Transcript Selecting Message Appeals and Picking Endorsers

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Online and Mobile
Advertising
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Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the magnitude, nature, and potential for
online and mobile advertising.
2. Describe how the online advertising process works.
3. Understand the various forms of online advertising:
search engine advertising, display or banner ads,
rich media, websites and sponsorships, blogs and
podcasts, e-mail advertising, mobile advertising,
and advertising via behavioral targeting.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter Objectives (cont’d)
4. Describe the nature of mobile advertising: its forms
(e.g., short message services, location-based
services), benefits and costs, and strategies.
5. Understand the issues associated with privacy and
online behavioral targeting.
6. Appreciate the importance of measuring online
advertising effectiveness and the various metrics
used for this purpose.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Mobile Headache: The Excitement and
Challenges of Mobile Advertising
• Mobile ad spending is expected to grow to $2.5 billion by 2014
• Versatile: Moving from SMS texts -> Web -> apps -> games -> social media
• Excellent international platform for growth
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Yet…. More apps (e.g., “Angry Birds”) don’t always equal better apps
Fit with company? strategy?
Not IT driven (rather, short 30-day program cycles driven by consumers)
May have to make tough decisions in moving ad spending from traditional
media
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Mass Online Advertising
• Internet is not a replacement, but a key element of
IMC programs
• Dating back only to 1994, the “Web” has become an
important medium for Internet advertising.
• Online advertising spending amounted to over $9.6
billion in 2004 (~4% of all advertising), $29 billion
in 2012 (~17% of all advertising), and is estimated
to grow to $40 billion by 2014.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Many Options for Placing Ads and Promotions
Online
• Company Websites (e.g., www.nick.com)
• Banner ads (click-through rates only .3%; B2B>B2C; brand familiarity; yet
attention?)
• Sponsorships and Microsites (small area paid for by external co.)
• Rich Media: Interstitials/Superstitials/pop-ups/ online video ads
• Browser ads (viewer is paid to watch ads)
• Alliances and affiliate programs (e.g., AOL and Amazon; www.there.com)
• Push technology (e.g., Real Video; Infogate/AOL)
• Search engine advertising (keywords/targeted content; 40% of online ads), blogs
(www.blogpulse.com), podcasts (audio blogs; www.podnova.com )
(Nielsen/McKinsey NMIncite tracks/ analyzes blogs)
• E-mail ads (opt-in versus opt-out; e-zines; wireless; mobile phone/ text messaging)
• Mobile Advertising (Google Goggles)
• Social Media: Facebook, MySpace, Twitter, YouTube, Second Life, LinkedIn,
Pinterest, Flickr... (www.comscore.com; www.compete.com; www.radian6.com;
tracks/analyzes)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Online Advertising: Benefits and Costs
Individualization
User distraction
Interactivity
Too many choices
Immediate publishing International
coordination
Cost efficiency
Rapid change
Short lead times
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Figure 13.1: The Online Ad Process
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Purchasing Keywords and Selecting ContentOriented Websites
Keyword Matching Advertising
Prospective advertisers bid for keywords by
indicating how much they are willing to pay
each time an Internet shopper clicks on their
website as a result of a search (cost per click).
(Google Ad Words: www.adwords.google.com)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Content-Targeted Advertising
• AdSense: sponsored by Google, this program
enables advertisers to run ads on sites other than
Google’s own site.
• www.google.com/adsense
• Google then acts as an ad agency placing ads and
receiving a commission (e.g., 20%).
• Recently expanded to mobile content and RSS
(Really Simple Syndication) feeds used for
publication (e.g., a blog entry).
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Types and Sizes of Internet Marketing Units
(IMUs)
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Rich Media: Pop-Ups, Interstitials,
Superstitials, and Video Ads
• Pop-Ups: Ads that appear in a separate
window.
• Interstitials: Ads that appear between two
content Web pages.
• Superstitials: short, animated ads that play
over or on top of a Web page.
• Online video ads: audio-video ads that are
similar to 30-second TV commercials, but are
shortened to 10-15 seconds and compressed.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Websites
(advantage: sought by consumer versus stumbled upon)
• Uses for Websites
• As an advertisement for the company
• As a venue for generating and transacting exchanges
between organizations and their customers
• As a link to other integrated marcom communications
• Well-Designed Websites
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Are easy to navigate
Provide useful information
Are visually attractive
Offer entertainment value
Are perceived as trustworthy
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Mobile Advertising
2015: 4.9 billion phones worldwide; 2014: U.S. ad spending doubles to $2.55 billion
Google Goggles
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Measuring Internet Ad Effectiveness
(1) How many visited
a particular Web site?
(2) How many
people
clicked through a
particular web ad?
(3) What are the
demographic
characteristics
of these people?
(4) What actions
were taken following
click-throughs?
(and cost per action,
e.g., registration, purchase)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Measures of Effectiveness for Internet
Advertising
• Viewers (stay on site/page): number of viewers to a
site (and unique viewers)
• Ad views/page views/impressions: the number of times viewers see a
Web page with an ad. (Used to calculate cost per thousand or CPM).
• Hits (leave the site or home page): number of times a
specific component of a site is requested/clicked on.
• Clicks/click throughs: the number of visitors to a site that click on an
ad to retrieve information.
• Click through rate: % of ad views that result in an ad click. (Cost per
click (CPC) can be calculated)
• Cost per thousand (CPM) example for “go.com”:
• CPM = $10,000 per mo. x 1000 / 500,000 views per mo. = $20
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Internet and E-Mail Advertising Problems
• Privacy and Behavioral Targeting (online profiling via
cookies and marriage of online and offline data:
Double Click; Children’s Online Privacy Protection
Rule)
• Opt-in and opt-out battles
• SPAM (unsolicited commercial e-mail: 2/3 of all
commercial e-mail)
• Phishing and international fraud (credit card #s, social
security #s, ATM #s)
• Click fraud with search engine advertising
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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