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