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Types of Advertising Supported by the Internet… … And How this Advertising Supports the Needs of Different Types of Busine...
Outline of Presentation <ul><li>Needs of Business </li></ul><ul><li>Types of Business </li></ul><ul><li>Types of Online Ad...
Needs of Business <ul><li>From an advertising context… </li></ul><ul><li>Businesses Buy Advertising to: </li></ul><ul><ul>...
Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely  online, there...
Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely  online, there...
Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely  online, there...
Internet Business Models <ul><li>There are 8 different online business models: </li></ul><ul><ul><li>Virtual storefront </...
Types of Online Advertising - Paid Advertising   <ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><ul><li>Advertiser...
Types of Online Advertising - Paid Advertising   <ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><ul><li>Advertiser...
Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Impression (PPM) </li></ul></ul><ul><ul><ul><li>Adverti...
Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Impression (PPM) </li></ul></ul><ul><ul><ul><li>Adverti...
Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Action (PPA) </li></ul></ul><ul><ul><ul><li>e.g. pay pe...
Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Action (PPA) </li></ul></ul><ul><ul><ul><li>e.g. pay pe...
Types of Online Advertising - “Free” Advertising <ul><li>Article Submission </li></ul><ul><ul><li>“Content is king” online...
Types of Online Advertising - “Free” Advertising <ul><li>Article Submission </li></ul><ul><ul><li>“Content is king” online...
Types of Online Advertising - “Free” Advertising <ul><li>Natural Search Engine Ranking </li></ul><ul><ul><li>Key is to ran...
Types of Online Advertising - “Free” Advertising <ul><li>Natural Search Engine Ranking </li></ul><ul><ul><li>Key is to ran...
Relating the Types of Advertising to the Different Types of Online Business - Virtual Storefront <ul><ul><li>Sells physica...
Relating the Types of Advertising to the Different Types of Online Business - Virtual Storefront <ul><ul><li>Sells physica...
- Information brokers <ul><ul><li>Provide information to individuals and businesses </li></ul></ul><ul><ul><li>Revenue is ...
- Information brokers <ul><ul><li>Provide information to individuals and businesses </li></ul></ul><ul><ul><li>Revenue is ...
- Transaction brokers <ul><ul><li>Saves the user time and money by providing transaction options </li></ul></ul><ul><ul><l...
- Transaction brokers <ul><ul><li>Saves the user time and money by providing transaction options </li></ul></ul><ul><ul><l...
-  Online marketplace <ul><ul><li>A digital marketplace where buyers and sellers meet </li></ul></ul><ul><ul><li>Revenue i...
-  Online marketplace <ul><ul><li>A digital marketplace where buyers and sellers meet </li></ul></ul><ul><ul><li>Revenue i...
-  Content provider <ul><ul><li>Provides digital content, such as music, photos, videos </li></ul></ul><ul><ul><li>Revenue...
-  Content provider <ul><ul><li>Provides digital content, such as music, photos, videos </li></ul></ul><ul><ul><li>Revenue...
-  Virtual community <ul><ul><li>Provides an online meeting place where people with similar interests can meet. </li></ul>...
-  Virtual community <ul><ul><li>Provides an online meeting place where people with similar interests can meet. </li></ul>...
Benefits of Online Advertising <ul><li>Cost effective:   Online advertising is results-driven advertising, i.e. you pay on...
Summary <ul><li>Online advertising is an effective means of generating revenue and generating traffic to a business </li><...
