This document discusses online advertising and outlines an in-class simulation on developing an online advertising campaign. It covers key topics like ad serving and networks, search engine advertising, email advertising, and social media advertising. It then describes how to develop a creative and media buying strategy for an online advertising campaign. Students are assigned to create a one slide presentation and Excel-based media plan allocating a 35 million PKR budget across various online and traditional media like newspapers, TV, outdoor, and digital platforms like search engines, social networks, and email for a one month campaign simulation.

1. Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz> Discussion on assigned Case Studies> Detailed discussion: Ad Serving & Networks> Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)> Strategizing Online Advertising Campaign> Class room Simulation: Online Advertising CampaignClass Presentation | Session 13 | 28 Sep 2010

2. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingAd ServingA facility to serve adsHelps optimize ads by tracking themAd server(s) can be setup easilyIf a page is using ad server, ad is served from a different server than rest of pageIt is required for tracking the ad, clicks, user behavior etc.Ad serving is offered as solution to advertisers/publishersE-Marketing2

3. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingAd Networks Ad Networks offer complete services for serving as well as managing campaignsAd Networks are used by Publishers to sell advertising spacesAd Networks are used by Advertisers to buy advertising spacesBidding ProcessPublisher places its advertising spaceAdvertiser offer their bids for advertising space (generally not specifically for a publisher)Highest bid gets higher position and so onE-Marketing3

4. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingKey advantages of Ad Serving & Ad NetworksTracking Tracking for ‘ads’ is not possible using web analyticsBasic tracking: Views & ClicksAdvanced tracking: ISP, Browser, time of viewing etc.More options: Clickstream analysis i.e. reviewing what user does in subsequent pages) Conversion analysis of clicks into leads into sales is also possibleE-Marketing4

5. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingKey advantages of Ad Serving & Ad Networks (…contd.)Targeting & PositioningAd serving technology and ad networks can be used to control advertising powerfullyControlling viewing frequency – FREQ. CAPPINGControlling order of view – SEQUENCINGControlling content – EXCLUSIVITYControlling page – ROADBLOCKS Strong optimization can be achieved based on what results are thereAd serving allows targeting based on geography, context etc.E-Marketing5

6. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingSchematic ExplanationE-Marketing6

7. Ad Serving & Ad NetworksRef: Chap 3 – Textbook on E-marketingSchematic ExplanationTotal Ad Inventoryavailable to network:4.5 MM impressionsTotal Advertising requested:2.0 MM impressionsFactors considered in Allocation:Proportionate to trafficBID made by Advertiser Allocation is done using automated platformsE-Marketing7

8. Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)Search Engines, Emails and Social Media are other platforms to ‘display’ adsIdea is to understand usage of other option for displaying ads other than websites/web pagesKey features/benefitsSearch Engine Advertising Contextualization Generally text ads Served related to search Follows CPC models (mostly)E-Marketing8

9. Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)Key features/benefits (…contd.)Email Advertising Serving ads in emails Limitation: static ads (animated GIF possible) marking as spam is a problemSocial Media AdvertisingUsing social media Power of targeting is enhanced Follows CPC models (mostly)E-Marketing9

10. Online Advertising CampaignAdvertising Campaign - TypicalCreative StrategyHow the message shall be presentedMedia [Buying] StrategyWhat media shall be usedOptions: Print | Electronic | Outdoor | Activation | DigitalDigital/Online Advertising is part of the whole pictureComplete E-marketing campaign is more than Online Advertising aloneHere we will discuss how to create Online Advertising Campaign StrategyE-Marketing10

11. Online Advertising CampaignAdvertising Campaign - TypicalE-Marketing11

12. Online Advertising CampaignOnline Advertising CampaignCreative StrategyHow ads shall be created online – Key considerations Ad copy & Graphics Ad formatsMedia Buying StrategyBuy media based on campaign objectivesCalculate reach using available budget and payment model as well rates for different mediaConstant monitoringE-Marketing12

13. Online Advertising CampaignOnline Advertising Campaign: SimulationAssignment (2% grade)Create a complete media plan and try to understand how your budget shall be used among different mediaObjectives:Understanding of reach of different media vis-à-vis spending doneDeliverables:One slide presentationMedia Plan in Excel fileFriday, Oct 1, 2010 (should be emailed before class)E-Marketing13

14. Online Advertising CampaignOnline Advertising Campaign: SimulationKey Assumptions:Newspaper Ad: PKR 2,000 – 2,500 Col. Cm.TVC: PKR 25,000 – 50,000 per spotOutdoor: PKR 500,000 – 1,000,000 per monthOnline:Yahoo: US$ 3.00 - 10.00 CPMMSN: US$ 3.00 - 7.50 CPMGoogle Ads: US$ 0.20 - 0.40 CPCFacebook: US$ 0.15 - 0.50 CPCDawn.com: PKR 300 - 500 CPMSourceOne: PKR 3,000 - 5,000 per email blast (250,000 email addresses)Use any figure for buying spotsEstablish reach by approximating how many people will see ad from particular media TOTAL BUDGET AVAILABLE: PKR 35MM | 1 MONTH CAMPAIGNE-Marketing14

15. Online AdvertisingEmail Marketing> Individual Media Plan presentations> Affiliate Marketing – Detailed Overview> Term Project DiscussionEmail Marketing> Fundamental concepts in Email MarketingClass Presentation | Session 14 | 1 Oct 2010