Description
what is online marketing in full detailed explaination in simple language.
Online Advertising
What is online advertising?
Advertising on the Internet via mobile phones, tablets and personal computers.
Encompasses adverts:
•On the SERPs •Placed in emails •On social networks •On websites, mobi sites, tablets •In ‘please call me’s, sms, mms •In other ways advertisers use the Internet
Used to achieve marketing or business goals
Image Credit: Creative commons, AMagill
Its major advantage: it can be tracked
Early banner advert for AT&T:
It took users to a landing page
In 1994 this was cutting edge
Now online adverts can be interactive, incorporating games, video, Flash etc.
The only limit is your imagination!
Whether online or offline, advertising can have a number of objectives.
•Building brand awareness •Reaching new customers and creating demand •Showing consumers that advertisers can satisfy that demand and build brand loyalty •Driving direct response and sales
Build brand awareness to gain customer’s trust and patronage.
Create consumer demand: •Inform •Persuade •Remind Use unique selling points (USPs)
Then meet that demand!
Drive responses and sales by turning the potential customer into an actual customer right there and then. The beauty of the Internet!
People online are people with spending power.
So how can you show your message?
Interstitial banners can be shown between pages on a website. Although these are not widely used anymore.
Pop-ups and pop-unders: •Pop up or under the web page being viewed •Were prominent in the early days •Usually have a high click through rate (CTR), but only because people accidentally click on them to close them
•Conversion rate is very low •They can easily annoy •Now we have „pop-up blockers?
Wallpaper adverts or skins change the background of the web page being viewed. •You can’t usually click through it unless you use a click tag •Its main purpose? Branding
Wallpaper Advert
Map adverts are placed within online mapping solutions
e.g. Google Maps
A banner advert is a graphic image or animation displayed on a website. •Static banners – GIFs or JPEGs •Animated, non interactive banners animated GIFs •Interactive or rich media: Flash, video, JavaScript, HTML5 etc.
Banner advert
Create banners to suit different standard banner sizes – this means the advert will suit many websites. Most popular sizes are: 300x250px, 300x600px, 468x120px, 160x600px and 728x90px
Rich media – interactive media
Encompasses adverts like: •Page take overs •Peel overs •Road blocks •Floaters •Expanding banners •Video banners •Dynamic data ads
The major advantage? Interactions can be tracked!
Page Peel
Source: MediaMind Creative Zone http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemNa me=Nissan%20Micra%20Page%20Peel
Floating adverts appear in layers over the content. •Usually these can be closed - best practice says this should be an option •Created in DHTL or Flash •High CTR but a low conversion rate (should be used sparingly and cleverly)
Floating advert
Have a look at some more rich media adverts...
Page take overs •Harry Potter: http://www.mediamind.com/creative_zone/Harry7/index.html •Alien: http://www.mediamind.com/creative_zone/Alien/index.html Interaction •Avatar: http://demo.eyeblaster.com/avataripad/demo.html Expander •Diesel: http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/ diesel_sidekcik_msn/
Test to find out what works best for your brand.
Pause the adverts that are not working - this will help CPC, CTR and CPA.
Payment options also differ
CPI or CPM: •Cost per impression or thousand impressions CPC: •Cost per click
CPA: •Cost per acquisition Flat rate: •Fixed cost for a period of time
Cost per interaction: •User initiated rollover
What is an advertising network?
•Group of websites on which adverts can be purchased •Same publisher: e.g. CNN, AOL •Or an affiliation of sites
What are advertising exchanges?
•Where unsold inventory is placed by publishers for bidding
What are ad servers?
•Servers that store adverts and serve them to web pages •Locally run or third-party ad servers •e.g. MediaMind, DoubleClick, Atlas and AdTech
Why use ad servers?
You don’t need to send out copies of each piece of advertising to each publisher or media buyer – you just send out a line of code!
They also make adverts easier to track, make comparison easier and allows for targeted advertising.
Tracking is key! Particularly post click tracking tracking up to conversion.
Information that can be tracked:
•Impressions •Clicks •Connection type •Browser •Operating System •Time of day •Conversions •And much more!
Cookies are small text files that allow a website to capture information about a user.
Photo credit: http://flickr.com/photos/712177 25@N00/
Cookies enable tracking of post view data as well.
...When a user sees an advert, does not click on it, but goes to the website after viewing the advert (either by typing in the URL, or searching for the site). But you must have conversion tracking enabled.
Ad servers offer advertisers the ability to track and optimise.
•Frequency capping: limit views of an advert for a user •Sequencing: adverts shown in a set order •Exclusivity: adverts from direct competitors are not shown on the same page •Roadblocks: an advertiser can own 100% of the advertising inventory on a page
Adverts can be targeted using:
•Geo-targeting •Network/browser type •Connection type •Day and time •Social serving •Behavioural targeting •Contextual targeting
But be careful, contextual advertising can be problematic!
When planning a campaign always determine your goal.
Then identify your key performance indicators (KPIs).
Make sure adverts are placed in front of the audience that they are likely to convert.
Online adverts should: •Attract attention •Convey a message •Entice action
Be concise and directional. Use a call to action:
•“phone now for the best deals on insurance” •“click here for fast home delivery” •“donate now”
Some advantages to online advertising
•Banner adverts bridge the advertising divide between traditional and online advertising •Images can offer a rich brand building experience
•The can be interactive •They?re measurable and provide data
What about the disadvantages?
•Technical obstacles may arise (ad blockers etc.)
•Consumers experience advertising fatigue. So remember to update your ads regularly
•Connection speed can impact interaction(but if you use a third party ad server, you only pay for impressions that were shown)
•Some third party ad servers can also determine your connection speed
Thank you!
doc_228380526.pdf
what is online marketing in full detailed explaination in simple language.
