38MM Unique Users/Day 13MMUnique Users/Day 15MM Unique Users/DaySource: Comscore May 2010
    • 25. Increase the Efficiency of TV by Adding Online 4 week flight Impact of Broadcast TV Only 10% shift to Internet 15% shift to Internet 20% shift to Internet Adults 25-54 20% Shift TV $ spent $5,000,000 $4,500,000 $4,250,000 $4,000,000 - Internet $ spent $0 $500,000 $750,000 $1,000,000 - Total $ spent $5,000,000 $5,000,000 $5,000,000 $5,000,000 - Impressions 155 million 185 million 205 million 215 million +39% Actual reach 51.2 million 69.4 million 74.5 million 77.2 million +51% GRPs per week 31 37 41 43 +39% Total Reach 41% 56% 60% 62% + 21% pts. Avg. Frequency 3.0 2.7 2.7 2.8 -0.2 pt Average $CPM $32.00 $26.89 $24.83 $23.21 -27%Source: SRI-Knowledge Networks, Media Mentor; Fall 2009. Adults 25-54TV CPMs based on Averages from TNS, Sep 09-May 10, Broadcast Primetime TV $32 CPM,Online $11 CPM – 4 week flight
    • 26. Online Can Complement TV and Increase Overall Ad Effectiveness IAB/Thinkbox Study Findings: • Using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. • Using TV and online together results in 47% more positivity about a brand than using either in isolation. • The likelihood of buying or using a product increases by more than 50% when TV and online are used together. • Almost a third of 18-24 year olds around the world regularly talk about brands in online forums or discussion boards.Source: IAB / Thinkbox ―TV & Online: Better Together‖http://www.thinkbox.tv/server/show/nav.1019
    • 27. Online Has a Vast Creative CanvasRecent Online Ad (2010) Alice inWonderland
    • 28. Display Advertising is a Powerful Driver of Search  After being exposed to a display ad, consumers were: › 136% more likely to search the brand’s keywords › 86% more likely to click on a sponsored text ad › 140% more likely to click on an organic linkGoogle/ComScore panel.
    • 29. OnlineOnline Universe Universe
    • 30. DVR Usage Continues to Increase 71% of U.S. consumers are online(221MM)Source: eMarketer, February 2010 30
    • 31. Internet Reaches Key Demographic Segments Adults Kids &Teens Young Age 18-49 Age 2-17 Women Women Age 18-34 Boomers 43MM Young Men Moms Age 45-64 Males Age 18-34 Women 25-54 with Kids 128MM 35MM 37MM 33MMSource: Comscore June 2010 51MM
    • 32. What Do Consumers Do Online? Gather Information Search Communicate Email Messenger Social Media and Communities Consume Content News, Sports, Finance, Entertainment and more Perform Tasks Online Banking Paying Bills Shopping Personalize Their Experiences Social Customized Sites Groups
    • 33. Top Trending Online Behaviors
    • 34. Media & Content Trends Contextualized Distributed Personalized
    • 35. Questions?
    • 36. SECTION 2 Terminology Brand vs. Direct Media Property Types
    • 37. Important Terms: Page Views Page Views(PV): The successful transmittal of the page (fully downloaded) to the users’ browser. 1st page view 2nd page view A user goes to Yahoo! homepage (1st page view) then once user clicks on article they go to the second page view
    • 38. Important Terms: ImpressionsAd Impression: The metric a site uses for measuring and reporting ad inventory. Ad impressions can be counted by the ad server as aresult of an ad request or be counted at the delivery of an ad from the ad server to the browser. The recently established standard callsfor this measurement to be the count at the latest point possible in the process of delivering the creative material to the user’s browser. 1 2 4 Ad Impressions on Page 3 3 Promotional Impressions on Page 4
    • 39. Important Terms: Ad FrequencyAd Frequency: The number of times an ad is delivered to the same browser in a single session or time period.Assumed to be exposure to an ad. Frequency caps can be established and managed by the ad server usingcookies to ensure a browser only gets the same ad delivered “X” times. The frequency for email is the intervals atwhich email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc Dr. Herbert Krugman’s benchmark ―three plus‖ theory established a commonly used rule of thumb for minimum frequency levels. It states that three exposures to a TV commercial are needed for effective communication. What is the optimal frequency for online?
