Transcript Online Advertising: Banner Ads

CHAPTER 7:
Online Advertising &
Marketing
By Group H:
Kim Pace
Matt Kluger
Tara Flynn
Marc Buontempo
Kavita Kusumgar
BUAD477-11
Online Advertising
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Banner Ads
- Criticized but
dominant online
advertising method
- “A rectangular box,
usually horizontal
on the page that
contains advertising
material.”- Internet Marketing

Interstitials
• Aka “pop-ups”
• Appear while other
material is loading
• Interfere with
loading speed
• Click through rates
higher than static
banner ads
Banner Ads & Interstitials
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Static to Dynamic
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Rich Media
• Dynamic images
• 3-D images
• Mouse-overs
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Interactive
Marketing Units
(IMUs)
•
•
•
•
2001
Larger
Meaningful graphics
flash demonstration
•What this means?
– Other advertising
formats are arising to take
the place of the static
banner
•Kool Design Maker
•Kool Design Maker Website
How Banner Ads & Interstitials
Are Changing

Ad Serving Trend Report Double Click Q3 2004
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Online Advertising becoming like other forms of
media => More Predictable
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Larger Units the new standard
• 1st: Banner (25.2 %)
• 2nd: Leaderboard (9.3%)
• 3rd: Skyscrapers (10%)
• 4th: Large Rectangles (5.3%)
• www.google.com/adsense/adformats
Click rates more stable recently after years of
decline
Doubleclick.com Trend Report
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Rich Media rates steady after a decline in 2003
Rich media click rates typically 5X higher than non-rich
Doubleclick.com Trend Report
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More than 5X conversions resulted from
view-through (not click-through)
Frequency Capping
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How often user exposed to particular
advertisement can be manually controlled
Limits number of exposures to unique
users
Rarely used
Useful for:
• Online reach for a given demographic group
• Cap so that frequent users not overexposed &
light users more likely to view ads
Conclusion

“Online Advertisers are still
stretching their legs in terms of
adopting various techniques to
improve the performance of their
online advertising.” -Double Click Q3 2004 Ad Serving
Trend Report
Search Engines
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Used by virtually all internet users
All search engines are different
3 primary ways to use search
engines
• Keywords
• Title Tags
• Meta Tags
Search Engines in Marketing
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Marketers should learn how different
engines work
Should adopt a forecasting plan
• Identifies spending in relation to sales
impact
• Determine volume with cost per
acquisition
• Select most effective mix of keywords
• http://www.google.com
• http://www.yahoo.com
Blogcritics.org:
“What are the Most Effective eMarketing
Tools?”
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“Which ones (eMarketing Tools) do work best?.... -- the
ones you can easily track and see how what you spend
leads directly to sales” - Scott Frangos
To be successful advertisers must focus on reliable
eMarketing methods, mainly:
• Affiliate Programs
• eNewsletters (a.k.a. and directly related to email
marketing)
• Pay-per-click search engine listings
• And to some degree RSS (Really Simple Syndication)
feeds such as those you subscribed to for class
through www.bloglines.com
Understanding Affiliate
Programs
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Taking advantage of affiliate
programs helps to bring new
customers, and clearly qualifies as
a customer acquisition technique
Websites can advertise each other
with this method
Examples on the web:
• Amazon's Affiliate Marketing Program
Site
• Buad 477 Class Blog
Affiliate program directors and their
participants can track per sale and/or
per click and be able to determine what
there cut of the transaction is.
E-Mail Marketing
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Offers a fast, flexible, and highly controllable
format.
Can be developed quickly, tested, and revised on
the fly.
E-mail marketing has an extremely wide reach
and is cheap on a per customer contact basis
Spam
• Unsolicited, irresponsible, and measures are being put in
place to curb it
• Turntide Anti-Spam Router Website
E-mail Recipient Acquisition
Techniques
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Opt-out
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Opt-in
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Double opt-in
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When searching for leads, marketers
should always choose quality over
quantity
Privacy Policies
Back to the Article…

The author emphasizes that eNewsletters
are the most effective way for reputable
companies to advertise through email.
• Topica provides businesses with eNewsletter services
• http://www.topica.com/?p=CNJN&l=text1
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When commenting on why eNewsletters are
so effective:
“Newsletters take time and deserve a quality editing
process. The better written they are, the better are
your results…A newsletter, well written, develops a
sort of bond with your customers. ”
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“Smart” Autoresponders
• New tools to help marketers achieve customer loyalty by
easily customizing mass emails
Wrapping things up…
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The article’s bottom line on the topic of email marketing is you
have to budget your time and expense – and if that means
paying more to use the opt-in technique, then so be it.
The author also stresses that affiliate marketing is both cost
effective, fast, and far reaching in this quote:
•
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“A well managed affiliate program (sometimes
called ‘viral’ marketing because it spreads so
quickly), can pay off in a big way without any up
front costs of advertising other than to install and
announce it.”
In summation, with eMarketing you have to
• “pay for results -- not just ‘placement’, extend your
reach ‘virally’, when possible, and use smart
systems (like auto respondents) to get the economic
advantage in your marketing.”
Any Questions?