1 / 13

New Media & Advertising: Building Brand Relationships

New Media & Advertising: Building Brand Relationships. Joseph Sunder DHA 5399. Did you know?. More than 70% of 4-year olds have used a computer. More than 50% of 21-year-olds have created content on the web. One out of eight couples married last year in the U.S. met online.

hedda
Download Presentation

New Media & Advertising: Building Brand Relationships

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. New Media & Advertising:Building Brand Relationships Joseph Sunder DHA 5399

  2. Did you know? • More than 70% of 4-year olds have used a computer. • More than 50% of 21-year-olds have created content on the web. • One out of eight couples married last year in the U.S. met online. • If MySpace.com were a country, it would be the 7th largest in the world. • There are more than 2.7 billion searches done on Google each month. • The number of text messages sent and received each day exceeds the population of the planet.

  3. Overview • Started with intrusive advertising • Online Advertising • Google’s AdSense & AdWords • Online Challenges • Mobile Marketing • Destination Sites • Viral Marketing • The Future

  4. Online Advertising • Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter • PwC: projected at $35.4 billion for the entire year by 2011 • It is commanding a bigger portion of the largest ad agencies.

  5. 3 Main Ways to Buy Advertising • CPM: pay for the exposure of their message to a specific audience per thousand impressions • CPC: don’t pay upfront for the listing, but only every time a user clicks the listening • CPV: pay for each targeted visitor that comes to the advertiser’s website.

  6. Online Advertising: Web Metrics • At the forefront is Google Analytics • Part of Google’s AdWords and AdSense • Provide global campaigns on a local level through zipcode and IP address marketing • “Glocality”

  7. Online Advertising: Emerging Services • Google’s “Click-to-Call” • Goog 411 • AdSense generates revenue by placing ads on hosted pages • Drawing consumers with media rich and user driven communications efforts

  8. Online Advertising: Challenges • Ethical and Legal Boundaries • People are put off by pop-ups, pop-unders…but they seem to work… • Technology is still relatively new->cheap placement->bad ads • Vibrant Media: “in-text advertising” • PayPerPost

  9. Mobile Marketing • $3 Billion on mobile ads in 2008 (ABI) • $11.3 Billion by 2011 • More web utilities are blurring the lines between PCs and phones • More phones then computers and the number is increasing • Technology is not consistent across carriers • Short Message Service

  10. Destination Sites • Sites must deliver something to the user. • Nike+ enables runners to plot runs, compete with others and create clubs online. • As much about creating a community as they are about promoting a message

  11. Viral Marketing • Attempt to create word-of-mouth buzz about a brand • Low-Cost vs. High Risk • Compete with not only advertisements, but the whole Web • Lastest Buzz: 3,000,000 + views

  12. The Future • Create a lasting impression • Provide users with something useful • Still comes down to strategic communication research and creativity

  13. Where to Publish • Communication Arts • Ad Age • Creativity Magazine • MediaWorks • Madison + Vine

More Related