Online marketing (tactical)

Online Advertising

Thursday, November 19, 2009

Sho
wa
nd
Sel
l


Online advertising?


“The Internet will transform advertising
because of its track ability, not its beauty.”
-Eric Schmidt, Google CEO


$60 Billion
Email
9%
Lead Gen
11% Search Display
Classiﬁed Lead Gen
Search
Email
Classiﬁed 38%
12%

Display
31%


Research


Planning a campaign


Define goals

Investigate target audience

Determine websites to display adverts

Websites or networks will affect format
and payment models

Brief the creative team


Online adverts need to


Attract attention


Convey a message


Entice action

ACE


Online and ofﬂine: shared
objectives

• Build brand awareness
• Create consumer demand
• Satisfy consumer demand
• Drive response and sales


The key differentiator
Immediate response online
Online can be interactive

Internet is highly

 Trackable

 Targetable

 Measurable


CPM

CPC

CPA


Banner Add


Impressions


Call to Action


Click Rate


Unique
Visitors

Landing
Page

Conversion
Rate

ROI


Click
Tracking


Stickiness


Targeting


Demographic Targeting


Contextual Targeting


rgeting
our al Ta
B ehavi

Geo
grap
hic T
arge
ting


Day-part Targeting

Purchase-Based Category Targeting

Social Based


Targeting and optimizing

Networks track users


 Cookies
 IP address

 Across web sites

Advertisers can use this
information to target
adverts


Targeting can be problematic
• Contextual advertising can
get it wrong
– Shark diving advert
next to article about
shark attack
• Online behaviour does not
always represent true
interests


Test #1


Test #2

Test #1


Banner advertising

• Simple hyperlinked
image shown on web
sites.
• Link takes visitor to a
landing page.
• AT&T advert was one
of the ﬁrst sold in
1993.


Banner adverts

• Image or animation
displayed on a web
site for advertising
purposes
• Static or interactive
• Can expand on
mouse-over or when
clicked on


Standard banner sizes

Note: these banners are in proportion, not the actual size.


Emerging technology


Advertising evolves with technology

• Today can include sound and video
• Far more interactive
• Technology allows banners to expand over a page
• Adverts can be placed in videos


Interstitial banners

• Shown between pages on a web site
• As viewer clicks from one page to
another, an advert is shown before the
next page can be viewed
• Often used by content and news web
sites


Pop-ups and pop-unders

http://www.amazon.com/gp/product/B00167G76W/
ref=dm_dp_trk6


Map advertising

• Advertising within online mapping solutions


interaction

 Rich media allows for
rich content
 One banner can have
 Video
 Tour schedule
 Downloads
 Link to web site


engagement

• Adverts placed
that require a
user to initiate
the advert
• Adverts placed in
video and on
social media
applications
• Relatively new
and untested


In-Game advertising


Wallpaper advert

• Changes the background of a web page
• Usually is not clickable
• Used for branding


Interactive Banners


Branded applications


Advantages

1

Advantages

2

Advantages

3

Disadvantages

1

Disadvantages

2

Disadvantages

3

Ad servers and Advertising networks

Ad server

Publisher’s
server


Ad Servers


Beneﬁts of ad servers

• Adverts maintained and updated through a central
location
• Advert performance reporting
• Sophisticated targeting
• Tracking across many web sites
• Retargeting


Advertising Network


Networks offer
• Frequency capping
– Limit times advert is seen by a user
• Sequencing
– Show adverts in a given order
• Exclusivity
– No competitor adverts are shown
• Roadblocks
– All the inventory on a page

Advertising exchanges

Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange



Publishers place unsold inventory

Advertisers bid for inventory

Bids are placed based on

Audience profile

Space
Advertising exchanges


Tracking
• Impressions
• Click-throughs
• Connection type
• Browser
• OS
• Time of day
• ISP


Cookies

Photo credit: http://ﬂickr.com/photos/71217725@N00/


Cookies are text ﬁles

• Small text ﬁles saved
on user’s computer
• Allow a website to
capture information
about user behaviour
• Can be set on advert
impression


Tell viewers what to do:
Call to Action


conundrum
Advertisers
must attract
attention without
Being

Annoying


Some say advertising is dead

A few million people think so…


What do the numbers say?

+

What do the numbers say?

%249


This means someone answering the ‘brand
awareness’ survey “no, I never heard of them” but
then two days later, is more then twice as likely to
click on a text ad.

http://kungsgrillen.se/machines/


http://www.777interactive.jp/awards/2008/bravia/e/


http://awards.playballoonacy.com/


http://202.218.121.130/2008/axewakeupservice/en/


http://www.bannerblog.com.au/2007/12/
sixt_ascii_text_ads.php


http://skittles.com/chatter.htm


Online marketing (tactical)

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