Chapter 15 Using Digital Interactive Media William F. Arens McGraw-Hill/Irwin Michael F. Weigold Christian Arens Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview Explore factors advertisers weigh when considering digital interactive media 15-2 Chapter Objectives Discuss opportunities and challenges of digital interactive media Discuss the Net’s audience and the challenges involved in measuring it Define the various kinds of Internet advertising Explain the evolution of interactive media Explain how Internet advertising is bought and sold Debate the pros and cons of the Internet as an advertising medium 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 Internet – a global network of computers that communicate with one another through protocols 15-6 How the Internet Differs from Traditional Media Distributed network offers continuous communication Internet space-vast and inexpensive Content delivery at multiple places at simultaneous and various times Blurs the line between content providers and consumers 15-7 The World Wide Web Web Page Content Provider HTML HTML Web Page HTML HTML Web Page Web browser Content User 15-8 The Internet Audience World wide audiences open the door for global marketers on the Web 15-9 Who Uses the Internet 15-10 Accessing the Internet Narrowband Mobile Devices Satellite Cable Modem Broadband 15-11 How the Internet is Used 15-12 Media Planning Nielsen-Online ComScore Deliver audited measurement of potential reach to help media planners chose the right vehicles 15-13 Enhanced Tracking & Delivery Cookies Ad servers Visit frequency Clicks Ad calls Browser used Time of day Time of last visit Central source Tracking Ad rotation ISP identity Ad distribution Behavior targeting 15-14 Measurement Standardization Ad impressions Click rate 15-15 Buying Internet Time & Space Banner ad Website selective space Pricing Methods Keyword Click-throughs Affiliate marketing program 15-16 Stretching Targeting Dollars Focused ad campaigns are cost intensive Ad networks and tagged users can help 15-17 Types of Internet Advertising 15-18 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 15-19 Search Engine Marketing Search Engine Search results page Page rank Sponsored links 15-20 Google Search Results Page Page rank search results Sponsored links 15-21 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 15-22 Types of Internet Advertising • • • • Interstitial Superstitial Rich mail Banners Preroll and Buttons Sponsor ships • Added value • Spam • CRM • Viral Email Classified • Craigslist 15-23 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 15-24 Cons of Internet Ads Medium is not standardized Targeting costs Slow downloads Security and privacy Global marketing limitations 15-25 Problems with Internet Advertising Lacks mass media efficiency Complex Cumbersome Crowded Accountability Security Too democratic?? 15-26 Using the Internet in IMC Interactivity Promote purposeful dialogue Feedback and promotion channel the same Integrated market communications Requires daily staffing Requires daily updating Costly 15-27 Global Impact Of the Internet World wide growth Internet ad budgets Local overseas businesses Non-English speaking markets 15-28 Other Interactive Media Interactive TV Mobile Devices SMS QR codes Mobile coupons 15-29