emerging media

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EMERGING MEDIA ITIKA SINGH MBA 3 RD SEM MOTI LAL NEHRU INSTITUTE OF RESEARCH & BUSINESS ADMINISTRATION UNIVERSITY OF ALLAHABAD

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the new media which are beneficially used for the purpose of advertising..

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Page 1: Emerging media

EMERGING MEDIA

ITIKA SINGHMBA 3RD SEM

MOTI LAL NEHRU INSTITUTE OF RESEARCH & BUSINESS ADMINISTRATION

UNIVERSITY OF ALLAHABAD

Page 2: Emerging media

New Media Emerged in the latter part of the 20th century ;

Digitizing of content into bits ;

Having characteristics of being manipulated, networkable, dense, compressible, and interactive ;

Examples: Internet, websites, computer multimedia, computer games, cellular phone, CD-ROMS, and DVDs.

Page 3: Emerging media

HISTORY 1960s : connections between computing and radical art began to grow stronger

1980s : Alan Kay and his co-workers at Xerox PARC began to give the power of a personal computer to the individual, rather than have a big organization be in charge of this.

1991 : W. Russell Neuman (1991) suggests that whilst the "new media" have technical capabilities to pull in one direction, economic and social forces pull back in the opposite direction.

Douglas Kellner and James Bohman gave positive appraisals.

Lister et al. (2003) and Friedman (2005), have highlighted both the positive and negative potential and actual implications of new media technologies, suggesting that some of the early work into new media studies was guilty of technological determinism

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Media Of The New Millenium

Internet

Mobile Media

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Cellular Phone/ Mobile PhoneBrief History

1973: Martin Cooper, project manager at Motorola, invented a portable handset;1990s: cellular phones made a commercial debut in the mass market;1991: When 2G was introduced in Finland by Radiolinja (now Elisa) on the GSM standard, the digital technology introduced data services. SMS text messaging was the first such service with 2.4 billion active users of SMS in 2007.;six years from the launch of SMS until the first case of advertising would appear on this new data media channel, when a Finnish news provider offered free news headlines via SMS, sponsored by advertising

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MOBILE AS

MEDIA

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TYPES OF MOBILE ADS

Mobile Web Banner ( top of the page)

Mobile web Poster (bottom of the page banner)

SMS

MMS

Mobile Games

Mobile Videos

Page 8: Emerging media

INTERNET

COUNTRY REG. INTERNET USERS

COUNTRY REG. INTERNET USERS

CHINA 105 MALAYSIA 75

HONGKONG 175 PHILIPPINES 20

INDIA 28 SINGAPORE 175

INDONESIA 37 TAIWAN 165

JAPAN 1,650 THAILAND 55

SOUTH KOREA 175 USA 16,000

NET POPULATION OF DIFFERENT COUNTRIES (IN 000)

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BACKGROUNDOne person who helped make this possible was Bill Gross. As an Internet entrepreneur Gross developed various Internet advertising prototypes, one of which lead to the innovative search engines Goto.com, eventually named Overture. Overture was later revamped into a system that places various advertising links next to relevant search results and charging only for clicks, which was called Adwords. Adwords finally led to Google’s Adsense, which was a system that integrated sponsored links on various online newspapers already apart of the Google Network and thus began the alternative, emerging media. (Economist, 2006)

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ADVERTISING ON INTERNET

Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers

The internet has become an ongoing emerging source that tends to expand more and more. The growth of this particular media attracts the attention of advertisers as a more productive source to bring in consumers.

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Competitive Advantage over

Traditional AdvertisingImmediate publishing of information

and content

Efficiency of advertiser's investment

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T Y P E SFloating ad: An ad which moves across the user's screen or floats above the content.Expanding ad: An ad which changes size and which may alter the contents of the webpage.Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewedWallpaper ad: An ad which changes the background of the page being viewed.Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.

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Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.

Mobile ad: an SMS text or multi-media message sent to a cell phone.

Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. It uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in 2004, which then changed its name to Enliven in 2008.

Interstitial ad: a full-page ad that appears before a user reaches their original destination.

In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.

Page 14: Emerging media

Ad Server Market Structure

Vendor Ad viewers (millions)

Google 1,118

DoubleClick (Google) 1,079

Yahoo! 362

MSN (Microsoft) 309

AOL 156

Adbrite 73

Total 3,097

Given is a list of top Ad server vendors in 2008 with figures in millions of viewers published in an Attributor survey. Since 2008 Google controls estimated 69% of the online advertising market.

It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3.1 billion. The above survey was based on a sample of 68 million domains.

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Revenue ModelsThe three most common ways in which online advertising is purchased are CPM, CPC, and CPA.CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) is when advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement

CPC (Cost Per Click) or PPC (Pay per click) is when advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website.

CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance)[3] advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This model ignores any inefficiency in the sellers web site conversion funnel.

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Based on a new study that was revealed by Millward Brown’s Dynamic Logic at Advertising Week’s Mobile Media Summit, Mobile display advertising generally outperforms online display advertising. The study focuses on the important “do’s and don’ts” that are required for effective mobile advertising. The study also cautioned one against the re-purposing of online creative for mobile and put an emphasis on the importance of creative quality, something that has become vital  as mobile advertising’s novelty erodes

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REFERENCES

• exchange4media.com

•Wikipedia.com

•CMO.com

•Foundations of Advertising- S. A. Chunawala & K.C. Sethia