E-Marketing 101: Online Advertising Presentation & Panel Discussion Moderated by: Philip Lewis Comcast Spotlight 703-583-4821 Philip_Lewis@cable.comcast.com www.comcastspotlight.com Brian Clark Creating Results 703-494-7888 x29 Jim Halling Comcast Spotlight 240-482-1482
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Presentation & Panel Discussion
Big Lift Marketing
Greg Stuart, President and CEO, IAB.
Pete Petrusky, Director, Advisory Services, PricewaterhouseCoopers.
$39.22 billion in 2007 - 17.7% of all ad spending
1. CPM – “Cost Per Thousand” Impressions
What is an impression?An impression is the viewing of an advertising banner, link, or product on the Internet.
NOT a CPC – “Cost per Click”
CPM = Budget x 1000 / Impressions
i.e. = $800 x 1,000 / 100,000 impressions = 8 CPM
Cost of Campaign = CPM x Impressions / 1000
i.e. – 8 x 100,000 / 1000 = $800
Impressions = Budget x 1000 / cpm
i.e. $800 x 1000 / 8 = 100,000 Impressions
2. Fixed Position Placement You have exclusive position with a banner ad in a fixed position on a web site. No guarantees on the number of views you banner will receive.
Online Shopping drives Offline Sales
16% of all retail sales are directly influenced by the Web.
1,000,000 banners / mo
33,333 / day
1 out of every 120 banners
Internet Company XYZ
500,000 banners / mo
16,666 / day
1 out of every 240 banners
150,000 banners / mo
5,000 / day
1 out of every 800 banners
Every computer that communicates over the Internet is assigned an IP address by an Internet Service Provider that uniquely identifies the device and distinguishes it from other computers on the Internet.
Geo-Targeting of ads is based on your computers IP Address.