    • 40. Important Terms: Hit Outdated Metric Sometime Still Mentioned Hit : The sending of a single file, whether text, graphic, audio or another type. When a page request is made, all elements or files that comprise the page are recorded as hits on a server’s log file; therefore, number of hits is not an appropriate statistic to use for analyzing or comparing sites.Everything on the page below that clicks will get a hit. Over 60 hit opps per person per visit 10 hits if clicked 20 hits if clicked 10 hits if clicked
    • 41. Important Terms: Unique Users Unique Users(UUs): Number of unique individuals or browsers for a given reporting period. Different methods exist for counting unique users/visitors:1) where the user self-identifies through registration, 2) where the user is identified or marked by a cookie or other ID that is attached to his or herbrowser, or 3) the site counts unique IP Addresses accessing its servers. For sites that use cookies or unique IP Addresses, these methods are countingcomputers and browsers and not individuals. Syndicated research data will also include counts of unique users. This is the metric most planners justify sites on – unique users per month, page views and reach
    • 42. Important Terms: Call to ActionCall to Action: Words in an ad (display or email) that entice the reader to do something. A typical call toaction is “click here” or “download now.” Ads with call to action will generally have higher click through rates(CTRs). ―Enter to Win‖ Goal: Drive Traffic and Sweepstakes Entries ―Click here to take the quiz & watch videos‖ Goal: Film Awareness and Drive Traffic ―Learn More‖ Goal: Drive Sales ―Click here now to watch‖ Goal: Drive Traffic
    • 43. Important Terms: Click Through RateClick-Through Rate/(CTR) or Click Rate: CTR’s are calculated by dividing the click-through number bythe number of ad requests or ad impressions. CTR has become a major measure for Internetadcampaign effectiveness and provides a basis for comparison of sites and/or creatives. However, clickrates are not a complete measure of campaign effectiveness (they do not measure user activity past theinitial click or conversions). Click rates should be combined with other measures to determine the realvalue of a campaign. See Return on Investment (ROI). Placement Ad Unit Flighting Impressions Delivered Imps Clicks CTR Client X Cobrands Promoting Title Track Stand Alone 300x100 10/9-11/19 666,667 242,515 158 0.07% Homepage Stand Alone 250x250 10/30-11/5 180,000 181,227 1,034 0.57% Overdrive Video Including Rotating Male Target Video Intros (:15) Beta SP 10/9-11/19 200,000 58,736 4,373 7.45% 250x250 synced w/Video 10/9-11/19 200,000 62,634 177 0.28% 300x100 1x video player mode- 250x250 co ad 2x video player mode- 300x100 co ad Rotational Support Targeted Male 18+ Including Games Takeover 725x423 725x423 10/9-11/19 100,000 35,707 360 1.01% Takeover Leave Behind 300x100/140x105 140x105/300x100 10/9-11/19 75,000 32,282 137 0.42% 250x250 Square 10/9-11/19 400,000 294,995 684 0.23% Stand Alone 300x100 10/9-11/19 1,300,000 897,962 759 0.08% 3,121,667 1,806,058 7,682 0.43%
    • 44. Important Terms: OptimizationOptimization: In ad buying, changes made to a campaign (changing ad units, placement, creative) todrive the highest click-rates or other metrics. In search engine marketing, the changes made to improvea page’s rank. Optimization may include changes to text, title tags, meta tags, body text, etc. Placement Ad Unit Flighting Impressions Delivered Imps Clicks CTR Client X Cobrands Promoting Title Track Stand Alone 300x100 10/9-11/19 666,667 242,515 158 0.07% Homepage Stand Alone 250x250 10/30-11/5 180,000 181,227 1,034 0.57% Overdrive Video Including Rotating Male Target Video Intros (:15) Beta SP 10/9-11/19 200,000 58,736 4,373 7.45% 250x250 synced w/Video 10/9-11/19 200,000 62,634 177 0.28% 300x100 1x video player mode- 250x250 co ad 2x video player mode- 300x100 co ad Rotational Support Targeted Male 18+ Including Games Takeover 725x423 725x423 10/9-11/19 100,000 35,707 360 1.01% Takeover Leave Behind 300x100/140x105 140x105/300x100 10/9-11/19 75,000 32,282 137 0.42% 250x250 Square 10/9-11/19 400,000 294,995 684 0.23% Stand Alone 300x100 10/9-11/19 1,300,000 897,962 759 0.08% 3,121,667 1,806,058 7,682 0.43%
