Online Advertising - Improved Targeting, Analytics, and Interactivity
Online advertising offers improved targeting, analytics, and interactivity compared to other media. Learn about the objectives, management, formats, delivery, limitations, and key decisions in online advertising. Explore methods of payment, networked display advertising, search advertising, landing pages, and more.
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Presentation Transcript
CHAPTER 8 ADVERTISING ONLINE
8.1 INTRODUCTION Compared to advertising on other media, theoretically, online offers: 1. Improved targeting 2. Analytics 3. Interactivity Why all online advertising is advertising Digital ad delivery
8.2 OBJECTIVES AND MANAGEMENT Like offline advertising, online objectives can be divided into two basic categories: 1.Direct action/response 2.Brand building and/or maintenance Three common methods of payment: 1.CPM (cost per thousand impressions) 2.Pay Per Click (PPC) 3.Pay Per Call Key decisions
8.3 ONLINE AD FORMATS AND DELIVERY The formats available for online ads are determined by two issues; the objectives of the ad and how they are to be distributed. Programmatic advertising How real-time programmatic ads Re-targeting and re-marketing Native advertising Direct (contact) ads Podcasts Key decisions advertising delivers
8.4 NETWORKED DISPLAY ADVERTISING Display advertising is keyword based. Although a number Google is by far network display is often referred to as Google advertising. Retail media networks (RMN) Advertising on social media Key decisions of the networks biggest are available, much so so,
8.5 SEARCH ADVERTISING Advertising on SERPs is not the same as being featured in their organic results. With SERP advertising, purchased by the advertiser (hence paid search). Keyword bidding Google shopping ads Key decisions Google dynamic search ads (DSAs) the keywords are
8.6 LANDING PAGES Despite advertisers attention they warrant - if an advert motivates a potential customer to click on its link, it is essential that the impetus is maintained. Quality is assessed by search engines. Key decisions their recognized not give value, online do landing pages the
8.7 LIMITATIONS OF ONLINE ADVERTISING Since it has matured as a marketing tool, online advertising has attracted as many detractors as it has supporters. Key issues include: Do users like ads? Does online advertising work? Inappropriate host websites Key decisions
8.8 AD FRAUD Two basic forms of ad fraud; click fraud (PPC) and impression fraud (CPM). Ad fraud PPC Ad fraud CPM Ad fraud real or not actually a problem? Key decisions Do it yourself