Thank you! <ul><li>Any Questions? </li></ul>
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Types Of Online Advertising

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Description of the various types of online advertising with examples

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Types Of Online Advertising

  1. 1. Types of Advertising Supported by the Internet… … And How this Advertising Supports the Needs of Different Types of Business Jodie Josey April 2009
  2. 2. Outline of Presentation <ul><li>Needs of Business </li></ul><ul><li>Types of Business </li></ul><ul><li>Types of Online Advertising </li></ul><ul><li>Relating the Types of Advertising to the Different Types of Online Business </li></ul><ul><li>Benefits of Online Advertising </li></ul><ul><li>Summary </li></ul>
  3. 3. Needs of Business <ul><li>From an advertising context… </li></ul><ul><li>Businesses Buy Advertising to: </li></ul><ul><ul><li>Attract potential customers to their business </li></ul></ul><ul><ul><li>Generate a measurable response from those potential customers that eventually leads to a sale. </li></ul></ul><ul><ul><ul><li>Subscription to a mailing list </li></ul></ul></ul><ul><ul><ul><li>Immediate sale </li></ul></ul></ul><ul><li>Businesses Sell Advertising to: </li></ul><ul><ul><li>Generate revenue </li></ul></ul>
  4. 4. Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely online, there is no physical address </li></ul></ul><ul><ul><li>e.g. www.Amazon.com </li></ul></ul>
  5. 5. Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely online, there is no physical address </li></ul></ul><ul><ul><li>e.g. www.Amazon.com </li></ul></ul><ul><li>Clicks-and-Mortar Business Models </li></ul><ul><ul><li>A traditional bricks and mortar business that uses the internet as an extension of its physical business </li></ul></ul><ul><ul><li>e.g. www.Borders.com.au </li></ul></ul>
  6. 6. Types of Business <ul><li>Purely Internet Based Business </li></ul><ul><ul><li>Their “shop front” is solely online, there is no physical address </li></ul></ul><ul><ul><li>e.g. www.Amazon.com </li></ul></ul><ul><li>Clicks-and-Mortar Business Models </li></ul><ul><ul><li>A traditional bricks and mortar business that uses the internet as an extension of its physical business </li></ul></ul><ul><ul><li>e.g. www.Borders.com.au </li></ul></ul><ul><li>Both types of business can adopt a variety of internet business models </li></ul>
  7. 7. Internet Business Models <ul><li>There are 8 different online business models: </li></ul><ul><ul><li>Virtual storefront </li></ul></ul><ul><ul><li>Information brokers </li></ul></ul><ul><ul><li>Transaction brokers </li></ul></ul><ul><ul><li>Online marketplace </li></ul></ul><ul><ul><li>Content provider </li></ul></ul><ul><ul><li>Online service provider </li></ul></ul><ul><ul><li>Virtual community </li></ul></ul><ul><ul><li>Portal </li></ul></ul><ul><li>They use advertising to either: </li></ul><ul><ul><li>Generate Revenue through Selling Advertising </li></ul></ul><ul><ul><li>Generate Customers through Buying Advertising </li></ul></ul>
  8. 8. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><ul><li>Advertiser pays when their ad is clicked </li></ul></ul></ul><ul><ul><ul><li>e.g. Google Adwords, Yahoo Search Marketing, Google Adsense </li></ul></ul></ul>i
  9. 9. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><ul><li>Advertiser pays when their ad is clicked </li></ul></ul></ul><ul><ul><ul><li>e.g. Google Adwords, Yahoo Search Marketing, Google Adsense </li></ul></ul></ul>i
  10. 10. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Impression (PPM) </li></ul></ul><ul><ul><ul><li>Advertiser pays for every appearance of their ad on a web page </li></ul></ul></ul><ul><ul><ul><li>e.g. banner ads or popup ads </li></ul></ul></ul>
  11. 11. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Impression (PPM) </li></ul></ul><ul><ul><ul><li>Advertiser pays for every appearance of their ad on a web page </li></ul></ul></ul><ul><ul><ul><li>e.g. banner ads or popup ads </li></ul></ul></ul>
  12. 12. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Action (PPA) </li></ul></ul><ul><ul><ul><li>e.g. pay per sale, e.g. affiliate programs </li></ul></ul></ul>
  13. 13. Types of Online Advertising - Paid Advertising <ul><ul><li>Pay Per Action (PPA) </li></ul></ul><ul><ul><ul><li>e.g. pay per sale, e.g. affiliate programs </li></ul></ul></ul>
  14. 14. Types of Online Advertising - “Free” Advertising <ul><li>Article Submission </li></ul><ul><ul><li>“Content is king” online </li></ul></ul><ul><ul><li>Submit magazine style articles to other websites, in return for a link to your website </li></ul></ul>
  15. 15. Types of Online Advertising - “Free” Advertising <ul><li>Article Submission </li></ul><ul><ul><li>“Content is king” online </li></ul></ul><ul><ul><li>Submit magazine style articles to other websites, in return for a link to your website </li></ul></ul>
