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Internet Advertising. Group #8 Bethanee Byarlay Kristi Hamilton Abid Hussain Robert Longley Mary Salm Ryan Salm Michael Stagner. Advertising on the Internet. Types of Advertising Banner Ads Rich Media Streaming Commercials Comet Cursor Opt-in Email Types of Firms
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Internet Advertising Group #8 Bethanee Byarlay Kristi Hamilton Abid Hussain Robert Longley Mary Salm Ryan Salm Michael Stagner
Advertising on the Internet Types of Advertising • Banner Ads • Rich Media • Streaming Commercials • Comet Cursor • Opt-in Email Types of Firms • Banner placement (including ad servers) • Full service (marketing and campaign management) • Niche (Inexpensive, serving smaller clients)
Advertising on the Internet The Industry: • Growth of internet advertising is remarkable: • 1999 Internet ad spending approximately $3.1B • 2003 Internet ad spending estimated at $13.3B • Internet ad spending only 1.4% of total ad spending in 1999, will expand to 7% by 2003 • Currently, banner advertising makes up over 80% of ads, but decreasing click-thru rates will force alternative media
In-depth information can be found on Group #8’s Web Site at: http://www.utdallas.edu/~bart21/new/
AdForce Strengths • Unique central ad serving model • Simplified online ad campaign management tools • Neutral business model • Exclusive focus on campaign management • Low overhead and fixed costs
AdForce Weaknesses • Focused only on ad management • Lacks flexibility of alternative types of ads • Few relationships with large clients
DoubleClick Strengths • Sets the standard for internet marketing, tracking, and measurement • Very large network of publisher sites • Flexible marketing program that allows advertiser interaction • Has developed large consumer database to aid in ad targeting
DoubleClick Weaknesses • Constantly battling privacy concerns • Company has become too large to continue to be innovative • Diminishing returns on internet advertising hindering growth
24/7 Media Strengths • Numerous options for message delivery (email, banners, streaming content, etc.) • Serves both publishers and advertisers • Available online management and auditing tools • Consulting services for advertisers and agencies • Global offices
24/7 Media Weaknesses • Not a full service firm (end-to-end solution) • Lacking Fortune 500 clients • Many competitor firms in same space
Niche CompanieseAds, AdClub, AdVenture Strengths • Low risk – small initial investment • Low cost solution for both publisher and advertiser • No exclusivity agreement required for publisher • Scaleable and flexible for publisher • Low overhead costs and low involvement site maintenance
Niche CompanieseAds, AdClub, AdVenture Weaknesses • Offer few features for tracking and measurement • Limited targeting abilities • Not a “one-stop-shopping” solution • No stickiness to the site • Few opportunities for up-selling of additional services
N2N Net Adswww.n2n.com What we do: • N2N acts as an intermediary between publishers and advertisers in order to provide an end-to-end solution Our Value: • N2N maintains a vast network of potential publishers and act as a single point of contact for advertisers • N2N manages a large database of network audience, site hit rates, accepted forms of media, and visitor demographics
N2N Net Adswww.n2n.com Why N2N? • Unlike our competition, we specialize in supporting multiple media types: banners, streaming video, audio, pop-up windows, push technology, and other rich media • Advertisers tell us the target market and choice of media, we package and implement the solution • Optimization engine --- if sites are under-delivering impressions, we can move them around to different sites and at different times per day.
