Online Advertising: tools, formats and payments option

1. Online Advertising
Lesson 8
Online advertising
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2. Online advertising
Online Advertising
Online advertising is a form of promotion that uses
the Internet and World Wide Web for the expressed
purpose of delivering marketing messages to attract
customers. Examples of online advertising include
contextual ads on search engine results pages,
banner ads, Rich Media Ads, Social network
advertising, interstitial ads, online classified
advertising, advertising networks and e-mail
marketing, including e-mail spam.
http://en.wikipedia.org/wiki/Online_advertising
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3. Media Revenue models
As Advertiser, you can invest on web properties in the following areas
Media Revenue Models
Advertising
Brand creative
Leads Pay per click
Content
Lead generation Pay per action / sale Subscription
Classifieds Registration for content List rental Pay per view Distribution
O ers Product placement Pay for format
Listing fees Enquiry matching Customised content Syndication
Transaction fees Licensing
Contextual advertising Custom feeds
API fees
Reputation Timeliness Validation
Tangibility Filtering
Affiliate Sense of community Customization Community
Value add
Pay per sale Membership
Pay per registration Pay for voting
Pay per download Pay for messaging / SMS
Design Relevance Synthesis Sales of community
research
Format Ease of use
Merchandising Visualization Analysis Events
Books / research Conferences
Music / video Platform Partnerships Roundtables
Clothing Showcases
Sell distribution platform Revenue share
Other
License platform
Brand Pro t share
Access to buyers
Distribution fees Brand licensing Share of revenue
Serve advertising Sponsor fees increase
Branded products
Branded content
Created by Ross Dawson
www.futureexploration.net www.rossdawsonblog.com
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4. IAB
The Basics
The IAB educates marketers, agencies, media companies and the wider business
community about the value of interactive advertising. Working with its member
companies, the IAB evaluates and recommends standards and practices and fields
critical research on interactive advertising.
1. The IAB has six core objectives:
a. Fend off adverse legislation and regulation
b. Coalesce around market-making measurement guidelines and creative
standards
c. Create common ground with customers to reduce costly friction in the
supply chain
d. Share best practices that foster industry-wide growth
e. Generate industry-wide research and thought leadership that solidifies
Interactive as a mainstream medium
f. Create countervailing force to balance power of other media, marketing,
and agency trade groups
http://www.iab.net/
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5. Standard Dimensions
Standard banner dimensions
http://www.iab.net/
iab_products_and_industry_services/
508676/508767/Ad_Unit
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6. Popup
Pop-up
1. Pop-up: A new window which opens in front of the current one, displaying an
advertisement, or entire webpage.
2. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind
the current window so that the user does not see it until they close one or more
active windows.
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7. Interstitials
Interstitial
MarketingTerms.com "interstitial" definition:
A full-page ad that interrupts sequential
content, forcing exposure to the advertisement
before visitors can continue on their content
path.
Interstitials are a form of interruption
marketing. This quality appeals to advertisers
who feel Web advertising needs to be more like
a broadcast medium to be effective.
Interstitials often draw an above average
amount of response and resentment.
The high response rates typically translate into
higher CPM rates. The high level of resentment
may translate into consumer backlash, although
the exact long-term effects are unclear.
http://en.wikipedia.org/wiki/Interstitial_ad
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8. Interstitial
The biggest problem with these though
is that the viewer isnʼt happy when the
thing pops up.
The user is looking for something else
and is usually quite annoyed to have to
navigate through something he doesnʼt
want to get to what he is looking for.
And once you annoy a user, he might
not be back.
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9. Rich media
Rich media
Rich Media is now defined as: advertisements with which users can interact (as
opposed to solely animation and excluding click-through functionality) in a web page
format.
These advertisements can be used either singularly or in combination with various
technologies, including but not limited to sound, video, or Flash, and with programming
languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web
applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may
appear in ad formats such as banners and buttons as well as transitionals and various
over-the-page units such as floating ads, page take-overs, and tear-backs. Rich Media
also includes in-page and in-text digital video advertisements where the associated
content is not streaming in a player environment.
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10. Rich media effectiveness
http://www.doubleclick.com/insight/downloadResearch.aspx?
fileName=The_Brand_Value_of_Rich_Media_and_Video_Ads.pdf
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11. Special formats
Roadblock
http://www.doubleclick.com/insight/gallery/examples/mccafe.asp
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12. Expanding
Expanding
http://www.doubleclick.com/insight/gallery/examples/samsung-mobile-explorers.asp
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13. Floating
Floating
http://www.doubleclick.com/insight/gallery/examples/ea-games-burnout-floating.asp
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14. In page interactive
In page interactive
http://www.doubleclick.com/insight/gallery/examples/guinness-invite-a-friend.asp
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15. In Page video
In page video
http://www.doubleclick.com/insight/gallery/examples/the-sims-3.asp
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16. Widget AD
Widget AD
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17. Peel
Peel Banner
Corner Peel Back
Rich media units mimicking the
turning of a page, which retracts
and then peels again with the
userʼs interaction (mouseover)
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18. Takeover
Takeover
Page takeover is the solus
takeover of all advertising formats
on a page (usually homepage or
other such page with high traffic
levels) This may include replacing
parts of the page design.
http://www.venzasnowyroad.com/example.html
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19. Floor ad
Floor AD
!"##$%&'
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20. Full screen Video
!"##$%&''()*+,'-
Fullscreen Video
/(0
),&
()*(
+
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21. Wallpaper - reskin
Wallpaper / Re-skin
Background tile advertiser logos or
customized images for a specific page or
section.