    • 45. Important Terms: Post Click ActivityPost Click Activity: The tracking and measurement of what users do after clicking on an ad unit, suchas completing a transaction or some other activity. This means visitors who see ads and don’t click have a higher probability of purchasing products that users who click. This also means we need to taking click through rates with a grain of salt.
    • 46. Important Terms: CookiesCookies: A cookie is information that a Web server puts in the http header in response toa browser request. The browser stores this information, which allows the site to rememberthe browser in future transactions or requests. Since the Web’s protocol (http) has no wayto remember requests, cookies read and record a user’s browser type and IP address andstore this information on the user’s own computer. Only a server in the domain that storedit can read the cookie. Visitors can accept or deny cookies by changing a setting in theirbrowser preferences. Cookies are what we use to track all the metrics online. Cookies not only help advertisers track user interactions, cookies help websites remember personal information such as credit card info and sign up info. More and more savvy consumers like to delete their cookies from their browsers because of the fear of “big brother” however that number is so small we don’t have to worry it about it now. However, in the future we will need to find a new tracking mechanism.
    • 47. Brand vs. DirectBrand Awareness Direct ResponseGenerating buzz Driving sales andand interest traffic
    • 48. Pricing Models CPM (cost per thousand) CPC (cost per click) CPA (cost per acquisition) Flat Rate Sponsorship CPT (cost per transaction) CPI/CPL (cost per inquiry/lead) CPV (cost per view)
    • 49. Media Property TypesSEARCH AD VIDEO PORTALS VIDEOENGINES NETWORKS NETWORKSBRANDED MOBILE SOCIAL TV SITES PUBLISHERSENT/
    • 50. Search Engines 50
    • 51. Search Market Share
    • 52. Search Engine New Features: Music, Video &Local
    • 53. The Future of Search: Computation
    • 54. The Unique Value of Search Users Participation Passive Active Catalog Mail High Internet Level of Targeting Trade Magazines Search Opt-in E-mail Direct Mail Network TV Low Radio Yellow Pages Billboards
    • 55. Marketing Objectives Met bySearch drive awareness obtain leads drive purchases traffic registrations ROI reach and frequency conversionsPaid Search helps achieve marketing goals
    • 56. Search Marketing Terms PPC (pay per click) SEM (search engine marketing) SEO (search engine optimization) Search Engine Placement
    • 57. Organic (SEO) vs. Paid Listings (SEM)
    • 58. Portals
    • 59. Portal Revenue Trends
    • 60. Portal Reach and Market Share Total Unique Average Daily Portal % Reach Visitors (000) Visitors (000) Total Internet : Total Audience 215,061 100.0 170,604 Portals 214,072 99.5 114,526 Yahoo! Sites 170,221 79.2 63,952 Microsoft Sites 160,846 74.8 56,533 AOL LLC 107,477 50.0 22,458Source: Comscore Key Measures Portals/June 2010
    • 61. Portal Ad Executions Click for Live Demo Click for Live Demo
    • 62. Advertising Networks Pros: • Attractive Pricing • High Reach • Targeted channels and sites • Time Savings •Optimizing to brand metrics •Leverage efficiencies Cons: • Non-Transparency of the site list varies • Quality of sites in the network • Targeted channels may be limited • Few premium sites and integrated placements
