Lesson 8Online advertising

2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0

http://en.wikipedia.org/wiki/Online_advertising

Online Advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Value add

Media Revenue Models

Sense of community CustomizationTangibility Filtering

Reputation ValidationTimeliness

FormatAnalysisVisualization

Ease of useDesign SynthesisRelevance

www.futureexploration.netCreated by Ross Dawson

www.rossdawsonblog.com

AdvertisingBrand creative

Pay per clickPay per action / sale

List rentalProduct placement

ContentSubscriptionPay per view

Pay for formatCustomised content

DistributionSyndication

LicensingCustom feeds

API fees

CommunityMembership

Pay for votingPay for messaging / SMS

Sales of communityresearch

AffiliatePay per sale

Pay per registrationPay per download

ClassifiedsListing fees

Transaction feesContextual advertising

LeadsLead generation

Registration for contentO!ers

Enquiry matching

EventsConferencesRoundtablesShowcases

Access to buyers

MerchandisingBooks / research

Music / videoClothing

Other

PartnershipsRevenue share

Pro"t shareShare of revenue

increase

PlatformSell distribution platform

License platformDistribution feesServe advertising

BrandBrand licensing

Sponsor feesBranded productsBranded content

As Advertiser, you can invest on web properties in the following areas

The Basics

http://www.iab.net/

The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.

The IAB has six core objectives:Fend off adverse legislation and regulationCoalesce around market-making measurement guidelines and creative standardsCreate common ground with customers to reduce costly friction in the supply chainShare best practices that foster industry-wide growthGenerate industry-wide research and thought leadership that solidifies Interactive as a mainstream mediumCreate countervailing force to balance power of other media, marketing, and agency trade groups

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c.

d.e.

f.

http://www.iab.net/iab_products_and_industry_services/508676/508767/Ad_Unit

Standard banner dimensions

Pop-up

Pop-up: A new w

indow w

hich opens in front of the current one, displaying an advertisem

ent, or entire webpage.

Pop-under: Similar to a Pop-U

p except that the window

is loaded or sent behind the current w

indow so that the user does not see it until they close one or m

ore active w

indows.

1.2.

http://en.wikipedia.org/wiki/Interstitial_ad

InterstitialMarketingTerms.com "interstitial" definition:

A full-page ad that interrupts sequential content, forcing exposure to the advertisement before visitors can continue on their content path.

Interstitials are a form of interruption marketing. This quality appeals to advertisers who feel Web advertising needs to be more like a broadcast medium to be effective.

Interstitials often draw an above average amount of response and resentment.

The high response rates typically translate into higher CPM rates. The high level of resentment may translate into consumer backlash, although the exact long-term effects are unclear.

The biggest problem with these though is that the viewer isn’t happy when the thing pops up.

The user is looking for something else and is usually quite annoyed to have to navigate through something he doesn’t want to get to what he is looking for.

And once you annoy a user, he might not be back.

Rich Media is now defined as: advertisements with which users can interact (as opposed to solely animation and excluding click-through functionality) in a web page format.

These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs. Rich Media also includes in-page and in-text digital video advertisements where the associated content is not streaming in a player environment.

Rich media

http://www.youtube.com/user/watchthisspace

http://www.doubleclick.com/insight/downloadResearch.aspx?fileName=The_Brand_Value_of_Rich_Media_and_Video_Ads.pdf

Roadblock

McCafe - DoubleClick Rich Media Gallery

Expanding

http://origin.demo.mediamind.com/Europe/Spain/demos/ikea/ikea_bubblead_orange/

In page interactive

http://www.google.com/doubleclick/gallery/examples/alvin-and-the-chipmunks-728x90.html

In page video

http://www.google.com/doubleclick/gallery/examples/kickass.html

Widget AD

Peel Banner

Corner Peel Back

Rich media units mimicking the turning of a page, which retracts and then peels again with the user’s interaction (mouseover)

http://www.venzasnowyroad.com/example.html

Takeover

Page takeover is the solus takeover of all advertising formats on a page (usually homepage or other such page with high traffic levels) This may include replacing parts of the page design.

