SEM1 3.04
Online Advertising
Warm Up#
Date:
Explain the types of online advertising
•
http://abcnews.go.com/Technology/video/mixing-advertising-virtual-reality-10414618
Types of Online Advertising
• Banner ads - embedding an ad into a web page – known as a click
through due to interactive actions where the consumer clicks and is taken
to the banner ad’s company website
• Buttons - smaller banner ad normally used to advertise programs used
in creating the site
• Pop-up front/under ads - ads that display in a new browser
window either in the front or behind the current browser window
• Flash ads – adding interactive elements to standard HTML sites
• Floating ads - move across a screen or floats above the content
Types of Online Advertising
• Exit pops - when you exit a website a related website opens – can
be very annoying
• Rich media ads - includes animation or video and have more
complex user interaction –
– Example: ads change when you move your curser over it
– http://www.richmediagallery.com/galleryDetail/?id=35641
• Text ads - advertising using text based hyper links
– All website text is written in HTML language
• Advergames - video games containing advertisements
• Virtual worlds – virtual reality/role playing
– can be used to market a virtual store
Banner Ads vs. Rich Media Ads
• Banner Ads
• Rich Media Ads
• Cost effective
• Above average click
through
• Higher cost to create &
maintain
• Better click through
than normal banners
• May be viewed as
annoying & intrusive
• Use of pop-up blockers
may prevent viewing
– (Customer clicks on the
ad)
• Easy to track
• Targeted traffic
• Often ignored by
consumers
Online Advertising
• Sponsored search results – search results that may say
“brought to you by” a company
• Bookmarks/favorites - collection of direct links to
predefined web pages stored in your web browser – called favorites
in Internet Explorer
• Guides – assists in providing information or a roadmap to the
web
• E-mail based ads - embedded in or the entire email is an
advertisement
Advantages of Online Advertising
• Scalability – ability to function regardless of size
• Cost-effective - reasonably priced for advertising
• Desirable Demographics
• Targeted Audience
– Viewers are already on a related website
• Growing Audience
– More and more people online everyday
• Tracking Capabilities
– Every click is tracked
• International/Worldwide Opportunities – market anywhere
Disadvantages of Online Advertising
• Consumers may ignore the message
• May not reach your target market
• May be very expensive
• Consumers get distracted – clutter
• Viewing problems
– Software not compatible
Exit Ticket #
Date:
Which of the following is most likely to be visible
to search engine spiders:
A. Flash files
B. Java applets
C. HTML text
D. Images
SEM1 3.04
Direct Marketing
Warm Up#
Date:
• Explain types of mobile marketing and the use of
electronic media to promote products.
&
• Explain the use of search-engine optimization
strategies.
Electronic Media TV & Radio
• Most leagues, conferences or teams have national, regional
and local broadcast rights
– Games are broadcast on TV and Radio
• Some have blackouts (TV games must be sold out to have
local broadcast) – promotes ticket sales
• Some have agreements on additional broadcast rights
– Ex: coach and player interviews (before/after/later) games
• Teams use this exposure to build their brands and to grow
their target markets
Mobile Marketing
• Mobile Marketing
– the use of wireless network & cell phone as a means of
marketing communication
• SMS (text messaging) –
– short text messages for mobile phones
• MMS (multimedia messaging services)
– More than just a text
– Videos/games sent to your phone
– http://www.youtube.com/watch?v=bgkMpXR6-Nw
Terms – Mobile Marketing
• Mobile advergaming – games on the move – using smart
phone games as promotional tools –
– http://www.youtube.com/watch?v=J_e8mVFtHm4
• Location-based services – recommendation of services like
restaurants, retailers, or events in an area
– Uses GPS to locate your target location
– Examples: urbanspoon.com, zagat.com
– http://www.zagat.com/
• QR codes – Quick Response (QR) codes
– web-based software solution to create interactive marketing and
promotional campaigns through generation of– engage with
customers with smart phones in real time response
Scan this QR Code!
Mobile Marketing
• Mobile Apps
http://www.apple.com/iphone/from-the-app-store/?cid=wwa-us-kwg-features00001&siclientid=6381&sessguid=58e1991e-872d-434b-be08-5b422a2f4c13&userguid=58e
Smart phone applications used as advertising
• Mobile redemption
Coupons sent to smart phone
to be redeemed in the store.
• Mobile videos – advertising videos sent to phone
– http://wasatchmobile.com/index.php?option=com_content&vie
w=article&id=76&Itemid=264
Mobile Marketing
• Types of devices used
– Mobile phones, Tablets
• Growth of mobile marketing
– Should generate more than $5 billion in sales by 2015
• http://www.mediabistro.com/alltwitter/mobile-marketing_b22962
• Privacy issues with mobile marketing
• Users must now agree to have their information released
and they can opt out in an easy manner
Mobile Marketing
Advantages
•
•
•
•
•
Lower cost
Customization
Easy tracking & response
Instant results
Huge viral potential
Disadvantages
•
•
•
•
•
Privacy issues
Navigation issues
Viewing issues
Deletion of message
Lack of reliable measurements
tools
Search Engines
• Search Engines – to provide an international
source of information in an organized, systematic
manner
– Search engines can assist individuals by quickly
researching various information groups of interest
http://searchengineland.com/guide/what-is-seo
• Importance of location
– Companies pay more to be at top of search list!
– Greater company visibility - Higher level of website
traffic
– More customer trust in company’s website
Search Engines
Advantages
• Can be an effective
marketing technique
• Targets the right audience
• Cost effective
• Builds credibility
• Consumers can clearly
define what they seek
• Organizes information
Disadvantages
• Competition
• Crowded market place
• Irrelevant web pages causes
frustration of consumers
• PPC (pay per click) can be
expensive
Vocabulary Search
Group “B”
• A great way for
“M&M’s” to inform
you about their new
flavors!
Group “A"
Companies “LINE” up
to use this type of
Marketing Tool!
Exit Ticket #
Date:
Which of the following is a characteristic of most
online banner advertisements:
A. Productive
B. Restrictive
C. Selective
D. Interactive