Online Advertising - Monetization Models Explained - Jayant Nandan
Transcript of Online Advertising - Monetization Models Explained - Jayant Nandan
ONLINE ADVERTISING &
MONETIZATION MODEL
Leveraging Digital Marketing Platform for Maximizing the ROI
Nandan J | Strategyworks Consulting
www. s t ra tegywor k s . i n
Strategyworks Consulting LLP
Digital Marketing Champions
• SEO
• PPC
• Adwords
• Social Media Marketing & Advertising
• Marketing Automation Setup
• Email Marketing
• Lead Nurturing
• Lead Generation
• Landing Pages Design & Development
• Consulting
• End to End Strategy & Execution
Three Key Elements of Online Advertising
Various Revenue generation Options
Monetization Models
Affiliate Model
Networks : Connect Publishers
with Affiliate Programs
A deal offered by a
company to share a
portion of the revenues
earned from traffic
coming from web
publisher websites.
Banner Ads
• Self Hosted
• Through Ad/ Affiliate Network
• Goal: Ad Display Revenue
• Subscription Model
• CPM Model( Cost per Mille)
• CPC Model( Cost per click)
• Performance Measured on : Unique Visitors,
Page views, Time spent on site, Clickthoughs
Contextual Ads( Banner Ads and Text Ads)
Advertising that is targeted to the content on a web
page. Contextual ad programs include Google
AdSense, Yahoo! Publisher Network, Vibrant
Media, Kontera and Tribal Fusion.
CPM | PPC/CPC | CPA Models
CPM: Advertising (usually
banner advertising) that is billed
per thousand impressions,
regardless of whether the user
clicks on the ad. Companies
include DoubleClick, Value Click
and many more.
PPC/CPC Advertising that is
billed by user click. The web
publisher receives revenue each
time a user clicks an ad on the
publisher’s site, regardless of
whether the user makes a
subsequent purchase. Companies
include Google AdSense and
Yahoo!
CPA Advertising that is billed
to the advertiser per user action
(e.g., purchasing a product or
filling out application). Amazon
offer this model and others
E-Commerce
Selling products
and/or services
directly through
a website.
Interstitial Ad
These Banner Ads/ Rich Media Ads are
played between page loads. Companies
include Tribal Fusion, DoubleClick, and
many more offer this.
In-text Contextual Advertising
Ads marked by double-underlined
keywords or phrases in the content
of a web page. Mouse hovers the
mouse cursor over a double-
underlined word or phrase, a text
ad pops up. By clicking on an ad,
readers are taken to the
advertiser’s page.
In-text contextual advertising
platforms are Vibrant
Media, Kontera, Tribal Fusion and
others
Email Marketing
• Revenue Mode: Lead Generation,
Advertising, Sponsorship
• Model: promotion, Contest, Coupons
• Performance Measurement: number of
subscribers, Opened emails, click through ,
Leads
Real Success Comes with Analytics and Measurement
All these models are Good…but how do I
get started?
• In depth research about your Product/ Service intended to market
• Know your competition
• Know your TG ( Target Group)
• Optimize your campaign/ Copy/ Messaging / Creative/ Mailer etc…
• Measure the Performance and Optimize it again
• Social Share/ Recommendations/ Opt in List
• Automation Tool
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