Lesson 8 Online advertising2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
Online Advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classiﬁed advertising, advertising networks and e-mail marketing, including e-mail spam. http://en.wikipedia.org/wiki/Online_advertising
As Advertiser, you can invest on web properties in the followingareas Media Revenue Models Advertising Brand creative Leads Pay per click Content Lead generation Pay per action / sale Subscription Classifieds Registration for content List rental Pay per view Distribution Offers Product placement Pay for format Listing fees Enquiry matching Customised content Syndication Transaction fees Licensing Contextual advertising Custom feeds API fees Reputation Timeliness Validation Tangibility Filtering Affiliate Sense of community Customization Community Value add Pay per sale Membership Pay per registration Pay for voting Pay per download Pay for messaging / SMS Design Relevance Synthesis Sales of community research Format Ease of use Merchandising Visualization Analysis Events Books / research Conferences Music / video Platform Partnerships Roundtables Clothing Showcases Sell distribution platform Revenue share Other License platform Brand Profit share Access to buyers Distribution fees Brand licensing Share of revenue Serve advertising Sponsor fees increase Branded products Branded content Created by Ross Dawson www.futureexploration.net www.rossdawsonblog.com
TheBasics The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and ﬁelds critical research on interactive advertising. 1. The IAB has six core objectives: a. Fend off adverse legislation and regulation b. Coalesce around market-making measurement guidelines and creative standards c. Create common ground with customers to reduce costly friction in the supply chain d. Share best practices that foster industry-wide growth e. Generate industry-wide research and thought leadership that solidiﬁes Interactive as a mainstream medium f. Create countervailing force to balance power of other media, marketing, and agency trade groups http://www.iab.net/
Standard bannerdimensions http://www.iab.net/ iab_products_and_industry_services/ 508676/508767/Ad_Unit
Pop-up 1. Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. 2. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
Interstitial MarketingTerms.com "interstitial" deﬁnition: A full-page ad that interrupts sequential content, forcing exposure to the advertisement before visitors can continue on their content path. Interstitials are a form of interruption marketing. This quality appeals to advertisers who feel Web advertising needs to be more like a broadcast medium to be effective. Interstitials often draw an above average amount of response and resentment. The high response rates typically translate into higher CPM rates. The high level of resentment may translate into consumer backlash, although the exact long-term effects are unclear. http://en.wikipedia.org/wiki/Interstitial_ad
The biggest problem with these thoughis that the viewer isn’t happy when thething pops up.The user is looking for something elseand is usually quite annoyed to have tonavigate through something he doesn’twant to get to what he is looking for.And once you annoy a user, he mightnot be back.
Peel Banner Corner Peel Back Rich media units mimicking the turning of a page, which retracts and then peels again with the user’s interaction (mouseover)
Takeover Page takeover is the solus takeover of all advertising formats on a page (usually homepage or other such page with high trafﬁc levels) This may include replacing parts of the page design. http://www.venzasnowyroad.com/example.html
Fullscreen Video http://creativezone.mediamind.com/#ItemName=Assassins%20Creed%20Brotherhood%20-%20Full%20Screen
Wallpaper / Re-skin Background tile advertiser logos or customized images for a speciﬁc page or section.
"#3"+$",,.2($.#$2"34"$0%$2+%-%33%-"$2%(#"5$2.+4%<(#4*$*$%##"<(4%<"5$,"%#<"&=*#4*$*$#"#$%#<(3%<"6 Laye r OVERLAY PLACEMENT 600x400 Resolves back to standard IAB placement
Navigation Sponsorship Ad unit that reveals a secondary panel during interaction and then retracts upon completion.
Pre e post roll in video Video commercial that plays before the video news content.
In-Unit Video User-initiated video content housed within a standard ad creative.
Sponsorship Site content, information, or widgets “brought to you by” a single advertiser.
Other formats 1. Background 2. Peel Banner 3. Floor AD 4. Full screen video 5. Layer presenta FORMATI SPECIALI E RICH MEDIA 1.1 http://www.slideshare.net/advit/advit-formati-speciali-e-rich-media http://www.centro.net/media-services/ad-formats/
1. In-Stream Video is generally played or viewed from a video player.1. Linear Video ad: a. The ad is presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program. One of the key characteristics of a linear video ad is that the user watches the ad in addition to the content as the ad takes over the full view of the video. Common linear video ad formats include i. Pre-rolls, ii. Interactive takeovers, iii. Short bumper vignettes ,2. Non-linear Video ad a. The ad runs concurrently with the video content so the users see the ad while viewing the content. b. Non-linear video ads can be delivered as text, graphical ads, or as video overlays. i. In-Banner Video is generally displayed in IAB standard ad units. ii. In-Text Video is generally user-initiated and triggered by relevant highlighted words within content. c. Formats i. Overlays which are shown directly over the content video itself. 1. Note that an overlay ad can also be delivered over a linear ad experience as well, generally prompting the user to interact with the ad when the user mouses over the ad. ii. Product placements 1. which are ads placed within the video content itself.http://www.masternewmedia.org/online-video-ad-formats-iab-guidelines-and-metrics-to-monetize-online-videos/
Advertise in video examples 1. Preroll video ad with click-to-play video endcap 2. Graphical overlay ad with image endcap 3. Text overlay ad with text endcap http://www.google.com/ads/videoadsolutions/demos.html http://www.iab.net/iab_products_and_industry_services/508676/508767/509357 http://cecollect.com/ve/ZZo9065B917961dCYG7
Youtube Video Format http://www.youtube.com/yt/advertise/index.html
Revenue Models 1. CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a speciﬁc audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand. 2. CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. 3. CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads). 4. CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to reﬁne searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant trafﬁc to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site. 5. CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the afﬁliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. 6. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. 7. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted. 8. CPE (Cost Per Engagement) is a form of Cost Per Action pricing ﬁrst introduced in March 2008. Differing from cost-per- impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their speciﬁc ad unit. Engagement is deﬁned as a user interacting with an ad in any number of ways.  9. Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The deﬁnition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
http://www.smartinsights.com/blog/digital-marketing-strategy/allocating-marketing-budget/ Proportion of marketing budget allocated to digital channels Allocation of budget to digital media channels
Optimize digital marketing Mix http://www.slideshare.net/DaveChaffey/ optimising-your-digital-marketing-mix