Online marketing (tactical)
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Transcript of Online marketing (tactical)
Online Advertising
Thursday, November 19, 2009
Show and Sell
Thursday, November 19, 2009
Online advertising?
Thursday, November 19, 2009
“The Internet will transform advertising because of its track ability, not its beauty.”
-Eric Schmidt, Google CEO
Thursday, November 19, 2009
Search38%
Display31%
Classified12%
Lead Gen11%
Email9%
Search DisplayClassified Lead GenEmail
$60 Billion
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Research
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Planning a campaign
Define goalsInvestigate target audienceDetermine websites to display adverts
Websites or networks will affect format and payment models
Brief the creative team
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Online adverts need to
Attract attention
Convey a message
Entice action
A C E
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Online and offline: shared objectives
• Build brand awareness• Create consumer demand
• Satisfy consumer demand• Drive response and sales
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The key differentiator
Immediate response onlineOnline can be interactiveInternet is highly
Trackable Targetable Measurable
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CPM
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CPCThursday, November 19, 2009
CPA
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Banner Add
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Impressions
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Call to Action
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Click Rate
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Unique Visitors
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Landing Page
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Conversion Rate
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ROI
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Click Tracking
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Stickiness
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Targeting
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Demographic Targeting
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Contextual Targeting
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Contextual Targeting
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Behavioural Targeting
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Geographic Targeting
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Day-part TargetingThursday, November 19, 2009
Purchase-Based Category TargetingThursday, November 19, 2009
Social Based
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Targeting and optimizing
Networks track users Cookies IP address Across web sites
Advertisers can use this information to target adverts
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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
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Test #1
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Test #1
Test #2
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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.
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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
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Standard banner sizes
Note: these banners are in proportion, not the actual size.
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Emerging technology
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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
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• 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
Interstitial banners
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Pop-ups and pop-unders
http://www.amazon.com/gp/product/B00167G76W/ref=dm_dp_trk6
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Map advertising
• Advertising within online mapping solutions
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Rich media allows for rich content
One banner can have Video Tour schedule Downloads Link to web site
interaction
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engagement
• Adverts placed that require a user to initiate the advert
• Adverts placed in video and on social media applications
• Relatively new and untested
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In-Game advertising
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Wallpaper advert
• Changes the background of a web page• Usually is not clickable• Used for branding
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Interactive Banners
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Branded applications
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1Advantages
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2Advantages
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3Advantages
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1Disadvantages
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Disadvantages
2Thursday, November 19, 2009
Disadvantages
3Thursday, November 19, 2009
Ad servers and Advertising networks
Publisher’s server
Ad server
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Ad Servers
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Benefits of ad servers
• Adverts maintained and updated through a central location
• Advert performance reporting
• Sophisticated targeting• Tracking across many web sites• Retargeting
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Advertising Network
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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 pageThursday, November 19, 2009
Advertising exchanges
Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange
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Publishers place unsold inventoryAdvertisers bid for inventoryBids are placed based on
Audience profile Space
Advertising exchanges
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Tracking• Impressions• Click-throughs• Connection type
• Browser• OS• Time of day• ISP
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Photo credit: http://flickr.com/photos/71217725@N00/
Cookies
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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
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Tell viewers what to do: Call to Action
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conundrum
Advertisersmust attract attention withoutBeing
Annoying
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Some say advertising is dead
A few million people think so…
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What do the numbers say?
+
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What do the numbers say?
+
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What do the numbers say?
%249
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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.Thursday, November 19, 2009
http://kungsgrillen.se/machines/
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http://www.777interactive.jp/awards/2008/bravia/e/
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http://awards.playballoonacy.com/
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http://202.218.121.130/2008/axewakeupservice/en/
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http://www.bannerblog.com.au/2007/12/sixt_ascii_text_ads.php
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http://skittles.com/chatter.htm
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