Floor AD !"##$%&'

! !"#!$$%#&'#(!#)$(!*!$+&#&""&#,&(-'-""&#.!'-&/&#(-+*&#!+/-%0-%!%-#1$+#!1$+/-+2/!#'-"#)$%/&"-

! &"#)&((&33!$#'-"#4$2(-#!+!*!&#&'-()&+'-%(!#1%-&+'$#2+#-00-//$#4$"/$,-""$#-#1$!+.$"3-+/-

! )25#&11$3"!-%-#&+16-#.!'-$

Fullscreen Video

http://creativezone.mediamind.com/#ItemName=Assassin's%20Creed%20Brotherhood%20-%20Full%20Screen

Background tile advertiser logos or customized images for a specific page or section.

Wallpaper / Re-skin

!"#$%

!"#$%&$'()*+$&($,"-.#%,(/%"#*$0*&&"$12"#3"+$",,.2($.#$2"34"$0%$2+%-%33%-"$2%(#"5$2.+#"#$,"2+*#0"$%$,"#4*#.4%$0*&$2"+4(&*67&$8"+-(4"$9$*8!,(,*$2*+,:;$+%3.&4($(,,(44%<(#4*$*$%##"<(4%<"5$,"%#<"&=*#4*$*$#"#$%#<(3%<"6

Layer

600x400 Resolves back to standard IAB placement

OVERLAY PLACEMENT

Ad unit that reveals a secondary panel during interaction and then retracts upon completion.

Navigation Sponsorship

Pre e post roll in video

Video commercial that plays before the video news content.

User-initiated video content housed within a standard ad creative.

In-Unit Video

Sponsorship

Site content, information, or widgets “brought to you by” a single advertiser.

presenta

FO

RM

ATI S

PE

CIA

LI E

RIC

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ED

IA

1.1

Other form

ats

BackgroundPeel BannerFloor ADFull screen videoLayer

1.2.3.4.5.

http://ww

w.slideshare.net/advit/advit-form

ati-speciali-e-rich-media

http://ww

w.centro.net/m

edia-services/ad-formats/

Non-linear Video ad

Linear Video ad: The ad is presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program. One of the key characteristics of a linear video ad is that the user watches the ad in addition to the content as the ad takes over the full view of the video. Common linear video ad formats include

The ad runs concurrently with the video content so the users see the ad while viewing the content.Non-linear video ads can be delivered as text, graphical ads, or as video overlays.

FormatsOverlays which are shown directly over the content video itself.

Note that an overlay ad can also be delivered over a linear ad experience as well, generally prompting the user tointeract with the ad when the user mouses over the ad.

Product placements which are ads placed within the video content itself.

In-Banner Video is generally displayed in IAB standard ad units.In-Text Video is generally user-initiated and triggered by relevant highlighted words within content.

Pre-rolls, Interactive takeovers, Short bumper vignettes ,

1.a.

i.ii.iii.

2.a.

b.i.ii.

c.i.

1.

ii.1.

In-Stream Video is generally played or viewed from a video player.

1.

http://www.masternewmedia.org/online-video-ad-formats-iab-guidelines-and-metrics-to-monetize-online-videos/

http://www.iab.net/iab_products_and_industry_services/508676/508767/509357

http://www.google.com/ads/videoadsolutions/demos.html

Advertise in video examples

Preroll video ad with click-to-play video endcapGraphical overlay ad with image endcapText overlay ad with text endcap

1.2.3.

http://cecollect.com/ve/ZZo9065B917961dCYG7

Youtube Video Format

http://www.youtube.com/yt/advertise/index.html

Revenue Models

CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads).CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge.Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale.Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[3]Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

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http://ww

w.sm

artinsights.com/blog/digital-m

arketing-strategy/allocating-marketing-budget/

Proportion of marketing budget allocated to digital channels

Allocation of budget to digital m

edia channels

http://www.slideshare.net/DaveChaffey/optimising-your-digital-marketing-mix

Optimize digital marketing Mix

Digital Marketing Mix Starting point

Digital Marketing Mix: Onsite

Digital Marketing Mix: Social media

Digital Marketing Mix: the Budget

Digital Marketing Mix in short