EMarketing 101: Online Advertising

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E-Marketing 101 Online Advertising

• Presentation Panel Discussion
• Moderated by
• Philip Lewis
• Comcast Spotlight
• 703-583-4821
• Philip_Lewis_at_cable.comcast.com
• www.comcastspotlight.com

Panelists
Brian Clark Creating Results 703-494-7888
x29 Jim Halling Comcast Spotlight 240-482-1482 M
aggie Hatfield Big Lift Marketing 703-531-7363
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Internet Advertising - Strengths

• Marketers have embraced Interactive as an
  essential medium to reach and engage their
  consumers in more immersive brand experiences,
• Greg Stuart, President and CEO, IAB.

• Interactive advertising continues to prove
  itself as the most cost effective medium in
  driving sales and changing consumer attitudes

• "The Internet has the unique ability to collapse
  the business cycle for advertising, marketing and
  branding, making it more attractive for
  traditional advertisers,"
• Pete Petrusky, Director, Advisory Services,
  PricewaterhouseCoopers.

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Internet Advertising

• Banner Ads

• Video / Video Pre-Rolls

• Listings / Search Results

• Rich Media

39.22 billion in 2007 - 17.7 of all ad spending

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Buying Internet Advertising
1. CPM Cost Per Thousand Impressions
What is an impression?An impression is the
viewing of an advertising banner, link, or
product on the Internet.
NOT a CPC Cost per Click
CPM Budget x 1000 / Impressions i.e. 800 x
1,000 / 100,000 impressions 8 CPM Cost of
Campaign CPM x Impressions / 1000 i.e. 8 x
100,000 / 1000 800 Impressions Budget x
1000 / cpm i.e. 800 x 1000 / 8 100,000
Impressions
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Buying Internet Advertising
2. Fixed Position Placement You have exclusive
position with a banner ad in a fixed position on
a web site. No guarantees on the number of views
you banner will receive.
Online Shopping drives Offline Sales 16 of all
retail sales are directly influenced by the Web.
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How are banner ads served?
1,000,000 banners / mo 33,333 / day 1 out of
every 120 banners
Internet Company XYZ
500,000 banners / mo 16,666 / day 1 out of every
240 banners

• 123,000 million impressions each month in
  Washington, DC means an average of 4.1 Million
  Impressions / Banner ads required each day.

150,000 banners / mo 5,000 / day 1 out of every
800 banners
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Where will my ad be seen?
Every computer that communicates over the
Internet is assigned an IP address by an Internet
Service Provider that uniquely identifies the
device and distinguishes it from other computers
on the Internet.
Geo-Targeting of ads is based on your computers
IP Address.
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What Makes a Good Ad?
.51 CTR .04 CTR
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Online Advertising Resources

• Glossary of terms
• Google Ad Glossary
• Online Advertising Articles at Entrepreneur.com
• Online Advertising Discussion List
• Online Advertising Playbook

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Online Advertising Resources

• Free Emarketer Daily Newsletter
• Hidden Online Advertising Costs
• Google vs. Yahoo A Nonprofit's Advertising
  Comparison
• Wiser About the Web Businessweek, March 2006
• Best practice in online advertising