E-Commerce Course 4 Internet and advertising. 1- Is internet just a media like others?
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Transcript of E-Commerce Course 4 Internet and advertising. 1- Is internet just a media like others?
![Page 1: E-Commerce Course 4 Internet and advertising. 1- Is internet just a media like others?](https://reader036.fdocuments.us/reader036/viewer/2022070408/56649e6b5503460f94b68c4d/html5/thumbnails/1.jpg)
E-CommerceE-CommerceCourse 4Course 4
Internet and advertising
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1- Is internet just a media like others?
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![Page 5: E-Commerce Course 4 Internet and advertising. 1- Is internet just a media like others?](https://reader036.fdocuments.us/reader036/viewer/2022070408/56649e6b5503460f94b68c4d/html5/thumbnails/5.jpg)
The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
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The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
Internet
![Page 7: E-Commerce Course 4 Internet and advertising. 1- Is internet just a media like others?](https://reader036.fdocuments.us/reader036/viewer/2022070408/56649e6b5503460f94b68c4d/html5/thumbnails/7.jpg)
Basic measurement techniques
• Hits
• Hits/audit
• Audit with profile
• Clickstream (visits)
• Time spent on a site
• Purchases
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Advanced measurement techniques
• No of visits versus Unique visitors
• Cookies
• Electronic Passport
– All of the above techniques give more and more info about the profile of visitors
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2- How do you make money with advertising on the net?
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It is harder than ever to finance a site only with ads
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Many players but few profitable ones
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In 1999
• 75% of all ad revenus were made on 10 sites
• Vs. 68% in 1998
– Source (iAB)
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But as more and more consumers are seeking and know about
specialized sites
• Market segmentation
• Media fragmentation become a reality
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What about rates?
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Various methods
• barter 8%
• Active or passive banner (CPM) 58%
• Sponsor 29%
• Referral 6% (Could go up to 53% by 2004)
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Examples
http://home.netscape.com/ads/usrates.html
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