Download INTERNET ADVERTISING

INTERNET ADVERTISING
I
E-mail - sending ad messages that are wanted such as newsletters and sales updates the
customer has given permission to be sent. 77 percent of marketers send email advertising
to customers who have asked for it. SPAM is unsolicited email.
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January 2004 - CAN-SPAM ACT - Controlling the Assault of Non -Solicited
Pornography And Marketing
o 1. Clearly mark email as Advertising
o 2.Provide a valid reply to an email address
o 3. Allow recipients to opt out of email
Rich media - send videos with sound through email.
Viral Marketing - is the internet version of word-of-mouth advertising via email.
II
Sponsoring discussion groups - highly targeted niche marketing often BLOGS.
BLOG - personal diary- like a website that is created by an individual or a company.
Companies use blogs as an alternative to web site to keep informed and get feedback.
Consumer Content - creating videos and content
III
Zines or online newsletters - can place ads in a newsletter online just as you would in an
offline newsletter, magazine or newspaper
IV
Ad Impression - is an ad that shows up on the screen. When a user loads a web page
with ads on it, the browsers intention is to pull the advertisement from its host ad server
and bring it up as a banner, button, box or interstitial.
Click rate or click through rate - a click occurs when a visitor moves the mouse pointer
to a Web link an clicks on the mouse button to get to another page. The Click Rate is the
number of clicks on an ad divided by the number of times the ad is displayed. Marketers
are measuring the frequency with which users try to obtain information. A link can be
placed in a banner, button, box or interstitial.
BANNERS
Banners are rectangular graphics located on Web pages. They are about the size of six
postage stamps.
1. Static - fixed images, easy to produce but can be boring
2. Animated - move or spin or have some form of action - they pull higher click through
rates than static banners Intervu - can display a short, 3-5 second video clip from within
a window in the banner. Real Audio/real video can have a banner play audio.
3. Interactive - Rich media banners allow a consumer to complete a transaction within the
advertisement without leaving the publishers web site.
BUTTONS/BOXES
Buttons are small banner-type ads that can be placed anywhere on a page and are linked
to the button sponsor. Consumers can click the button and download software.
Boxes can be static or have a link
SKYSCRAPERS
Column of ads or a single ad that is vertical on the page
INTERSTITIALS
Interstitials - are ads that pop onto the screen and interrupt users. They are sometimes
called, pop-up’s, e-mercials or intermercials, under pop They come in different sizes.
There is no warning when they will appear but you can click out of them unlike television
commercials.
V
SEARCH ENGINE
Pay per Click Search Engine
Pay per click search engine - the advertiser/web owner bids for the right to be placed in
the top 100 key-word positions on a search engine.
Key word - buy a specific keyword that will bring up ads when a users search request
contains those words.
VI
BROCHUREWARE OR THE WEB PAGES THEMSELVES
Online catalogs were some of the first commercial attempts at advertising on the internet.
Today there are thousands of online stores.
Cookies - computers that send you web pages interact with cookies - small pieces of
information that get stored on your web site when you download certain web sites.
Cookies keep track of whether you have ever visited a certain site. This allows the web
to identify you as returning and to customize information for you.
VII
ADVANTAGES
1. Many companies/services/organizations can afford to create web pages
2. Through e-mail response mechanisms or click through’s an advertiser can get instant
feedback on an offer or a message
3. Can reach a global audience (at least first world)
4. An ad campaign can be launched, updated or canceled immediately
5. Can move the consumer from information seeker to purchaser friction free.
DISADVANTAGES
1. There are millions of web sites - how do you choose which one to place banners, pop
ups etc on?
2. There are millions of web sites - how do you get your target audience to go to your
web site and once there to buy or subscribe or leave information about themselves.
Staying at a site is called stickiness. Stickiness is associated with three factors: 1. How
long do your visitors spend at your site; 2. How deep will they go exploring; 3. How
often do they return
3. There is no standardized pricing
4. Clutter - pages have become very cluttered
VIII
Players
Sellers - hundreds of thousands of sites that can/could/do sell something
Web site publishers - big media companies such as Washington Post and AOL, Google
Ad networks - represent a slate of sites serving as a sales force for publishers who
participate in their networks. They make it possible for advertisers to extend their reach
into a variety of sites with one media buy.
Representation firms - sites with advertising to sell can hire a firm to sell ad space on
their behalf.
Auctions - publishers offer soon-to-expire ad space on the auction block for quick sale
Interactive Agencies
“Boutique shops pioneered online advertising. It didn’t come from Madison Ave.
Interactive agencies came from Web site development, direct marketing and from
traditional agencies who grew to encompass digital advertising.
IAB - Internet Advertising Bureau