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Chapter Fifteen
Employing the Internet Employing the Internet forfor
AdvertisingAdvertising
Mass Online AdvertisingMass Online Advertising
• Internet not replacement but key element of IMC programs
• Zero-sum game between media
• At least 60% of U.S. households have Internet access at home
The 2 I’s of the InternetThe 2 I’s of the Internet
Individualization:
Interactivity:
Interactivity as a Disadvantage
» Internet users are often highly involved and goal driven (“leaning forward”), making them:
» Traditional media users are more casually involved (”leaning back”), making them:
Internet Advertising Formats
•Web Sites
• Display or Banner Ads
• Rich Media Formats
• Pop-Ups
• Interstitials
• Superstitials
• Video Ads
•Web Logs
•Blogs
• Podcasts
• Social Networks
•Opt-in Versus Spam
• E-zines
•Wireless E-mail Advertising
•Mobile Phones & Txt Messaging
• Search Engine Advertising
•Keyword-Matching Advertising
•Content-Targeted Advertising
• Advertising via Behavioral Targeting
Web Sites
• Uses for Web Sites
• Well-Designed Web Sites:
Banner Ads
» Most popular advertising format on Internet
» Small and static
» Low click through rate (CTR)
» Useful for new products or brands
» Typical goal is to increase awareness
Display or Banner Ads
• Click-through Rates (CTRs)
» CTRs are a function of brand familiarity:
Rich Media Formats
Pop-Ups!!
Interstitials
Superstitials
Video Ads
Pop-UpsPop-Ups
InterstitialsInterstitials
SuperstitialsSuperstitials
Video AdsVideo Ads
• On company website» Shortened versions of TV ads»Webisodes
Example?
• Preceding other videos
Web Logs - Blogs
» Open forum for “everyman” to communicate
» Benefit small businesses• Why?
» Brand marketers often develop own blogs
Podcasts
» Self-produced radio-style online programs to which consumers can subscribe
» Enable advertisers to target consumers who have self-selected programs that are of interest to them
Social Networks
» Allow users to interact with “friends,” share opinions and information, and create online communities
» Developed by businesses, enable consumers to learn from one another and to share their experiences. Examples?•
» Value as a marcom tool not yet clear
Primary reason many people use the Internet
» Ad expenditures on email were $300 million in 2005
» Not as effective as once perceived
» Marketers have “spoiled the commons”
» Opt-in emailing
» SPAM/Phishing
• Ethical issues
Opt-In E-mailing
Search Engine Advertising (SEA)
» Ads show up based on searchesKeywords
» Fastest growing form of Internet advertising
» Includes a variety of well-known services (e.g.; Google, MSN Search, and Yahoo!)
» Advertisers bid for keywords by:
» Problems?
Other Concepts
» Content targeting» Behavioral targeting» Click fraud» E-mail magazines (E-zines)»WiFi and Cellular advertising
New DevelopmentsNew Developments
• E-mail Magazines (E-zines)
• Wi-Fi/Hotspots
• Internet capable mobile devices
Measuring Internet Ad Effectiveness
How many people clicked through a particular Web ad?
What actions were taken following click throughs or site visits?
What are the demographic characteristics of these people?
Is this form of online advertising yielding a suitable return on investment?
Questions to Ask
How many visited a particular Web site?
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
Click-through rate (CTR)
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPM
The Metrics of Internet AdvertisingThe Metrics of Internet Advertising
CPA
Internet Advertising – Final ThoughtsInternet Advertising – Final Thoughts
Reach
Cost
Workshop: Media ObjectivesWorkshop: Media Objectives
Continuity
Weight
Frequency
5
Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules
0
200
400
600
J F M A M J J A S O N D
Continuous Pulsing Flighting
Advertising Schedules
Ad
$ (
in t
ho
usa
nd
s)
(months)
20
Workshop Questions – Workshop Questions – Media Objectives for Free RiceMedia Objectives for Free Rice
• Do you consider reach or frequency more vital to your IMC campaign’s success? Why?
• Which continuity method (continuous, pulsing, flighting) may be most effective for your Free Rice campaign and why?
Workshop Questions – Workshop Questions – Media Strategy for Free RiceMedia Strategy for Free Rice
• List three different Internet methods of contact for reaching middle school and high school students as a target audience.
• List three different Internet methods of contact for reaching teachers as a target audience. » Same or different as methods for students?
