week-9 tutorial digital advertising by, dr. yuvaraj
TRANSCRIPT
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Week-9Tutorial
Digital Advertising
By,
Dr. Yuvaraj
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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
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Banner Ads
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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
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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
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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
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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.”
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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
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Ad title Ad
text
Display url
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Bidding Process
4
Targeting Population
sAdvert Creatio
n
Keyword Selectio
n
Bids and Budget
“Now, that’s product placement!”
3
2
1
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Bidding Process
4
Targeting
PopulationsAdvert
Creation
Keyword
SelectionBids
and Budget
3
2
1
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Daily Budget
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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
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Digital Advertising and Law
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Questions?
4504/21/23 Dr. Yuvaraj