    • 63. Types of Ad NetworksVertical vs. HorizontalDemand Side PlatformsData Providers & AggregatorsAffiliate Networks
    • 64. IAB New Guidelines for Ad Networks: June 2010TransparencyDefined content categoriesDefined illegal contentRated content for audience segmentsData disclosure termsIAB trained compliance officers
    • 65. Ad Networks’ Reach yahoo.com Advertising Networks Sites (Unique Users in millions)Uniques Specific Media ValueClick Microsoft AdBrite Google Yahoo! Turn 24/7 AOL FoxReach 86% 86% 85% 81% 76% 73% 73% 73% 70% 69%Source: Comscore Media Metrix June 2010
    • 66. Online Video  85% of the total U.S. Internet audience watch online video  Nearly 2 in 5 Broadband users have watched a video online in the past 24 hours  Pros: Audience Growth, Online Video Usage  U.S. Internet users viewed 31 › increasing. billion online videos during the month of March, 2009 › Increases Brand Effectiveness › More impact that Display and flash ads  More than 180 million U.S. › Increases TV Effectiveness Internet users watched video in › Measurement March, 2009  Challenges: › Getting tv budgets or growing online budgets › Consistent multi screen experiencesData Source: comScore March 2010OVEC September 2009 › Cross Media Measurement
    • 67. Online Video Marketplace & Growth
    • 68. Video Sites Reach yahoo.com Top U.S. Online Video Content Properties by Unique Viewers in May 2010 Google Sites Facebook Viacom Yahoo! Turner Vevo MSN CBS Hulu FoxSource: Comscore Media Metrix May 2010
    • 69. …AND Online Video Comprises Nearly a Third of Time Spent Online By Online Video WatchersData Source: : OVEC September 2009; Please estimate how many minutes youspend doing each of the following activities in an average day?
    • 70. Video Ads Alone Provide Significant Lift in Brand Awareness Lift in Unaided Brand Awareness Video Ads Compared with Traditional In- 48% Stream Video Ads raise Unaided 25% Brand Awareness by 1.9x In-Stream Traditional Ad Video Campaigns 2xData Source: Dynamic Logic’s Market Norms database filtered on North America and last 3years, ―Online Ad Awareness‖ metric (i.e. Unaided Brand Awareness) – all results are with99.9% confidence. Traditional=GIF/JPG.
    • 71. Increase in Cross Buy Effectiveness Television advertising was significantly more effective among viewers who were also previously exposed to in-stream ads for the same brand/productsData Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09;
    • 72. Video Ads Plus TV are an UnbeatableCombination60% +18%50% 52.00% TV + Online Video 44.00% TV Only40% +35% 35.00%30% +53% 26% 29%20% +31% 19% 17%10% 13% 0% General Recall Brand Recall Message Recall Likeability Data Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09;
    • 73. Next Trend for Online Video According to U.S. Marketers Interactive video experiences 59.6% Mobile Video 49.9% Internet-enabled TV 45.8% HD-quality delivery online 40.2% Multiscreen video (PC, TV, mobile) 38.3% Other 4.1%Source: Permission TV, Online Video Survey Results Dec 17, 2008
    • 74. Online Video Networks Pros: Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers (May 2010 Total U.S. - Home/Work/University Locations) • Attractive Pricing Property Unique Viewers (000) Potential Reach • High ReachTotal Internet : Total Audience 182,918 100.0 %Tremor Media 102,787 56.2 • Targeted channels and sitesScanScout Network 99,290 54.3YuMe Video Network 87,508 47.8 • Time SavingsAdconion Video Network 86,641 47.4Advertising.com Video Network 83,877 45.9 •Throw in a lot of added value such as creativeBBE 83,026 45.4 services, ad serving and researchBreak Media 80,869 44.2SpotXchange Video Ad Network 76,734 41.9TidalTV 69,640 38.1BrightRoll Video Network 67,521 36.9 Cons: Source: comScore Video Metrix • Quality of sites in the network (not all networks alike) • Advertisers will rarely see their ads
