Scribd
Upload
20 views

Chapter 1

Uploaded by

Coway Ivan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
20 views

Chapter 1

Uploaded by

Coway Ivan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 35

Chapter 1

Introduction to E-advertising
E-Advertising

E-advertising is a form of promotion that uses the


Internet and World Wide Web for the expressed
purpose of delivering marketing messages to attract
customers.
Categories of E-advertising

1) Contextual advertising

 Is advertising on a website that is relevant to the


page’s content
 Automated systems display ads related to the
content of your site based on keyword targeting.
 Example: Google AdSense. Google robots
automatically serve ads that relevant to your
users. For example, if you run a movie review
blog, AdSense might serve contextual ads to
buy movie tickets or sign up for a movie
streaming service.
2) Banner advertising
 A banner ad, or a web banner, is an advertisement displayed into a
web page.
 The advertisement consists of an image (.jpg, .png, .gif) or of a
multimedia object (usually created using Flash or HTML5).
 Thus, banner ads can be static or animated, depending on the
technology used to make them.
3) Rich Media Ads
 Rich media is a digital advertising term
for an ad that includes advanced
features like video, audio, or other
elements that encourage viewers to
interact and engage with the content.

 While text ads sell with words, and


display ads sell with pictures, rich
media ads offer more ways to involve
an audience with an ad. The ad can
expand, float, etc.
4) Social network advertising

 Is a group of terms that are used to describe forms of online


advertising that focus on social networking services.
Competitive advantages through E- Advertisement

 First Page Brand Exposure


 Paid online advertising will first and foremost provide your business exposure to potential
customers. Typically, online advertising campaigns are paid per click, but can also be made to be
paid per day or specific period of time.
 Immediate Traffic Returns
 With search engine optimization (SEO), your website will slowly gain attraction on search engines
and, when done correctly, will be shown higher up in search engines; however, it takes a lot of time
and patience.
 Target Specific Audiences
 Unlike most other forms of advertising, online advertising on search engines and social media have
impressive targeting capabilities.
 Track Results
 Online advertising is unique in that you’re able to understand the results of an ad campaign for
more than almost any other type of advertising platform. With billboards and print ads, there’s no
real way to know if your ads are successful beyond general increases in sales.
E-advertising ecosystem challenges

 Advertising fraud is a significant concern.


 Data exaggeration
 Inflating prices for advertisers
 Consumers are installing ad-blocking extensions to their web browsers that can prevent the
display of digital ads altogether
The Key Players
The advertisers

 Wants to send out a message


about its business
 Initiates effort by identifying a
problem that advertising can
solve
 Selects the target audience, sets
the budget, and approves the ad
plan
 Hires the agency

1-10
Ad-agencies
 Have the strategic and creative
expertise, media knowledge,
talent, and negotiating abilities
to operate more efficiently
than the advertiser.
 Some large advertisers have
in-house departments.

1-11
Media
 are channels of
communication that
carry the message to the
audience

1-12
Suppliers/vendors
 Group of service organizations
that assist advertisers, agencies,
and the media in creating and
placing ads by providing
specialized services

 Artists, writers, photographers,


directors, producers, printers,
freelancers, and consultants

1-13
Target Audiences
 People to whom an ad is directed—
their responses decide if advertising
is effective.
 Targeting is the process of identifying
the people in the desired audience.
 Interactive technology allows ads to
be customized to the target audience’s
individual needs.

1-14
Revenue models
1) Cost Per Click (CPC)
 is also known as Pay per click (PPC).
 Advertisers pay each time a user clicks on their listing and is redirected to
their website.
 They do not actually pay for the listing, but only when the listing is clicked
on.
 Benefits:
• It gives instant result
• Total control over the costs
• Targeted
• Pay only for performance
 E.g. Google Adwords, Yahoo Search Marketing, Google Adsense
2) CPM (Cost Per Mille),
 also called "Cost Per Thousand (CPT)
 Is where advertisers pay for exposure of their message to a specific audience.
 "Per mille" means per thousand impressions, or loads of an advertisement.

3) CPV (Cost Per Visitor)


 Or also known as Cost per View - Pop Ups and Unders
 Is where advertisers pay for the delivery of a targeted visitor to the advertisers website.
4) CPA (Cost Per Action) or (Cost Per Acquisition)
 Is performance based and is common in the affiliate marketing
sector of the business.
 In this payment scheme, the publisher takes all the risk of running
the ad, and the advertiser pays only for the amount of users who
complete a transaction, such as a purchase or sign-up.
Types of online ads

A.Display ads
B.Search engine optimization
C.E-mail ads
D.Mobile ads
A. Display Ads

1) Floating ad
 An ad which moves across the
user's screen or floats above
the content.
2) Expanding Ad
 An ad which changes size and which may alter the contents of the webpage
3) Polite Ad
 A method by which a large ad will be downloaded in smaller pieces to minimize
the disruption of the content being viewed.
 A lighter file (called initial file) is initially loaded while the content page is
loaded. Additional Flash content (called subsequent polite file) is then loaded and
displayed after the host page has finished loading.
4) Wallpaper ad
 An ad which changes the background of the page being viewed.
 Anytime you click the background image, it takes you to a link for the advertiser.
These concepts require a heavy budget and immense creativity.
5) Trick banner
 A banner ad that looks like a dialog box with buttons.
 It simulates an error message or an alert.
6) Pop-up ad
 A new window which opens in front of the current one, displaying an
advertisement, or entire webpage.
7) Pop-under ad
 Similar to a Pop-Up except that the window is loaded or sent behind the current window so
that the user does not see it until they close one or more active windows.
8) Video ad
 Similar to a banner ad, except that instead of a static or animated image, actual
moving video clips are displayed. This is the kind of advertising most prominent
in television, and many advertisers will use the same clips for both television and
online advertising.
9) Map ad
 Text or graphics linked from, and appearing in or over, a location on an electronic
map such as on Google Maps.
10) Newsfeed ad
 It is also called “Sponsored Stories” or “Boosted Posts”, typically exists on Social Media
Platforms that offers a steady stream of information updates in regulated formats.
 Those advertisements can be of any content, such as promoting as a website, a fan page, an
app, or a product.
11) Pre-Roll ad
 Online video commercial that appears prior to an online video, it is typically 10-15
seconds in length.
 They call it in-stream advertising.
B. Search Engine Optimization

 It is a methodology of strategies, techniques and tactics used to increase the amount of


visitors to a website by obtaining a high-ranking placement in the search results page of a
search engine – including Google, Bing, Yahoo, and other search engines.
 Search engines provide sponsored results and organic (non-sponsored) result based on a
web searcher’s query.
C. E-mail ads
 Where a mailer send the promotional material to targeted user.
 Is the act of sending a commercial message, typically to a group of people, using e-mail.
 In its broadest sense, every e-mail sent to a potential or current customer could be
considered email marketing.
D. Mobile ads
 It is a form of advertising via mobile (wireless) phones or other mobile devices.
 It may take the form of static or rich media display ads, SMS or MMS.
Ethics in E-advertising

 Flashing banners will distract the users


 Lead to sites with malicious software or adult
material

You might also like