"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web
29
"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web Jacques Nantel Ph.D May 2003
description
"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web. Jacques Nantel Ph.D May 2003. The role of various media. Attention. Interest. radio. Print. signs. Direct Marketing. Television. Action. Source: Steve Golberg Microsoft. - PowerPoint PPT Presentation
Transcript of "Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web
"Consumers and New Technologies: A Marketing Perspective"
Course 4 Advertising and the web
Jacques Nantel Ph.D
May 2003
The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
Internet
Basic measurement techniques
• Hits
• Hits/audit
• Audit with profile
• Clickstream (visits)
• Time spent on a site
• Purchases
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
2- How do you make money with advertising on the net?
It is harder than ever to finance a site only with ads
Many players but few profitable ones
• In 2002 90% of all advertising was done on less than 5 sites – (AOL 2 billions $ on a total of 8 billions)
Various revenu models
• Barter trade 8%
• Banner ad (CPM) 48%
• Sponsor (affiliate) 29%
• Commission
US Advertising revenus (in 000$)
351423
491
656 693
934
1217
1777
1953
2124
1986
2162
1893 18681790
1660
15201460 14701450
Average Full Banner Rate Card* in the US, by Web Site Genre, Q3 2002-Q4 2002 (in dollars per thousand impressions)
B2B$52,5
0
Automotive$37,8
6
Computing and technology$28,1
9
Home garden$25,0
0
Local and regional$25,0
0
Yellow and white pages$25,0
0
Sports and recreation$22,0
0
Business anad finance$20,0
0
General news$17,9
6
Fashion, romance and celebrity$16,7
1
Reference and education$15,5
2
Health and fitness$15,0
0
Community$13,0
0
Employment$11,0
0
Travel$11,0
0
Portal$10,7
0
ISP and telecommunications $9,57
Kids and family $9,50
Shopping and auction $5,33
Incentive $4,00
Movies and television $3,50
Personal expression $2,00
Search engine $1,75
Games $0,75
Click-through Rates : CTRSource : NetRatings
01
23
45
67
Tau
x d
e C
TR
%
Online advertising is not efficient
• It plays against consumers’ decision making strategies
• It is rarely a business model in itself
Solutions are linked to
• Relationship marketing and CRM
• Up-selling and cross-selling
• E-mail marketing (Permission and viral)
• Ad placement: Content and search engines
Also : ad Servers
– Doubleclick
– MSN passeport électronique
– AOL Liberty
