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Transcript
TARGETED INTERNET ADVERTISING VIIANEN JONNE KAVÉN EETU AGENDA • BENEFITS • METHODS • LOCATION BASED ADVERTISING • BEHAVIORAL TARGETING • RISKS BENEFITS • TARGETING LEADS TO COST EFFICIENCY • ADS ARE SHOWN TO THE DESIRED SEGMENT(S) OF CUSTOMERS • 2.7 TIMES AS MUCH REVENUE PER AD ON AVERAGE (BEALES, 2010) • ENABLES SPECIFIC CUSTOMIZATION OF ADS • COMPANIES ARE ABLE TO ANSWER CUSTOMERS NEEDS MORE EASILY • ADVERTISEMENT CAN BE PART OF THE PRODUCT OR SERVICE VALUE CREATION METHODS LOCATION BASED ADVERTISING (LBA) • HAS EMERGED AS AN CONSIDERABLE PLATFORM • MADE POSSIBLE DUE TO GREAT AMOUNT OF SMART DEVICES • TAKES ADVANTAGE OF GPS AND GNSS (SATELLITES) TO PINPOINT THE LOCATION OF USERS • LOCATION SPECIFIC ADS • LBA IN IT’S OWN DOESN’T ENSURE THAT THE CONSUMER IS INTERESTED IN THE SHOWN AD + PRODUCT IS AVAILABLE NEARBY - NOTHING EXCEPT THE LOCATION IS KNOWN OF THE CUSTOMER BEHAVIORAL TARGETING • CONSUMERS WEB BROWSING BEHAVIOR IS MONITORED AND ANALYZED • COOKIES, WEB BEACONS AND SIMILAR TRACKERS ARE USED TO GAIN DATA • EXTREME SAMPLES OF TRACKERS CAN BE TROJAN VIRUSES • END GAME IS TO FIND OUT THE AGE, GENDER AND PURCHASING PREFERENCES OF THE CONSUMER • VALUABLE INFORMATION WHICH INCREASES THE CPM FOR ADVERTISERS, BUT IT’S WORTH IT • EFFECTIVENESS CAN BE BOOSTED WITH OTHER TARGETING METHODS RISKS • LEGAL ISSUES IN PRIVACY • DIFFERS BY COUNTRY. CHINA VS SWEDEN • CUSTOMERS POINT OF VIEW • MOST CUSTOMERS ARE AGAINST TRACKING • TARGET AUDIENCE SHOULD BE CAREFULLY PICKED • USUALLY FEW TRIES ARE NEEDED TO FIND THE MOST COST EFFICIENT AUDIENCE • ANTIVIRUS SOFTWARE PROVIDE ANTI-TRACKING TO REVITALIZE THE USAGE OF PAID SERVICES