Download Advertising Handout

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

TV Everywhere wikipedia, lookup

Digital journalism wikipedia, lookup

Debra Johnson
Dept. of Journalism & Public Relations
@DebraJChico • [email protected]
Ad Categories
See the DMI Advertising PowerPoint Deck for specific examples.
1. Traditional Digital Ad
 Banners ads, popups, etc.
 Monetized via impressions and click-through (See ad formula below)
 Data: least effective ad method
2. Native Ads
 Ads designed for one channel only; typically social media
 Monetized via impressions and click-through
 Data: some levels of effectiveness because it’s based on infomediary/remarketing
3. Sponsored Content
 Ads that are designed to look like authentic content for a specific news channel.
 Monetized in lots of ways depending on distribution method.
 Data: can be highly effective but also expensive to produce.
4. Branded Journalism or Branded Content
 Content created by companies and presented as news or other authoritative formats
 Monetized in lots of ways including paid ads within the content.
 Data: can be highly effective because audiences don’t see it as advertising.
Advertising Terminology
 Mark Briggs, Entrepreneurial Journalism: How to Build What’s Next for News
 My notes from the Scripps Howard Entrepreneurial Journalism Program at ASU, Jan. 2012
o The graphics, words and overall concept. Sometimes this will also involve who is responsible for
creating the ad.
o This refers to the process of delivering the ads a consumer sees (getting them online), billing the
company for the ads, providing a report stating when each ad ran.
Ad Network
o A collection of publishers sold together as a group by a third party.
 Digital First Media: buy ads that run in all DFM products
o Most online ads are handled through these types of networks.
o Each time an ad is displayed online = 1 impression.
o It doesn’t mean that readers saw it, just that it appeared on screen.
o The more page views your site gets, the more impressions you have to sell.
Display vs. classified:
o Classifieds are mostly text and run in advertising heavy areas only.
o Display advertising tends to be artistic and runs next to stories.
Click-through rate:
o The rate users click on a specific ad.
o Industry average: 1 person in 1,000 people who see an ad will click on it.
Pay-per-click campaigns
o Advertiser only pays when a customer clicks on the ad
Debra Johnson
Dept. of Journalism & Public Relations
@DebraJChico • [email protected]
o Advertiser can set a maximum payment rate ($500)
o Often a good choice for startups because you can control cost
o Cost per thousand impressions
o Leftover space (impressions) not sold by sales staff. Typically low cost, annoying sales.
The Monthly Ad Revenue Formula
CPM Advertising (Cost Per Thousand)
Traffic of the site divided by 1,000 X CPM X # of ad units = Revenue
 CPM = $1 (premium site with premium content may charge $10 CPM for a top of page ad)
o CPM rates are dropping big time because advertisers are not seeing their return
o Why?
 People don’t click on ads (if 1,000 people come to your site only 1 person will click on it) yet
that is what Internet advertisers want users to do.
 There is a lot of inventory (lots of web pages that your users go to)
 Tracker blockers and ad blockers are growing due to users being irritated by the advertisers
shenanigans (spyware, tracking, sharing data, selling data)
o CPMs on mobile are lower than on traditional web
 # of ad units: how many ads on a page
Quantcast: allows publishers voluntarily get their sites measured or it guesses.
1,137,560 (mobile and web visitors in Sept. 2013)
1,137,560 divided by 1,000 = 1137.56 X $1 X 4 = $4,550.24 per month via advertising
 A website that gets 1 million page views per month = $4,000 for four ads