INTERNET AND MOBILE
MARKETING ADVERTISING
FORMATS AND THEIR PROS,
CONS
12. 11. 2013 - BA_EM
PAVEL KOTYZA @ VŠFS
OVERVIEW
1 History
2 Delivery Methods
3 Compensation Methods
4 Benefits of Online Advertising 4.1 Cost
5 Concerns
6 Regulation
WARM UP QUESTION
What was the first commercial banner and where it was placed?
Correct Answer wins free Tuesday afternoon 
TOP 10 2013 SUPERBOWL ADS
http://www.youtube.com/watch?v=8qy8v1ghy
38
WARM UP QUESTION
What was the first commercial banner and where it was placed?
Correct Answer wins free Tuesday afternoon 
Answer is:
Banner ad on Hotwired.com - October 27, 1994
BRIEF HISTORY
1st banner – Hotwired.com – Online Wired Mag component
But was it first clickable ad ever?
Please search web if above mentioned ad was the first clickable web ad.
Send the answer via school mail and with URL confirming your opinion.
MEDIA TYPES IN CZECH REPUBLIC
CZECH INTERNET ADS 2012
INTERNET & MOBILE
ADS REVENUES
2.1. DELIVERY METHODS
2.1 Display advertising
• 2.1.1 Web banner advertising
• 2.1.2 Text ads
2.2 Search Engine Marketing (SEM)
• 2.2.1 Search Engine Optimization (SEO)
• 2.2.2 Sponsored search
2.3 Social media marketing
2.4 Mobile Advertising
2.5 Email Advertising
2.6 Online classified advertising
2.7 Adware
2.8 Affiliate Marketing
2.1.1 WEB BANNER
ADVERTISING
2.1.1.1 Frame ad (traditional banner)
2.1.1.2 Pop-ups/pop-unders
2.1.1.3 Floating ad
2.1.1.4 Expanding ad
2.1.1.5 Trick banners
2.1.1.6 Interstitial ads
2.1.1 WEB BANNER ADVERTISING
2.1.1.1 Frame ad (traditional banner)
Maintained by IAB
2.1.2 TEXT ADS
Born in classifieds
Through CPM
Now mainly CPC
Trip Advisor
Google AdSense
FB, TW
LinkedIN
LINKED IN
LINKED IN
LINKED IN
LINKED IN
2.2 SEARCH ENGINE MARKETING
(SEM)
2.2.1 Search Engine Optimization (SEO)
Three pillars of SEO: Content, Links and Social Media
2.2.2 Sponsored search ------->
2.2.3 Sponsored stories
NEXT DISPLAY ADVERTISING
2.3 Social media marketing
• Forms – text, images, video, stories
NEXT DISPLAY ADVERTISING
2.4 Mobile Advertising
• Premium SMS / MMS
• Location based services
2.5 Email Advertising
• Effective sending of the email
• Email remarketing
2.6 Online classified advertising
2.7 Adware
• Good or bad
2.8 Affiliate Marketing
BA_EM AFTERNOON
SESSION
BA_EM
EXERCISE
3 COMPENSATION METHODS
3.1 CPM (Cost Per Mille)
3.2 CPC (Cost Per Click)
3.3 Other performance-based compensation
3.4 Fixed cost / CPA
4 BENEFITS OF
ONLINE ADVERTISING
4.1 Cost
4.2 Measurability
4.3 Formatting
4.4 Targeting
4.5 Coverage
4.6 Speed
5 CONCERNS I.
5.1 Banner blindness
5.2 Fraud on the Advertiser
• ClickFraud, Click Farms
5.3 Technological variations
• 5.3.1 Heterogeneous clients
• comScore 2012 study revealed that 32% ads are not “in-view”
• 5.3.2 Ad-blocking
• 5.3.3 Anti-targeting technologies
5 CONCERNS II.
5.4 Privacy Concerns
5.5 Trustworthiness of advertisers
• Phishing sites, Nigerian Scam
• Clicking ad leads 182 times more to install virus than watching P
5.6 Spam
6 REGULATION
• 6.1 Privacy and Data Collection
• European Union's "Privacy and Electronic Communications
Directive”
• The United States has specific restrictions on online tracking of
children in the Children's Online Privacy Protection Act (COPPA)
• 6.2 Delivery methods
• Same content different rules in each channel
• Opt-In / Opt-out
• Regulation for SMS
FUTURE OF THE
ONLINE ADS?
https://www.youtube.com/watch?v=MXKDvuEkSF0
PEPSI CHALLENGE
https://www.youtube.com/watch?v=eiO_JES4yBY
http://www.youtube.com/watch?v=v7lw_vhxtNc
PEPSI CHALLENGE
https://www.youtube.com/watch?v=9e9T3DNAdaI
ANSWERS FROM US
http://www.youtube.com/watch?v=Qd32xY6_90c - TV Juan Carlos Morello
http://www.youtube.com/watch?v=dBbrpemT7k8 – video Dominika Masna
http://www.youtube.com/watch?v=Xl0Ypg1kBJo – TV Jacco Dieleman
http://www.youtube.com/watch?v=x76EpIUPLpI – TV Jan Willem Boone
http://www.youtube.com/watch?v=J4V4ZM14Pks – video Lev Alimpiyev
http://www.youtube.com/watch?v=rIDaX0eMeIk – TV Alyesya Kharlan
https://www.youtube.com/watch?v=nLwML2PagbY – online Tuğrul Memduh
Atakan
http://www.youtube.com/watch?v=HY4L1ihRkaY – TV Alyesya Kharlan
http://www.8pic.ir/images/82593607819083000391.jpg – print Roy de Witte
http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogshow-to-drive-a-mini/ - online Natalia Pankova
ANSWERS FROM US
Pepsi Haloween – other... Nilufer Babirli
ANSWERS FROM US
http://www.youtube.com/watch?v=W26V1-52uu0 – TV - Slavka Matasova
http://www.youtube.com/watch?v=JFSXaET63eo – online - Shipshiley
Ekaterina
http://www.youtube.com/watch?v=ACNnzM040J8 – video - Yulia Gordeiko
http://www.youtube.com/watch?v=9H0xPWAtaa8 – online - Eudelin Mary
TASK
Make groups of two
Design a text banner for VSFS PPC advertising
- 25 chars – Title
- up to 75 – Text
- URL
THANK YOU
HOMEWORK: WAS THE HOTWIRED AD
REALLY FIRST CLICKABLE AD IN HISTORY?