UNIT XX MARKETING ON THE WEB
Lesson 12
Internet Advertising
Topic
I.
Internet advertising
II. “Super Media”
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Interactivity
•
Selected content
•
Extended duration
Activity 1
III. Selective advertising concepts
•
Context
•
Geographic targeting
•
Frequency
Activity 2
IV. Types of ads
•
Banner
•
Sponsorship
•
Interstitial
Activity 3
V.
Ad pricing and ROI (return on investment)
•
CPC and CPM
Activity 4
Activity 5
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Internet advertising: Using the WWW as the medium
(or locality) for the presentation and promotion of
ideas, goods and services.
The use of technology allows advertisers to offer
interactive advertising.
X
Traditional advertising vs. “Super Media”
Instead of creating a one-way presentation like
television or radio commercials, technology enables
the consumer to interact with the ad to gain additional
information or insight into the advertiser's products or
services.
And back again,
Technology can also allow the advertiser to collect
demographic data about those who choose to interact
with the ad. Future ad content can be tailored or
selected to fit the customer’s specific needs*.
*Needs is a term used by marketers to mean what the
customer is “looking to purchase”.
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This “SuperMedia” also allows for extended duration
advertisements. While on a web site, a customer sees
various ads by the same advertiser—even as he/she
moves from page to page within the site.
Activity 1: please answer on a sheet of paper and hand in
Go to Discovery.com and view the “What’s on TV”,
“Games” and “Search” pages. Do you notice extended
duration advertising? Who is the advertiser? Where is
this ad located?
Use Darwinmag.com’s “five thoughts about …online
advertising” to answer the following questions:
•
Does the size of ads matter?
•
List something that a “good ad” does upfront.
•
What is the most effective location for an ad?
•
Does the example ad on Discovery.com contain
the elements to make it an effective online
advertisement? Why or why not?
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The almighty eye spies…
Knowing who makes up your target market can be
of great use to advertisers? The internet can
incorporate selective advertising concepts quite
nicely.
Selectivity includes the medium’s ability to reach
potential or selected customers. Such customers
are thought to have a high level of interest in the
kinds of services or products offered.
Selective advertising concepts include targeting
your advertisements based on gender, age, marital
status, occupation, income, geographic location and
more.
If you went to Yahoo!Finance you would see ads
for TD Waterhouse and DatekOnline—two online
stock trading companies.
Do the same types of people who use
Yahoo!Finance for stock quotes use TD
Waterhouse, DatekOnline or other similar services?
IT IS VERY LIKELY!
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Activity 2: please answer on a sheet of paper and hand in
What type of selective targeting does the
knot site do so well?
To figure it out go to the site, view cities and
click NY-New York City.
Once you are there, look at the ads and you
will be able to determine the type of
targeting.
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Choices, choices, choices…
With so many types of ads available it is hard to
decide which one(s) will best reach your customer’s
organizational goals.
Luckily, the Internet advertising industry has a
number of resources available that are quite useful
in the decision making process.
Activity 3: please answer on a sheet of paper and hand in
Use AD RESOURCE ‘s glossary to find
information on banner, sponsorship and
interstitial types of ads and record it.
Can you determine which of the three are
sometimes referred to as pop-up’s*?
*FYI–
Even though they are considered effective,
ScoresUp.com does not utilize this type of ad because it is
sometimes seen as an annoyance and can turn off users.
Activity continues on next page…
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Activity 3 continued
Now that’s ingenuity!
According to Web Ads Take New Shapes what
is the goal of new types of ads?
Is technology expected to help advertisers
reach their audiences?
What is the name of the ezine where you
found this article?
Go to an affiliate site of Disney like ESPN.com
and determine the advantages and
disadvantages of the first ad you see—list at
least two of each.
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According to the class business plan, how can
ScoresUp.com make money by selling ad
space?
Charge banner advertisers a low fee per
month and have them pay an additional
amount every time a customer mentions they
saw the ad on your site.
Charge banner advertisers a flat rate for ads
that will appear for a set amount of time e.g.
three months.
Think ahead about how to get them to renew
Charge for a seasonal ad geared towards
seasons and holidays.
Offer a local florist a “Valentine’s Day Special!”
Can you think of other ways to charge for
advertising on your site?
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Activity 4: please answer on a sheet of paper and hand in
1.
Use the AD RESOURCE glossary to determine
what is “CPC” and record the definition of on
your worksheet.
2.
Ads are usually sold on a “CPM” basis. Go to An
Advertising Primer at AD RESOURCE and
record the definition of CPM on your worksheet.
3.
While at An Advertising Primer find what a
common banner ad package consists of and
record it on your worksheet.
4.
Compare the rates of different types of
advertisements. Determine how much it will cost
for 1 million impressions on the search engine
Yahoo! (remember that CPM is in thousands)
Check your answer on the add calculator.
5.
Record which genre (classification) costs the most
to advertise. Can you see a movement in
advertising spending? Record it.
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HOW PERFECT FOR YOU?!
You just solicited a small local corporation
which happens to be in the midst of developing
an online campaign.
What kinds of issues will this potential customer
of yours address during the decision making
process?
Possible ROI (return on investment)
ROI is "the bottom line" on how successful an
ad or campaign was in terms of what the return
(sales revenue) was for the money expended
(invested).
It is measured after the fact.
The best way to determine possible ROI is to
use past figures.
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Activity 5: please answer on a sheet of paper and hand in
Which (very large) organization recently
bought the most internet ad impressions?
Go to AD RESOURCE.com and check
out the statistics.
Will your “hot prospect” ponder the same
strategies, only on a smaller scale, while
shopping for ad placements? Can you
determine how the strategies, methods or
techniques might be similar. Also consider
how they would be different and record
your thoughts.
Go to Developing an Online Campaign to
further your understanding of what is
entailed in the decision making process.
What is “the most successful” way to
increase traffic to a site?
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Industry standards
for selling ads on Web sites
can be found at the
Interactive Advertising Bureau
at www.iab.net
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UNIT XX MARKETING ON THE WEB
Lesson 12
Internet Advertising
Congratulations!
You have successfully completed the
Internet Advertising Tutorial.
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