Transcript Affiliate marketing program - McGraw Hill Higher Education

Arens|Schaefer|Weigold
Chapter Twelve
Digital Interactive Media
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Learning Objectives
• Discuss the evolution of digital
interactive media
• Explain how time and space on the Web
are bought
• Discuss the types of digital interactive
advertising
• Identify the opportunities and
challenges of advertising in social
media
12-2
Internet
• Worldwide network of computer
systems that facilitates global
electronic communications
• Benefits of digital interactive media
over traditional media
– Cost of time and/or space for ads is lesser
– Enable communication between content
providers and consumers
12-3
The Web
HTML
• HyperText Markup Language
• Allows for the creation of Web pages that can be
linked to other content
Web pages
• Documents written in HTML, stored on a Web server,
and viewed over the Internet using a Web browser
Web browsers
• Provide computer users with a graphical interface to
the Internet
Portals
• Web pages that provide starting points or gateways to
other resources on the Internet
12-4
Media Planning Tools
• Offer audited measurements of
potential reach
• Help define target market size,
behavior, and composition
– Relative to each major Web site on the
Internet
• Provide competitive insights into
industry and category best practices
12-5
Enhanced Tracking
Cookies
• Small pieces of information that get stored on the
computer when one downloads certain Web sites
• Help to identify returning users and to customize
information based on past browsing behavior
Third-party ad servers
• Deliver ads from one central source across multiple Web
domains
• Allow advertisers to manage the rotation and
distribution of their advertisements
Behavioral tracking
• Ability to track people’s behavior on the Internet
12-6
Buying Time and Space
in Digital Interactive
• Price increases as audience get more
selective
• Costs are tiered according to page
requests per month
• Keywords can be purchased
– Keyword: Single word that a user inputs
into a search engine to request information
similar in subject matter to that word
12-7
Buying Time and Space
in Digital Interactive
• Click-throughs: Web user clicking on an
ad banner to visit the advertiser’s site
– Charged according to the number of clickthroughs on a given ad banner
• Affiliate marketing program:
Contractual advertising program where
a seller pays a manufacturer a
percentage of the price of an item sold
– Used in e-commerce
12-8
Buying Time and Space
in Digital Interactive
• Consumer targeting is very cost
intensive
• Ad networks: Act as brokers for
advertisers and Web sites
– Pool hundreds of Web pages together and
facilitate advertising across these pages
– Help advertisers to gain maximum
exposure
12-9
Types of Digital Interactive
Advertising
Web site and
Microsite
Landing page
Search
engine ads
Google’s
AdWords
Google’s
AdSense
Display
advertising
12-10
Types of Digital Interactive
Advertising
Sponsorship
Added-value
package
E-mail
advertising
Local listings
Group
buying
Affiliate
marketing
12-11
Problems with Digital Interactive as
an Advertising Medium
• Does not offer mass-media effectiveness
• Lack of accountability and security
– Since it is not controlled by any one entity
• Does not identify a constant set of
strengths and weaknesses
• Requires constant attention and time
on the part of the advertiser
– To engage consumers on a daily basis
12-12
Using the Digital
Interactive in IMC
• Allows for greater interactivity between
company and its stakeholders
– Stakeholders can respond to
communications in real-time
• Allows for instant dialogue
– Gives the company the opportunity to act
on complaints
12-13