Digital Advertising (An Introduction)

Farzin FardissHelping people

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Digital (Online) AdvertisingFarzin FardissMember of Board; [email protected]/fardiss

www.aparat.com/farzinfardisswww.twitter.com/farzinfardisswww.instagram.com/farzinfardiss

Farzin FardissHelping People

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Contents

Digital Marketing Digital Advertising (Online Advertising)

History of Digital (Online) Advertising Why Digital Advertising Types of Digital Media Types of Paid Advertisement

Ecosystem of Digital Advertising Measuring Effectiveness Metrics Tools

2Digital Advertising


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Marketing

The American Marketing Association has definedmarketing as "the activity, set of institutions, andprocesses for creating, communicating, delivering, andexchanging offerings that have value for customers, clients,partners, and society at large.“



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Advertising



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Digital Marketing



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Digital Marketing

Digital marketing is an umbrella term for the marketing ofproducts or services

using digital technologies,

mainly on the Internet,

but also including mobile phones, display advertising, and any otherdigital medium.



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Digital Marketing



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Digital Advertising

Digital advertising refers to marketing media that is digitally displayed.

Digital advertising technology exists on the Internet, on smart phone and hand-held media devices, and even on automobiles and billboards.



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Online Advertising

Online Advertising, also called Internet Adv or Web Adv,is a form of advertising which uses the Internet todeliver promotional marketing messages to consumers.

Quite simply Online Marketing is a subset of Digitalmarketing.

OM refers to activities that one pursues specific to the webor internet.

On the other hand, DM also includes under its purview,significantly Mobile marketing, Video based marketing notusing the Web.



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History of Digital Marketing?



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Why Digital Marketing?

Affiordable; All you need is skill Fun to do; Creative & Interactive Worldwide; Your limit is the whole world Easy to monitor; Easy to analyze;



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Types of Digital Media



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Owned Media (رسانه شخصي)

Digital Advertising


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Owned Media


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Free Media Coverage (پوشش رسانه اي رايگان)


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Free Media Coverage


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Paid Media (رسانه خريدني)


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Paid Media

در است، رايگان رسانه اي پوشش افزايش براي خوب روشي خريدني رسانه ي .مي شود شخصي رسانه ي ترافيك افزايش باعث كه حال عين

Search Engine Ads Display Ads Static (Banner) Ads Video Display Ads Cinemagraphic Ads Flash Display Ads Pop-Up Ads Native Ads Mobile Ads

Social Media Advertising


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Paid Media (Search Ads)


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Paid Media (PPC)



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Paid Media (Banner Ads)


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Paid Media (Video Ads)


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Paid Media (Mobile Ads)



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Paid Media (Native Ads)


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Paid Media (Push Notification)


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Paid Media (Social Advertising)



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Effectiveness Rating for Social Media Platforms



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Paid Media


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Paid Media Payment Models


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Paid Media Payment Models

CPC

Effort required to optimize campaign for client

Effic

ienc

y R

isk CPM

CPVCPCV

CPA

CPI

Scalability

Trend

oCPM


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Types of Targeting



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Metrics



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Metrics

Front End Metrics Impressions, Reach, Clicks, CTR, Engagement Rate,

Conversions, CPL, eCPM,

Back End Metrics ROI, ROAS, Pipeline Created, LCV



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Metrics (Front End)

Impressions Impressions are the number of times your ad is displayed, whether it is

clicked on or not.

Reach Reach is the number of people who received impressions of an ad.

Clicks CTR = Clicks/Impressions Click-through-rate is a measure of the efficiency of an ad.



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Metrics (Front End)

Engagement Rate The engagement rate is a measure of the level of engagement an ad

received. It is the percentage of people who engaged with an ad. On Facebook this would be likes, clicks, shares, and comments. While click through-rate measures the efficiency of an ad, it doesn’t measure the engagement if that engagement is not a direct click.

Conversions Conversions is the metric that tracks how many actions or acquisitions

were completed based on an ad. This metric is specifically important in campaigns that are based on a cost-per-action or cost-per download.

CPL (Cost Per Lead) eCPM The effective cost-per-thousand is calculated by dividing total earnings

from the ad by total number of impressions in thousands.44Digital Advertising


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Metrics (Back End)

ROI = Return On Investment (B2B) ROAS = Return On Ad Spent (B2C) Pipeline Created Conventional marketing wisdom proposes that at least seven

successful cross-channel touches (forms of engagement) are needed in order to convert a cold prospect into a buyer.

LCV The lifetime value of a customer is a prediction of the new profit

attributed to the entire future relationship with the customer.



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Analytics (Measurement Tools)

Google Analytics Webtrends Adobe Analytics Piwik Coremetrics Tapstream Adjust



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Cross Channel Advertising Planning Worksheet



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Some Tools



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Marketing is not about TechnologyMarketing is about People


Farzin FardissHelping people

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ThanksAny Questions?

[email protected]/fardiss



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ThanksAny Questions?

[email protected]/fardiss


Digital Advertising (An Introduction)

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Transcript of Digital Advertising (An Introduction)