Online marketing (tactical)

Online Advertising Thursday, November 19, 2009

Sho wa nd Sel l Thursday, November 19, 2009

Online advertising? Thursday, November 19, 2009

“The Internet will transform advertising because of its track ability, not its beauty.” -Eric Schmidt, Google CEO Thursday, November 19, 2009

$60 Billion Email 9% Lead Gen 11% Search Display Classiﬁed Lead Gen Search Email Classiﬁed 38% 12% Display 31% Thursday, November 19, 2009

Research Thursday, November 19, 2009

Planning a campaign  Define goals  Investigate target audience  Determine websites to display adverts  Websites or networks will affect format and payment models  Brief the creative team Thursday, November 19, 2009

Online adverts need to  Attract attention  Convey a message  Entice action ACE Thursday, November 19, 2009

Online and ofﬂine: shared objectives • Build brand awareness • Create consumer demand • Satisfy consumer demand • Drive response and sales Thursday, November 19, 2009

The key differentiator Immediate response online Online can be interactive Internet is highly  Trackable  Targetable  Measurable Thursday, November 19, 2009

CPM Thursday, November 19, 2009

CPC Thursday, November 19, 2009

CPA Thursday, November 19, 2009

Banner Add Thursday, November 19, 2009

Impressions Thursday, November 19, 2009

Call to Action Thursday, November 19, 2009

Click Rate Thursday, November 19, 2009

Unique Visitors Thursday, November 19, 2009

Landing Page Thursday, November 19, 2009

Conversion Rate Thursday, November 19, 2009

ROI Thursday, November 19, 2009

Click Tracking Thursday, November 19, 2009

Stickiness Thursday, November 19, 2009

Targeting Thursday, November 19, 2009

Demographic Targeting Thursday, November 19, 2009

Contextual Targeting Thursday, November 19, 2009

Thursday, November 19, 2009

rgeting our al Ta B ehavi Thursday, November 19, 2009

Geo grap hic T arge ting Thursday, November 19, 2009

Day-part Targeting Thursday, November 19, 2009

Purchase-Based Category Targeting Thursday, November 19, 2009

Social Based Thursday, November 19, 2009

Targeting and optimizing Networks track users   Cookies  IP address  Across web sites Advertisers can use this information to target adverts Thursday, November 19, 2009

Targeting can be problematic • Contextual advertising can get it wrong – Shark diving advert next to article about shark attack • Online behaviour does not always represent true interests Thursday, November 19, 2009

Test #1 Thursday, November 19, 2009

Test #2 Test #1 Thursday, November 19, 2009

Banner advertising • Simple hyperlinked image shown on web sites. • Link takes visitor to a landing page. • AT&T advert was one of the ﬁrst sold in 1993. Thursday, November 19, 2009

Banner adverts • Image or animation displayed on a web site for advertising purposes • Static or interactive • Can expand on mouse-over or when clicked on Thursday, November 19, 2009

Standard banner sizes Note: these banners are in proportion, not the actual size. Thursday, November 19, 2009

Emerging technology Thursday, November 19, 2009

Advertising evolves with technology • Today can include sound and video • Far more interactive • Technology allows banners to expand over a page • Adverts can be placed in videos Thursday, November 19, 2009

Interstitial banners • Shown between pages on a web site • As viewer clicks from one page to another, an advert is shown before the next page can be viewed • Often used by content and news web sites Thursday, November 19, 2009

Pop-ups and pop-unders http://www.amazon.com/gp/product/B00167G76W/ ref=dm_dp_trk6 Thursday, November 19, 2009

Map advertising • Advertising within online mapping solutions Thursday, November 19, 2009

interaction  Rich media allows for rich content  One banner can have  Video  Tour schedule  Downloads  Link to web site Thursday, November 19, 2009

engagement • Adverts placed that require a user to initiate the advert • Adverts placed in video and on social media applications • Relatively new and untested Thursday, November 19, 2009

In-Game advertising Thursday, November 19, 2009

Wallpaper advert • Changes the background of a web page • Usually is not clickable • Used for branding Thursday, November 19, 2009

Interactive Banners Thursday, November 19, 2009

Branded applications Thursday, November 19, 2009

Advantages 1 Thursday, November 19, 2009

Disadvantages 1 Thursday, November 19, 2009

Ad servers and Advertising networks Ad server Publisher’s server Thursday, November 19, 2009

Ad Servers Thursday, November 19, 2009

Beneﬁts of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targeting • Tracking across many web sites • Retargeting Thursday, November 19, 2009

Advertising Network Thursday, November 19, 2009

Networks offer • Frequency capping – Limit times advert is seen by a user • Sequencing – Show adverts in a given order • Exclusivity – No competitor adverts are shown • Roadblocks – All the inventory on a page Thursday, November 19, 2009

Advertising exchanges Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange Thursday, November 19, 2009

 Publishers place unsold inventory  Advertisers bid for inventory  Bids are placed based on  Audience profile  Space Advertising exchanges Thursday, November 19, 2009

Tracking • Impressions • Click-throughs • Connection type • Browser • OS • Time of day • ISP Thursday, November 19, 2009

Cookies Photo credit: http://ﬂickr.com/photos/71217725@N00/ Thursday, November 19, 2009

Cookies are text ﬁles • Small text ﬁles saved on user’s computer • Allow a website to capture information about user behaviour • Can be set on advert impression Thursday, November 19, 2009

Tell viewers what to do: Call to Action Thursday, November 19, 2009

conundrum Advertisers must attract attention without Being Annoying Thursday, November 19, 2009

Some say advertising is dead A few million people think so… Thursday, November 19, 2009

What do the numbers say? + Thursday, November 19, 2009

What do the numbers say? %249 Thursday, November 19, 2009

This means someone answering the ‘brand awareness’ survey “no, I never heard of them” but then two days later, is more then twice as likely to click on a text ad. Thursday, November 19, 2009

http://kungsgrillen.se/machines/ Thursday, November 19, 2009

http://www.777interactive.jp/awards/2008/bravia/e/ Thursday, November 19, 2009

http://awards.playballoonacy.com/ Thursday, November 19, 2009

http://202.218.121.130/2008/axewakeupservice/en/ Thursday, November 19, 2009

http://www.bannerblog.com.au/2007/12/ sixt_ascii_text_ads.php Thursday, November 19, 2009

http://skittles.com/chatter.htm Thursday, November 19, 2009

Online marketing (tactical)

by pinny gniwisch

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