2. Class Objectives Discuss the pros and cons of digital interactive media Define the various kinds of digital advertising Explain how interactive advertising is sold and how it is priced Describe who uses the internet and how they use it
5. Top U.S. Websites Source: ClickZ.com, data from comScore Media Metrix
6. Search Engine Ads Email Ads Social Media Classified Ads Mobile Ads The Digital Advertising Landscape Display Ads
7. Current & Future Online Spending Online advertising is expected to grow at a double-digit pace for the foreseeable future.
8. Current & Future Online Ad Spending Only television will commands a greater share of media spending than online advertising.
9. Digital Ad Spending by Ad Type Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-101210
10. Pros of Online Advertising Active users. The internet is the only medium that requires users to be actively engaged to receive with it to receive ads. Measurability. Almost every action taken in response to an online advertising campaign is measurable. Cost. Online advertising costs very little to produce and implement. Variable scope. Advertisers can use online advertising as a mass medium to reach millions, or they can target small numbers of users via niche sites. Photo c/o watblog.com
11. Cons of Online Advertising Constant change. Technology advances continuously and can make staying on top of advertising opportunities difficult for the average business. Intrusive ads. Some types of online ads are more annoying than interesting to web users. Clutter. Some web sites and search engines have so many ads that differentiation is difficult. Recall. Most internet users have trained themselves to ignore ads on a web page. Photo c/o community.microsoftadvertising.com
12. Online Advertising Metrics Page views. A measure of web traffic, the number of total pages downloaded by users of a web site in a given month. Unique visitors. A measure of web traffic, the number of individuals who visit a specific web site within a given month. Impressions. Each time an online ad serves, it represents an ad impression. Click-through: When a user clicks on an online ad and is directed elsewhere, that is a click-through. Click-through rate: The percentage of click-throughs to impressions served for an online ad campaign. Avg = 0.10%
13. SEARCH ENGINE ADVERTISING Search engines: web sites that are devoted to finding and retrieving requested information from the World Wide Web.
17. The more popular the keyword, the more expensive.Google keyword tool: https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
19. EMAIL ADVERTISING Email advertising: A direct marketing tactic whereby an advertising message is delivered to recipients’ email addresses. Emails may be permission based or spam. Email photo c/o messagingtimes.com Spam photo c/o likelihoodofconfusion.com
20. Email Advertising in the Marketing Mix Businesses continue to increase spending on email advertising because of its significant return on investment (ROI).
21. Buying Email Advertising Email advertising is bought on a CPM (cost-per-thousand) addresses basis. Average rates vary from $50 to $250 per M for acquisition lists. Advertisers may also build their own databases.
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23. 56% of smart phone users access the mobile internet weekly
24. 68% of smart phone users feel positively engaged while using the mobile internet
25. Most mobile sites allow one ad unit per page, offering high visibility for the advertiserMobile ad photo c/o mobilemarketingwatch.com
29. Buying Mobile Web Advertising Mobile web advertising can be purchased on a cost-per-click basis or a cost-per-thousand impressions basis, depending on the goal of the campaign. The average U.S. CPM for mobile advertising ranges from $10-$15. Mobile ad photo c/o inmobi.com
30. ONLINE CLASSIFIED ADS Online classified ads allow individuals to buy and sell products and services. They also allow businesses to advertise real estate, autos, jobs and services. Best known site: Craigslist. Other sites include real estate, auto and job sites like Cars.com, Monster and Trulia. Image c/o mslater.com
31. Buying Classified Online Ads For individual consumers, most online classifieds are free. For businesses, they may pay per posting or a monthly subscription fee, depending on ad volume. Photo c/o techcrunch.com
32. SOCIAL MEDIA ADVERTISING Social media are the dominant force in digital advertising today. More than 6 in 10 U.S. internet users can be found on social media websites.
42. Rich Media Rich media ads use a full range of animation and sound and often involve user interaction. Video ads can take place in the context of rich media. They may run with other video content or static content. Image c/o meydad.com
43. Rich Media Yahoo! examples of rich media: http://advertising.yahoo.com/media-kit/rich-media.html
