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8/9/2019 Advertisement in E-Commerce

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ELECTRONICCOMMERCEMKTMAN8 Presentation

TTh 12:30 2:00


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SIDEBAR AD

A si%e!ar a% is si'i,ar to a !anner a%# !)t itis &erti5a,,( oriente% rather than hori9onta,,(.A t(*i5a, si%e!ar a% has a 5,i5 thro)"h rate

o+ 1 *er5ent ;10 5,i5 s *er 1#000i'*ressions<A%&ertisers i,, t(*i5a,,( *a( 61.00 to 61.70*er 1#000 r)n o+ site i'*ressions +or si%e!ar

a% *,a5e'ent.


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POP UP AD

Anno( 'an( )sers !e5a)se the( 5,)tter )*the %es to* an% ta e ti'e to 5,ose.M)5h 'ore e e5ti&e than !anner a%s.

A&era"e 30 5,i5 s *er tho)san% i'*ressions. T(*i5a,,(# a *o* )* a% i,, *a( the -e! site+o)r to 10 ti'es 'ore than a !anner a%s.

That is h( (o) see so 'an( *o* )* a%s onthe -e! to%a(.


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FLOATING AD

These are a%s that a**ear hen (o) rst "o to a -e!*a"e# an% the( $?oat$ or $?($ o&er the *a"e +or an( here+ro' 7 to 30 se5on%s.-hi,e the( are on the s5reen# the( o!s5)re (o)r &ie o+

the *a"e (o) are tr(in" to rea%# an% the( o+ten !,o5'o)se in*)t as e,,. The hi"h 5,i5 thro)"h rate 'eans that a%&ertisers i,,*a( a ,ot 'ore +or a ?oatin" a% an( here +ro' 63 to630 *er 1#000 i'*ressions %e*en%in" on the a%&ertiser

an% the a%s.


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UNICAST AD

A @ni5ast a% is !asi5a,,( a TV 5o''er5ia, that r)ns in a*o* )* in%o .

The a%s 5an ,ast an( here +ro' 10 to 30 se5on%s.7 *er5ent 5,i5 thro)"h rate ;70 5,i5 s *er 1#000

i'*ressions o+ the a%< is not )n5o''on.>e5a)se @ni5ast a%s ha&e !ran%in" *o er an% !e5a)se*eo*,e 5,i5 on the'# 630 *er 1#000 i'*ressions is a5o''on rate *ai% to -e! sites.


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TYPES OF ADS

Create a%&ertise'ents !( &isitin"=5reate 5ontent= on (o)r e!site an%5hoosin" = a%&ertise'ent= as the5ontent t(*e in here 5an !e:

1. TeBt2. I'a"e3. ,ash


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TEXT ADS

TeBt a%s are &er( si'*,e# re )irin" that (o) ,, o)t on,( 3e,%s o+ in+or'ation.Destination @RL here (o) ant *eo*,e to !e re%ire5te%hen the( 5,i5 on (o)r teBt a%s.

The hea%er that ,in s to the Destination @RL.ina,,(# (o) nee% to s*e5i+( the !o%( o+ (o)r a%s.


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IMAGE ADS

I'a"e a%s %e*en% on the %)a, 5ore@*,oa% 'o%),e +or 'ana"in" thea5t)a, i'a"es.-e nee% to s*e5i+( the Destination@RL here (o) ant *eo*,e to !ere%ire5te% hen the( 5,i5 on (o)r

i'a"e a%s.


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AD STAT!S

Pen%in" state is one that has re5ent,(!een )*,oa%e% an% is aitin" to !ea**ro&e% !( a *ri&i,e"e% )ser.

A**ro&e% state is one that has !eena**ro&e% !( a *ri&i,e"e% )ser !)t is nota5ti&e,( !ein" %is*,a(e%# the a% 5o),% !eaitin" on an a)to a5ti&ation e&ent.A5ti&e state is !ein" a5ti&e,( %is*,a(e%.O ine state is a**ro&e% !)t is 5)rrent,(


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ADVERTISEMENT METHODS

1. >annerMost 5o''on,( )se% +or' o+ a%&ertisin"On a -e! *a"e# a "ra*hi5 a%&ertisin" %is*,a( ,in e% to thea%&ertiserFs -e! *a"eContains a short teBt or "ra*hi5a, 'essa"e to *ro'ote a *ro%)5t

•. Ke( or% >anners

>anner a%s that a**ear hen a *re%eter'ine% or% is )erie% +ro'a sear5h en"ine.

•. Ran%o' >anners>anner a%s that a**ear at ran%o'# not as the res),t o+ the )serFs

a5tion.


