E-Commerce Course 4

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E-CommerceCourse 4

• Internet and advertising

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1- Is internet just a media like others?
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The role of various media
Attention
Interest
radio
Print
signs
Direct Marketing
Television
Action
Source Steve Golberg Microsoft
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The role of various media
Attention
Interest
radio
Print
signs
Direct Marketing
Internet
Television
Action
Source Steve Golberg Microsoft
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Basic measurement techniques

• Hits
• Hits/audit
• Audit with profile
• Clickstream (visits)
• Time spent on a site
• Purchases

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Advanced measurement techniques

• No of visits versus Unique visitors
• Cookies
• Electronic Passport
• All of the above techniques give more and more
  info about the profile of visitors

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2- How do you make money with advertising on the
net?
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It is harder than ever to finance a site only
with ads
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Many players but few profitable ones
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In 1999

• 75 of all ad revenus were made on 10 sites
• Vs. 68 in 1998
• Source (iAB)

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But as more and more consumers are seeking and
know about specialized sites

• Market segmentation
• Media fragmentation become a reality

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What about rates?
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Various methods

• barter 8
• Active or passive banner (CPM) 58
• Sponsor 29
• Referral 6 (Could go up to 53 by 2004)

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Examples

• http//home.netscape.com/ads/usrates.html

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