Online Advertising
What is online advertising?
Advertising on the Internet via mobile phones, tablets and personal computers.
Encompasses adverts:
•On the SERPs •Placed in emails •On social networks •On websites, mobi sites, tablets •In ‘please call me’s, sms, mms •In other ways advertisers use the Internet
Used to achieve marketing or business goals
Image Credit: Creative commons, AMagill
Its major advantage: it can be tracked
Early banner advert for AT&T:
It took users to a landing page
In 1994 this was cutting edge
Now online adverts can be interactive, incorporating games, video, Flash etc.
The only limit is your imagination!
Whether online or offline, advertising can have a number of objectives.
•Building brand awareness •Reaching new customers and creating demand •Showing consumers that advertisers can satisfy that demand and build brand loyalty •Driving direct response and sales
Build brand awareness to gain customer’s trust and patronage.
Create consumer demand: •Inform •Persuade •Remind Use unique selling points (USPs)
Then meet that demand!
Drive responses and sales by turning the potential customer into an actual customer right there and then. The beauty of the Internet!
People online are people with spending power.
So how can you show your message?
Interstitial banners can be shown between pages on a website. Although these are not widely used anymore.
Pop-ups and pop-unders: •Pop up or under the web page being viewed •Were prominent in the early days •Usually have a high click through rate (CTR), but only because people accidentally click on them to close them
•Conversion rate is very low •They can easily annoy •Now we have „pop-up blockers?
Wallpaper adverts or skins change the background of the web page being viewed. •You can’t usually click through it unless you use a click tag •Its main purpose? Branding
Wallpaper Advert
Map adverts are placed within online mapping solutions
e.g. Google Maps
A banner advert is a graphic image or animation displayed on a website. •Static banners – GIFs or JPEGs •Animated, non interactive banners animated GIFs •Interactive or rich media: Flash, video, JavaScript, HTML5 etc.
Banner advert
Create banners to suit different standard banner sizes – this means the advert will suit many websites. Most popular sizes are: 300x250px, 300x600px, 468x120px, 160x600px and 728x90px
Rich media – interactive media
Encompasses adverts like: •Page take overs •Peel overs •Road blocks •Floaters •Expanding banners •Video banners •Dynamic data ads
The major advantage? Interactions can be tracked!
Page Peel
Source: MediaMind Creative Zone http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemNa me=Nissan%20Micra%20Page%20Peel
Floating adverts appear in layers over the content. •Usually these can be closed - best practice says this should be an option •Created in DHTL or Flash •High CTR but a low conversion rate (should be used sparingly and cleverly)
Floating advert
Have a look at some more rich media adverts...
Page take overs •Harry Potter: http://www.mediamind.com/creative_zone/Harry7/index.html •Alien: http://www.mediamind.com/creative_zone/Alien/index.html Interaction •Avatar: http://demo.eyeblaster.com/avataripad/demo.html Expander •Diesel: http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/ diesel_sidekcik_msn/
Test to find out what works best for your brand.
Pause the adverts that are not working - this will help CPC, CTR and CPA.
Payment options also differ
CPI or CPM: •Cost per impression or thousand impressions CPC: •Cost per click
CPA: •Cost per acquisition Flat rate: •Fixed cost for a period of time
Cost per interaction: •User initiated rollover
What is an advertising network?
•Group of websites on which adverts can be purchased •Same publisher: e.g. CNN, AOL •Or an affiliation of sites
What are advertising exchanges?
•Where unsold inventory is placed by publishers for bidding
What are ad servers?
•Servers that store adverts and serve them to web pages •Locally run or third-party ad servers •e.g. MediaMind, DoubleClick, Atlas and AdTech
Why use ad servers?
You don’t need to send out copies of each piece of advertising to each publisher or media buyer – you just send out a line of code!
They also make adverts easier to track, make comparison easier and allows for targeted advertising.
Tracking is key! Particularly post click tracking tracking up to conversion.
Information that can be tracked:
•Impressions •Clicks •Connection type •Browser •Operating System •Time of day •Conversions •And much more!
Cookies are small text files that allow a website to capture information about a user.
Photo credit: http://flickr.com/photos/712177 25@N00/
Cookies enable tracking of post view data as well.
...When a user sees an advert, does not click on it, but goes to the website after viewing the advert (either by typing in the URL, or searching for the site). But you must have conversion tracking enabled.
Ad servers offer advertisers the ability to track and optimise.
•Frequency capping: limit views of an advert for a user •Sequencing: adverts shown in a set order •Exclusivity: adverts from direct competitors are not shown on the same page •Roadblocks: an advertiser can own 100% of the advertising inventory on a page
Adverts can be targeted using:
•Geo-targeting •Network/browser type •Connection type •Day and time •Social serving •Behavioural targeting •Contextual targeting
But be careful, contextual advertising can be problematic!
When planning a campaign always determine your goal.
Then identify your key performance indicators (KPIs).
Make sure adverts are placed in front of the audience that they are likely to convert.
Online adverts should: •Attract attention •Convey a message •Entice action
Be concise and directional. Use a call to action:
•“phone now for the best deals on insurance” •“click here for fast home delivery” •“donate now”
Some advantages to online advertising
•Banner adverts bridge the advertising divide between traditional and online advertising •Images can offer a rich brand building experience
•The can be interactive •They?re measurable and provide data
What about the disadvantages?
•Technical obstacles may arise (ad blockers etc.)
•Consumers experience advertising fatigue. So remember to update your ads regularly
•Connection speed can impact interaction(but if you use a third party ad server, you only pay for impressions that were shown)
•Some third party ad servers can also determine your connection speed
Thank you!
doc_228380526.pdf