Online Advertising

1
Online Advertising

• Dr. Robert MooreSources 1) DoubleClick 2002
  Report2) Advertising on The Internet 2nd Ed Zeff
  Aronson

2
Email

• Viral Marketing
• Communications
• Newsletter Sponsorshipshttp//www.cbi.msstate.edu
  /faculty/rmoore/Fall2002/supportmaterials/newslett
  er.htm
• Discussion Lists
• Moderated vs. Non Moderatedhttp//www.cbi.msstate
  .edu/faculty/rmoore/Fall2002/supportmaterials/modl
  ist.htm
• Multiple Placement
• Direct E-Mail
• Opt In
• Spam

3
Barriers to Increasing Email Marketing Spending

• What are the factors that prevent you from
  allocating more of your marketing budget to email?

• Privacy issues

• Cus-tomers not online

• Lack of resources in-house capabilities

• Incon-sistent reporting

• Not enough housefile names

• Too expen-sive

• None of the above

• Too compli-cated

• Ineffec-tive

4
Email is Being Used to Fulfill All Marketing
Objectives Not Just Leads and Sales

• What is/are your objective(s) for each of the
  following marketing activities?

• New leads

• Information

• Retention

• Awareness

• Immediatesales

• Upselling

5
More Than Three-Fourths of Companies are
Developing In-House Email Lists

• In which types of Email Marketing do you
  participate?

• House lists

• Third party opt-in lists

• Other companies lists

6
Email House Lists Are Primarily Used for
Retention While Purchased Lists are Used for
Acquisition
New Leads/customers Immediate sales Customer
retention/ Upselling

• What is your objective(s) for each of these
  specific email marketing activities?

Third party opt-in lists
House lists
Other companies lists
7
Email Measurement Perceived to be Highly Effective

• How would you rate the effectiveness of your
  marketing measurement tools for each of these
  activities?

• Promotions/ coupons

• Email

• TV (general)

• Online (excluding email)

• Trade shows

• Print advertising

• Direct mail

Among those who have measurement tools in place
8
Majority Expect Email Marketing Budgets to Grow

• Over the next 12 months, what do you expect your
  email marketing budget to do?

Decrease
Stay the same
Increase
9
Email and Online Marketing Expected to Increase
Relative to Other Communications

• What changes in budget allocation do you expect
  in 2002 vs. 2001?

• TV (general)

• TV (DR)

• eMail

• Channel marketing

• Online

• OOH

• Displays

• Print

• Radio

• Promotions/coupons

• PR

• Trade shows

• Tele-marketing

• Direct mail

• Catalogs

10
On The Web

• Banners
• Static
• Animated
• Interactive
• HTML
• Rich Media

11
Banners

• Standardized Size
• Allows designers to layout page by knowing the
  size and placement of ads through a series of
  pages to allow a consistent look.
• www.iab.net

12
Static Banner Ad
Animated Banner Ads
13
Static Banner Ad
Buttons aka Sponsors
14
Interactive BannerHTML Based
http//docs.yahoo.com/docs/advertising/ops/banner_
html.html
15
http//www.macromedia.com/resources/richmedia/exam
ples/banners/
16
Online Advertising

• Buttons or sponsors?
• Text Links

17
Online Advertising

• Interstitials
• Pop-ups
• Pop-unders
• Smaller than a full page
• Should not preempt content
• Interactive
• Congruent
• Real Audio
• www.Unicast.com

18
Online Advertising as Widely Used as TV, Email
Nearly as Popular as Radio

• In which of the following activities does your
  company (or product/brand) participate?

• Print advertising

• Public relations

• Promotions/ coupons

• Trade shows

• Radio advertising

• Retail displays

• Email marketing

• Channel marketing

• Tele-marketing

• TV (direct response)

• Direct mail

• Online (non-email)

• TV (general)

• Catalogs

• Out of home

19
Marketers Use Online Advertising Primarily for
Awareness and Acquisition Not Direct Response

• What is/are your objective(s) for each of the
  following marketing activities?

• Building brand awareness

• Acquiring new leads/registrants/customers/ clients

• Driving immediate sales

• Driving retention/building stronger relationships
  with existing customers/clients

• Providing company or product information

• Upselling to existing customers/ clients

20
SEO and Keyword Searches are Almost as Prevalent
as Banner Advertising

• Which of the following online advertising
  vehicles do you use?

• Banner advertising

• Search engine optimization

• Keyword search

• Online sponsor-ships

• Rich media

• Referrals/ online affiliate programs

• Sweep-stakes

• Interstitials, superstitials, pop-ups, or
  pop-unders

• Classifieds

21
Barriers to Increasing Online Advertising Spending

• What are the factors that prevent you from
  allocating more of your marketing budget to
  online advertising?

• Ineffective

• Low reach

• Incon-sistent reporting

• Customers online

• Privacy issues

• Too expensive

• None of the above

• Too compli-cated

22
Over Half of Companies Have Measurement Tools in
Place for Online Advertising and Email

• For which of the following marketing activities
  do you currently have measurement tools in place
  to evaluate effectiveness?

• Online (non-email)

• Tele-marketing

• Channel marketing

• Out-of-home

• Trade shows

• Retail displays

• Public relations

• TV (general)

• Promotions

• TV (DR)

• Email

• Print

• Direct mail

• Radio

• Catalogs

23
Online Advertising

• Measuringwhat?
• Consumer Centric or Site Centric?
• CTR Length of Visit
• Hit Page viewed first
• Impression Path
• Log File Browser Used
• Page View Referring URL
• Visitor Exit Page
• Unique Visitor Awareness

24
Online Advertising

• Pricing
• CPM Cost per thousand Impressions
• Ad Networks
• CTR Click Through Rate
• Flat Fee
• Testing
• Time of Day
• Variations in offer/copy/format

25
Other Promotions

• Coupons
• Trial
• Contestswww.marketingterms.comwww.adage.com
  Interactive News Section