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Chapter 5: Advertising Agencies and Interactive Media

Chapter 5: Advertising Agencies and Interactive Media. Payam Hanafizadeh and Mehdi Behboudi http :// www.igi-global.com/book/online-advertising-promotion/60769. NATURE OF THE INDUSTRY. Generally, advertising agencies have two tasks to fulfill:

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Chapter 5: Advertising Agencies and Interactive Media

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  1. Chapter 5: • Advertising Agencies and Interactive Media

  2. Payam Hanafizadeh and Mehdi Behboudi http://www.igi-global.com/book/online-advertising-promotion/60769

  3. NATURE OF THE INDUSTRY Generally, advertising agencies have two tasks to fulfill: The first task is the procurement of all advertising requirements such as artistic, graphic, written and audiovisual aspects, and the second task is strategic placement. http://fold7.com/

  4. NATURE OF THE INDUSTRY To improve customer satisfaction and to gain more clients, advertising and public relations agencies have incorporated marketing to increase the variety of their services. http://www.ankitadv.com/

  5. ADVERTISING AGENCIES An advertising agency principally is skilled in advertisement design, production and placement. The Association of Advertising Agencies of America (AAAA) defines advertising agencies as independent commercial institutions consisting of innovative individuals and commercial experts who produce ads and find proper media for publishing (for sellers or advertisers who seek customers). http://www.icomagencies.com/

  6. History of Advertising Agencies Service Period • Wholesaling Period • Semi-Service Period • First Period

  7. DIFFERENT TYPES OF ADVERTISING AGENCIES • Comprehensive Advertising Agencies • Modular Agencies • In-House Agencies • Creative Boutiques • Mega Agencies • Specialist Agencies http://www.alladvertisingagencies.com/

  8. ORGANIZATIONAL STRUCTURE Like any other social group, advertising agencies also have an exclusive internal framework of activities, which are divided into four groups: • Customer management • Innovation department • Purchasing media • Research http://www.china-inv.cn/cicen/governance/organizational.html

  9. Interactive Agencies These interactive agencies generally provide these four major services to online advertisers: • Strategic consulting • Media purchasing and planning • Website creation and design • Analysis of business information http://ff0000.com/

  10. Interactive Agencies Strategic Consulting usually includes two major activities: • Analyzing customers, their products, and their competitors' status. • Planning to optimize the marketing budget. http://www.topinteractiveagencies.com/

  11. Interactive Agencies Media Purchasing and Planning involves a broad range of services usually divided into some subsidiary activities such as: • Development of a media strategy and production of an advertisement • Execution of advertising activities (media purchasing and distribution of advertisements) • Analysis and optimization of advertising activities http://officeneeds.sulekha.com/role-of-interactive-agencies-in-advertising_112243_blog

  12. Interactive Agencies Website improvement usually includes the following stages: • Strategic planning • Improving data architecture • Set-up and execution of a new website design. http://www.wisegeek.com/what-is-an-interactive-agency.htm

  13. NEW ISSUES FOR INTERACTIVE AGENCIES As predicted by the Internet Media Institute (2007), most advertising agencies will merge to form a perfect combination of services for their users. http://adgcreative.net/

  14. NEW ISSUES FOR INTERACTIVE AGENCIES • New services presented by interactive agencies include: • Engagement Marketing • Improving Main Content • Virtual Marketing http://econsultancy.com/ir/blog/5096-forrester-traditional-agencies-can-t-do-digital

  15. USING INTERACTIVE AGENCIES Interactive agencies are usually expert in one of the following fields of activity: • Online branding • Performance-based marketing (direct response and searching) • Relationship marketing http://www.malenkebarnhart.com/

  16. ADVERTISING SERVICES AND TECHNOLOGIES In general, there are three major service-providing and marketing groups: • Search engine marketing companies • Analytics companies • Ad-serving companies http://www.linkpowertechnologies.in/advertising-media-creative-pr

  17. ADVERTISING SERVICES AND TECHNOLOGIES Moreover, there are two other types of interactive companies that play an intermediating role: • Ad networks • Lead generations http://www.adtech.com/Home/

  18. WEB ANALYTICS The key trends of web analytics are: • Central analysis development • Shifting to confidential and customized analysis • Multi-channel analysis • Gaining profit through developing online advertising and e-commerce http://www.google.com/analytics/

  19. Key Web Analytics Tasks Web analytics generally enables organizations to fulfill the following tasks: • Pursuing website tracking by user. • Analyzing change rate by product, price, customer source, search word and tracking route. • Studying transfer trends. • Identifying sources referring users to websites (site traffic source). • Measuring efficiency of all processes. • Identifying online processes of high transfer prices.

  20. ADVERTISING BROADCASTING Publication of an advertisement includes four major activities: • Moving toward a consolidated policy • Pushing toward online videos • Developing new advertising methods • Optimizing technology http://www.kobaco.co.kr/eng/

  21. Advertisement Publishing Method Creation of an advertising server by an advertiser allows the advertiser's publishing tools to: • Plan activities • Execute activities (deliver advertisements) • Analyze the results and move toward optimization http://www.netmagazine.com/features/state-responsive-advertising-publishers-perspective

  22. ADVERTISING NETWORKS An advertising network is a mediator that collects or buys ads (banners, hypertexts, and rich media) from websites and sells them to agencies or advertisers. http://www.valueclickmedia.com/

  23. Advantages of Advertising Networks • Reach • Pricing • Targeting in Network • Optimization http://www.adnetwork.net/

  24. Targeting Technologies By developing their targeting methods, advertising networks are adding value for their advertisers. These methods include studying demographics, activity at certain times of day and consumer behavioral analysis with today's targeting more focused on behavioral analysis. Generally, there are two types of behavioral analyses: • Cookies • Buying intention http://www.audiencetargeting.com/technology.jsp

  25. Variety of Advertising Networks During the first days of online advertising, most advertising networks focused their attention on a pricing model based on what advertisers were charged depending on a network's performance after ads were displayed one thousand times (pay-per-thousand exposures). http://www.airpush.com/

  26. Market Size • Generally, advertising networks are divided into three groups, and most advertising networks are categorized under at least one of these groups: • Dynamic ad networks • Traditional ad networks • Ad representation http://www.wired.com/insights/2013/03/the-real-market-size-of-public-cloud-services/

  27. LEAD GENERATION Lead generation is a process by which an advertiser can be aware of customers' future tendencies. http://www.locallyrank.com/

  28. LEAD GENERATION Lead generation agencies actually provide advertisers with customer information such as their previous shopping habits, email addresses, telephone numbers or information specified in a registration form, and this way advertisers can publish ads that are more targeted. http://www.mcdowallmedia.com/lead-generation

  29. LEAD GENERATION According to a report issued by the Interactive Advertising Bureau (2009), 7% of online advertising incomes in 2008 were the result of lead generation. http://www.cotracer.com/

  30. LEAD GENERATION Since online Advertising Revenue in 2009 exceeded 23 billion dollars, it can be inferred that the revenue earned through lead generation in that year amounted to more than 1,644 million dollars. http://www.powerleadgeneration.ca/

  31. The End Of Chapter 5 http://www.netwaveinteractive.com/ http://www.flamecom.co.nz/ http://www.zedo.com/

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