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Employing the Internet for Advertising

Chapter Fifteen. Employing the Internet for Advertising. Mass Online Advertising. Internet not replacement but key element of IMC programs At least 60% of U.S. households have Internet access at home Nearly 70 million. The 2 I’s of the Internet. Individualization: Interactivity:.

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Employing the Internet for Advertising

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  1. Chapter Fifteen Employing the Internet forAdvertising

  2. Mass Online Advertising • Internet not replacement but key element of IMC programs • At least 60% of U.S. households have Internet access at home • Nearly 70 million

  3. The 2 I’s of the Internet Individualization: Interactivity:

  4. Internet Advertising Formats • Websites • Banner Ads • Rich Media Formats • Web Logs • Email • Search Engine Advertising • Advertising via Behavioral Targeting

  5. Internet Advertising Formats Websites • Company Homepages • Goal of internet advertising is to drive traffic to websites • Users seek information • Design?

  6. Internet Advertising Formats Banner Ads • Most popular advertising format on Internet • Low click through rate (CTR) • Useful for new products or brands • Typical goal is to increase awareness

  7. Internet Advertising Formats Rich Media Formats • Pop-Ups!! • Interstitials • Superstitials • Video Ads **more eye-catching and memorable than banner ads **higher CTRs.

  8. Pop-Ups

  9. Interstitials

  10. Superstitials

  11. Video Ads • On company website • Preceding other videos • Branded Content

  12. Video Ads • http://www.youtube.com/watch?v=PKYUtUw-8ig

  13. Internet Advertising Formats Web Logs - Blogs • Open forum for “everyman” to communicate • Benefit small businesses - Why? • Brand marketers often develop own blogs 1. 2. 3. • Podcasting

  14. Internet Advertising Formats Email Primary reason many people use the Internet • Ad expenditures on email were $300 million in 2005 • Not as effective as once perceived • Opt-in emailing • SPAM • Ethical issues

  15. Internet Advertising Formats Search Engine Advertising (SEA) • Ads show up based on searches Keywords • Fastest growing form of Internet advertising Advertising via Behavioral Targeting • Focusing Internet advertising towards those interested • Gmail, Facebook

  16. New Developments 1. 2. 3.

  17. Metrics for Measuring Internet Ad Performance • The exposure value or popularity • The ability of a site to attract and hold users’ attention and the quality of customer relationships • The usefulness of Web sites • The ability to target users

  18. The Metrics of Internet Advertising Click-through rate (CTR):

  19. The Metrics of Internet Advertising CPM Cost per thousand (impressions) How much it costs to place an ad on a particular Web site No info on effectiveness

  20. The Metrics of Internet Advertising CPA Cost per action. Number of users who: Actually click on a banner ad, Visit a brand’s Web site, Register their names on the brands Web site, Actually purchase (electronically) the advertised brand.

  21. Internet Advertising – Final Thoughts • Have only begun to discover what internet advertising is capable of • Constant evolution • Ethical tightrope

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