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Maximizing Internet Advertising: Strategies and Trends

Explore the world of Internet advertising: from website ads to social networks and email campaigns. Learn about different formats, targeting methods, and the latest developments in online marketing. Discover how to measure effectiveness and optimize your digital ad campaigns.

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Maximizing Internet Advertising: Strategies and Trends

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  1. Chapter Fifteen Employing the Internet forAdvertising

  2. Mass Online Advertising • Internet not replacement but key element of IMC programs • Zero-sum game between media • At least 60% of U.S. households have Internet access at home

  3. The 2 I’s of the Internet Individualization: Interactivity:

  4. Interactivity as a Disadvantage • Internet users are often highly involved and goal driven (“leaning forward”), making them: • Traditional media users are more casually involved (”leaning back”), making them:

  5. Internet Advertising Formats • Web Sites • Display or Banner Ads • Rich Media Formats • Pop-Ups • Interstitials • Superstitials • Video Ads • Web Logs • Blogs • Podcasts • Social Networks • E-mail • Opt-in Versus Spam • E-zines • Wireless E-mail Advertising • Mobile Phones & Txt Messaging • Search Engine Advertising • Keyword-Matching Advertising • Content-Targeted Advertising • Advertising via Behavioral Targeting

  6. Web Sites • Uses for Web Sites • Well-Designed Web Sites:

  7. Banner Ads • Most popular advertising format on Internet • Small and static • Low click through rate (CTR) • Useful for new products or brands • Typical goal is to increase awareness

  8. Display or Banner Ads • Click-through Rates (CTRs) • CTRs are a function of brand familiarity:

  9. Rich Media Formats Pop-Ups!! Interstitials Superstitials Video Ads

  10. Pop-Ups

  11. Interstitials

  12. Superstitials

  13. Video Ads • On company website • Shortened versions of TV ads • Webisodes Example? • Preceding other videos

  14. Web Logs - Blogs Open forum for “everyman” to communicate Benefit small businesses Why? Brand marketers often develop own blogs

  15. Podcasts • Self-produced radio-style online programs to which consumers can subscribe • Enable advertisers to target consumers who have self-selected programs that are of interest to them

  16. Social Networks • Allow users to interact with “friends,” share opinions and information, and create online communities • Developed by businesses, enable consumers to learn from one another and to share their experiences. Examples? • Value as a marcom tool not yet clear

  17. Email Primary reason many people use the Internet • Ad expenditures on email were $300 million in 2005 • Not as effective as once perceived • Marketers have “spoiled the commons” • Opt-in emailing • SPAM/Phishing • Ethical issues

  18. Opt-In E-mailing

  19. Search Engine Advertising (SEA) • Ads show up based on searches Keywords • Fastest growing form of Internet advertising • Includes a variety of well-known services (e.g.; Google, MSN Search, and Yahoo!) • Advertisers bid for keywords by: • Problems?

  20. Other Concepts • Content targeting • Behavioral targeting • Click fraud • E-mail magazines (E-zines) • WiFi and Cellular advertising

  21. New Developments • E-mail Magazines (E-zines) • Wi-Fi/Hotspots • Internet capable mobile devices

  22. Measuring Internet Ad Effectiveness Questions to Ask How many visited a particular Web site? How many people clicked through a particular Web ad? What actions were taken following click throughs or site visits? What are the demographic characteristics of these people? Is this form of online advertising yielding a suitable return on investment?

  23. The Metrics of Internet Advertising Click-through rate (CTR)

  24. The Metrics of Internet Advertising CPM

  25. The Metrics of Internet Advertising CPA

  26. Internet Advertising – Final Thoughts

  27. Workshop: Media Objectives Reach Frequency Weight Continuity Cost 5

  28. Advertising Schedules 600 J F M A M J J A S O N D 400 Ad $ (in thousands) 200 0 (months) Flighting Continuous Pulsing Continuous, Pulsing, and Flighting Schedules 20

  29. Workshop Questions – Media Objectives for Free Rice • Do you consider reach or frequency more vital to your IMC campaign’s success? Why? • Which continuity method (continuous, pulsing, flighting) may be most effective for your Free Rice campaign and why?

  30. Workshop Questions – Media Strategy for Free Rice • List three different Internet methods of contact for reaching middle school and high school students as a target audience. • List three different Internet methods of contact for reaching teachers as a target audience. • Same or different as methods for students?

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