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New Media & Advertising: Building Brand Relationships

New Media & Advertising: Building Brand Relationships. Joseph Sunder DHA 5399. Did you know?. More than 70% of 4-year olds have used a computer. More than 50% of 21-year-olds have created content on the web. One out of eight couples married last year in the U.S. met online.

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New Media & Advertising: Building Brand Relationships

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  1. New Media & Advertising:Building Brand Relationships Joseph Sunder DHA 5399

  2. Did you know? • More than 70% of 4-year olds have used a computer. • More than 50% of 21-year-olds have created content on the web. • One out of eight couples married last year in the U.S. met online. • If MySpace.com were a country, it would be the 7th largest in the world. • There are more than 2.7 billion searches done on Google each month. • The number of text messages sent and received each day exceeds the population of the planet.

  3. Overview • Started with intrusive advertising • Online Advertising • Google’s AdSense & AdWords • Online Challenges • Mobile Marketing • Destination Sites • Viral Marketing • The Future

  4. Online Advertising • Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter • PwC: projected at $35.4 billion for the entire year by 2011 • It is commanding a bigger portion of the largest ad agencies.

  5. 3 Main Ways to Buy Advertising • CPM: pay for the exposure of their message to a specific audience per thousand impressions • CPC: don’t pay upfront for the listing, but only every time a user clicks the listening • CPV: pay for each targeted visitor that comes to the advertiser’s website.

  6. Online Advertising: Web Metrics • At the forefront is Google Analytics • Part of Google’s AdWords and AdSense • Provide global campaigns on a local level through zipcode and IP address marketing • “Glocality”

  7. Online Advertising: Emerging Services • Google’s “Click-to-Call” • Goog 411 • AdSense generates revenue by placing ads on hosted pages • Drawing consumers with media rich and user driven communications efforts

  8. Online Advertising: Challenges • Ethical and Legal Boundaries • People are put off by pop-ups, pop-unders…but they seem to work… • Technology is still relatively new->cheap placement->bad ads • Vibrant Media: “in-text advertising” • PayPerPost

  9. Mobile Marketing • $3 Billion on mobile ads in 2008 (ABI) • $11.3 Billion by 2011 • More web utilities are blurring the lines between PCs and phones • More phones then computers and the number is increasing • Technology is not consistent across carriers • Short Message Service

  10. Destination Sites • Sites must deliver something to the user. • Nike+ enables runners to plot runs, compete with others and create clubs online. • As much about creating a community as they are about promoting a message

  11. Viral Marketing • Attempt to create word-of-mouth buzz about a brand • Low-Cost vs. High Risk • Compete with not only advertisements, but the whole Web • Lastest Buzz: 3,000,000 + views

  12. The Future • Create a lasting impression • Provide users with something useful • Still comes down to strategic communication research and creativity

  13. Where to Publish • Communication Arts • Ad Age • Creativity Magazine • MediaWorks • Madison + Vine

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