Media Planning: Advertising and IBP in DigitalInteractive Media 14 2012 Cengage Learning. All Rights Reserved. No Wires Means New Rules New technologies are changing digitalinteractive advertising opportunities: WiFi became popular in
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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?<br>
03
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<br>
04
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<br>
05
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<br>
06
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<br>
07
What type of portal is this? Latina.com 2002<br>
08
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 blog is a personal journal that is frequently updated, intended for public access, can be personal or professional<br>
09
Advertising on Digital/Interactive Media Internet Advertising Expenditures
1995 = $54.7 million
2004 = about $8 billion
2010 = estimated at $23 billion
Still only 6-8 percent of all media spending<br>
10
Advantages of Digital/Interactive Media Advertising Target Market Selectivity
Track users interaction with brand
Deliverability, Flexibility, Reach
Deliverability: 24/7
Flexibility: changed immediately
Reach: computers, mobile devices
Interactivity: click-through, purchase
Easy integration with other IBP tools<br>
11
Cost of Internet Digital/Interactive Advertising Reach and tracking capability have caused cost to rise
Banner at high traffic site = $100,000/day
CPM compares favorably with other media
But, segmented/motivated audiences are advantage<br>
12
Types of Digital/Interactive Internet Advertising Paid search
Search engine optimization (SEO)
Display/Banner ads
Sponsorship
Pop up/Pop-under
Splash screen Rich media/video and audio
Corporate/brand home pages
Widgets
Virtual Worlds
-Second Life
Video games<br>
13
Integrated Brand Promotion Tools and Digital/Interactive Media: Sales Promotion Coupons
Ease of distribution
Higher redemption rate
Contests and Sweepstakes
Coordinated with off-line programs
Partnerships are facilitated
Sampling, Trial Offers, Price-off deals
Offers made through pop-ups, email, website distribution<br>
14
Integrated Brand Promotion Tools and Digital/Interactive Media: Public Relations and Publicity Classic PR news dissemination
Highly targeted press releases
Global distribution is inexpensive and instant
Variety of Web organizations facilitate PR programs<br>
15
Integrated Brand Promotion Tools and Digital/Interactive Media: Direct Marketing / E-Commerce Email
Customized/target messages
Better with opt-in lists
Mobile marketing
Smartphone, MP3, laptop tablet message transmission
Video, TV reception and use by consumers
Surprisingly favorable consumer response
Virtual malls
Gateway to Internet storefronts
E-Commerce and Online Retailing
B-to-B as well as consumer commerce
Direct selling as well as promotion<br>
16
Integrated Brand Promotion Tools and Digital/Interactive Media: Personal Selling Seems like a contradiction
Digital/interactive communications facilitate process
Sales force can use email and social network sites to communicate to customers
Firm can forward brand inquiries to sales force<br>
17
Using Social Media for Advertising/IBP Social media use by consumers is huge and global
Demographics are broader, more diverse than expected
Big firms having some success
Does brand exposure at social network sites build brand awareness and affinity?
This is multi-billion dollar question<br>
18
Issues in Developing a Website Costs can be high
$1 million to develop
$4.9 million to launch
$1 million/year to maintain
Basic hardware and software is simple
Small firms can use small-business service firms at reasonable cost
B-to-B brands use websites effectively too<br>
19
Measuring the Effectiveness of Digital/Interactive Advertising and IBP<br>
20
Internet Data and Click Fraud<br>
21
Managing the Brand in an E-Community Social networks give consumers new ways of communicating with each other
Users form online “communities”
Dealing with brand communities is a challenge and a huge opportunity in a Web 3.0 world<br>
22
Brands can be built in E-Communities Courtesy of Collabrio.com<br>
23
Future of Digital/Interactive Advertising and IBP Introduction of new technologies such as wireless communication and web launched video/audio are new opportunities
Mergers and partnerships (Microsoft and Yahoo!?)
Merging traditional and new media with wireless communication technology for “broadcast web”
Potential of location based mobile marketing for advertising and IBP campaigns (e.g. Foursquare)<br>
