This document provides an overview of online advertising, including definitions of common online advertising terminology. It discusses what online media is and how online advertising works. Key points include: - Online media refers to digital content that can be accessed through websites and servers, including news, photos, video and music. It allows marketers to target large audiences cost effectively. - Common online advertising metrics include impressions, clickthrough rates, cost per thousand impressions (CPM). Analytics tools like Google Analytics track user sessions, bounce rates, and other metrics. - Emerging 2015 online advertising trends include social media advertising packages, more video and multimedia ads, and full page takeover ads for promotions.

1. Online Advertising Notes
Wednesday 14 January 2015
Prepared by: Stephen Dube
“The illiterates of the 21st century will not be those who cannot read
and write but those who cannot learn, unlearn, and relearn”
Alvin Toffler

2. What is Online Advertising?
Online media,refers to content that is presented electronically (digital media formats) on websites or
servers whereby detail is able to be retrieved through web browsers, online content includes
news, photos, video and music, distributed over the Internetfreely or for a fee.Online
media removes boundaries, and opens up the market to include a far greater audience. Success
for the online business is hinged website TRAFFIC.
Online Media Marketing & Advertising
Online media marketing is growing and advancing in massive ways across the world. Online
media is increasingly growing into a more than profitable industry. Marketing a business online is
by far more cost effective than most traditional ways (print, television or radio). The objective of
marketing online is to encourage viewers and customers to a website through search engines,
display advertising, social media marketing and email campaigns. Marketers are able to reach a
much broader audience using online media when advertising a product or service. Online takes
the guesswork out of whether or not the correct audience is indeed being targeted (reached) as
it can be tracked easily and effectively. Online media websites offer the opportunity for
marketers to really hone in on their specific audience on a broader scale, advertising where it
specifically counts.

3. Online Advertising Terminology:
Ad Rotation : Ads are often rotated into ad spaces from a list. This is usually done automatically by
software on the Web site or at a central site such as Google.
Click: is when a visitor interacts with an advert. This does not apparently mean simply interacting
with an ad, but actually clicking on it so that the visitor is headed toward the advertiser's
destination.
Clickthrough: A clickthrough is what is counted by the sponsoring site as a result of an ad click.
Click rate : The click rate is the percentage of ad views that resulted in clickthroughs. Although there
is visibility and branding value in ad views that don't result in a clickthrough, this value is difficult to
measure. A clickthrough has several values: it's an indication of the ad's effectiveness and it results
in the viewer getting to the advertiser's Web site. What a successful click rate is depends on a
number of factors, such as:
•the campaign objectives, how enticing the banner message is, how explicit the message is (a
message that is complete within the banner may be less apt to be clicked),
•audience/message matching,
•how new the banner is,
•how often it is displayed to the same user
example:
Ecobank advert on Dailynews website which ran from: Dec 8 to Jan 8, 2014 see stats below:

4. Online Advertising Terminology:
CPM: CPM is "cost per thousand" ad impressions, an industry standard measure for selling ads
on Web sites.
Demographics: Demographics is data about the size and characteristics of a population or
audience (for example, gender, age group, income group, purchasing history, personal
preferences, and so forth).
Fold: Refers to an ad that is viewable as soon as the Web page arrives.
Hit: A hit is the sending of a single file whether an HTML file, an
image, an audio file, or other file type. Since a single Web page
request can bring with it a number of individual files, the number
of hits from a site is a not a good indication of its actual use
(number of visitors).
Impression: The count for every time an advert loads on a page. Impressions are how most Web
advertising is sold and the cost is quoted in terms of the cost per thousand impressions ( CPM ).

5. Structure of :
www.dailynews.co.zw
Home page: The default landing page
First page of a website sometimes know as index page
website contains an address bar at the top were you enter the web address eg. www.dailynews.co.zw
Advert positions:
Adverts are run on rotational basis with a maximum of 4 adverts per slot.
Each advert can be linked to any site
Advert types: Static or animated
Advert material: Static adverts: jpeg or png and Animated: gif
90kb maximum size
Leaderboard
Top Banner
Side Banner
Medium
Page Unit
Footer Ad /
Solus
Skyscrapper
Island

7. Online Reporting tools:
Google Analytics:
Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic
and traffic sources and measures conversions and sales. It's the most widely used website statistics
service.Google Analytics can track visitors from all referrers, including search engines and social networks,
direct visits and referring sites. It also tracks display advertising,pay-per-click networks, email marketing.
Sessions: Total number of Sessions within the date range. A session is the period time a user is actively
engaged with your website.
Users: Users that have had at least one session within the selected date range. Both new and returning.
Pageviews : Pageviews is the total number of pages viewed. Repeated views of a single page are counted.
Pages / Session: Pages/Session is the average number of pages viewed during a session. Repeated views of
a single page are counted.
Avg. Session Duration: The average length of a Session.
Bounce Rate: Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your
site from the entrance page without interacting with the page).
% New Sessions: An estimate of the percentage of first time visits.

9. Online Advertising Trends:
The following trends are likely going to be a hit in 2015:
- In 2015 we will unveil new advertising packages such as social media.
-- Video and multimedia adverts on our websites and social media sites
-- Page takeovers : For advertising campaign such as promotions and
other activities.
Thank you!