Online Advertising




Thursday, November 19, 2009
Sho
                                 wa
                                   nd
                                        Sel
...
Online advertising?




Thursday, November 19, 2009
“The Internet will transform advertising
                   because of its track ability, not its beauty.”
               ...
$60 Billion
                      Email
                       9%
          Lead Gen
            11%                      ...
Research




Thursday, November 19, 2009
Planning a campaign



        
         Define goals
        
         Investigate target audience
        
         D...
Online adverts need to


        
          Attract attention

        
          Convey a message

        
          ...
Online and offline: shared
                        objectives


        •    Build brand awareness
        •    Create cons...
The key differentiator
        Immediate response online
        Online can be interactive


        Internet is highly...
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
Contextual Targeting




Thursday, November 19, 2009
Thursday, November 19, 2009
rgeting
                          our al Ta
              B     ehavi
Thursday, November 19, 2009
Geo
                                 grap
                                      hic T
                                    ...
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
                              


           ...
Targeting can be problematic
                              • Contextual advertising can
                                ge...
Thursday, November 19, 2009
Test #1




Thursday, November 19, 2009
Test #2




                      Test #1




Thursday, November 19, 2009
Banner advertising



                                       • Simple hyperlinked
                                        ...
Banner adverts

                                • Image or animation
                                  displayed on a web
...
Standard banner sizes




             Note: these banners are in proportion, not the actual size.



Thursday, November 1...
Emerging technology




Thursday, November 19, 2009
Advertising evolves with technology




        •    Today can include sound and video
        •    Far more interactive
 ...
Thursday, November 19, 2009
Interstitial banners




        • Shown between pages on a web site
        • As viewer clicks from one page to
         ...
Pop-ups and pop-unders



         http://www.amazon.com/gp/product/B00167G76W/
                        ref=dm_dp_trk6



...
Map advertising




        • Advertising within online mapping solutions

Thursday, November 19, 2009
interaction



                                        Rich media allows for
                                         ric...
engagement


                                   • Adverts placed
                                     that require a
     ...
In-Game advertising




Thursday, November 19, 2009
Wallpaper advert


        • Changes the background of a web page
        • Usually is not clickable
        • Used for br...
Thursday, November 19, 2009
Interactive Banners




Thursday, November 19, 2009
Branded applications




Thursday, November 19, 2009
Advantages


   1
Thursday, November 19, 2009
Advantages


     2
Thursday, November 19, 2009
Advantages


     3
Thursday, November 19, 2009
Disadvantages



 1
Thursday, November 19, 2009
Disadvantages



 2
Thursday, November 19, 2009
Disadvantages



   3
Thursday, November 19, 2009
Ad servers and Advertising networks


                                        Ad server


        Publisher’s
          se...
Ad Servers



Thursday, November 19, 2009
Benefits of ad servers

        • Adverts maintained and updated through a central
          location
        • Advert perf...
Advertising Network




Thursday, November 19, 2009
Networks offer
        • Frequency capping
              – Limit times advert is seen by a user
        • Sequencing
     ...
Advertising exchanges




                        Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild...

         Publishers place unsold inventory
        
         Advertisers bid for inventory
        
         Bids are ...
Tracking
                                  •   Impressions
                                  •   Click-throughs
          ...
Cookies




                          Photo credit: http://flickr.com/photos/71217725@N00/



Thursday, November 19, 2009
Cookies are text files

                                     • Small text files saved
                                      ...
Tell viewers what to do:
                                 Call to Action




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

        Annoying


Thursday, N...
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?




                              +
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 the...
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
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
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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

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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
  • Online marketing (tactical)

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