Download Digital Advertising

DIGITAL
ADVERTISING
Standard 4
THE ROLE OF DIGITAL
ADVERTISING IS TO
INCREASE SALES OR
IMPROVE BRAND
AWARENESS.
Types of Ads
■ Banner – Image-based advertisements that often appear in
the side, top, and bottom sections of websites
■ Re-Targeting Ads – Uses web users past web history to target
with a specific ad
■ Flash Ad - Banner ad that uses flash design. Usually has an
interactive element
■ Mobile Ad - The ads that appear on smart phones, tablets, or
any other mobile device
Types of Ads
■ Ad Mob Ads - Ads that appear in mobile apps. Most of the
time allowing an app to be free for users
■ Email Ad - Advertisements sent to users through an email
■ Above the Fold - Space on the page where an ad is placed
that is visible without having to scroll down
■ Pop Ups - Ads that pop up or under the web page being
displayed. Usually open in a new smaller window.
■ Floating Ad - The ad appears in a layer over the content but is
not in a separate window. The ad usually has a hard close
button in the top right corner.
Payment Methods for Online
Advertising
■ CPM - Cost per thousand - The amount paid for 1,000 qualifying
impressions. M means thousand in Roman Numerals.
■ CPC – Cost per click- The amount paid every time someone clicks
on an advertisement
■ CPA/CPL - Cost per Action or Cost per Lead- Cost paid when a
desired action is taken by a user from the display of an ad. Such
as signing up for a newsletter.
■ Flat Rate - Selling banner ads at a specific rate regardless of
traffic.
■ CPE - Cost per Engagement- advertisers pay for interactions with
advertisements. Normally found in videos or apps. The ad
usually starts with a roll over or click that expands the ad. It
opens a game or video. The ad doesn’t take user away from
webpage.
Payment Methods for Online
Advertising
■ RTB – Real Time Bidding- Buying and selling of online ad
impressions through real-time auctions that occur in the time
it takes a webpage to load.
■ Programmatic Advertising - Machines buying ads based on
criteria set by a company. There is no human interaction. A
price can be set low or high for a specific target market. RTB
is a form of this type of advertising.
■ Promotional Mix – Advertising, personal selling, publicity, and
sales promotion
Tactics To Get In Front Of A
User
■ Ad Networks - A group of websites on which adverts can be
purchased through a single sales entity (Google, Yahoo,
Facebook)
■ Paid Search Advertising - Refers to advertising on search engines
sometimes called PPC advertising. The advertiser only pays when
an ad is clicked on.
■ PPC - Pay Per Click Ads- Advertisements in which the cost is
determined by the number of clicks an advertisement receives
■ Google Adwords - Google’s search advertising program, which
allows advertisers to display their adverts on relevant search
results and across Google’s content network.
Tactics To Get In Front Of A
User
■ SEO - Search engine Optimization. The process of improving
website rankings in search engines.
– Paid Search Advertising - refers to advertising on search
engines sometimes called PPC advertising. The advertiser
only pays when an ad is clicked on.
– PPC - Pay Per Click Ads - Advertisements in which the cost
is determined by the number of clicks an advertisement
receives.
– Sponsored Results - Search Engine results that are paid for
by the advertiser
– Organic Search Results - Also known as natural results.
Search results served by the search engine’s algorithm. The
search engine does not charge website owners to list these
results.
Online Ad Targeting
Techniques
■ Contextual Advertising - Targets visitors based on keywords. The
advertising system scans the website for keywords and matches
ads to relevant pages. (When you see an ad for a sporting goods
store or an online ticket broker appearing on a sports news page,
that’s contextual targeting)
■ Behavioral Advertising - Targets visitors based on information
that ad systems learn about internet browsing behavior such as
pages visited, links clicked on, time spent on sites, and searches
made.
■ Demographic Targeting - Targets ads to people based on
demographic information such as their gender, age range,
income, ethnicity, etc.
Online Ad Targeting
Techniques
■ Geographic Targeting - Allows advertisers to target an ad to
specific visitors based on their location – including country,
city, postal code, and other locale information.
■ Keyword Targeting - All about targeting content that contains
specific keywords. Twitter recently introduced keyword
targeting for advertising, so visitors now see “Promoted
Tweets” based on topics or key phrases they have tweeted
about.
■ Time-Based Targeting - enables advertisers to serve up an ad
to visitors at specific times of day and/or on specific days of
the week.