Download Digital Interactive Media

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts
no text concepts found
Transcript
Digital
Interactive
Media
Media & Marketing
What is Interactive Digital
Media?
 Text
 Art
 Sound
 Animation
 Video

The use of any of these or a combination of
these in a digital format is Interactive Digital
Media.
Returning power to the
consumer
 Before

Direct appeals to consumer
 TV

advertising
Passive consumer
 Cable

radio and TV
TV, DVR’s, Internet
Consumers choose where and when to
view content and advertising
Merging of content and
advertising
 When



is it content and when is it an ad?
Consumer can be actively engaged
Barnes and Nobel’s site
Product based games
The Internet
 Dominant
media



form of digital interactive
1996 - $300 million in Internet advertising
2000 - $8.2 billion in Internet advertising
By 2011 (according to eMarketer) - $36.5
billion in Internet advertising
Traditional media vs. the Internet
 Centralized

network
Content is distributed from a centralized
hub
 TV
station, newspaper, etc.
 Decentralized

network
Content is distributed via various hubs and
links
Other important differences
 Space
on the Internet is vast and
inexpensive
 Time (TV and radio) and space (print) are
limited and expensive
 Consumers are receivers, creators, and
arbiters of content on the Internet
Key components of the
Internet
 Portals
– sites that attempt to provide a
broad array of content and services



Designed to keep users on the portal page
Create opportunities for advertising and
fee-based content
Yahoo is industry leader
 Social
networking sites – electronically
linked social interaction
More key components
 Cookies
– tracking devices
 Search engine – allow users to search for
websites based on keyword
 Google dominates with 49.2% of the
market


Revenue generated through AdWords and
AdSense
Sponsored links at the top of a search
results page are purchased
 Sponsored
links on the side of a search results
page
AdWords

Performance based, pay-per-click model
 Advertisers
the link

only pay Google when the user clicks on
Pricing is determined by an auction where
companies can bid for keywords used in the
search
 Higher
bids lead to higher placement
 Effective ads receive higher placement
 Web
sites set aside a portion of their pages for
Google text ads
 Google software selects and inserts ads without
input from the host site
AdSense

Attempt to insert ads that are relevant to the host
site content
 Revenue
is generated on a pay-per-click
model and is shared with the host site
Internet use is a global
Geographic Internet Usage (% of population)
phenomenon
2006
2008
73.6
68.6
59.5
52.6
48.1
36.1
21.3
15.1
9.9
2.6
5.3
24.1
14.4
9.6
21.9
15.7
of American
Internet
Users, 2006 (%)
Who Demographics
accesses
the
Internet?
% Who Use the Internet
Total Adults
Men
Women
Age
Community Type
Race/Ethnicity
Educational Attainment
73 Urban
White, non75 Hispanic
Less than
73 high school
40
71 Suburban
Black, non75 Hispanic
61 High School
64
74 Rural
Englishspeaking
63 Hispanic
Some
76 College
88
Type of Connection at
Home
College +
Annual Income ($)
18-29
88 < 30,000
53 Dial-up
34
30-49
30,00084 49,999
80 High-speed
62
50-64
50,00071 74,999
86
65+
32 75,000+
91
91
Email
2%
Interstitial
2%
How do companies advertise?
Slotting Fees
Rich Media 3%
Sponsorship
9%
Classified
28%
7%
Banners &
Buttons
18%
Search
Engine
30%
Percent of Internet Ad Revenues by Type of Advertising,
2005
Referrals
1%
Web Sites
 Most
companies have developed some
form of online presence




Can view web site as an ad
Extended brochure
Online catalog
Information and entertainment
 Banners
– small billboard across the top or
bottom
of a web
page
Other
forms
of Internet
advertising
 Skyscraper – a vertical ad that appears on one
side of a page

Users can click on these to go to the advertisers
web site
 Pricing
is becoming standardized through the
IAB (interactive advertising bureau)
Other
forms
Internet
 Buttons
– smallerof
versions
of the banner that
look like icons
Advertising
 Text
links – hypertext embedded within stories
or articles
 Rich media advertising – include graphical
animations, audio and video elements
 Interstitial – ads that play between pages on a
Web site
Other
forms
of Internet
 Rich mail
– multimedia
email
 Sponsorships – corporations sponsor entire
Advertising
sections or single events on a web page
 Classified ad Web sites – e.g. Craig’s List
 E-mail advertising – 77% sent to consumers who
requested it

Spam – electronic junk mail
Viral marketing
 Internet
version of word of mouth
advertising(?) via email
 Encourage satisfied customers to
recommend product/service to friends

Provide incentives to consumers for referrals
 Can
refer friends to advertiser games and
experiences

BKs subservient chicken, for example
Benefits of Internet
Advertising
 Interactive
 Large
and growing audience
 Immediate response
 Highly selective targeting
 Proximity to purchase

Virtual storefronts
 Affluent
market
 Reaches users at home and at work
Disadvantages of Internet
advertising
 Medium
in not standardized
 High targeting costs
 Slow downloads due to limited bandwidth
 Security and privacy concerns
 Global infrastructure limitations hamper
effectiveness
Measuring ad viewership
 Ad
impression – counts the number of
times an ad is called to appear on a web
page

Consumer may never see the ad
 Click
rate – counts when a visitor clicks on
an ad
Purchasing time and space
 On
average, 6.5% of advertising budget is
spent on interactive media
 Purchase ads directly
 Ad networks serve as brokers for
advertisers and Web sites
Other Interactive Media
 Kiosk
– computer for specific users, for a
specific purpose


Owned and controlled and operated by its
provider
Located in malls, retail stores and other public
places
 Close


to the purchasing location
In store catalogs, coupons, DVD rentals, rick sales,
local information, etc.
ATMs
Other Interactive Media
 Interactive
TV – allows viewers to interact
with television content as they view it


A TV with a return path – information flows
to the viewer or back to broadcaster
Programming links to web sites, commerce,
surveys, distance learning
Cell Phone Advertisers
 Cell
phone providers have been reluctant
to include advertising
 Ads can be placed on the deck

The page users see when they access the
Internet from their phone
 Providers
are considering offering lower
rate plans that include advertising