UNIT XX MARKETING ON THE WEB Lesson 12 Internet Advertising. Topic Internet advertising “ Super Media ” Interactivity Selected content Extended duration Activity 1 Selective advertising concepts Context Geographic targeting Frequency Activity 2 Types of ads Banner Sponsorship
Internet advertising:Using the WWW as the medium (or locality) for the presentation and promotion of ideas, goods and services.
The use of technology allows advertisers to offer interactive advertising.
Traditional advertising vs. “Super Media”
Instead of creating a one-way presentation like television or radio commercials, technology enables the consumer to interact with the ad to gain additional information or insight into the advertiser's products or services.
And back again,
Technology can also allow the advertiser to collect demographic data about those who choose to interact with the ad. Future ad contentcan be tailored or selected to fit the customer’s specific needs*.
*Needs is a term used by marketers to mean what the customer is “looking to purchase”.
This “SuperMedia” also allows for extended duration advertisements. While on a web site, a customer sees various ads by the same advertiser—even as he/she moves from page to page within the site.
Activity 1: please answer on a sheet of paper and hand in
Go to Discovery.com and view the “What’s on TV”, “Games” and “Search” pages. Do you notice extended duration advertising? Who is the advertiser? Where is this ad located?
Knowing who makes up your target market can be of great use to advertisers? The internet can incorporate selective advertising conceptsquite nicely.
Selectivity includes the medium’s ability to reach potential or selected customers. Such customers are thought to have a high level of interest in the kinds of services or products offered.
Selective advertising conceptsinclude targeting your advertisements based on gender, age, marital status, occupation, income, geographic location and more.
If you went to Yahoo!Finance you would see ads for TD Waterhouse and DatekOnline—two online stock trading companies.
Do the same types of people who use Yahoo!Finance for stock quotes use TD Waterhouse, DatekOnline or other similar services?
IT IS VERY LIKELY!
Activity 2: please answer on a sheet of paper and hand in
What type of selective targeting does the knot site do so well?
To figure it out go to the site, view cities and click NY-New York City.
Once you are there, look at the ads and you will be able to determine the type of targeting.
With so many types of ads available it is hard to decide which one(s) will best reach your customer’s organizational goals.
Luckily, the Internet advertising industry has a number of resources available that are quite useful in the decision making process.
Activity 3: please answer on a sheet of paper and hand in
Use AD RESOURCE ‘s glossary to find information on banner, sponsorship and interstitial types of ads and record it.
Can you determine which of the three are sometimes referred to as pop-up’s*?
*FYI– Even though they are considered effective, ScoresUp.com does not utilize this type of ad because it is sometimes seen as an annoyance and can turn off users.
Activity continues on next page…
Now that’s ingenuity!
According to Web Ads Take New Shapes what is the goal of new types of ads?
Is technology expected to help advertisers reach their audiences?
What is the name of the ezine where you found this article?
Go to an affiliate site of Disney like ESPN.com and determine the advantages and disadvantages of the first ad you see—list at least two of each.
Offer a local florist a “Valentine’s Day Special!”
Can you think of other ways to charge for advertising on your site?
Activity 4: please answer on a sheet of paper and hand in
HOWPERFECT FOR YOU?!
You just solicited a small local corporation which happens to be in the midst of developing an online campaign.
What kinds of issues will this potential customer of yours address during the decision making process?
Possible ROI (return on investment)
ROI is "the bottom line" on how successful an ad or campaign was in terms of what the return (sales revenue) was for the money expended (invested).
It is measured after the fact.
The best way to determine possible ROI is to use past figures.
Activity 5: please answer on a sheet of paper and hand in
Which (very large) organization recently bought the most internet ad impressions? Go to AD RESOURCE.com and check out the statistics.
Will your “hot prospect” ponder the same strategies, only on a smaller scale, while shopping for ad placements? Can you determine how the strategies, methods or techniques might be similar. Also consider how they would be different and record your thoughts.
Go to Developing an Online Campaign to further your understanding of what is entailed in the decision making process. What is “the most successful” way to increase traffic to a site?
for selling ads on Web sites
can be found at the
Interactive Advertising Bureau
You have successfully completed the Internet Advertising Tutorial.