Session 10 MG538 E-marketing - 17 Sep 10

E-MarketingElective

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz

> Overview of Online Advertising> Formats in Online Advertising> How to Buy Online Advertising -

Payment Models> Class discussion on 1 x Case Study

Class Presentation | Session 10 | 17 Sep 2010

E-Marketing 2Access it online: www.slideshare.net/talhasalam

Overview of Online Advertising

What is Advertising?A form of CommunicationIntended to Persuade for some action

Why Advertising is done?• Building Brand Awareness• Creating Consumer Demand• Satisfying Consumer Demand• Driving Response & Sales



Different forms of Advertising• Print Advertising• TV Advertising• Outdoor Advertising• Radio Advertising• Product Placement• Miscellaneous• Online Advertising



Discussion on Different forms of Advertising• Measurability• Targeting• Interruption/Disruptive• Interactivity

• General discussion of these attributes for:Print AdvertisingTV AdvertisingOutdoor AdvertisingRadio AdvertisingProduct PlacementMiscellaneous



Why Online Advertising is better?• Measurability

– Exact measurability– Key differentiating factor– Views, clicks, leads, sales– Highly performance-oriented



Why Online Advertising is better?• Highly Targeted

– Targeting based on selected market segments– Targeting is becoming more and more advanced



Why Online Advertising is better?• Permission Marketing

– Advertising is generally disruptive– Online Advertising can give a perception of not being so– Online Advertising is a combination of

Permission/Interruption– Banner Ads: Interruption– Search Ads: Permission– Permission Marketing gives more power to Online

Advertising• For Advertisers: Less waste• For Users: Focused ads, they are interested in



Why Online Advertising is better?• Interaction

– Advertisers can interact with users in different ways

– Typical:Users visit website, finds information, generates query, gets responded

– Latest:Using in-banner features to let users interact directly within the ad with the company.


Formats in Online Advertising

Types of Ads• Display Ads• Text Ads• Rich Media Ads• Popups and Popunders• Video Ads• Interstitial ads



Display Ads• Generally Banners• Can be in different forms• Flash, animated most commonly used• Pros & Cons of interactive Display Ads

– More result is achieved– Can be problematic if user is not using high-speed internet

• Key Purpose: Drive Traffic, Build Awareness



Text Ads• Hyperlinked text(s) on a web page• Places are generally defined• Key purpose: Drive Traffic



Rich-Media Ads• Started as a form of display advertising• Becoming a class in its own• Using several advanced features like Flash, javascript to

create special effects• Enhanced user experiences• Better results• Difficult to serve at times / may even be restricted• Costly (at times highly costly) to create



Popups and Popunders• Open up without user call as a page opens• Can be problematic if user is not allowing them• Wide variety of display options avaialable



Video Ads• Different formats available• Started within display ads• Can be used to:

– Show TVC– Show Product demonstration– Explain product features

• Generally linked to product’s landing page



Interstitial Ads• Placed carefully when a user is moving from one page to

other• Creates a disruptive experience• Automatically redirects


How to Buy Online AdvertisingPayment Models

Different Payment Models• CPM Cost Per Impression• CPC Cost Per Click• CPA Cost Per Action• CPL Cost Per Lead• CPA(S) Cost Per Sale• Flat Rate Non-performance based

• Different models are used by publishers based on their own revenue objectives from advertising


How to Buy Online AdvertisingPayment Models

Class Simulations for CPM / CPC / Flat Rate• CPM

• CPC

• Flat Rate


Case Study DiscussionExample

Dear Mr President! Campaign by MediaMind

E-MarketingElective

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

> Discussion on assigned Case Studies> Advanced discussion: Formats in Online

Advertising> Segmentation and Targeting in Online

Advertising> Understanding roles: Client, Agency,

Publishers/MediaClass Presentation | Session 11 | 21 Sep 2010

Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz

Session 10 MG538 E-marketing - 17 Sep 10

Business

Transcript of Session 10 MG538 E-marketing - 17 Sep 10