This document provides an overview of online advertising. It discusses the key differences between traditional and online marketing, the history of major developments in online advertising from 1993 to 2013, advantages and disadvantages of online advertising, ethics and privacy issues, and examples of major online advertising companies like Google and types of online ads. It also covers topics like how online ad auctions work, mechanisms used for targeting ads, and why companies use third-party ad servers.

1. International Institute of Professional Studies, DAVV
MBA(MS) 2 years
2015-2017
II SEMESTER
Presentation on : Online Advertising
Presented to : Presented by:
Dr. Kapil Jain Ms. Shruti Soni (FT-2K15-48)
Mr. Sahir Kingrani (FT-2K15-44)
Ms. Priyanka Saluja (FT-2K15-34)
Mr. Ishwar Shree M (FT-2K15-19)

2. Introduction
Online advertising is a form of marketing and
advertising which uses the Internet to
deliver promotional marketing messages to
consumers.
It includes email marketing, search engine
marketing, social media marketing, many
types of display advertising, and mobile
advertising.

3. Traditional vs Online Marketing
Traditional Online
1. Done via hoardings, newspapers and
billboards.
1. Done via online banners, email,
interactive ads, and buttons.
2. Reaching out to the potential customers
is difficult and uncertain.
2. Ads are shown to the users as per their
interest.
3. Predicting the behaviour of targeted
audience is difficult.
3. Various online tool provide stats which
tells the behaviour of the user.
4. No interactivity. 4. Users can interact with the ads through
various options.
5. Success of campaign cannot be tracked
easily.
5. It is very easy to track the number of
users.

4. History
 1993 : First commercial website to sell
clickable ads.
 1994 : Pay-per click keyboard advertising
debuts at GoTo.com.
 1995 : Yahoo transformed itself from just
being a web dictionary to a commercial
business.
 1998 : Hotwired is the site to sell banner ads
in large quantities to corporate advertisers.
 2000 : Google rolls out AdWords, a pay-per
click service.

5. History contd.
 2001 : Pop up ads fill users’ screen.
 2005 : Youtube video ads bring $121
million-just over 1% of online ad revenue
and later it was acquired by google for $1.65
Billion dollars.
 2007 : Facebook debuts its advertising
system.
 2010 : Real time bidding
 2013 : Facebook acquired Microsoft
advertising platform.

6. Advantages
 Extensive coverage,
 Large capacity information,
 Strong interaction with sensory,
 Real time & long lasting unity,
 Accurate delivery goals,
 Non-compulsory transfer information,

7. Disadvantages
 Lack of traditional marketing skills,
 Expensive,
 Technical Obstacles,
 Customer ignore ads,
 Customers get distracted,
 Overloading ads,
 Viewing problems.

8. Ethics in Advertising
 Should not mislead the customer,
 What it promises must be there in the
performance of products,
 Ads should not be indecent and obscene,
 As advertising is also a social process, it
should offend moral sense,
 ASCI (Advertising Standards Council of
India) regulates the advertising in India.

9. Online Privacy Issues
 Seizing cloud data,
 Location data betrayal,
 Cookie proliferation,
 Data never forgets a face,
 Scanning in the name of cyber security.

10. Online advertising companies
1. Google
-Clash of the giants

11. Online advertising companies contd
2. Google AdWords
Sign up yourself
Get free support from google
Pay only for results
You are always in control
No contract to lock you in
Simple payment option

12. Online advertising companies contd
3. InfoManav
Provide services : Custom web solutions, Offer
web designing, Social media marketing ,Cloud
hosting, Facebook marketing, google ads,
youtube ads, facebook app development
Happy clients :

13. Online advertising companies contd
4. Web Chutney.
Offers three services :
Media buying & planning,
Viral marketing,
Web development
5. Mail Chimp.

14. AdWord Auctions
1. Advertisers pool.
2. Keyword bidding.
3. 2 key factors :
(i) maximum bid
(ii)your quality score

15. Types of Online Advertising
 Display Advertising.
(i) Display ads,
(ii) Static ads
 Search advertising.
 Social Media advertising.
 Email advertising.
 Content advertising.

16. Online advertisement mechanism
 Cookies functioning
 Location tracking mechanism.
 Interest categorisation.
 Retargeting.

17. WHY Third-party ad serving?
 Focus on saving time and money.
 Evaluation of results (by cookies).
 Efficient process.
 Service at your finger tips.

18. How ads are targeted to your site?
 Contextual targeting.
 Placement targeting.
 Interest-based targeting.
 Language targeting.