Chapter 15Using Digital Interactive Media
William F. Arens Michael F. Weigold Christian ArensMcGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter Overview
Explore factors advertisers weigh when considering digital interactive media
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Chapter Objectives
Discuss opportunities and challenges of digital interactive media
Explain the evolution of interactive media
Explain how Internet advertising is bought and sold
Discuss the Net’s audience and the challenges involved in measuring it Debate the pros and
cons of the Internet as an advertising medium
Define the various kinds of Internet advertising
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Media Evolution
Door-to-door salesRadio
Television
Remote control
Cable TV
TiVO
Internet
HDTV
iPods
DVDs
PCs
Mobile phones
IPTV
VOIP
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Online Ad Spending
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The Internet as a Medium
Internet – a global network of computers that communicate with one another through protocols
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How the Internet Differs from Traditional Media
Distributed network offers continuous communication
Internet space-vast and inexpensiveContent delivery at multiple places at
simultaneous and various timesBlurs the line between content
providers and consumers
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The World Wide Web
Content Provider
Web browser
Web Page
HTML
HTML
Web Page
Web Page
HTML
HTML
Content User
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The Internet Audience
World wide audiences open the door for global marketers on the Web
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Who Uses the Internet
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Accessing the Internet
Narrowband
Cable Modem
Broadband
Mobile DevicesSatellite
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How the Internet is Used
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Media Planning
Deliver audited measurement of potential reach to help media planners chose the right vehicles
ComScoreNielsen-Online
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Enhanced Tracking & Delivery
Cookies Visit frequency
Ad calls
Time of day
Browser used
Clicks
Central source
Ad rotation
Ad distribution
ISP identity
Tracking
Behavior targeting
Ad servers
Time of last visit
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Measurement Standardization
Ad impressions Click rate
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Buying Internet Time & Space
Banner ad
Website selective space
Keyword
Click-throughs
Affiliate marketing program
Pricing
Methods
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Stretching Targeting Dollars
Focused ad campaigns are cost intensiveAd networks and tagged users can help
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Types of Internet Advertising
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Types of Internet Advertising
Corporate or Commerce
Web pages, images, videos, dataWeb sites
Singular-focus supplementMicro-sites
Gateway to deeper areas of the Web site
Landing pages
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Search Engine Marketing
Search Engine
Page rank
Search results page
Sponsored links
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Google Search Results Page
Page rank search results
Sponsored links
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Search Engine Marketing
Google AdWords
Google AdSense
Pay to have links and/or ads placed on relevant Web pages and in search results
Earn money by allowing relevant ads to be displayed on your Web site
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Types of Internet Advertising
• Craigslist
• Added value
• Spam• CRM• Viral
• Interstitial• Superstitia
l• Rich mail• Preroll
Banners and
Buttons
Classified
Sponsorships
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Pros of Internet Ads
Interactive
Huge audience
Immediate response
Selective targeting
Proximity to purchase
Affluent market
Rapidly growing
Reaches B2B users
Advertorials
Virtual storefront
In-depth information
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Cons of Internet Ads
Medium is not standardized
Targeting costs
Slow downloads
Security and privacy
Global marketing limitations
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Problems with Internet Advertising
Lacks mass media efficiency
Complex
Cumbersome
Crowded
Accountability
Security
Too democratic??
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Using the Internet in IMC
Interactivity
Promote purposeful dialogue
Feedback and promotion channel the same
Integrated market communications
Requires daily staffing
Requires daily updatingCostly
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Global Impact Of the Internet
World wide growth
Internet ad budgetsLocal overseas businesses
Non-English speaking markets
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Other Interactive Media
SMS
QR codes
Interactive TV
Mobile Devices
Mobile coupons
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