Media Planning: Advertising and IBP in

Transcript:Media Planning: Advertising and IBP in:
Media Planning: Advertising and IBP in Digital/Interactive Media 14 ©2012 Cengage Learning. All Rights Reserved. No Wires Means New Rules New technologies are changing digital/interactive advertising opportunities: WiFi became popular in 2004 because it provided wireless Internet access connections reaching out about 300 feet. WiMax is similar to WiFi in that both create wireless “hot spots” but iMax has a range of 25-30 miles! Mi-Fi is similar to WiMax but adds the capability of accessing the Internet while the user is moving in a car or a train. Ultrabroadband is a technology that will allow people to move extremely large files quickly over short distances. Technology now provides the option for podcasting, tablet, and smartphone advertising—but will consumers accept the intrusion? Role of the Digital/Interactive Media in the Advertising and IBP Process Internet will not replace traditional media Advertisers have discovered ways to use digital/interactive as a key component of integrated brand promotions Auction sites provide small businesses with new opportunities Web 3.0 (social networking) offers a whole new way of communicating The (R)evolution of the Internet Connected consumer experience: community, empowerment, liberation Connected consumers desire to control their information flow In 1994 advertisers began venturing on the Internet, retreated in 2000 and returned in 2004 At present: 1.8 billion users worldwide Ad revenues of $40 billion by 2012 Using Internet Digital/Interactive Media: The Basics Email Common communication option for marketers Consumer resistence is lessened by “opt-in” consent Spam is a plague, but can achieve 3-5 percent response rate The WWW An electronic graphical interface with 24 hour access Developed originally for military use Consumers actively/voluntarily search for information The Web is a vast library Surfing is gliding from page to page Search engines allow surfing by key words Portal A Portal is a starting point for Web access and search and channeling surfers to particular sites Portals can be general—serving cross sectional interests of surfers, like Yahoo! Portals can be vertical—serving specialized markets, like Jobster Portals can be horizontal—providing links across many industries, like Verticalnet Portals also can be ethnic or community based, like Latina Online What type of portal is this? Latina.com 2002 Websites and Blogs A website is a collection of Web pages, images, videos and other digital content A “mash up” is the combination of one or more websites in to a single site A personal website can be created by individuals to highlight interests/lifestyle A