Advertising Media Planning and Strategy - Internet Advertising - Advertising Agencies
Employing the Internet for Advertising
description
Transcript of Employing the Internet for Advertising
![Page 1: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/1.jpg)
Chapter Fifteen
Employing the Internet Employing the Internet forfor
AdvertisingAdvertising
![Page 2: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/2.jpg)
Mass Online AdvertisingMass Online Advertising
• Internet not replacement but key element of IMC programs
• At least 60% of U.S. households have Internet access at home• Nearly 70 million
![Page 3: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/3.jpg)
The 2 I’s of the InternetThe 2 I’s of the Internet
Individualization:
Interactivity:
![Page 4: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/4.jpg)
Internet Advertising FormatsInternet Advertising Formats
• Websites
• Banner Ads
• Rich Media Formats
• Web Logs
• Search Engine Advertising
• Advertising via Behavioral Targeting
![Page 5: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/5.jpg)
Internet Advertising FormatsInternet Advertising Formats
Websites
» Company Homepages
» Goal of internet advertising is to drive traffic to websites
» Users seek information
» Design?
![Page 6: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/6.jpg)
Internet Advertising FormatsInternet Advertising Formats
Banner Ads
» Most popular advertising format on Internet
» Low click through rate (CTR)
» Useful for new products or brands
» Typical goal is to increase awareness
![Page 7: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/7.jpg)
Internet Advertising FormatsInternet Advertising Formats
Rich Media Formats
» Pop-Ups!!
» Interstitials
» Superstitials
» Video Ads
**more eye-catching and memorable than banner ads **higher CTRs.
![Page 8: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/8.jpg)
Pop-UpsPop-Ups
![Page 9: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/9.jpg)
InterstitialsInterstitials
![Page 10: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/10.jpg)
SuperstitialsSuperstitials
![Page 11: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/11.jpg)
Video AdsVideo Ads
• On company website»
• Preceding other videos»
• Branded Content
![Page 12: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/12.jpg)
Video AdsVideo Ads
• http://www.youtube.com/watch?v=PKYUtUw-8ig
![Page 13: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/13.jpg)
Internet Advertising FormatsInternet Advertising Formats
Web Logs - Blogs
» Open forum for “everyman” to communicate
» Benefit small businesses- Why?
» Brand marketers often develop own blogs1.
2.
3.
» Podcasting
![Page 14: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/14.jpg)
Internet Advertising FormatsInternet Advertising Formats
Email Primary reason many people use the Internet
» Ad expenditures on email were $300 million in 2005
» Not as effective as once perceived
» Opt-in emailing
» SPAM• Ethical issues
![Page 15: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/15.jpg)
Internet Advertising FormatsInternet Advertising Formats
Search Engine Advertising (SEA)» Ads show up based on searches
Keywords
» Fastest growing form of Internet advertising
Advertising via Behavioral Targeting» Focusing Internet advertising towards those
interested
• Gmail, Facebook
![Page 16: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/16.jpg)
New DevelopmentsNew Developments
1.
2.
3.
![Page 17: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/17.jpg)
Metrics for Measuring Internet Ad Metrics for Measuring Internet Ad PerformancePerformance
1. The exposure value or popularity
2. The ability of a site to attract and hold users’ attention and the quality of customer relationships
3. The usefulness of Web sites
4. The ability to target users
![Page 18: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/18.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rate (CTR):
![Page 19: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/19.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPM
Cost per thousand (impressions)
How much it costs to place an ad on a particular Web site
No info on effectiveness
![Page 20: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/20.jpg)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPA
Cost per action.
Number of users who:
Actually click on a banner ad,
Visit a brand’s Web site,
Register their names on the brands Web site,
Actually purchase (electronically) the advertised brand.
![Page 21: Employing the Internet for Advertising](https://reader036.fdocuments.in/reader036/viewer/2022062520/56815cbc550346895dcabbd9/html5/thumbnails/21.jpg)
Internet Advertising – Final ThoughtsInternet Advertising – Final Thoughts
• Have only begun to discover what internet advertising is capable of
• Constant evolution
• Ethical tightrope