Transcript 5399_Final_Presentation

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.
• 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.
Overview
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Started with intrusive advertising
Online Advertising
Google’s AdSense & AdWords
Online Challenges
Mobile Marketing
Destination Sites
Viral Marketing
The Future
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.
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.
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”
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
Online Advertising: Challenges
• Ethical and Legal Boundaries
• People are put off by pop-ups, popunders…but they seem to work…
• Technology is still relatively new->cheap
placement->bad ads
• Vibrant Media: “in-text advertising”
• PayPerPost
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
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
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
The Future
• Create a lasting impression
• Provide users with something useful
• Still comes down to strategic
communication research and creativity
Where to Publish
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Communication Arts
Ad Age
Creativity Magazine
MediaWorks
Madison + Vine