Week-9 Tutorial Digital Advertising By, Dr. Yuvaraj.

Week-9Tutorial

Digital Advertising

By,

Dr. Yuvaraj

AIDA is augmented in digital world

Interest

Awareness

Desire

Research Referral

Action

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Internet Advertising

Digital agencies offer services to address these trends through advertising:

1. Natural Search Engine optimisation 2. Contextual advertising (pay per click) 3. Conversion enhancement plans 4. Web analytics

Further details at: www.seotoolset.com

www.keyworddiscovery.com

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Banner ads (Double click) Standardized ad shapes with images Normally not related to content

Context linked ads (Google Ad Sense) Related to content on page

Search linked ads (Google Ad words) Related to search terms

Online advertising

Banner Ads

Keyword Matching

Exact match: keyword phrase equals search phrase Phrase match: keyword phrase appears in search (“red

roses” matches to “red roses for valentines”) Broad match: each word of keyword phrase appears in

search (“red roses” matches to “red and white roses”) Issues:

Tradeoff between relevance and competition How to handle spelling mistakes

Typical Parameters

Keyword Price in 3rd slot # of Keywords

$20-$50 2

$10.00 - $19.99 22

$5.00 - $9.99 206

$3.00 - $4.99 635

$1.00 - $2.99 3,566

$0.50 - $0.99 4,946

$0.25 - $0.49 5,501

$0.11 - $0.24 5,269

PPC of most popular searches in Google, 4/06

Typical Parameters

Keyword Top Bid

2nd Bid

mesothelioma $100 $100structured settlement $100 $52

vioxx attorney $38 $38student loan consolidation $29 $9

Bids on some valuable keywords

Bidding Process

4

Targeting Population

sAdvert Creatio

n

Keyword Selectio

n

Bids and Budget

3

2

1

“You don’t get it, Daddy, because they’re not targeting you.”

Bidding Process

4

Targeting Population

sAdvert Creatio

n

Keyword Selectio

n

Bids and Budget

“Here it is – the plain unvarnished truth. Varnish it.”

3

2

1

Ad title Ad

text

Display url

Bidding Process

4

Targeting Population

sAdvert Creatio

n

Keyword Selectio

n

Bids and Budget

“Now, that’s product placement!”

3

2

1

Bidding Process

4

Targeting

PopulationsAdvert

Creation

Keyword

SelectionBids

and Budget

3

2

1

Daily Budget

Internet Advertising

Digital consumers use digital channel for research even if they do not buy online (see report on local classifieds at:http://www.pewinternet.com/Reports/2009/7--Online-Classifieds.aspx)

“Engagement” and encouraging consumers to distribute content is a holy grail but hard to achieveSee Heineken example and commentary here:

http://interactivemarketingtrends.blogspot.com/2010/03/engaging-doesnt-mean-interactive.html

Viral cannot be created nor guaranteed – campaigns can only be optimised for viral

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Internet Advertising

A good example of an established brand using the web and social media as part of its wider advertising is Benetton

In My Time is a global casting which includes elements of online competitions, web voting and traditional advertising

The competition attracted 65,500 entries, wide media coverage and consumer engagement

http://casting.benetton.com/

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Benetton

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Benetton

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Benetton

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Benetton

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Benetton

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Benetton

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Benetton

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Internet Advertising

Print owners continue to struggle with digital advertising (only 20% of internet advertising is banner/display) and struggle to get click-though and demonstrate value.

By contrast, the contextual nature of search and the ROI of click- through means advertisers are buying leads not ads (see www.google.com/webmasters)

So advertisers want an integrated approach with social media publishing (typically via PR) and other digital engagement

(http://www.thisislondon.co.uk/standard-business/article-23823696-future-for-ad-industry-is-simples.do)

Cadbury’s Wispa campaign is an ongoing example of this approach

but raises ethical issues (need for disclosure under new ASA rules)

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Cadbury’s Wispa

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Cadbury’s Wispa

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Internet Advertising:Summary of Campaign Options

Campaign Aim Campaign Tools

Brand awareness Online ads, viral, content sponsorship

Enhance brand image and sentiment

Website, online ads, email marketing, online competitions, mobile competitions

Product trial Mobile, email marketing, online competitions, e-coupons and e-sampling

Brand loyalty Email marketing, website, online newsletters, social media and networking

Sales or lead generation Search marketing, online advertising

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Media Sponsorship

Broadcast media vehicles have been subject to sponsorship, with the US leading Europe and EU

Soap operas were radio and TV dramas sponsored by soap brands in the USA

TV remains tightly regulated, particularly in the EU State/public service broadcasters, the BBC in particular, have

an almost reverent view of the need for independence, particularly in the area of news

In the early days of television, for example it was seen as a breach of trust and independence for a news announcer’s face to be seen on the screen in case his facial expressions gave away emotion

In the US it was less clear who would pay for development of programmes. Who did pay?

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The regulator said "no" on 11 March 2009

ITV has suffered another regulatory blow after the Government said it will not allow product placement in home-made programmes despite the collapse in advertising

The commercial broadcaster, which reported losses of £2.7bn last week, said it will fight the decision which will mean that Boddingtons bitter on tap at the Rover's Return and Coca-Cola cans on the X-Factor will not become a reality

http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/4975232/ITV-suffers-placement-blow.html

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On 1 March, product placement became possible on UK television

In US and Australia, placement accounts for 5% of advertising spend (so could go as high as £170m in UK)

No rush of early deals and Ofcom suggests a figure of £25-30m

Products high in fat, salt and sugar (“beer, coke and crisps“) are not allowed under Ofcom rules

Broadcasters are not allowed to run product placement in children's programming, news and current affairs, religious and consumer advice shows

Revenues will have to be split between programme makers and media owners (issues of openness)

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Other Digitals

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Other Digitals

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Other Digitals

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Mobile Advertising

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Scale Large, complex system: keeping it running and improving it is a challenge

Advertising guidelines Detection and enforcement Regulatory issues

Fraud Credit card Click fraud

Advertiser relations

Business challenges

Digital Advertising and Law

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Questions?

4504/21/23 Dr. Yuvaraj