    • 75. Branded Entertainment Online  What is BE? › Branded content is not product placement. Branded content is integrating your brand with content in an organic way. Branded content is content that delivers a marketing message in a way that consumers accept rather than reject.  Pros › Branded Entertainment Set to Surge • track to total $25.93 billion, a 5.3 percent gain. • By 2014, branded entertainment will reach $38.16 billion, growing at a 9.2 percent compound annual growth rate. › Building Brand Equity › Driving Performance  Challenges › Creating resonating content › content distribution › Measurement  Tips › Quality of Content › Understand your audience › Be economical › Dont post and prayTips Source: imedia
    • 76. All Media Consumption is Moving Towards One Device… the Mobile One. A deeper dive into mobile behavior 1 out of 3 mobile phone users get their news everyday on their Newspaper mobile phone1 The iPad is making waves in Magazine Publishing as the Magazines revival vehicle for their dwindling industry2 According to Nielsen’s Three Screen Report, the mobile video Television audience increased 70% from 2008 to 20093 Mobile internet was ranked as the number one feature consumers PC would miss on their mobile phone. Above voice communication, text, and email4Source: 1. Pew Internet Study Mar 2010 | (iPad image) Network World Mar2010 | 3. mocoNews.net Feb 2009 | 3. Nielsen Three Screen Report Dec 2009| 4. FierceWireless Jan 2008
    • 77. Mobile Web: Smartphone Users Growing Rapidly Smartphone users are gaining share in the market • Smartphone users are prone to longer and more frequent mobile web visits because of the richer experience Nearly 1 in 3 mobile The number of subscribers are smartphone users are • The Top 3 sold handsets are smartphones: smartphone users1 expected to double by RIM Blackberry Curve, Apple iPhone 3GS, and 20131 Apple iPhone 3G.2 1 2 • Up until 2009, non-smart phone handsets made up the majority of sold devices. As of 3 March 2010, the top sold non-smart phone is the LG VX5500, at #9.2 • Only 1 non-smart phone out of top 10 devices. • And these mobile subscribers also access the mobile webSource: 1. Smartphone defintion includes QMDs. Forrester Jan 2010 | 2. comScoreMobiLens Mar 2010 (3 mo avg)
    • 78. What Types of Websites do People Visit on TheirMobile?
    • 79. The Mobile Impression is More Than Valuable 1+1=3 • Frequency of exposures to brand messages on both Mobile and PC screens increases key metrics such as awareness and purchase intent1 • 54% increase in brand awareness • 46% increase in brand favorability • 42% increase in aided brand awareness • The ratio of ads on the average wired web page to the average mobile web page is 6 to 12 RESULTSSource: 1. Insights Express 2009 | 2. Mobile Marketer, “How to make a valuablead impression,” August 14, 2009
    • 80. It is Easy to Interact with Consumers with MobileCanvas on a Personal Level. Rich Media executions on ourClick to Video Homepage In-App Rich Canvas
    • 81. Mobile Trends 2010 Forecast More brands will invest in mobile The mobile Internet will grow with technology such as HTML5 The controversial ―Net neutrality‖ debate will move to mobile ―fat pipes‖ Innovation in mobile payments will accelerate Google will shake up the mobile navigation business Social Computing and mobile phones will expand Live mobile TV will be hyped Fragmentation Is Here to StayForrester Mobile Trends 2010