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*Banner Swapping

An a"ree'ent !et een t o 5o'*anies to ea5h %is*,a( the otherFs!anner a% on its -e! site.

*Banner ExchangesMar ets in hi5h 5o'*anies 5an tra%e or eB5han"e *,a5e'ent o+!anner a%s on ea5h otherFs -e! sites.

2. Po* )* A%An a% that a**ears in a se*arate in%o !e+ore# a+ter# or %)rin"Internet s)r n" or hen rea%in" e 'ai,.


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3. Po* )n%er A%An a% that a**ears )n%erneath the 5)rrent !ro ser in%o # so henthe )ser 5,oses the a5ti&e in%o the a% is sti,, on the s5reen

G. S*,ash S5reen H Interstitia, A%An initia, -e! site *a"e or a *ortion o+ it that is )se% to 5a*t)re the)serFs attention +or a short ti'e hi,e other 5ontent is ,oa%in" or to te,,hat in% o+ !ro ser or so+t are the( nee% to &ie the site.

7. S*ot Leasin"Sear5h en"ines *ro&i%e s*a5e ;s*ot< in their ho'e *a"e +or ,easin"D)ration %e*en%s )*on 5ontra5t a"ree'ents


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8. @ni&ersa, Reso)r5e Lo5ators ;@RL<A +ree a%&ertisin" too, )se% !( s)!'ittin" a @RL to a sear5hen"ine an% !e ,iste%

. Sear5h En"ine O*ti'i9ation The *ro5ess o+ a e5tin" the &isi!i,it( o+ a e!site or a e! *a"ein a sear5h en"ineFs sear5h res),t

10. E Mai,

11. A%&ertisin" in Chat Roo's# >,o"s# an% So5ia, Net or s


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ADVERTISEMENT STRATE IES

PASSIVE P!"" STRATE Y E e5ti&e an% e5ono'i5a, hena%&ertisin" to o*en# )ni%enti e%*otentia, 5)sto'ers or,% i%e.o e&er# there are so 'an( -e! *a"es*en to a,, 5)sto'ersJ there is a nee% +ora %ire5tor( that 5an ")i%e 5)sto'ersFtar"ete% sites.


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A#TIVE P!SH STRATE Y

I+ 5)sto'ers %o not &isit the'er5hants sites &o,)ntar(#'er5hants nee% to a5ti&e,(a%&ertise to the tar"ete%5)sto'ers.One o*tion is sen%in" e'ai,s tore,e&ant *eo*,e.


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ASSO#IATED AD DISP"AY STRATE Y

-ith a !anner# a %is*,a( 'a( !eor"ani9e% in%e*en%ent,( o+ ho rea%sit an% hen is rea%.

I+ the 'er5hant 5an i%enti+( the *ersonan% the 5hara5teristi5s o+ a55esse%*a"es# %is*,a(in" an asso5iate% a% 5an

!e a &er( e e5ti&e a%&ertise'ent.


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IMP"EMENTIN THE STRATE IES$#!STOMI%IN ADS

There is too ')5h in+or'ation on theinterest +or 5)sto'ers to &ie .i,terin" the irre,e&ant in+or'ation !(*ro&i%in" 5)sto'i9e% a%s 5an !e a( tore%)5e the in+or'ation o&er,oa%.

The so+t are One to One a,,o s thera*i% 5reation an% a,teration o+ se5)rean% ro!)st &isitor 5entri5 e!sites.


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P!SH TE#HNO"O Y

P)sh te5hno,o"( a,,o s the %ire5t%e,i&er( o+ in+or'ation to anin%i&i%)a,Fs 5o'*)ter %es to*.


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IMP"EMENTIN THE STRATE IES$#OMPARISON ADS AS A MEDI!M OF ADVERTISEMENT

C)sto'ers nee% to 5o'*are 'an(a,ternati&e *ro%)5ts an% ser&i5esCo'*arisons ith 5o'*etiti&e&en%ors !( *ro&i%in" in+or'ation+or the a%s


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P!SH TE#HNO"O Y ANDINTE""I ENT A ENTS

Push-Pull Technology C)rrent,(# one o+ the 'ost +ashiona!,ete5hno,o"ies ithin the Internet is P)sh

te5hno,o"(.Contrar( to the P),,= or,% o+ e! *a"eshere )sers re )est %ata +ro' another*ro"ra' or 5o'*)ter# &ia a e! !ro ser#P)sh ena!,es ser&i5es to !e tar"ete% atthe )ser# itho)t the' ha&in" to initiatethe in+or'ation 5o,,e5tion a5ti&it(.


