in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit
in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit more what it is all about
Reach Source: Southern Methodist University & IAB.net The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time
Average number of times those who are reached have an opportunity to be exposed to a message within a given time period
OTS when a page is successfully displayed on the user's computer screen when a poster is available for viewing in a 2m2 when a radio spot is aired (H), etc.
Cost per Thousand : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts) x 1000
Average online CPM Average CPM for webvertising campaigns - Skyscraper Source: FastBridge
SOV Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section) during the same period, expressed in %
the reach of 1% of a target audience. Gross Rating Points (grps) is the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points).
How to calculate it?
GRP = % Reach X Frequency
Cost-Per-Point (CPP) – the cost of delivering one GRP.
Formula: CPP= media cost/GRPs
Selectivity Index SI = Percentage of Users in a Demographic Segment Percentage of Population in the Same Segment X 100
Long tail In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority.
Long tail Large audience mainstream Small audience influentials
Defines all forms of online advertising that is integrating various kinds of elements (images, video, texts, animations, forms, layers, interactions, etc.) and that follows common formatting guidelines
Stages in Internet use Communication / Community Entertainment / Personal Expression Information / Research / Everyday Tasks Email IM Posting your profile on a community site Creating your own IM / chat room avatar Visiting an Internet chat room Making posts to an online message board Becoming a lead contributor to an online community (e.g., regular posts, moderator) Setting up email forwarding group for “joke” emails Using Google to research Buying something on Ebay Buying a book/CD from Amazon Regularly shopping for groceries online Internet banking Joining an Internet payment service (e.g., Paypal) Selling something on Ebay Setting up personal news views/alerts Regularly reading news online Bookmarking your own library of “favourite” sites Writing your own blog/newsletter Building your own website Booking a flight online Sharing iTunes playlists Playing viral games that were emailed Joining an online RPG community (e.g., SimsOnline) Downloading games Watching streaming video Downloading music Listening to Internet radio Uploading photos to album site Subscribing to online movie service Video chat/Webcams Web surfing Visiting websites others have recommended Browsing dating / “friends” sites Signing up for email newsletter Basic Experienced Enthusiast Source: Isobar Creating your own TV channel