The presentation discusses the various emerging advertising media, their types, performance, growth, and future prospects.

1. Emerging Media
ADVERTISING AND MEDIA PLANNING
JAYA TRIPATHI
SEMESTER III (MBA – M52)
MONIRBA, UNIVERSITY OF ALLAHABAD

2. Interruptive Engagement
1. Internet is the media of the new millennium- harbinger of a 3rd industrial revolution
2. Gen Y- Digital Natives, put tremendous pressure on businesses as they expect
integration of all shopping experiences
3. There is a shift from product based marketing campaigns to customer based
relationship approach
4. It is a new process of integrating brands into consumers' lifestyles
5. It is now a social communication process

3. Rapid Assent of Internet Advertising
1. Advertising in traditional media plunged by nearly 15% in 2009, with 77% of
advertisers saying they would shift more than 70% of their savings from
traditional to digital alternatives (Advertising Age, Annual 2010,December 28,
2009,8) e.g. In 2007, Johnson & Johnson shifted $250 million in spending
from traditional media to digital media.
2. Internet advertising is only about 12% of all advertising spending but
consumers are spending about 34% of their media time on the internet
relative to traditional media.

4. The First Internet Ads
The first true web browser was Mosaic, the precursor to Netscape
1.0, ad the first ads began appearing in Hotwired magazine –the
online version of Wired magazine in October 1994.
The magazine boasted 12 advertiser and each one paid $30,000 for a
12 week run of online display/banner ads with no guarantee of the
number or profile of the viewers.

6. Trends Affecting Advertising Via New
Media
1. Consumer control
2. Media clutter and fragmentation
3. Crowdsourcing
4. Mobile marketing

7. New media- New Paradigm
BRAND
BRAND
CONSUMER CONSUMER
2
CONSUMER
1
TRADITIONAL DYADIC BRAND-
CUSTOMER RELATIONSHIP
BRAND COMMUNITY TRIADIC
RELATIONSHIP

8. Types of New Media
Interactive/ Digital media, includes-
1. Kiosks 6. Interactive telephones
2. RSS 7.Interactive CDs
3. Internet shopping environments 8.Computer gaming
4. Online services 9.Online magazines
An important subset of digital media is Internet media.

9. Types of Internet Media Marketing
1. Email marketing
2. Search engine optimisation
3. Search engine marketing
4. Social media marketing
5. Blogs marketing
6. Video marketing
7. Mobile marketing

10. Types of Interactive/Digital Internet
Advertising
1. Paid search
2. Display/banner ads
3. Sponsorship
4. Pop-up and pop-under ads
5. Rich media/video and audio
6. Corporate/brand home pages
7. Widgets
8. Video games
9. Second life/virtual worlds

11. Search Engine Marketing

12. Social Media Marketing

13. E-Mail Marketing

14. Website Marketing

16. Digital Marketing Cycle

17. Digital Advertising Pricing Models
1. CPC (Cost Per Cost)
2. CPM (Cost Per Mille)
3. CPL (Cost Per Lead)
4. CPA (Cost Per Aquisition)
5. CPP (Cost Per Period)
6. CPF (Cost Per Follower)
7. CPV (Cost Per View)
8. CPI (Cost Per Install)
9. CPD (Cost Per Download)

18. Advantages of Digital and Interactive
Media Advertising
1. Pull media
2. Target market selectivity
3. Tracking
4. Deliverability, flexibility and reach
5. Interactivity
6. Integration
7. Cost effectiveness

19. Behavioural Targeting and Ad Retargeting
 Range of technologies and techniques used by advertisers and
publishers which allows them to increase the effectiveness of their online
campaigns by capturing data generated by website and landing page visits
Cuts through ad clutter
Creation of customer profiles helping advertisers to position their online
ads to those visitors who exhibit greater interest for the product being
offered
Google practices behavioural targeting via AdSense and AdWords
Cookies make ad retargeting possible

20. Measuring the Effectiveness of
Digital/Interactive Advertising
1. Hits 5. Net Promoter Scores
2. Page views 6. Net Volume
3. Visits
4. Unique visitors
Some of the companies providing measurement and evaluation services are
1. Nielsen 5.Forrester research
2. eMarketer 6.Audit Bureau of Circulations
3. Arbitron 7.Ranking.com
4. Lyris Inc.

21. Digital Convergence- Bright Side
Digital convergence refers to the convergence of four
industries into one conglomerate ITTCE (Information
Technologies, Telecommunication, Consumer Electronics,
and Entertainment)
The lines between entertainment, information, networking
and commercial messages are blurring

22. Click Fraud-Flip Side
Clicking on Internet advertising solely to generate illegitimate
revenue for the website carrying the ad- those doing the clicking
typically also get paid
A crime
Occurs when advertiser has a PPC agreement with a website
40% of the web advertisers claim they have been victims of click
fraud

23. Future of Advertising on New Media
1. Wireless technology delivery systems
2. Web launched video and audio
3. Emergence of location based mobile marketing
All these will lead to the “Digital Divide”.