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- 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Vehicles: • Search: Google, Bing: 50% – Direct Marketing – 10% of Ad $s Good CTRs • Social: Facebook, Twitter, YouTube – Display – Native (Book example) – Impact of Facebook’s Algorithm Digital Marketing alexbr.brown@gmail.com University of Delaware
- 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Vehicles: • Other Web: Yahoo!, AOL, Amazon, NYTimes – Display – Native – Affiliate – Ad Networks (Google’s Double Click) – Ad Server Digital Marketing alexbr.brown@gmail.com University of Delaware
- 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Vehicles: • Mobile Web – No cookies, but geo-location – Multiscreen (Google, Facebook vs. Networks) • APPs (Flappy Birds $50k/day, Candy Crush $850k/day) – Ad Networks (iAd, AdMob) – Deep linking – Social Transition: Facebook 57% Digital Marketing alexbr.brown@gmail.com University of Delaware
- 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Vehicles: • E-mail: CRM, Engagement vs. Spam – Opt-in vs Opt-out: clean list – Subject header – Optimize for mobile Digital Marketing alexbr.brown@gmail.com University of Delaware
- 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Format: • Display • Pop-up • Interstitial • Native Digital Marketing alexbr.brown@gmail.com University of Delaware
- 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Format: • Video • Pre-roll • Mobile Ad Units Digital Marketing alexbr.brown@gmail.com University of Delaware
- 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Terms: • Hits and Impressions • Page views • Click-Through-Rate (CTR) • CPA, CPC, PPC • CPM, CPH ? • Key Performance Indicator (KPI) Digital Marketing alexbr.brown@gmail.com University of Delaware
- 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Terms: • Call to Action • Landing Page • Conversion • A/B Testing Digital Marketing alexbr.brown@gmail.com University of Delaware
- 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Terms: • Opt-in vs. Opt-out (privacy) – Facebook Nearby • Cookie File – First versus third party • Programmatic Advertising • Retargeting Digital Marketing alexbr.brown@gmail.com University of Delaware
- 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Terms: • Behavioral advertising (cookie) • Contextual advertising (keyword) • Advertising networks • Spam • Click fraud Digital Marketing alexbr.brown@gmail.com University of Delaware
- 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Advertising: Digital Analytics: • Google Analytics • Social Analytics Digital Marketing alexbr.brown@gmail.com University of Delaware