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22. "#3"+$",,.2($.#$2"34"$0%$2+%-%33%-"$2%(#"5$2.+
Layer
4%<(#4*$*$%##"<(4%<"5$,"%#<"&=*#4*$*$#"#$%#<(3%<"6
Layer
OVERLAY PLACEMENT
600x400 Resolves back to standard IAB placement
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23. Navigation Sponsorship
Navigation Sponsorship
Ad unit that reveals a secondary
panel during interaction and then
retracts upon completion.
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24. Pre e post roll
Pre e post roll in video
Video commercial that plays before the video
news content.
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25. In Unit Video
In-Unit Video
User-initiated video content
housed within a standard ad
creative.
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26. Sponsorship
Sponsorship
Site content, information, or widgets
“brought to you by” a single advertiser.
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27. Other Formats
Other formats
1. Background
2. Peel Banner
3. Floor AD
4. Full screen video
5. Layer
!"#$#%&'
!"#$%&'()*+,'%-'(+(#',.($+/'%
!"!
http://www.slideshare.net/advit/advit-formati-speciali-e-rich-media
http://www.centro.net/media-services/ad-formats/
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28. Video Formats
1. In-Stream Video is generally played
or viewed from a video player.
1. Linear Video ad:
a. The ad is presented before, in the middle of, or after the video content is consumed by
the user, in very much the same way a TV commercial can play before, during or after
the chosen program. One of the key characteristics of a linear video ad is that the user
watches the ad in addition to the content as the ad takes over the full view of the video.
Common linear video ad formats include
i. Pre-rolls,
ii. Interactive takeovers,
iii. Short bumper vignettes ,
2. Non-linear Video ad
a. The ad runs concurrently with the video content so the users see the ad while viewing
the content.
b. Non-linear video ads can be delivered as text, graphical ads, or as video overlays.
i. In-Banner Video is generally displayed in IAB standard ad units.
ii. In-Text Video is generally user-initiated and triggered by relevant highlighted words
within content.
c. Formats
i. Overlays which are shown directly over the content video itself.
1. Note that an overlay ad can also be delivered over a linear ad experience as well, generally prompting
the user to
interact with the ad when the user mouses over the ad.
ii. Product placements
1. which are ads placed within the video content itself.
http://www.masternewmedia.org/online-video-ad-formats-iab-guidelines-and-metrics-to-monetize-online-videos/
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29. Video Formats
Advertise in video examples
1. Preroll video ad with click-to-play video endcap
2. Graphical overlay ad with image endcap
3. Text overlay ad with text endcap
http://www.google.com/ads/videoadsolutions/demos.html
http://www.iab.net/iab_products_and_industry_services/508676/508767/509357
http://cecollect.com/ve/ZZo9065B917961dCYG7
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30. Video ad Guidelines
Guidelines
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31. Revenue/spending Models
Revenue Models
1. CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a
specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some
impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for
one thousand.
2. CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
3. CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used
with pop-ups, pop-unders and interstitial ads).
4. CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is
redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system
allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing
system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their
website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in
that each click is paid for regardless of whether the user makes it to the target site.
5. CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate
marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the
advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best
type of rate to pay for banner advertisements and the worst type of rate to charge.
6. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form,
registering for a newsletter or some other action that the merchant feels will lead to a sale.
7. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.
8. CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-
impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when
a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.
[3]
9. Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad
campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes
considered to be a lead, a sale, or a purchase.
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32. Online budget
http://www.smartinsights.com/blog/digital-marketing-strategy/allocating-marketing-budget/
Proportion of marketing budget allocated to digital channels
Allocation of budget to digital media channels
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33. Optimize digital marketing Mix
Optimize digital marketing Mix
http://www.slideshare.net/DaveChaffey/
optimising-your-digital-marketing-mix
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34. Digital Marketing Mix Starting point
Digital Marketing Mix Starting point
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35. Digital Marketing Mix: Onsite
Digital Marketing Mix: Onsite
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36. Digital Marketing Mix: Social media
Digital Marketing Mix: Social media
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37. Digital Marketing Mix: the Budget
Digital Marketing Mix: the Budget
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38. Digital Marketing Mix in short
Digital Marketing Mix in short
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