Goals of Online Advertising

• Create brand awareness• Generate engagement

(click, watch, mouseover, play, etc.)• Create consumer demand• Satisfy consumer demand• Direct response – Drive traffic & sales

The benefits of online vs. offline

• Immediate response online

• Advertisers can create amazing brand experiences through online intereactivity

• Internet is highly– Trackable– Targetable– Measurable

Planning a Campaign

• Define goals• Investigate target audience• Develop media strategy• Develop media plan• Websites or networks will affect format and

payment models• Brief the creative team

Online ads need to A. C. E.

• Attract attention

• Convey a message

• Entice action

Some of the (many) types of online ads…

• Rich Media display ads• Pop-ups & Pop-Unders• Modals (Pop-Ins)• Rollover / Expando Units• Page Takeovers & Wallpapers Ads• Interstitial Ads• Video Ads (Pre-roll, Interstitial)• Maps & Paid Listings

THE NAME GAME

CPM

CPM

Cost Per Thousand Impressions.Best for branding where eyeballs &

impressions are the main goal.

CPC

CPC

Cost Per Click.Best for direct response advertising

when the goal is to drive traffic.

CPA

CPA

Cost Per Acquisition.Best for direct response advertising when the goal is to acquire a lead or a customer.

Banner Ads

Banner Ads

Also known as online display media, these are typically image-based and come in

standard and non-standard formats

Source: http://www.iab.net/guidelines/508676/508767/UAP

Impressionsvs.

Unique Impressions

Impressionsvs.

Unique Impressions

Total times displayedVs.

Total unique users displayed to in a given time period (24 hours, 30 days, etc.)

CTA

CTA

Call to ActionClick Here, Buy Now, Learn More,

Share with a Friend, Go

CTR

CTR

Clickthrough RateClick Here, Buy Now, Learn More,

Share with a Friend, Go

Unique Visitors vs. Visits

Unique Visitors vs. Visits

Unique users to your site in a given time periodvs.

Number of visits by anyone to your site in a given time period

Landing Page

Landing Page

The post-click destination that a user arrives at after clicking on an ad.

Conversion Rate

Conversion RateThe rate at which a user that lands on a page converts to a

lead or customer.For example:

Customers / Unique Visits = Conversion Rate

15 customers/ 1,500 unique visits = 1% Conversion Rate

ROI

ROIReturn on Investment

The net benefit generated from an advertising campaign, usually measured as a percentage based on costs such as ad spend and benefits

such as revenue.i.e.

Ad Spend: $100Revenue: $500

ROI: 500% or 5x

Behaviourial Targeting

Behavioural TargetingThe ability to track a users click behaviour and web browsing

activity and target advertising accordingly.

Demographic Targeting

• Geography• Age• Gender• Education• Income

Contextual Targeting

Contextual Targeting

• Website• Topic• Content Type• Keyword• Timing• Etc.

Day Parting

Advantages

- Precise targeting ability drives relevance

- Measure every aspect of the experience

- Test & optimize tactics in real-time

- Ongoing tracking and targeting of campaign participants.

Disadvantages

- More complexity requires more resources, time & money.

- Users are continually finding ways to avoid advertising.

Thanks.