The document discusses various types of online advertising including display ads, classified listings, rich media ads, click-through advertising, and conversion optimization. It provides details on the history and evolution of online advertising. Key points covered include advantages and drawbacks of different ad formats, metrics like click-through rates, and methods to increase conversion rates.

1. Display ads , classified listings, rich media ads, click
through, conversion

2.  John Wanamaker – Revolutionized
marketing
 “New Wanamaker era” – Era of
innovative advertising
 In the beginning, online advertising
began with a commercial service called
Prodigy which went live in 1990 and
adopted advertising as a revenue source
 1994 –Internet advertising started
gaining some foothold
 1995 – Internet Advertising Council
decides on goals, objectives and
membership guidelines
 Internet Advertising - ever growing
with a revenue potential of $428 billion

3. Advantages
 Reaching wider audience at low cost
 Quicker results
 Easy and inexpensive to measure statistics
 Option for consumer research before buying
 Direct interaction with the advertisement
 Customizing ads according to target audience

4. Drawbacks
 Ethics a major issue in Internet advertising
 Consumer’s inability to feel the product
 The human factor is missing
 Excessive use may lead to spamming

5.  Used to match up buyers and sellers
within a limited geographic region
 1st classified ad published in 1704 in
Boston News Letter
 Craigslist.org - one of the first online
classified sites, grown to become the
largest classified source with 14
million unique visitors a month
 Online classifieds -Tend to be longer
than print classified ads
 Searchable, local and wider scope for
audience

6. Advantages
 Most powerful tool of online advertising
over the internet
 Gives the product a lot of exposure on the
World wide web.
 Opens a massive global market for the
product.
 Provides unlimited sources to gain profits
 Inexpensive but has a high rate of return
 Better and more targeted search capabilities

7. Shortcomings
 An ad will expire quickly which requires constant
replacement
 Advertising on one site is not enough to produce
great results. One must post to many classified sites
to see big results.

8. DISPLAY ADVERTISING

9. LOGOS
TEXT
PHOTO
MAPS GRAPHS
 Contains texts, logos, photographs
location maps, and similar items
 Online display advertising is the use
of the Internet as an advertising
medium where promotional
messages appear on other websites
and search engine results pages.

10. POP UP
BANNER ADS ADS
TEXT ADS

11.  MAKE BIG WITH LITTLE
MONEY
 PAY PER CLICK , COST PER
IMPRESSION MEANS
FLEXIBLITY IN INVESTMENT
 EFFECTIVE DISPLAY
IMMEDIATE RESULTS
 BRAND AWARENESS WITHIN
SECONDS
 TRACEABLITY AND EASY TO
MONITOR

12. 52 % RESPOND TO DISPLAY ADS
31 % RESPOND BY CLICKING THE AD
38 % LEARN ABOUT A BRAND FOR THE FIRST
TIME
49 % SEARCH ABOUT A PRODUCT/COMPANY
AFTER SEEING IT IN DISPLAY AD

13.  competitors can click on your
advertisement without
purchasing anything and thus
drive up your advertising costs
:D :D
 Banner ads have experienced
declining click through rate
 Segmenting has to be done
properly
 Think well before you place it

14. RICH MEDIA MARKETING

15.  form of advertising that utilizes
interactive digital
media, including
streaming, video and audio
 More interactive
 done to attract attention and to
stand out amongst the huge
volumes of ads and copy
 powerful creative opportunity

16.  In-Page Ads –show up in
various areas of a web page
in the form of a rectangle or
preset banner
 Out-Of Page Ads –
Examples include Floating
Ads, Pop-Up Ads and
Expandable Ads
 In-Stream Ads – These are
ads that involve either pre or
post roll videos

17.  Higher interaction rate
 Rich Media ads are measurable
and scalable
 Higher performance levels
 Brand awareness
 User experience
 Communicate more
information
 More clicks
 Collect more information

18.  MAY SLOW DOWN A WEBSITE
 MAY ANNOY
 MORE DIFFICULT TO CREATE
 MORE EXPENSIVE
 MAY BE BLOCKED
 WHERE INFORMATION
EXCHANGE IS THE DESIRE,
LEANER MEDIA TYPES CAN
OFFER MORE EFFICIENCY

19. •Act of converting customer who browses your site
to a
paying customer
•A marketing tactic that encourages a customer to
take a specific action
•This is measured by conversion rate.
Conversion rate = number of goal achievements
visits

20. Conversion process 10000 total
customers
You sell boots online.
Everytime you sell a pair of 100% of Total visitors
boots, u make profit.
Statistically, every 500 visitors to visitors
your website you sell 10 pair of
boots.
Avg cost per click = 0.25 rupees 60% Visit shopping are
500 clicks * 0.25 = 125 rupees
10 boot sales * 25 = 250 rupees
profit = 125 rupees.
30% Place item in cart
In other case, when you sell only
4 pair of boots,
Boot sales = 4 * 25 = 100 rupees. 3% Make a purchase
Loss = 25 rupees

21. Methods to increase conversion
rate:
• Generate user reviews for the product which
can accelerate conversion
• Show credibility signs like third-party
trusted logos and good site design to increase
trust level of visitor
• Good site navigation structure to help users
find and browse without thinking too much
about where to click
• Better content of the website
• Increase usability to reduce the barriers
towards the conversion
goal.

22. CLICK THROUGH
ADVERTISING

23. CLICK THROUGH MARKETING
•The process of a visitor clicking on a
web advertisement and going to the
advertiser's Web site.
•The click-through rate of an
advertisement is defined as the number
of clicks on an ad divided by the number
of times the ad is shown
•Pay per click (PPC) companies all over
the world are providing clients the
results they are looking for, launching
them to the top 10 or five results
•PPC management companies are
waging a constant bid war through
popular search engines like
Google, MSN and Bing

24. ADVANTAGES
•very beneficial to website owners and online
business owners when it is performed the right
way
•you don’t have to make any changes in your web
pages just to rank high on the search engines
•you can opt not to tweak your website’s pages in
pay per click
•process you will have to go through is so simple
•click is still a common resort for website
promotion and it can generate immediate results

25. DISADVANTAGES
•pay per click is the bidding war
•may be so expensive to maintain
•you need to be very targeted in
your choice of keywords and ads
creation