    • 82. Social  What is Social Media › Connecting, reconnecting and staying updated › 1 person shares with 50, that 50 share with 25 of their friends can reach up to 30,000  Pros › 1 on 1 conversation with consumers › Ability for viral pass along and friend recommendation › Declared interests showcase more precise targeting (political views, religious views and other personal information) › Relationship/CRM marketing › Extends conversation/reach from other media and ads › High engagement and time spent  Cons › Unauthentic messages are easier to detect › Knowing what to measure › Is it marketing or advertising › Privacy and privacy controls pertaining to locationeMarketer: Social Media Marketing by the Numbers: KeyStats, Trends and Indicators Feb 2010 and The NielsenCompany Social Media Insights: October 2009
    • 83. US Social Network Ad Spending On the Rise
    • 84. 56%of mediaplanners saidthey would usesocial networkmarketing
    • 85. Social Media Site Audience & Time Spent Social Media Sites Total Unique Average Daily Total Minutes Average Minutes % Reach (June 2010) Visitors (000) Visitors (000) (MM) per Visit Total Internet : Total Audience 215,061 100.0 170,604 404,711 26.0 Social Networking 183,619 85.4 89,898 50,434 9.41 FACEBOOK.COM 141,638 65.9 56,102 37,339 8.32 MySpace 66,633 31.0 12,600 8,198 10.43 TWITTER.COM 23,319 10.8 2,369 677 5.44 LINKEDIN.COM 20,745 9.6 1,590 343 5.55 Yahoo! Pulse 18,063 8.4 1,200 85 1.9
    • 86. 64% of U.S. Internet Users Will Interact With Some Formof UGC in 2010
    • 87. DVR Usage Continues to Increase 223 Million Projected number of Mobile Social Network Users Worldwide for 2010 (34% of mobile internet users)Source: emarketer November 2009 87
    • 88. Facebook Facebook recently reached 500MM users worldwide 1 out of 14 people in the world are on Facebook In 2009 Facebook beat myspace in Uniques and started stealing share #1 in photos Social advocacy at scale Research re: paid vs. earned media Programs include Brand Awareness through engaging landing pages and acquisition and engagement through CRM marketing techniques
    • 89. MySpace• Myspace reaches 30% of internet users with over 67MM Uniques a month.• Leader in Social Media time spent per user with 10.4 average min/user.• Platform for discovery and self expression.• Dominant in Music space.• Branded music programs and homepage creative executions are popular product.
    • 90. Paid Vs. Earned Media Paid Ads Earned Media Social AdsUnderstanding the Value of a Social Media Impression APRIL 2010
    • 91. YouTube• #1 Video Site with over 113MM Unique Users a month and 25MM daily• Time spent per user very high (over 17 Min per user)• Branded Channels and Homepage Takeovers product staples• Youtube also getting into Branded Content advertising initiatives• All videos are social and sharable
    • 92. Twitter• eMarketer: 15.5% of adult Internet users will use Twitter on a monthly basis in 2010• Key Twitter tactics: PR outreach, promotions, driving traffic to other sites
    • 93. Social Trends from Jim Nichols at imediaconnectionFacebook Open GraphPromoted Tweets DebutUnFacebooks and user controlSocial SearchThe portals (and Meebo)
    • 94. Newspaper/Magazine Publisher Sites Newspaper sites reach over 50% of internet audience Higher quality content Integrated sponsorships Contextually relevant placements including aggregated sponsored content Trends include advertorials and rich media acceptanceSource: Comscore June 2010
    • 95. Newspaper/Magazine Publisher Sites Newspaper sites reach over 50% of internet audience Higher quality content Integrated sponsorships Contextually relevant placements including aggregated sponsored content Trends include advertorials and rich media acceptanceSource: Comscore June 2010
    • 96. TV Sites Category yahoo.com 16,000 14,000 13.4 Total Unique Visitors (000) 12,000 10,000 CBS Entertainment 8,000 7.7 6.4 6.2 6,000 5.8 Geographic 5.1 4.8 Discovery Network National Yahoo! 4,000 3.7 ABC TV 3.5 2.9 Bravo Spike NBC ABC Fam BET 2,000 Fox 0Source: Comscore Media Metrix June 2010
    • 97. TV Videos Viewers Growing 1.2MM Unique Viewers 524,000 Unique Viewers 502,000 Unique Viewers 5MM Unique Viewers 1.3MM Unique ViewersSource: comScore June 2010
    • 98. Questions?
