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Internet and mobile marketing advertising formats and their pros, cons

Internet and mobile marketing advertising formats and their pros, cons. 12. 11. 2013 - BA_EM Pavel Kotyza @ V ŠFS. Overview. 1 History 2 Delivery Methods 3 Compensation Methods 4 Benefits of Online Advertising 4.1 Cost 5 Concerns 6 Regulation. Warm Up Question.

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Internet and mobile marketing advertising formats and their pros, cons

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  1. Internet and mobile marketing advertising formats and their pros, cons 12. 11. 2013 - BA_EM Pavel Kotyza @ VŠFS

  2. Overview • 1 History • 2 Delivery Methods • 3 Compensation Methods • 4 Benefits of Online Advertising 4.1 Cost • 5 Concerns • 6 Regulation

  3. Warm Up Question • What was the first commercial banner and where it was placed? • Correct Answer wins free Tuesday afternoon  Answerwillbeshown aftertheadvertisingbreak

  4. TOP 10 2013 Superbowl ADS http://www.youtube.com/watch?v=8qy8v1ghy38

  5. Warm Up Question • What was the first commercial banner and where it was placed? • Correct Answer wins free Tuesday afternoon  • Answer is: • Banner ad on Hotwired.com - October 27, 1994

  6. Brief History • 1st banner – Hotwired.com – Online Wired Mag component But was it first clickable ad ever? Homework! Please search web if above mentioned ad was the first clickable web ad. Send the answer via school mail and with URL confirming your opinion.

  7. Media types in Czech Republic

  8. CZEch Internet Ads 2012

  9. Internet & MOBILE ADS Revenues

  10. 2.1. Delivery methods • 2.1 Display advertising • 2.1.1 Web banner advertising • 2.1.2 Text ads • 2.2 Search Engine Marketing (SEM) • 2.2.1 Search Engine Optimization (SEO) • 2.2.2 Sponsored search • 2.3 Social media marketing • 2.4 Mobile Advertising • 2.5 Email Advertising • 2.6 Online classified advertising • 2.7 Adware • 2.8 Affiliate Marketing

  11. 2.1.1 Web banner advertising • 2.1.1.1 Frame ad (traditional banner) • 2.1.1.2 Pop-ups/pop-unders • 2.1.1.3 Floating ad • 2.1.1.4 Expanding ad • 2.1.1.5 Trick banners • 2.1.1.6 Interstitial ads

  12. 2.1.1 Web banner advertising • 2.1.1.1 Frame ad (traditional banner) • Maintained by IAB

  13. 2.1.2 Text ads • Born in classifieds • Through CPM • Now mainly CPC • Trip Advisor • Google AdSense • FB, TW • LinkedIN

  14. Linked In

  15. Linked In

  16. Linked In

  17. Linked In

  18. 2.2 Search Engine Marketing (SEM) • 2.2.1 Search Engine Optimization (SEO) • Three pillars of SEO: Content, Links andSocialMedia • 2.2.2 Sponsored search -------> • 2.2.3 Sponsored stories

  19. Next display advertising • 2.3 Social media marketing • Forms – text, images, video, stories

  20. Next display advertising • 2.4 Mobile Advertising • Premium SMS / MMS • Location based services • 2.5 Email Advertising • Effective sending of the email • Email remarketing • 2.6 Online classified advertising • 2.7 Adware • Good or bad • 2.8 Affiliate Marketing

  21. BA_EM Afternoon Session

  22. BA_EM Exercise

  23. 3 Compensation Methods • 3.1 CPM (Cost Per Mille) • 3.2 CPC (Cost Per Click) • 3.3 Other performance-based compensation • 3.4 Fixed cost / CPA

  24. 4 Benefits of Online Advertising • 4.1 Cost • 4.2 Measurability • 4.3 Formatting • 4.4 Targeting • 4.5 Coverage • 4.6 Speed

  25. 5 Concerns I. • 5.1 Banner blindness • 5.2 Fraud on the Advertiser • ClickFraud, Click Farms • 5.3 Technological variations • 5.3.1 Heterogeneous clients • comScore 2012 study revealed that 32% ads are not “in-view” • 5.3.2 Ad-blocking • 5.3.3 Anti-targeting technologies

  26. 5 Concerns II. • 5.4 Privacy Concerns • 5.5 Trustworthiness of advertisers • Phishing sites, Nigerian Scam • Clicking ad leads 182 times more to install virus than watching P • 5.6 Spam

  27. 6 Regulation • 6.1 Privacy and Data Collection • European Union's "Privacy and Electronic Communications Directive” • The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA) • 6.2 Delivery methods • Same content different rules in each channel • Opt-In/ Opt-out • Regulation for SMS

  28. Future of the online ads? https://www.youtube.com/watch?v=MXKDvuEkSF0

  29. Pepsi Challenge • https://www.youtube.com/watch?v=eiO_JES4yBY • http://www.youtube.com/watch?v=v7lw_vhxtNc

  30. Pepsi Challenge • https://www.youtube.com/watch?v=9e9T3DNAdaI

  31. Answers from us • http://www.youtube.com/watch?v=Qd32xY6_90c - TV Juan Carlos Morello • http://www.youtube.com/watch?v=dBbrpemT7k8 – video DominikaMasna • http://www.youtube.com/watch?v=Xl0Ypg1kBJo – TV JaccoDieleman • http://www.youtube.com/watch?v=x76EpIUPLpI – TV Jan Willem Boone • http://www.youtube.com/watch?v=J4V4ZM14Pks – video Lev Alimpiyev • http://www.youtube.com/watch?v=rIDaX0eMeIk – TV AlyesyaKharlan • https://www.youtube.com/watch?v=nLwML2PagbY – online TuğrulMemduhAtakan • http://www.youtube.com/watch?v=HY4L1ihRkaY – TV AlyesyaKharlan • http://www.8pic.ir/images/82593607819083000391.jpg – print Roy de Witte • http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogs-how-to-drive-a-mini/ - online Natalia Pankova

  32. Answers from us • Pepsi Haloween– other... NiluferBabirli

  33. Answers from us • http://www.youtube.com/watch?v=W26V1-52uu0 – TV - SlavkaMatasova • http://www.youtube.com/watch?v=JFSXaET63eo – online - Shipshiley Ekaterina • http://www.youtube.com/watch?v=ACNnzM040J8 – video - YuliaGordeiko • http://www.youtube.com/watch?v=9H0xPWAtaa8 – online - Eudelin Mary

  34. TASK • Make groups of two • Design a text banner for VSFS PPC advertising • - 25 chars – Title • - up to 75 – Text • - URL

  35. Thank you Homework: Was the Hotwired ad really first clickable ad in history?

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