  16. 16. Types of Online Advertising - “Free” Advertising <ul><li>Natural Search Engine Ranking </li></ul><ul><ul><li>Key is to rank highly for the keywords that your target market will search for </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul>
  17. 17. Types of Online Advertising - “Free” Advertising <ul><li>Natural Search Engine Ranking </li></ul><ul><ul><li>Key is to rank highly for the keywords that your target market will search for </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul>
  18. 18. Relating the Types of Advertising to the Different Types of Online Business - Virtual Storefront <ul><ul><li>Sells physical products directly to consumers or other businesses </li></ul></ul>
  19. 19. Relating the Types of Advertising to the Different Types of Online Business - Virtual Storefront <ul><ul><li>Sells physical products directly to consumers or other businesses </li></ul></ul><ul><ul><li>e.g. www.Amazon.com Affiliate Program to generate traffic </li></ul></ul>
  20. 20. - Information brokers <ul><ul><li>Provide information to individuals and businesses </li></ul></ul><ul><ul><li>Revenue is generated from selling advertising space or from a commission by directing buyers to sellers </li></ul></ul>
  21. 21. - Information brokers <ul><ul><li>Provide information to individuals and businesses </li></ul></ul><ul><ul><li>Revenue is generated from selling advertising space or from a commission by directing buyers to sellers </li></ul></ul><ul><ul><li>e.g. www.Edmunds.com Banner Ad to generate revenue </li></ul></ul>
  22. 22. - Transaction brokers <ul><ul><li>Saves the user time and money by providing transaction options </li></ul></ul><ul><ul><li>Revenue is generated from a fee generated by directing a buyer to a seller </li></ul></ul>
  23. 23. - Transaction brokers <ul><ul><li>Saves the user time and money by providing transaction options </li></ul></ul><ul><ul><li>Revenue is generated from a fee generated by directing a buyer to a seller </li></ul></ul><ul><ul><li>e.g. www.BoutiqueWineries.com.au - Natural Ranking to generate traffic </li></ul></ul>
  24. 24. - Online marketplace <ul><ul><li>A digital marketplace where buyers and sellers meet </li></ul></ul><ul><ul><li>Revenue is generated from transaction fees between the buyers and sellers </li></ul></ul>
  25. 25. - Online marketplace <ul><ul><li>A digital marketplace where buyers and sellers meet </li></ul></ul><ul><ul><li>Revenue is generated from transaction fees between the buyers and sellers </li></ul></ul><ul><ul><li>e.g. www.GraysOnline.com.au – Embedded Content and Affiliate Marketing </li></ul></ul>Generates traffic for www.GraysOnline.com.au Generates revenue for www.RealEstate.com.au
  26. 26. - Content provider <ul><ul><li>Provides digital content, such as music, photos, videos </li></ul></ul><ul><ul><li>Revenue is generated by sales of the digital content or by selling advertising space </li></ul></ul>
  27. 27. - Content provider <ul><ul><li>Provides digital content, such as music, photos, videos </li></ul></ul><ul><ul><li>Revenue is generated by sales of the digital content or by selling advertising space </li></ul></ul><ul><ul><li>e.g. www.iStockPhoto.com – PPC advertising to generate traffic </li></ul></ul>
  28. 28. - Virtual community <ul><ul><li>Provides an online meeting place where people with similar interests can meet. </li></ul></ul><ul><ul><li>Revenue is generated by selling advertising space. </li></ul></ul>
  29. 29. - Virtual community <ul><ul><li>Provides an online meeting place where people with similar interests can meet. </li></ul></ul><ul><ul><li>Revenue is generated by selling advertising space. </li></ul></ul><ul><ul><li>e.g. www.Facebook.com – PPC or PPM advertising to generate revenue </li></ul></ul>
  30. 30. Benefits of Online Advertising <ul><li>Cost effective: Online advertising is results-driven advertising, i.e. you pay only after the pre-determined “success” </li></ul><ul><li>Targeted: You can easily reach a specific reader based on geography, areas of interest and context of the content. </li></ul><ul><li>Search: The internet is predominantly used for information; people are looking for answers about their problems, a particular type of product or solution </li></ul><ul><li>Reach: You can reach a much wider audience online </li></ul><ul><li>Measurable: Online advertising is transparent. Reporting and analysis gives comprehensive evidence of the return on investment for all advertising activities. </li></ul><ul><li>Act now: Consumers can immediately click on a link to access more information, make a direct purchase or register for newsletters or services. </li></ul>
  31. 31. Summary <ul><li>Online advertising is an effective means of generating revenue and generating traffic to a business </li></ul><ul><li>The types of advertising include: </li></ul><ul><ul><li>Paid advertising models </li></ul></ul><ul><ul><li>Free advertising models </li></ul></ul><ul><li>A business will utilize a variety of the advertising mediums to suit their needs </li></ul>
  32. 32. Thank you! <ul><li>Any Questions? </li></ul>

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