Download Chapter 15

Chapter 15
Using Digital Interactive
Media
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
Factors advertisers weigh when
considering digital interactive
media and direct mail
15-2
Chapter Objectives
Discuss opportunities
and challenges of digital
interactive media
Discuss the Internet’s
audience and ways
of measuring it
Explain the evolution of
interactive media
Define the various kinds
of Internet advertising
Debate the pros and
cons of the Internet as
an advertising medium
Explain how Internet
advertising is bought
and sold
15-3
Media Evolution
Door-to-door sales
Mobile phones
Radio
Internet
Television
HDTV
Remote control
iPods
Cable TV
DVDs
TiVO
IPTV
PCs
VOIP
15-4
Online Ad Spending
15-5
The Internet as a Medium
A global network of computers
that communicate with one another
through protocols
15-6
Revolutionary ARPAnet Structure
15-7
The World Wide Web
Web Page
Content Provider
HTML
HTML
Web Page
HTML
HTML
Web Page
Web browser
Content User
15-8
Who Uses the Internet
15-9
Accessing the Internet
Narrowband
Mobile Devices
Satellite
Cable Modem
Broadband
15-10
Media Planning
Nielsen-Online
ComScore
Deliver audited measurement of potential reach
to help media planners chose the right vehicles
15-11
Enhanced Tracking & Delivery
Cookies
Visit frequency
Clicks
Ad calls
Browser used
Time of day
Ad servers
Central source
Tracking
Ad rotation
ISP identity
Ad distribution
Behavior targeting
15-12
Measurement Standardization
Ad impressions
Click rate
CPM
15-13
Buying Internet Time & Space
CPM
Website selective space
Keyword
Pay per Click
Pricing Methods
Cost Per Acquisition
15-14
Rollover Banner Ad
15-15
Stretching Targeting Dollars
Focused ad campaigns are cost intensive
Ad networks and tagged users can help
15-16
Types of Internet Advertising
Internet ad
revenue
by type of
advertising
15-17
Types of Internet Advertising
Corporate or Commerce
Web sites
Web pages, images,
videos, data
Micro-sites
Singular-focus
supplement
Landing pages
Gateway to deeper
areas of the Web site
15-18
Search Engine Marketing
Search Engine
Search results page
Pagerank
Sponsored links
15-19
Google Search Results Page
Pagerank
search results
Sponsored
links
15-20
Search Engine Marketing
Google AdWords
Google AdSense
Pay to have links
and/or ads placed on
relevant Web pages
and in search results
Earn money by
allowing relevant ads
to be displayed on
your Web site
15-21
Types of Internet Advertising
Banner & Button
E-Mail
Rich media
Rich
Interstitial
Spam
Superstitial
Preroll
Sponsorship
CRM
Viral
Classified
Added Value
15-22
Pros of Internet Ads
Interactive
In-depth information
Huge audience
Rapidly growing
Immediate response
Reaches B2B users
Selective targeting
Advertorials
Proximity to purchase
Virtual storefront
Affluent market
15-23
Cons of Internet Ads
Medium is not standardized
Targeting costs
Slow downloads
Security and privacy
Global marketing limitations
15-24
Global Use Of the Internet
Obstacles
Telephones
Infrastructure
Technology
Talent
Language
15-25
Other Interactive Media
DVD Catalogs and
Magazines
Kiosks
Interactive TV
Mobile Phones
15-26