This document discusses emerging media such as the internet, mobile phones, and new forms of digital advertising. It provides background on the history and growth of digital media, including the development of internet advertising through companies like Google. The document also outlines different types of online and mobile advertisements, as well as common revenue models for digital advertising like cost per mille, cost per click, and cost per action. Finally, it summarizes a new study that found mobile display advertising generally outperforms online display advertising when best practices are followed.

1. EMERGING MEDIA
ITIKA SINGH
MBA 3RD SEM
MOTI LAL NEHRU INSTITUTE OF RESEARCH & BUSINESS ADMINISTRATION
UNIVERSITY OF ALLAHABAD

2. New Media
 Emerged in the latter part of the 20th century ;
 Digitizing of content into bits ;
 Having characteristics of being
manipulated, networkable, dense, compressible, and
interactive ;
 Examples: Internet, websites, computer
multimedia, computer games, cellular phone, CD-
ROMS, and DVDs.

3. HISTORY
 1960s : connections between computing and radical art began to grow
stronger
 1980s : Alan Kay and his co-workers at Xerox PARC began to give the power of
a personal computer to the individual, rather than have a big organization be in
charge of this.
 1991 : W. Russell Neuman (1991) suggests that whilst the "new media" have
technical capabilities to pull in one direction, economic and social forces pull
back in the opposite direction.
 Douglas Kellner and James Bohman gave positive appraisals.
 Lister et al. (2003) and Friedman (2005), have highlighted both the positive
and negative potential and actual implications of new media
technologies, suggesting that some of the early work into new media studies
was guilty of technological determinism

4. Media Of The New
Millenium
 Internet
 Mobile Media

5. Cellular Phone/ Mobile Phone
Brief History
1973: Martin Cooper, project manager at Motorola, invented a
portable handset;
1990s: cellular phones made a commercial debut in the mass
market;
1991: When 2G was introduced in Finland by Radiolinja (now
Elisa) on the GSM standard, the digital technology introduced
data services. SMS text messaging was the first such service with
2.4 billion active users of SMS in 2007.;
six years from the launch of SMS until the first case of advertising
would appear on this new data media channel, when a Finnish
news provider offered free news headlines via SMS, sponsored by
advertising

6. MOBILE AS
MEDIA

7. TYPES OF MOBILE ADS
Mobile Web Banner ( top of the page)
Mobile web Poster (bottom of the page banner)
SMS
MMS
Mobile Games
Mobile Videos

8. INTERNET
NET POPULATION OF DIFFERENT COUNTRIES (IN 000)
COUNTRY REG. INTERNET COUNTRY REG. INTERNET
USERS USERS
CHINA 105 MALAYSIA 75
HONGKONG 175 PHILIPPINES 20
INDIA 28 SINGAPORE 175
INDONESIA 37 TAIWAN 165
JAPAN 1,650 THAILAND 55
SOUTH KOREA 175 USA 16,000

9. BACKGROUND
One person who helped make this
possible was Bill Gross. As an Internet
entrepreneur Gross developed various
Internet advertising prototypes, one of
which lead to the innovative search
engines Goto.com, eventually named
Overture. Overture was later revamped
into a system that places various
advertising links next to relevant search
results and charging only for clicks,
which was called Adwords. Adwords
finally led to Google’s Adsense, which
was a system that integrated sponsored
links on various online newspapers
already apart of the Google Network and
thus began the alternative, emerging
media. (Economist, 2006)

10. ADVERTISING ON
INTERNET
The internet has become an ongoing emerging source that
tends to expand more and more. The growth of this particular
media attracts the attention of advertisers as a more productive
source to bring in consumers.
Online advertising is a form of promotion that uses the
Internet and World Wide Web to deliver marketing
messages to attract customers

11. Competitive Advantage
over Traditional Advertising
Immediate publishing of information and content
Efficiency of advertiser's investment

12. TYPES
Floating ad: An ad which moves across the user's screen or floats above the content.
Expanding ad: An ad which changes size and which may alter the contents of the
webpage.
Polite ad: A method by which a large ad will be downloaded in smaller pieces to
minimize the disruption of the content being viewed
Wallpaper ad: An ad which changes the background of the page being viewed.
Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error
message or an alert.
Pop-up: A new window which opens in front of the current one, displaying an
advertisement, or entire webpage.
Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the
current window so that the user does not see it until they close one or more active
windows.
Video ad: similar to a banner ad, except that instead of a static or animated
image, actual moving video clips are displayed. This is the kind of advertising most
prominent in television, and many advertisers will use the same clips for both television
and online advertising.

13. Map ad: text or graphics linked from, and appearing in or over, a location on an
electronic map such as on Google Maps.
Mobile ad: an SMS text or multi-media message sent to a cell phone.
Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. It
uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known
as Unicast Transitional ads as they were originally made by Unicast Communications
but the company was acquired by Viewpoint Corporation in 2004, which then changed
its name to Enliven in 2008.
Interstitial ad: a full-page ad that appears before a user reaches their original
destination.
In addition, ads containing streaming video or streaming audio are becoming very
popular with advertisers.

14. Ad Server Market Structure
Vendor Ad viewers (millions)
Google 1,118
DoubleClick (Google) 1,079
Yahoo! 362
MSN (Microsoft) 309
AOL 156
Adbrite 73
Total 3,097
Given is a list of top Ad server vendors in 2008 with figures in millions of
viewers published in an Attributor survey. Since 2008 Google controls estimated
69% of the online advertising market.
It should be noted that Google acquired DoubleClick in 2007 for a consideration
of $3.1 billion. The above survey was based on a sample of 68 million domains.

15. Revenue Models
The three most common ways in which online advertising is purchased are
CPM, CPC, and CPA.
CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) is when advertisers pay
for exposure of their message to a specific audience. "Per mille" means per thousand
impressions, or loads of an advertisement
CPC (Cost Per Click) or PPC (Pay per click) is when advertisers pay each time a user
clicks on their listing and is redirected to their website. They do not actually pay for
the listing, but only when the listing is clicked on. This system allows advertising
specialists to refine searches and gain information about their market. Under the Pay
per click pricing system, advertisers pay for the right to be listed under a series of
target rich words that direct relevant traffic to their website, and pay only when
someone clicks on their listing which links directly to their website.
CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance)[3]
advertising is performance based and is common in the affiliate marketing sector of
the business. In this payment scheme, the publisher takes all the risk of running the
ad, and the advertiser pays only for the amount of users who complete a
transaction, such as a purchase or sign-up. This model ignores any inefficiency in the
sellers web site conversion funnel.

17. Based on a new study that was revealed by Millward Brown’s
Dynamic Logic at Advertising Week’s Mobile Media Summit,
Mobile display advertising generally outperforms online display
advertising. The study focuses on the important “do’s and don’ts”
that are required for effective mobile advertising. The study also
cautioned one against the re-purposing of online creative for mobile
and put an emphasis on the importance of creative quality,
something that has become vital as mobile advertising’s novelty
erodes

18. REFERENCES
• exchange4media.com
•Wikipedia.com
•CMO.com
•Foundations of Advertising- S. A. Chunawala &
K.C. Sethia