Display ads , classified listings, rich media ads, click through, conversion

INTERNET ADVERTISING

THE GROWTH STORY John Wanamaker – Revolutionized

marketing “New Wanamaker era” – Era of

innovative advertising In the beginning, online advertising

began with a commercial service called Prodigy which went live in 1990 and adopted advertising as a revenue source

1994 –Internet advertising started gaining some foothold

1995 – Internet Advertising Council decides on goals, objectives and membership guidelines

Internet Advertising - ever growing with a revenue potential of $428 billion

Advantages Reaching wider audience at low cost Quicker results Easy and inexpensive to measure statistics Option for consumer research before buying Direct interaction with the advertisement Customizing ads according to target audience

THE PROS AND CONS

Drawbacks

Ethics a major issue in Internet advertising Consumer’s inability to feel the product The human factor is missing Excessive use may lead to spamming

THE PROS AND CONS

Used to match up buyers and sellers within a limited geographic region

1st classified ad published in 1704 in Boston News Letter

Craigslist.org - one of the first online classified sites, grown to become the largest classified source with 14 million unique visitors a month

Online classifieds -Tend to be longer than print classified ads

Searchable, local and wider scope for audience

CLASSIFIED LISTINGS

Advantages

Most powerful tool of online advertising over the internet

Gives the product a lot of exposure on the World wide web.

Opens a massive global market for the product.

Provides unlimited sources to gain profitsInexpensive but has a high rate of returnBetter and more targeted search

capabilities

Shortcomings

An ad will expire quickly which requires constant replacement

Advertising on one site is not enough to produce great results. One must post to many classified sites to see big results.

DISPLAY ADVERTISING

WHAT IS DISPLAY AD????

Contains texts, logos, photographs location maps, and similar items 

Online display advertising is the use of the Internet as an advertising medium where promotional messages appear on other websites and search engine results pages.

TEXTLOGOS

PHOTOGRAPHSMAP

S

Is th

at all?

?? I

Innova

tion is

dynamic

TYPES OF FORMATS

POP UP ADSBANNER

ADS

TEXT ADS

MAKE BIG WITH LITTLE MONEY

PAY PER CLICK , COST PER IMPRESSION MEANS FLEXIBLITY IN INVESTMENT

EFFECTIVE DISPLAY

IMMEDIATE RESULTSBRAND AWARENESS

WITHIN SECONDSTRACEABLITY AND EASY

TO MONITOR

WHY DISPLAY ADS IN INTERNET?

52 % RESPOND TO DISPLAY ADS

31 % RESPOND BY CLICKING THE AD

38 % LEARN ABOUT A BRAND FOR THE FIRST

TIME

49 % SEARCH ABOUT A PRODUCT/COMPANY

AFTER SEEING IT IN DISPLAY AD

STATS THAT STEER

competitors can click on your advertisement without purchasing anything and thus drive up your advertising costs :D :D

Banner ads have experienced declining click through rate

Segmenting has to be done properly

Think well before you place it

LIMITATIONS

RICH MEDIA MARKETING

form of advertising that utilizes interactive digital media, including streaming, video and audio

More interactivedone to attract attention

and to stand out amongst the huge volumes of ads and copy

powerful creative opportunity

RICH MEDIA MARKETING

In-Page Ads –show up in various areas of a web page in the form of a rectangle or preset banner

Out-Of Page Ads – Examples include Floating Ads, Pop-Up Ads and Expandable Ads

In-Stream Ads – These are ads that involve either pre or post roll videos

TYPES OF RICH MEDIA ADS

Higher interaction rateRich Media ads are

measurable and scalableHigher performance levelsBrand awarenessUser experienceCommunicate more

informationMore clicksCollect more information

ADVANTAGES

MAY SLOW DOWN A WEBSITEMAY ANNOYMORE DIFFICULT TO CREATEMORE EXPENSIVEMAY BE BLOCKEDWHERE INFORMATION

EXCHANGE IS THE DESIRE, LEANER MEDIA TYPES CAN OFFER MORE EFFICIENCY

DRAWBACKS

Conversion marketing•Act of converting customer who browses your site to a paying customer•A marketing tactic that encourages a customer to take a specific action•This is measured by conversion rate. Conversion rate = number of goal achievements visits

You sell boots online.Everytime you sell a pair of boots, u make profit.Statistically, every 500 visitors to your website you sell 10 pair of boots.Avg cost per click = 0.25 rupees 500 clicks * 0.25 = 125 rupees 10 boot sales * 25 = 250 rupees profit = 125 rupees.

In other case, when you sell only 4 pair of boots,Boot sales = 4 * 25 = 100 rupees.Loss = 25 rupees

10000 total

customers

100% of visitors

60%

30%

3%

Total visitors

Visit shopping area

Place item in cart

Make a purchase

Conversion process

Methods to increase conversion rate:

• Generate user reviews for the product which can accelerate conversion

• Show credibility signs like third-party trusted logos and good site design to increase trust level of visitor

• Good site navigation structure to help users find and browse without thinking too much about where to click

• Better content of the website

• Increase usability to reduce the barriers towards the conversion goal.

CLICK THROUGH ADVERTISING

CLICK THROUGH MARKETING

•The process of a visitor clicking on a web advertisement and going to the advertiser's Web site.•The click-through rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown•Pay per click (PPC) companies all over the world are providing clients the results they are looking for, launching them to the top 10 or five results•PPC management companies are waging a constant bid war through popular search engines like Google, MSN and Bing

ADVANTAGES•very beneficial to website owners and online business owners when it is performed the right way•you don’t have to make any changes in your web pages just to rank high on the search engines•you can opt not to tweak your website’s pages in pay per click•process you will have to go through is so simple•click is still a common resort for website promotion and it can generate immediate results

DISADVANTAGES•pay per click is the bidding war•may be so expensive to maintain•you need to be very targeted in your choice of keywords and ads creation