7. Planning a campaign
Define goals
Investigate target audience
Determine websites to display adverts
Websites or networks will affect format
and payment models
Brief the creative team
Thursday, November 19, 2009
8. Online adverts need to
Attract attention
Convey a message
Entice action
ACE
Thursday, November 19, 2009
9. Online and offline: shared
objectives
• Build brand awareness
• Create consumer demand
• Satisfy consumer demand
• Drive response and sales
Thursday, November 19, 2009
10. The key differentiator
Immediate response online
Online can be interactive
Internet is highly
Trackable
Targetable
Measurable
Thursday, November 19, 2009
34. Targeting and optimizing
Networks track users
Cookies
IP address
Across web sites
Advertisers can use this
information to target
adverts
Thursday, November 19, 2009
35. Targeting can be problematic
• Contextual advertising can
get it wrong
– Shark diving advert
next to article about
shark attack
• Online behaviour does not
always represent true
interests
Thursday, November 19, 2009
39. Banner advertising
• Simple hyperlinked
image shown on web
sites.
• Link takes visitor to a
landing page.
• AT&T advert was one
of the first sold in
1993.
Thursday, November 19, 2009
40. Banner adverts
• Image or animation
displayed on a web
site for advertising
purposes
• Static or interactive
• Can expand on
mouse-over or when
clicked on
Thursday, November 19, 2009
41. Standard banner sizes
Note: these banners are in proportion, not the actual size.
Thursday, November 19, 2009
43. Advertising evolves with technology
• Today can include sound and video
• Far more interactive
• Technology allows banners to expand over a page
• Adverts can be placed in videos
Thursday, November 19, 2009
45. Interstitial banners
• Shown between pages on a web site
• As viewer clicks from one page to
another, an advert is shown before the
next page can be viewed
• Often used by content and news web
sites
Thursday, November 19, 2009
46. Pop-ups and pop-unders
http://www.amazon.com/gp/product/B00167G76W/
ref=dm_dp_trk6
Thursday, November 19, 2009
47. Map advertising
• Advertising within online mapping solutions
Thursday, November 19, 2009
48. interaction
Rich media allows for
rich content
One banner can have
Video
Tour schedule
Downloads
Link to web site
Thursday, November 19, 2009
49. engagement
• Adverts placed
that require a
user to initiate
the advert
• Adverts placed in
video and on
social media
applications
• Relatively new
and untested
Thursday, November 19, 2009
63. Benefits of ad servers
• Adverts maintained and updated through a central
location
• Advert performance reporting
• Sophisticated targeting
• Tracking across many web sites
• Retargeting
Thursday, November 19, 2009
65. Networks offer
• Frequency capping
– Limit times advert is seen by a user
• Sequencing
– Show adverts in a given order
• Exclusivity
– No competitor adverts are shown
• Roadblocks
– All the inventory on a page
Thursday, November 19, 2009
66. Advertising exchanges
Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchange
Thursday, November 19, 2009
67.
Publishers place unsold inventory
Advertisers bid for inventory
Bids are placed based on
Audience profile
Space
Advertising exchanges
Thursday, November 19, 2009
68. Tracking
• Impressions
• Click-throughs
• Connection type
• Browser
• OS
• Time of day
• ISP
Thursday, November 19, 2009
69. Cookies
Photo credit: http://flickr.com/photos/71217725@N00/
Thursday, November 19, 2009
70. Cookies are text files
• Small text files saved
on user’s computer
• Allow a website to
capture information
about user behaviour
• Can be set on advert
impression
Thursday, November 19, 2009
72. conundrum
Advertisers
must attract
attention without
Being
Annoying
Thursday, November 19, 2009
73. Some say advertising is dead
A few million people think so…
Thursday, November 19, 2009
74. What do the numbers say?
+
Thursday, November 19, 2009
75. What do the numbers say?
+
Thursday, November 19, 2009
76. What do the numbers say?
%249
Thursday, November 19, 2009
77. This means someone answering the ‘brand
awareness’ survey “no, I never heard of them” but
then two days later, is more then twice as likely to
click on a text ad.
Thursday, November 19, 2009
The online channel allows advertisers to truly target and control there campaigns in a number of different ways
Here are some example of creative executions that demonstrate the very interactive nature of contemporary display advertising
Worth mentioning Electronic Arts , has just they will distributing free online games, paid for by advertising and offerin micro transactions i.e Fifa , buy your player new boots for $1,50.
Include actual ad screenshot
However true rich media possibilities has meant display has come along way and there seems to be renewed interest in Display from the greatest ambassadors for search. In 2007 Google bought DoubleClick, an ad-delivery outfit for $3.1 billion, and Yahoo purchased an 80% stake in Right Media for $680 million 1 to 2 % of media budget