2. END GOALS
★ Explain to Mavis the different forms of online advertising,
the roles of the stakeholders in online advertising, and the
different cost models of online advertising.
★ Devise and present the most suitable online advertising
approach/strategy to Mavis.
3. What is online advertising?
Online advertising is a form of advertisement which
uses the internet as a platform to reach out to
potential customers, delivering marketing messages to
consumers.
4. Advantages of Online Advertising
➢ Advertise at a way more inexpensive cost for a
much wider audience
➢ Can even reach to large market on national or
international scale.
➢ Easily reach the targeted audience, which
leads to your campaign’s success.
5. Disadvantages of Online Advertising
➢ Most of the time, advertisements online would be
ignored or put off as there are many scam and
people will always doubt that advertisement is real
or not.
➢ Logos, images and trademarks can be copied and
used for commercial purposes, or even to slander
or mock your company.
6. TYPES OF ONLINE ADVERTISING
❖ Email Marketing
❖ Search Engine Marketing
❖ Social Media
❖ Display Advertising
❖ Mobile Advertising
7. EMAIL MARKETING
Directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential
or current customer could be considered email marketing.
8. SEARCH ENGINE MARKETING
A form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results
pages (SERPs) primarily through paid advertising.
9. SOCIAL MEDIA MARKETING
Social Media are computer-mediated tools that allow people to
create, share or exchange information, ideas, and
pictures/videos virtual communities and networks.Social
media also introduce substantial and pervasive changes to
communication between businesses,organizations,
communities, and individuals
10. Display advertising is a type of advertising that is located on
websites. It is represented by a wide range of different formats
and contains items such as text, images, flash, video, and audio.
The main purpose of display advertising is to deliver general
advertisements and brand messages to site visitors.
DISPLAY ADVERTISING
11. MOBILE ADVERTISING
A method of advertising that appears on mobile devices such as
smart phones, tablets or PDAs that have wireless connections.
Advertising can take place as text ads via SMS, or banner
advertisements that appear embedded in mobile web site, in
downloaded apps or in mobile games.
12. Roles of Stakeholders
● Advertisers
● Publishers
● Agencies
● Media Planner
● Ad Networks
● Premium Online Media
● Remnant Online Media
● Audience Networks
● Supply Side Platform (SSP)
● Demand Side Platform
(DSP)
● Ad-Exchanging/ RTB
(Real Time Bidding)
13. Different Cost Models
➔ Shared CPM* (Cost per thousand)
Shared Cost-per-mille (CPM) is a pricing model in which two or more
advertisers share the same ad space for the duration of a single impression (or
page view) in order to save CPM costs. Costs are usually quoted in per-
thousand impressions.
➔ Pay Per Click
Advertiser pays publisher a commission every time a visitor clicks on the
advertiser's ad.
➔ Pay Per Action
Is an online advertising pricing model where the advertiser pays for each
specified action.
LEGEND:
* Mille means thousand in Roman Numeral
14. CONCLUSION...
Social Media Marketing
● Advertising through Social Media is cheaper.
● Social Media is also widely used so that people will know about what the new cafe
offers.
Shared CPM (Cost-per-Thousand)
● CPM makes the most sense for a campaign focused on heightening brand awareness or
delivering a specific message.
Example
● Mavis can use Facebook (a Social Media Platform) for advertising using Shared CPM.
15. Why are the others not suitable?
➔ We did not choose Email Marketing and Mobile Advertising, because
email and text from unknown people are usually being ignored.
➔ As for Search Engine Marketing, it is too costly for Mavis, as she
only have a limited budget to spend.
➔ Lastly, Display advertising is not suitable for Mavis because it is
costly, and also it might be of an eyesore to customers whenever
they are surfing the net
