ONLINE ADVERTISING Bertille Davin Coline Ponsar Emeline Renard Lucie Boutte
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ONLINE ADVERTISING
Bertille Davin
Coline Ponsar
Emeline Renard
Lucie Boutte
HISTORY
1969: Creation of ARPANET the « first internet »
1978: The first e-mail Spam
1980: Creation of the World Wide Web
1994: First website HotWired
1996: The first interactive advertising
Lots of brands use online advertising as Nike
HISTORY
1998: Google developed the PPC (Payment Per Click)
2000: The pop-up began to popularize = rich media the Burst of the Dot.com
2004-2005: Facebook and Youtube
2005: Burst of Rich media
2007: Internet on mobile phones
SOCIAL EVOLUTION
SOCIAL EVOLUTION
PEOPLE START TO HAVE COMPUTERS IN THE HOUSE
BETTER COMMUNICATION = PERSONAL INFORMATION V
POSSIBILITY TO BUY ON INTERNET
CUSTOMERS INVOLVED, PARTICIPATION THROUGH BLOG, FORUM ECT.
INTERNET EVERYWHERE AND ANYTIME THANKS TO MOBILE PHONE
TECHNICAL PROFILE
DELIVERY METHODS
1. DISPLAY ADVERTISING Static, animated, flash display ads Leaderboards /Skyscrapers /Half page/Medium rectangles
• Frame ad : traditional banner This is the first form of web banners, easy to ignore
• The pop-up ads/ The pop-under ads
DELIVERY METHODS
• Trick banners: imitate some screen elements
• Floating ad : appears superimposed over the website’s content
DELIVERY METHODS
2. MOBILE ADVERTISING
• Mobile Web Banner • Mobile Web Poster • SMS advertising • MMS advertising • Advertising on games and mobile videos
3. EMAIL ADVERTISING
Consumer’s awareness about new product, direct link to a website, very cheap form of advertisement, reach target in few seconds
DELIVERY METHODS
SOCIAL NETWORK ADVERTISING
• Facebook: Ads tailored to gender, music taste... Right-hand side/ Newsfeed Advertisement
• YouTube: Display ad/ Overlay in video ads/ True View in-stream ads/ Non- shippable in-stream ads
COMPENSATION METHODS
• Pay Per Click (PPC) each time a web user clicks on the ad
• Pay Per Sale (PPS) percentage of sales created by a customer
• Pay Per Action commission for every visitor referred by the publisher to the advertiser and performs a desired action
• Fixed Price
CONSTRAINTS AND OPPORTUNITIES
CONSTRAINTS AND OPPORTUNITIES
● VIDEO
● MOBILE
● AD-EXCHANGE
● LOCALISATION SYSTEM
CONSTRAINTS AND OPPORTUNITIES
● TOO MUCH « PERSONALIZED »
● PRIVACY
● EFFECTIVENESS EVALUATION
●« MALVERTASING »
● SOFTWER ANTI-AD
MARKETING POSITIONING
MARKETING POSITIONING
AD SPENDING
TV is outpacing the rest of the market Internet is the only media that is increasing
MARKETING POSITIONING
DAILY TIME SPENT ON DIFFERENT MEDIA
Digital accounts for 57% of daily media time
MARKETING POSITIONING
COMPLEMENTARY OF THE INTERNET USAGE
All the other media use the internet as a new channel:
- TV shows replay
- Podcast
- Online newspaper
PERCEPTION OF THE ONLINE ADVERTISING
PERCEPTION OF THE ONLINE ADVERTISING
Source: Firefly – Millward Brown 2010
PERCEPTION OF THE ONLINE ADVERTISING
However if the message is original and new, some format can be interesting:
Source: Firefly – Millward Brown 2010
PERCEPTION OF THE ONLINE ADVERTISING
Advice for a successful Online Ad:
• BE CREATIVE
• CHOSE NEW, ALIVE AND INTERACTIVE FORMAT
• DIFFERENTIATE FROM OTHER MEDIA
PRO’S AND CON’S
PRO’S AND CON’S
P’ro’s
● Rapid positioning
● Targeted geographical spread
● It costs less
● Results come in real time
● Global domination
● Constant exposure
● Not limited to one format
● Viral Marketing
PRO’S AND CON’S
Con’s
● You can’t force viewership
● There’s not enough data to justify the ad space
● Too many choices
● Measurability
● Advertising overload
APPROACH OF SEVERAL COUNTRIES
APPROACH OF SEVERAL COUNTRIES
GLOBAL ADVERTISING COMPARISON
- Majority of consumers in the U.S, Germany, U.K and Australia find online ads annoying - Asian countries are more willing to have online ads, it’s more “all over the place” and “Eye catching” - Difference between U.S and Japan
APPROACH OF SEVERAL COUNTRIES
GLOBAL ADVERTISING COMPARISON
- In a general way, consumers don’t want Web banner ads, especially in United Kingdom (60%) and in Australia (58%)
- However, Japan’s consumers are the most willing to have banner ads
- To conclude, Web ads banner don’t work
APPROACH OF SEVERAL COUNTRIES
GLOBAL ADVERTISING COMPARISON
- Consumers want customization without giving up private information
- APAC, especially Japan, are less concerned than EU and U.S consumer
APPROACH OF SEVERAL COUNTRIES
WEBSITE BANNER ANALISIS
APPROACH OF SEVERAL COUNTRIES
● Higher frequency of words on banner ads in the U.S
● Asian banner ads tend to include visual images such as animation
● U.S ads are more focused on rational argument and hard-sell appeal
● Performance and special offers are major information cues in Japanese and Chinese banner ads
● Also celebrity endorsement, humour and above all more focused on price-value and quality
● U.S ads more complex or sophisticated messages
● Asian banner tend to use more symbolic and metaphoric appeals
CASE STUDIES
CASE STUDIES
• Create a want for customer to see the whole movie
• Customers share it, talk about it
CHANEL : Teaser on internet to promote new marketing campaign
https://www.youtube.com/watch?v=Z_avm8rKn-g
CASE STUDIES
ABERCROMBIE & FITCH
• Bad buzz on internet, loss of control
• Jes M. Baker prove that all « cool kids » come in all shapes and sizes
DEBATE
1. HOW OFTEN DO YOU USE THE INTERNET ?
2. WHAT DO YOU THINK OF INTERNET ADS ?
3. DO YOU THINK IT CAN COMPETE WITH OTHER TYPES OF ADVERTISEMENT ?
THANK YOU FOR YOUR ATTENTION
THANK YOU FOR YOUR ATTENTION !
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