    • 99. SECTION 3 Technology Tools Tactics Reference
    • 100. Technology & ToolsAdserversContextualBehavioralNetworks & DSPsContent ManagementSocial MediaMeasurement/Analytics
    • 101. What is Rich Media? Creative Technology Rich Media is online advertising enhanced by motion, sound, video, or some interactive element › The comparison can be made between a standard GIF/JPEG banner which can contain simple animation and a banner that streams a TV commercial › With rich media, online ads approach television in terms of dynamism: they float above content, animate, integrate video and audio. They also go beyond television to include interactive elements like: • Pull-downs for more information, micro-site in-the-banner • Branded games and immersive activities • Polls and Quizzes • Downloadable Icons, Screensavers, Ring Tones, Documents, and more • E-commerce functionality inside the ad unit • Data Collection/Email Registration • Viral Marketing –Source: DoubleClick Whitepaper Send to a Friend
    • 102. Anatomy of a Rich Media Ad GAMING STANDARD VIDEO 1. Banner automatically displays on publisher site (1 impression) 2. Upon rollover, panel expands (1 interaction) 3. Panels can contain any combination of PRICE COMPARISON rich media features 4. User can click-through to site to continue experience (1 click-through) INTERACTIVE VIDEO PHOTO GALLERY Website Banner PanelClick on image in slide show mode to view demo
    • 103. Seeing is Believing Images GIF/JPG (static image, ability to click only) Standard Flash (limited animation, ability to click only) Rich Media (increased animation, additional panel for content, endless amount of metrics)Click on image in slide show mode to view demo
    • 104. It’s Only Getting RicherOnline Ad spending will continue to growthrough 2013 as users consumer moredigital content and platforms become morewidely accepted Rich formats and Video are increasing at a much higher rate than Standard and Flash formats while Classifieds, Sponsorships and Email marketing are declining
    • 105. Measuring Beyond the Click Impression Click Rich Typical online ad Media metrics Branding Metrics Much More Than Impression and Click!  Interaction Rate: how many people rolled  Click-Through: how many clicked to on over/viewed your ad the ad to go to your website  Action & Activity Rates: what did users  Video Completion Rates: how many do within your ad watched your video 25%, 50%, 75% or  Avg. Brand Time: how much time did 100% of the way through users spend interacting with your ad  And more!  Avg. Panel Display: How long were panels expanded
    • 106. How Can Engagement Be Measured? Typical Online Ad Metrics Metrics Rich Media Engagement • Impressions: how many people viewed the ad • Interaction Rate: how many people rolled over/viewed the ad • Action & • Click-Through: how many did within the ad to Activity Rates: what did users clicked on the ad • Avg. Brandgo the how much time did users spend interacting Time: website • Avg. Panel Display: how long were panels expanded • Click-Through: how many clicked on the ad to go to the website • Video Completion Rates: 25%, 50%, 75% or 100% • And 150 other metrics!
    • 107. Engagement in Action Create a virtual 2010 Mustang from over 18 categories of customization.
