Online marketing (tactical)

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This presintation is part of a course in McGill on Electronic Market Places and Social Media session #4

This presintation is part of a course in McGill on Electronic Market Places and Social Media session #4

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  • The online channel allows advertisers to truly target and control there campaigns in a number of different ways
  • Here are some example of creative executions that demonstrate the very interactive nature of contemporary display advertising
  • Worth mentioning Electronic Arts , has just they will distributing free online games, paid for by advertising and offerin micro transactions i.e Fifa , buy your player new boots for $1,50.
  • Include actual ad screenshot
  • However true rich media possibilities has meant display has come along way and there seems to be renewed interest in Display from the greatest ambassadors for search. In 2007 Google bought DoubleClick, an ad-delivery outfit for $3.1 billion, and Yahoo purchased an 80% stake in Right Media for $680 million 1 to 2 % of media budget

Transcript

  • 1. Online Advertising Thursday, November 19, 2009
  • 2. Sho wa nd Sel l Thursday, November 19, 2009
  • 3. Online advertising? Thursday, November 19, 2009
  • 4. “The Internet will transform advertising because of its track ability, not its beauty.” -Eric Schmidt, Google CEO Thursday, November 19, 2009
  • 5. $60 Billion Email 9% Lead Gen 11% Search Display Classified Lead Gen Search Email Classified 38% 12% Display 31% Thursday, November 19, 2009
  • 6. Research Thursday, November 19, 2009
  • 7. 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
  • 8. Online adverts need to  Attract attention  Convey a message  Entice action ACE Thursday, November 19, 2009
  • 9. Online and offline: shared objectives • Build brand awareness • Create consumer demand • Satisfy consumer demand • Drive response and sales Thursday, November 19, 2009
  • 10. The key differentiator Immediate response online Online can be interactive Internet is highly  Trackable  Targetable  Measurable Thursday, November 19, 2009
  • 11. CPM Thursday, November 19, 2009
  • 12. CPC Thursday, November 19, 2009
  • 13. CPA Thursday, November 19, 2009
  • 14. Banner Add Thursday, November 19, 2009
  • 15. Impressions Thursday, November 19, 2009
  • 16. Call to Action Thursday, November 19, 2009
  • 17. Click Rate Thursday, November 19, 2009
  • 18. Unique Visitors Thursday, November 19, 2009
  • 19. Landing Page Thursday, November 19, 2009
  • 20. Conversion Rate Thursday, November 19, 2009
  • 21. ROI Thursday, November 19, 2009
  • 22. Click Tracking Thursday, November 19, 2009
  • 23. Stickiness Thursday, November 19, 2009
  • 24. Targeting Thursday, November 19, 2009
  • 25. Demographic Targeting Thursday, November 19, 2009
  • 26. Contextual Targeting Thursday, November 19, 2009
  • 27. Contextual Targeting Thursday, November 19, 2009
  • 28. Thursday, November 19, 2009
  • 29. rgeting our al Ta B ehavi Thursday, November 19, 2009
  • 30. Geo grap hic T arge ting Thursday, November 19, 2009
  • 31. Day-part Targeting Thursday, November 19, 2009
  • 32. Purchase-Based Category Targeting Thursday, November 19, 2009
  • 33. Social Based Thursday, November 19, 2009
  • 34. Targeting and optimizing Networks track users   Cookies  IP address  Across web sites Advertisers can use this information to target adverts Thursday, November 19, 2009
  • 35. 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
  • 36. Thursday, November 19, 2009
  • 37. Test #1 Thursday, November 19, 2009
  • 38. Test #2 Test #1 Thursday, November 19, 2009
  • 39. 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
  • 40. 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
  • 41. Standard banner sizes Note: these banners are in proportion, not the actual size. Thursday, November 19, 2009
  • 42. Emerging technology Thursday, November 19, 2009
  • 43. 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
  • 44. Thursday, November 19, 2009
  • 45. 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
  • 46. Pop-ups and pop-unders http://www.amazon.com/gp/product/B00167G76W/ ref=dm_dp_trk6 Thursday, November 19, 2009
  • 47. Map advertising • Advertising within online mapping solutions Thursday, November 19, 2009
  • 48. interaction  Rich media allows for rich content  One banner can have  Video  Tour schedule  Downloads  Link to web site Thursday, November 19, 2009
  • 49. 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
  • 50. In-Game advertising Thursday, November 19, 2009
  • 51. Wallpaper advert • Changes the background of a web page • Usually is not clickable • Used for branding Thursday, November 19, 2009
  • 52. Thursday, November 19, 2009
  • 53. Interactive Banners Thursday, November 19, 2009
  • 54. Branded applications Thursday, November 19, 2009
  • 55. Advantages 1 Thursday, November 19, 2009
  • 56. Advantages 2 Thursday, November 19, 2009
  • 57. Advantages 3 Thursday, November 19, 2009
  • 58. Disadvantages 1 Thursday, November 19, 2009
  • 59. Disadvantages 2 Thursday, November 19, 2009
  • 60. Disadvantages 3 Thursday, November 19, 2009
  • 61. Ad servers and Advertising networks Ad server Publisher’s server Thursday, November 19, 2009
  • 62. Ad Servers Thursday, November 19, 2009
  • 63. 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
  • 64. Advertising Network Thursday, November 19, 2009
  • 65. 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
  • 66. Advertising exchanges Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange Thursday, November 19, 2009
  • 67.  Publishers place unsold inventory  Advertisers bid for inventory  Bids are placed based on  Audience profile  Space Advertising exchanges Thursday, November 19, 2009
  • 68. Tracking • Impressions • Click-throughs • Connection type • Browser • OS • Time of day • ISP Thursday, November 19, 2009
  • 69. Cookies Photo credit: http://flickr.com/photos/71217725@N00/ Thursday, November 19, 2009
  • 70. 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
  • 71. Tell viewers what to do: Call to Action Thursday, November 19, 2009
  • 72. conundrum Advertisers must attract attention without Being Annoying Thursday, November 19, 2009
  • 73. Some say advertising is dead A few million people think so… Thursday, November 19, 2009
  • 74. What do the numbers say? + Thursday, November 19, 2009
  • 75. What do the numbers say? + Thursday, November 19, 2009
  • 76. What do the numbers say? %249 Thursday, November 19, 2009
  • 77. 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
  • 78. http://kungsgrillen.se/machines/ Thursday, November 19, 2009
  • 79. http://www.777interactive.jp/awards/2008/bravia/e/ Thursday, November 19, 2009
  • 80. http://awards.playballoonacy.com/ Thursday, November 19, 2009
  • 81. http://202.218.121.130/2008/axewakeupservice/en/ Thursday, November 19, 2009
  • 82. http://www.bannerblog.com.au/2007/12/ sixt_ascii_text_ads.php Thursday, November 19, 2009
  • 83. http://skittles.com/chatter.htm Thursday, November 19, 2009
  • 84. Thursday, November 19, 2009
  • 85. Thursday, November 19, 2009
  • 86. Thursday, November 19, 2009