INTERNET AND MOBILE MARKETING ADVERTISING FORMATS AND THEIR PROS, CONS

12. 11. 2013 - BA_EM

PAVEL KOTYZA @ VŠFS

OVERVIEW1 History

2 Delivery Methods

3 Compensation Methods

4 Benefits of Online Advertising 4.1 Cost

5 Concerns

6 Regulation

WARM UP QUESTIONWhat was the first commercial banner and where it was placed?

Correct Answer wins free Tuesday afternoon

Answer will be shown after the advertising break

TOP 10 2013 SUPERBOWL ADS

http://www.youtube.com/watch?v=8qy8v1ghy38

WARM UP QUESTIONWhat was the first commercial banner and where it was placed?

Correct Answer wins free Tuesday afternoon

Answer is:

Banner ad on Hotwired.com - October 27, 1994

BRIEF HISTORY1st banner – Hotwired.com – Online Wired Mag component

Homework!

Please search web if above mentioned ad was the first clickable web ad. Send the answer via school mail and with URL confirming your opinion.

But was it first clickable ad ever?

MEDIA TYPES IN CZECH REPUBLIC

CZECH INTERNET ADS 2012

INTERNET & MOBILE ADS REVENUES

2.1. DELIVERY METHODS2.1 Display advertising

• 2.1.1 Web banner advertising • 2.1.2 Text ads

2.2 Search Engine Marketing (SEM)

• 2.2.1 Search Engine Optimization (SEO)• 2.2.2 Sponsored search

2.3 Social media marketing

2.4 Mobile Advertising

2.5 Email Advertising

2.6 Online classified advertising

2.7 Adware

2.8 Affiliate Marketing

2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner)

2.1.1.2 Pop-ups/pop-unders

2.1.1.3 Floating ad

2.1.1.4 Expanding ad

2.1.1.5 Trick banners

2.1.1.6 Interstitial ads

2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner)

Maintained by IAB

2.1.2 TEXT ADS

Born in classifieds

Through CPM

Now mainly CPC

Trip Advisor

Google AdSense

FB, TW

LinkedIN

LINKED IN

LINKED IN

LINKED IN

LINKED IN

2.2 SEARCH ENGINE MARKETING (SEM) 2.2.1 Search Engine Optimization (SEO)

Three pillars of SEO: Content, Links and Social Media

2.2.2 Sponsored search ------->

2.2.3 Sponsored stories

NEXT DISPLAY ADVERTISING2.3 Social media marketing

• Forms – text, images, video, stories

NEXT DISPLAY ADVERTISING

2.4 Mobile Advertising

• Premium SMS / MMS• Location based services

2.5 Email Advertising

• Effective sending of the email• Email remarketing

2.6 Online classified advertising

2.7 Adware

• Good or bad

2.8 Affiliate Marketing

BA_EM AFTERNOON SESSION

BA_EM

EXERCISE

3 COMPENSATION METHODS

3.1 CPM (Cost Per Mille)

3.2 CPC (Cost Per Click)

3.3 Other performance-based compensation

3.4 Fixed cost / CPA

4 BENEFITS OF ONLINE ADVERTISING 4.1 Cost

4.2 Measurability

4.3 Formatting

4.4 Targeting

4.5 Coverage

4.6 Speed

5 CONCERNS I. 5.1 Banner blindness

5.2 Fraud on the Advertiser

• ClickFraud, Click Farms

5.3 Technological variations

• 5.3.1 Heterogeneous clients• comScore 2012 study revealed that 32% ads are not “in-view”

• 5.3.2 Ad-blocking• 5.3.3 Anti-targeting technologies

5 CONCERNS II. 5.4 Privacy Concerns

5.5 Trustworthiness of advertisers

• Phishing sites, Nigerian Scam• Clicking ad leads 182 times more to install virus than watching P

5.6 Spam

6 REGULATION • 6.1 Privacy and Data Collection

• European Union's "Privacy and Electronic Communications Directive”

• The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA)

• 6.2 Delivery methods• Same content different rules in each channel

• Opt-In / Opt-out• Regulation for SMS

FUTURE OF THE ONLINE ADS?

https://www.youtube.com/watch?v=MXKDvuEkSF0

PEPSI CHALLENGEhttps://www.youtube.com/watch?v=eiO_JES4yBY

http://www.youtube.com/watch?v=v7lw_vhxtNc

PEPSI CHALLENGEhttps://www.youtube.com/watch?v=9e9T3DNAdaI

ANSWERS FROM UShttp://www.youtube.com/watch?v=Qd32xY6_90c - TV Juan Carlos Morello

http://www.youtube.com/watch?v=dBbrpemT7k8 – video Dominika Masna

http://www.youtube.com/watch?v=Xl0Ypg1kBJo – TV Jacco Dieleman

http://www.youtube.com/watch?v=x76EpIUPLpI – TV Jan Willem Boone

http://www.youtube.com/watch?v=J4V4ZM14Pks – video Lev Alimpiyev

http://www.youtube.com/watch?v=rIDaX0eMeIk – TV Alyesya Kharlan

https://www.youtube.com/watch?v=nLwML2PagbY – online Tuğrul Memduh Atakan

http://www.youtube.com/watch?v=HY4L1ihRkaY – TV Alyesya Kharlan

http://www.8pic.ir/images/82593607819083000391.jpg – print Roy de Witte

http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogs-how-to-drive-a-mini/ - online Natalia Pankova

ANSWERS FROM USPepsi Haloween – other... Nilufer Babirli

ANSWERS FROM UShttp://www.youtube.com/watch?v=W26V1-52uu0 – TV - Slavka Matasova

http://www.youtube.com/watch?v=JFSXaET63eo – online - Shipshiley Ekaterina

http://www.youtube.com/watch?v=ACNnzM040J8 – video - Yulia Gordeiko

http://www.youtube.com/watch?v=9H0xPWAtaa8 – online - Eudelin Mary

TASK

Make groups of two

Design a text banner for VSFS PPC advertising

- 25 chars – Title

- up to 75 – Text

- URL

THANK YOU

HOMEWORK: WAS THE HOTWIRED AD REALLY FIRST CLICKABLE AD IN HISTORY?