    • 108. Rich Media Technology Providers There are many Rich Media technology Providers; the most widely used are:
    • 109. Research: Tools Used in Online MarketingTraffic Measurement • ComScore, NetRatings, Alexa, Compete, Hitwise, Quantcast • Omniture, Coremetrics, Compete, Quantcast, Google Site Analytics Analytics, Yahoo Analytics, Sagemetrics, Webtrends, Nielsen Site Censure • Nielsen @Plan, ComScore Plan Metrics Psychographics , MRI, Simmons, Scarborough (local)Search Lift & Trends • Hitwise, Yahoo Buzz, Google Trends Listening • BuzzMetrics, Cymfony, Radiant, Blogpulse, TwitterGrader, Tw Platforms/Social italyzer
    • 110. Research: Tools Used in Online Marketing (Continued)Ad Spend/Competitive • Kantar Media/TNS Ad Spender and Nielsen AdRelevance Analysis • Millward Brown, Dynamic Logic, Insight Express , Vizu, Brand Measurement Insight Express, OTX Cross Media • XMOS, Dynamic Logic, Comscore, Nielsen Media and Market • emarketer, Forrester, Jupiter, ipsos Trends
    • 111. What Do Media Planners Look For?The Big CheapIdea Research CPMs High SOV TargetingRich Media/ Offline/ Multi- ROI Media StuntsCreative Media Platform ReportingCanvas Extensions
    • 112. Online ExtensionsEditorial/PR ValueViralSweepstakesQuizzesContent integrationGames
    • 113. Multi Platform – Digital ExtensionsipodOutdoorMobileVODInteractive TVHDGaming ConsoleDVR Player/Blue-Ray
    • 114. What are plannersLooking for inROI?
    • 115. TrendsAugmented realitySocial GamesBarcode reader/code scanningGeo-localipad entertainment3D
    • 116. Resources: Interactive Media Glossaries
    • 117. Resources: Media Industry Sites and BlogsIndustry Publications Blogs
    • 118. Resources: Media Companies & Social
    • 119. Resources, Organizations, Clubs andGroups
    • 120. Continued Education Public and Private Training Course Outlines Contact Leslie Laredo leslie@laredogroup.com
    • 121. Questions?
    • 122. Credits and Sources Many thanks to research services whose sources are listed on each page and individuals for research, info and screenshots: Yahoo! emarketer DoubleClick Laredo Group IAB Wikipedia Hitwise Insight Express imediaconnectionGoogle iMedia ComScore SRI/Knowledge Networks Dynamic Logic Adspender Omniture Jupiter Research TNS Forrester Nielsen NetRatings
    • 123. History of Online Advertising
    • 124. Internet History TriviaQuestion:Who ran the first ad online?When was the first ad online?
    • 125. The First Banner Ad (1994) AT&T 468x60 Banner Ran on HotWired Site now known as Wired
    • 126. History of Display Advertising1993 Mosaic graphical web browser1994 (April) – David Filo And Jerry Yang Created The Yahoo! Directory.1994 (July) – Lycos Launched.1994 (October) – The First Banner Ad1995 DART system began serving ads1995 (August) – Microsoft Launched MSN Online Service.1995 (December) – AltaVista Launched.1996 (April) – Yahoo! IPO1996 Banner Ads Get Interactive1996 (December) – IAB Established Standards1998 GOTO Launched Pay-Per-Click Search Model.1998 (September) – Google Founded.1999 (April) – Yahoo! Acquired Broadcast.com For $5 billion1999-2000 Internet Boom Period2000 Google AdWords Launched2000 AOL/Time Warner Merge2000 Pop-Up Ads Proliferate.2000 Traditional Retailers Move Online.2000-2002 Bust Period – Layoffs and companies folding2001 Email marketing takes off2001 Macromedia Flash Alliance was formed2001 (February/August) – IAB Issued New Ad Unit Guidelines.2002 (January) – IAB Issued Guidelines For Measurement.2002-2004 Internet industry recovery period – search comes to the rescue2003 NBC Universal Merge2003 Search Market Exceeded $1 Billion2003 (July) – Yahoo! Acquired Overture.2003 Google Launched AdSense.2003 Rich Media usage becomes mainstream2004 Boom again – this time traditional marketers not dot.com money2004 (April) – Google Launched Gmail.2004 (April) – Google IPO.2004 –present Internet industry new growth period2005 (July) – News Corp. Acquired MySpace for approximately $580 million2006 Video and Social Media Proliferate2006 (October) – Google Acquired YouTube for $1.65 billion
    • 127. History

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