Standard 4 The role of digital advertising is to increase sales or improve brand awareness Types of Ads Banner Imagebased advertisements that often appear in the side top and bottom sections of websites ID: 567566
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Slide1
Digital Advertising
Standard 4Slide2
The role of digital advertising is to increase sales or improve brand awareness.Slide3
Types of Ads
Banner
– Image-based advertisements that often appear in the side, top, and bottom sections of websites
Re-Targeting Ads
– Uses web users past web history to target with a specific
ad
Flash
Ad
-
Banner ad that uses flash design. Usually has an interactive
element
Mobile
Ad -
The ads that appear on smart phones, tablets, or any other mobile
deviceSlide4
Types of Ads
Ad Mob
Ads -
Ads that appear in mobile apps. Most of the time allowing an app to be free for
users
Email
Ad -
Advertisements sent to users through an
email
Above the
Fold -
Space on the page where an ad is placed that is visible without having to scroll
down
Pop
Ups -
Ads that pop up or under the web page being displayed. Usually open in a new smaller window.
Floating
Ad -
The ad appears in a layer over the content but is not in a separate window. The ad usually has a hard close button in the top right corner.Slide5
Payment Methods for Online Advertising
CPM -
Cost per
thousand -
The amount paid for 1,000 qualifying impressions. M means thousand in Roman Numerals.
CPC
– Cost per click-
The
amount paid every time someone clicks on an advertisement
CPA/CPL
-
Cost per
Action
or Cost per Lead- Cost paid when a desired action is taken by a user from the display of an ad. Such as signing up for a newsletter.
Flat
Rate -
Selling banner ads at a specific rate regardless of traffic.
CPE -
Cost per
Engagement-
advertisers pay for interactions with advertisements. Normally found in videos or apps. The ad usually starts with a roll over or click that expands the ad. It opens a game or video. The ad doesn’t take user away from webpage.Slide6
Payment Methods for Online Advertising
RTB
– Real Time Bidding- Buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load.
Programmatic
Advertising -
Machines buying ads based on criteria set by a company. There is no human interaction. A price can be set low or high for a specific target market. RTB is a form of this type of advertising.
Promotional
Mix
–
Advertising
, personal selling, publicity, and sales
promotionSlide7
Tactics To Get In Front Of A User
Ad
Networks - A
group of websites on which adverts can be purchased through a single sales entity (Google, Yahoo, Facebook)
Paid Search
Advertising -
R
efers
to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on.
PPC -
Pay
Per
C
lick
A
ds-
A
dvertisements
in which the cost is determined by the number of clicks an advertisement
receives
Google
Adwords
-
Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.Slide8
Tactics To Get In Front Of A User
SEO -
Search engine Optimization. The process of improving website rankings in search engines.
Paid Search
Advertising -
refers to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on.
PPC -
Pay
Per
C
lick Ads -
A
dvertisements
in which the cost is determined by the number of clicks an advertisement receives.
Sponsored
Results -
Search Engine results that are paid for by the
advertiser
Organic Search
Results -
Also known as natural results. Search results served by the search engine’s algorithm. The search engine does not charge website owners to list these results.Slide9
Online Ad Targeting Techniques
Contextual
Advertising -
T
argets
visitors based on keywords. The advertising system scans the website for keywords and matches ads to relevant pages. (When you see an ad for a sporting goods store or an online ticket broker appearing on a sports news page, that’s contextual targeting)
Behavioral
Advertising -
T
argets
visitors based on information that ad systems learn about internet browsing behavior such as pages visited, links clicked on, time spent on sites, and searches made.
Demographic
T
argeting
-
T
argets
ads to people based on demographic information such as their gender, age range, income, ethnicity,
etc.Slide10
Online Ad Targeting Techniques
Geographic
Targeting
- Allows
advertisers to target an ad to specific visitors based on their location – including country, city, postal code, and other locale information.
Keyword
T
argeting
- All
about targeting content that contains specific keywords. Twitter recently introduced keyword targeting for advertising, so visitors now see “Promoted Tweets” based on topics or key phrases they have tweeted about.
Time-Based
T
argeting
- enables
advertisers to serve up an ad to visitors at specific times of day and/or on specific days of the week.