Advertisement in Electronic Commerce. Advertisement in the Digital Economy. Theknot.com and Wedding411.com Information about planning weddings Assistance selecting vendors Site includes promotions and ads from vendors Promosinmotion.com VW bugs painted with Web site logos
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Advertisement in Electronic Commerce
Click (ad click)
Why Internet Advertisement?
Source: Morgan Stanley Technology Research.
Customized to the target audience or one-to-one ads
Utilize “force advertising” marketing strategy
Direct link to advertiser
Multi media capabilities
Declining click ratio—viewers have become immune to banners
Size of banners is too small
Banners--banners are everywhere
Keyword bannersRandom banners
Source: Korean Engine (no longer in business).
Pointcasting—mass customization of information
Select appropriate content
4 types of push technology
Multiple of number of guaranteed ad views
Number of hits
Number of times customers click on banner
Only effective for large corporations
Based on how customer interacts with the ad view
How much time was spent viewing the ad
Referral fee based on customers moving to ad site to make a purchase
Methods for measuring advertisement effectiveness, conducting cost benefit analyses, pricing ads