Transcript Chapter 15
Chapter 15 Using Digital Interactive Media McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview Factors advertisers weigh when considering digital interactive media and direct mail 15-2 Chapter Objectives Discuss opportunities and challenges of digital interactive media Discuss the Internet’s audience and ways of measuring it Explain the evolution of interactive media Define the various kinds of Internet advertising Debate the pros and cons of the Internet as an advertising medium Explain how Internet advertising is bought and sold 15-3 Media Evolution Door-to-door sales Mobile phones Radio Internet Television HDTV Remote control iPods Cable TV DVDs TiVO IPTV PCs VOIP 15-4 Online Ad Spending 15-5 The Internet as a Medium A global network of computers that communicate with one another through protocols 15-6 Revolutionary ARPAnet Structure 15-7 The World Wide Web Web Page Content Provider HTML HTML Web Page HTML HTML Web Page Web browser Content User 15-8 Who Uses the Internet 15-9 Accessing the Internet Narrowband Mobile Devices Satellite Cable Modem Broadband 15-10 Media Planning Nielsen-Online ComScore Deliver audited measurement of potential reach to help media planners chose the right vehicles 15-11 Enhanced Tracking & Delivery Cookies Visit frequency Clicks Ad calls Browser used Time of day Ad servers Central source Tracking Ad rotation ISP identity Ad distribution Behavior targeting 15-12 Measurement Standardization Ad impressions Click rate CPM 15-13 Buying Internet Time & Space CPM Website selective space Keyword Pay per Click Pricing Methods Cost Per Acquisition 15-14 Rollover Banner Ad 15-15 Stretching Targeting Dollars Focused ad campaigns are cost intensive Ad networks and tagged users can help 15-16 Types of Internet Advertising Internet ad revenue by type of advertising 15-17 Types of Internet Advertising Corporate or Commerce Web sites Web pages, images, videos, data Micro-sites Singular-focus supplement Landing pages Gateway to deeper areas of the Web site 15-18 Search Engine Marketing Search Engine Search results page Pagerank Sponsored links 15-19 Google Search Results Page Pagerank search results Sponsored links 15-20 Search Engine Marketing Google AdWords Google AdSense Pay to have links and/or ads placed on relevant Web pages and in search results Earn money by allowing relevant ads to be displayed on your Web site 15-21 Types of Internet Advertising Banner & Button E-Mail Rich media Rich Interstitial Spam Superstitial Preroll Sponsorship CRM Viral Classified Added Value 15-22 Pros of Internet Ads Interactive In-depth information Huge audience Rapidly growing Immediate response Reaches B2B users Selective targeting Advertorials Proximity to purchase Virtual storefront Affluent market 15-23 Cons of Internet Ads Medium is not standardized Targeting costs Slow downloads Security and privacy Global marketing limitations 15-24 Global Use Of the Internet Obstacles Telephones Infrastructure Technology Talent Language 15-25 Other Interactive Media DVD Catalogs and Magazines Kiosks Interactive TV Mobile Phones 15-26