Parties in an Advertising Ecosyste m An Introduction to Online Advertising by MindTree Limited c2010 httpwwwslidesharenetsuhasmallyaonlineadvertisinganintroductionandoverview Pricing Models ID: 660198
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Slide1
Advertising OverviewSlide2
Types of paid adsSlide3
Parties in an Advertising Ecosystem
"An Introduction to Online Advertising" by
MindTree
Limited c2010, http://www.slideshare.net/suhasmallya/online-advertising-an-introduction-and-overviewSlide4
Pricing Models
"An Introduction to Online Advertising" by
MindTree
Limited c2010, http://www.slideshare.net/suhasmallya/online-advertising-an-introduction-and-overviewSlide5
TREND: Programmatic Advertising
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically
.
Cheaper
More efficient
Always onSlide6
Display Ads: Ways to target and narrow your audience
Context
: Based on what
content is on the webpage
Behavioral
: Based on what the
web user
has been doing
online
Retargeting:
Ads shown to those who have already visited your site
Interest categories:
What the user is interested in
Geographic and language:
Where the user is located and preferred language
Demographic
targeting (age and gender)
Placement
(above the fold advertising)
Ad Scheduling
(Day and hours)
Frequency
capping (# of times a viewer sees your ad)
Exclusions
(not show on your competitors site or not next to certain types of content)Slide7
behavioral
Contextual Slide8
Ways to target and narrow your audience
Context
: Based on what
content is on the webpage
Behavioral
: Based on what the
web user
has been doing
online
Retargeting:
Ads shown to those who have already visited your site
Interest categories:
What the user is interested in
Geographic and language:
Where the user is located and preferred language
Demographic
targeting (age and gender)
Placement
(above the fold advertising)
Ad Scheduling
(Day and hours)
Frequency
capping (# of times a viewer sees your ad)
Exclusions
(not show on your competitors site or not next to certain types of content)Slide9
Retargeting
Companies use search data from cookies (web code) to retarget consumers already looking for their products.Slide10
Issues with Retargeting
Frequency
– A single search doesn’t mean they want to see your ad everywhere
Burn code/burn pixel:
If they’ve already purchased, why waste money on a converted customer?
Segmentation:
Are you showing them exactly what they looked at (e.g., women’s boots vs men's coats)
View-through conversion tracking:
Did seeing the ad make them buy, even if they didn’t click?Slide11
Display Trend: Video Ads
“A year or two from now, we think Facebook will be mostly video
,”
–
Facebook’s
head of ad product Ted Zagat
during a panel
at Variety’s
Entertainment and Technology Summit in Los Angeles
Wednesday, September 14, 2015.
http://variety.com/2015/digital/news/facebook-exec-facebook-will-be-mostly-video-soon-1201595182/Slide12
http://www.iab.net/media/file/midyear2015digitaltrendreport.pdfSlide13
http://www.iab.net/media/file/midyear2015digitaltrendreport.pdfSlide14
http://www.iab.net/media/file/midyear2015digitaltrendreport.pdfSlide15
Native Ads
Serialized content
Meme jacking
Sponsored playlists
Sponsored stories Slide16
Native Ads—Ethical Question