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