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A,,o s (o) to !e5o'e an inte"ra, *art o+(o)r 5)sto'ers %ai,( ,i&es !( en+or5in"(o)r !ran%s an% ser&i5es %ire5t,( tothe' e&er( %a(.P)sh a'*,i es an% eBten%s (o)r5)rrent -e! *resen5e hi,e *ro&i%in"

ne an% &a,)a!,e ser&i5es.

PUSH-PULL TECHNOLOG


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INTELLIGENT AGENTS

It is 5o,,e5tin" in+or'ation a!o)t 5)sto'ers. The *)r*ose o+ s)5h 5o,,e5tions is to 5reate a5)sto'erFs *ro ,e.

I+ the 5o'*an( no s the *ro ,e# it 5an tai,oran a% to the 5)sto'er or as the 5)sto'er i+he or she o),% ,i e to re5ei&e *ro%)5tin+or'ation.

This t(*e o+ a"ent is 5a,,e% product brokering.


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HOW "AR E IS THE MAR&ETFOR E'#OMMER#E(

On ,ine retai, sa,es ere 'ore than 62 !i,,ionsin 1 an% are eB*e5te% to rea5h 61 !i,,ionsin 2001.

On ,ine !)siness to !)siness sa,es ere 68!i,,ions in 1 an% are eB*e5te% to rea5h632 !i,,ions !( 2002. ;+ro' orresterResear5h 4an ee ro)* 1 <

The *er5enta"e o+ re&en)e o!taine% in!)siness to !)siness sa,es on the Internet iseB*e5te% to in5rease +ro' 17 in 1 toG2 in 2000. ;+ro' a'!re5ht Q)ist s)r&e(1 <


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ESSENTIA" F!N#TIONS OFMAR&ETS AND A ENTS

4annis >a os ;CACM 1 8< has i%enti e% the +o,,o in"essentia, +)n5tions o+ a 'ar et:1. 'at5hin" !)(ers an% se,,ers ;%eter'ination o+

*ro%)5t o erin"s# sear5h o+ !)(ers +or se,,ers an%

se,,ers +or !)(ers# *ri5e %is5o&er(


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STA ES OF #ONS!MER B!YIN BEHAVIORAND REPRESENTATIVE A ENTS

1. I%enti 5ation o+ nee%.2. In+or'ation retrie&a, an% *ro%)5t !ro erin".

EBa'*,es: Persona,Lo"i5# ire?(.3. >ro erin" o+ 'er5hant.

EBa'*,es: >ar"ain n%er +ro' An%erson Cons),tin"# EB5ite=s an"o.G. Ne"otiation.

EBa'*,es: Kas!ah an% Tete a Tete ;MIT Me%ia La!ot;@ni&ersit( o+ Mi5hi"an


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E#ONOMI#S AND EFFE#TIVENESS OF ADVERTISEMENT

Metho%s +or 'eas)rin" a%&ertise'ent#5on%)5tin" 5ost !ene t ana,(sis# an% +or *ri5in"a%s:

1. EB*os)re 'o%e,s that are !ase% on CPMsCPM stan%s +or the 5ost *er tho)san% *eo*,e.CPM 5har"ers on the -e! &ar( i%e,(# on

a&era"e the( ha&e !een at hi"her ,e&e,s thanthe( are in 'ost other 'e%ia !e5a)se o+ s'a,,s)**,( o+ hi"h,( tra 5 e% -e! sites.


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Metho%s +or 'eas)rin" a%&ertise'ent# 5on%)5tin" 5ost !ene tana,(sis# an% +or *ri5in" a%s:

2. C,i5 thro)"h

The *a('ent +or a !anner a%&ertise'ent is !ase% on then)'!er o+ ti'es a &isitor a5t)a,,( 5,i5 s on it.Do)!,eC,i5 In5. re*orts that on,( G o+ &isitors eB*ose% tothe !anner a%&ertise'ent the rst ti'e 5,i5 on thea%&ertise'ent.

Pa('ent !ase% )*on 5,i5 thro)"h ")arantees not on,( thatthe &isitor as eB*ose% to the !anner a%&ertise'ent !)ta5ti&e,( %e5i%e% to 5,i5 an% !e5o'e eB*ose% to the tar"eta%&ertise'ent ; o 'an No&a # 2000


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Other Metho%s:1. The )se o+ the "ross n)'!er o+ &isits as a *ossi!,e

'eas)re o+ e e5ti&eness is a,so ina%e )ate.2. The n)'!er o+ )ni )e )sers at a site %)rin" a

s*e5i 5 ti'e 5an !e 5a,5),ate% !( re5or%in" so'e+or' o+ )ser re"istration or i%enti 5ation.3. Man( a%&ertisers 5har"e a Be% 'onth,( +ee#

re"ar%,ess o+ the tra 5.

