Lecture 6 of my Interactive Marketing course - Online Advertising.

1. Getting Found – Part III
Online Advertising

2. The Basics Of Online Marketing

3. 10 Years Ago – Everything Was Direct
Ad Servers Agencies
A
P
D
U
V
B
E
Direct Sales Team
L
R
I
T
S £ £
I
H
S
E
E
R
R
S Ad
Servers
S

6. PUBLISHER PLATFORMS 650+ CHANNELS DEMAND PLATFORMS
Ad Servers Horizontal Networks Media Agencies
Buying
Platforms
Guaranteed
c. 40%
Vertical Networks
Direct Sales Team Yield Optimization
Audience Networks
A
P
U DSPs
D
V
B Performance Networks
E
2 million +
Ad Network
L Optimizers
R
I
T
S
International Networks I
H
S
E
Non‐Guaranteed
Ad Security E
R
c. 60%
R
S
Ad Networks & Exchanges
Ad Exchanges
S
Ad
Servers
Data Exchanges
Data Suppliers

7. As a result, we have come to
understand that no one needs
advertising because there are
much better ways to market your
products.

8. This is a game changer. This takes us
from a world of "no" to a world of
"yes," where the audience gets to
curate content, express and share it as
they choose, while copyright holders
are not only respected, they get to
make money.
‐ Jeff Berman, Myspace President of Sales and Marketing

9. Marketers must set their goals,
then reach out to the influentials who
can help them achieve those goals.

12. The Role of Digital Media In Marketing
BEFORE AFTER
Supplier Customer Internet Customers
Supplier
 Monologue  Dialogue
 One Way  Two Way (Conversational)
 Mass Communications  Real Time
 Static  Dynamic
 No Interaction  Collaborative
 Shotgun Approach  Segmented
 Hard to Identify Customers  Rich Customer Interaction
 Hard to Manage Customers  Rich Customer Data

13. If you had to live on a desert island, what would you take with
you?
6% 4% 1%
6%
18% Computer with Internet
Large Supply of Books
TV
Radio
Cell Phone
Newspaper Subscription
64%

14. The Old Way

15. The Old Days of Online Advertising
 Prior to the new media revolution
 Online advertising was very limited and heavily controlled
 It was limited to online editions of newspapers and television
news channels
 But to get that space, you would need to pay a very hefty
amount of money for a small space and short time periods
 This kept SMEs and mid‐sized organizations from being able
to properly leverage the internet to market their companies to
the public

16. 10 Years Ago – Everything Was Direct
Ad Servers Agencies
A
P
D
U
V
B
E
Direct Sales Team
L
R
I
T
S £ £
I
H
S
E
E
R
R
S Ad
Servers
S

17. Remnants of the Old Days
 Online Banner Ads
 Limited sizes depending on
the website design
 Limitations on the content
and file size
 Limitations on the media
formats

18. Understanding Online Media Types

19. Different Media
Types
Paid media – advertising
inserted next to another’s
content
Owned media – brand
created content
Earned media – Getting
someone else to provide
content about a brand

23. How Paid Media Works

24. How Owned Media Works

25. How Earned Media Works

26. How The Whole System Maps Out

27. Today’s Online Marketing

29. PUBLISHER PLATFORMS 650+ CHANNELS DEMAND PLATFORMS
Ad Servers Horizontal Networks Media Agencies
Buying
Platforms
Guaranteed
c. 40%
Vertical Networks
Direct Sales Team Yield Optimization
Audience Networks
A
P
U DSPs
D
V
B Performance Networks
E
2 million +
Ad Network
L Optimizers
R
I
T
S
International Networks I
H
S
E
Non‐Guaranteed
Ad Security E
R
c. 60%
R
S
Ad Networks & Exchanges
Ad Exchanges
S
Ad
Servers
Data Exchanges
Data Suppliers

32. Initiators Shapers Transmitters Allowers
Sales Houses
Marketing
Specialists
Brands
Media
Agency
Media
Channels
Ad Agency
Digital
Consumers
Platforms

33. Becoming a lead contributor to
an online community (e.g.,
Creating your own regular posts, moderator)
TV channel Creating your own Making posts to an
IM / chat room online message
avatar board
Setting up email Posting your profile Writing your own blog/
forwarding group on a community newsletter
IM
for “joke” emails Visiting an Internet site
chat room
Setting up Signing up for Browsing Building your
personal news email newsletter Email
dating / “friends” own website
views/alerts
Regularly sites Uploading
reading news photos to album
Communication / site
online
Community
Sharing iTunes
Selling something Using Google to
research
Web surfing Listening to playlists
on Ebay Buying
something on Internet radio
Information / Entertainment /
Ebay Personal
Research /
Everyday Tasks Expression
Buying a book/ Playing viral Watching Video chat/
Regularly Booking a CD from games that were streaming video
Webcams
shopping for flight online Amazon emailed
Visiting websites
groceries online others have
recommended
Internet Downloading Joining an online
banking music RPG community
(e.g., SimsOnline)
Joining an Internet
payment service Bookmarking your own
(e.g., Paypal) library of “favourite” Downloading
Basic sites games
Subscribing to online movie
service
Experienced
Enthusiast

34. What is Your Online Value Proposition?
 What can your provide to help/inform/entertain me
online?
 Reinforces core brand proposition and credibility, but
messaging shows…
 Different OVPs for different markets and audiences
 Value that a site visitor get from your online brand or campaign
that…
 They can’t get from you offline?
 They can’t get from competitors?
 Develop content strategy to develop OVPs
 Communicate message forcefully: online and offline

35. 13 Audience Segments

36. Content and Advertising targeting

37. Detail of Categories Within Groups

38. How Personalised retargeting works
1 2
A customer browses
your website... ...then leaves to browse
other websites
4
One click brings them
directly back to your site 3
Targeting tech
displays a
personalised ad
to this prospect

39. Online Media Categories
 Portals  Blogs & Online Publications
 Yahoo, AOL, MSN  email & Newsletters
 Content  eCommerce
 NYTimes.com, CNN.com,  Amazon, eBay, BestBuy.com
MSN.com, dawn.com,
thenews.com.pk,  Really Simple Syndication
jang.com.pk (RSS)
 Search Engines  Feedburner, Google Reader
 Google, Yahoo, Bing  Ad Networks
 Social Media (UGC)  AOL, Yahoo, Google
AdWords, advertising.com
 Facebook, Twitter, MySpace
 Video
 YouTube, Hulu, Vimeo

40. Banner (Display) Advertisements
 Defines all forms of online
advertising that is
integrating different
elements and that follows
common formatting
guidelines
 Measured in pixels and
kilobytes

41. Banner (Display) Advertisements
 Mostly known formats are
 Leaderboard
 Skyscraper
 Overlayer
 Showcase
 Buttons & Banners

42. Content Advertising
 Advertising woven into
editorial content or placed
in a contextual envelope
 Also known as “web
advertorial”

43. email Advertising
 Advertising campaigns
distributed via email
 email addresses selection
is possible based on socio‐
demographic, behavioral,
and professional sector
criteria
 Not effective because of
spam filters

44. Search Engine Marketing
 SEO – Natural Positioning
 Optimize the HTML code to
ease the work of the search
engine spiders
 Long‐Term Approach
 Relevancy Index Optimization
 Cost Efficient Investment
 SEM – Performance Driven
 Buy relevant search queries/
keywords/terms
 “You pay for what you get”
 Contextual & Short‐Term/
Mid‐Term driven
 Managed Costs