G. An interestin" a**roa5h is to ,et the 'ar et%eter'ine *ri5es.


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ON"INE #ATA"O S

A 5ata,o")e o+ "oo%s +or sa,e that is%is*,a(e% on a 5o'*)ter s5reen an% +ro'hi5h (o) 5an or%er "oo%s )sin" (o)r5o'*)terInternet !ase% *resentation o+ a set o+ ite'sa&ai,a!,e +or *)r5hase# in5,)%in" %es5ri*tion#*ri5e# an% or%erin" in+or'ationJ

A,so 5a,,e% 5(!er 5ata,o"# e,e5troni5 5ata,o"#an% e! 5ata,o".


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ON"INE #ATA"O S

O!Ue5ti&e is to a%&ertise an% *ro'ote *ro%)5tsan% ser&i5es# hereas the *)r*ose to the5)sto'er is to *ro&i%e a so)r5e o+ in+or'ationon the *ro%)5ts an% ser&i5esCan !e 5,assi e% a55or%in" to %i'ensions:1. The %(na'i5 o+ the in+or'ation *resentation2. The %e"ree o+ 5)sto'i9ation3. The %e"ree o+ inte"ration o+ 5ata,o"s ith

!)siness *ro5essess


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1. I'*ro&e% *ro5essin" an% ,o er a%'inistrati&e5osts

2. I'*ro&e% re,ia!i,it(# )*%atin" an% re,e&an5e o+Pro%)5t %ata in 5ir5),ation

3. E,i'ination o+ ti'e s*ent in*)ttin" Pro%)5t %ataG. e er non )a,it( 5osts re,atin" to in*)t errors7. S)!stantia, 5ost re%)5tions +or %ata *ro5essin"

o*erations. Ti'e sa&in" ith res*e5t to %ata eB5han"es. I'*ro&e% or%erin" *ro5e%)res ;e *ro5)re'ent

s(ste'<

8. Si'*,i e% s)**,ies 'ana"e'ent ;e *ro5)re'ents ste'


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Is a 5ata,o" asse'!,e% s*e5i 5a,,( +ora 5o'*an(# )s)a,,( a 5)sto'er o+ the5ata,o" o ner.

It 5an !e tai,ore% to in%i&i%)a,sho**ers in so'e 5ases as e,,.

#!STOMI%ED #ATA"O


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E-CATALOG E A!"LE


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SPE#IA" ADVERTISEMENTTOPI#S2. A)%itin" an% Ana,(9in" -e! Tra 5

It is i'*ortant to no that the n)'!er o+ hits#5,i5 thro)"hs# or other %ata are ,e"iti'ate !e5a)sethe *otentia, 'ani*),ation o+ %ata is ,ar"e.

An i'*artia,# eBterna, ana,(sis an% re&ie is 5r)5ia,to a%&ertisers to &eri+( the a55)ra5( o+ the *a"e

i'*ression 5o)nte% !( the site.


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SPE#IA" ADVERTISEMENTTOPI#S3. Lo5a,i9ation

Is the *ro5ess o+ 5on&ertin" 'e%ia *ro%)5ts%e&e,o*e% in one 5o)ntr( to +or' 5),t)ra,,(an% ,in")isti5a,,( a55e*ta!,e in 5o)ntrieso)tsi%e the ori"ina, tar"et 'ar et.

As*e5ts in5,)%e: #eb page trans$ation%Loca$i&ation 'ro( custo(er pre'erences% etc.


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SPE#IA" ADVERTISEMENTTOPI#SG. MaUor -e! A% P,a(er ;5ont.<

Tra 5 Meas)re'ent an% Ana,(sis Co'*anies A%&ertisers nee% to U)sti+( an% &eri+( the in&est'ent

the( 'a e in or%er to &a,i%ate a%&ertisin" 'e%ia !)(s.

Net or sHre* r's Co'*anies that *ro&i%e &a,)e a%%e% ser&i5es +or e!

a%&ertisers an% *)!,ishers !( !ro5 erin" the %istri!)tion o+a%&ertise'ents an% o&erseein" their %e,i&er(.


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SPE#IA" ADVERTISEMENTTOPI#SG. MaUor -e! A% P,a(er ;5ont.<

Or%er Pro5essin" an% S)**ort

5o'*anies that *ro&i%e o)tso)r5in" ser&i5esto Internet *)!,ishers an% ser&i5e *ro&i%ers.


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