1、2022/3/121Marketing on the Internet”Beijing Institute of Technology Lecture 3: eMarketing (2)By Clare Sham2022/3/122Well cover Why online ad so attractiveForms of internet adScope of TargetingWhat is Rich mediaAd inventoryeCouponing / ePromotion / Loyalty ProgramViral Marketing2022/3/123Online Adver

2、tising - Why it is attractive to AdvertisersBest tool to track usersCollect transactional data on usersTargetingBehavior tracking & user profilingProvide direct & quantifiable link between advertising & salesInteractivityCost-EfficiencyVast user base2022/3/124 More Measurable & AccountableAnswers “w

3、hich half of advertising works.”lmeasure relationship between advertising & salesReal-Time Measurementldetailed performance reportslallows mid-campaign adjustment to increase effectiveness2022/3/125TrackingInternet provides better trackingData collection toolsServe as foundation for targetingTrack b

4、ehavior of usersTrack intent to purchase2022/3/126Role of CookiesCritical role in tracking usersA unique identifier Stored on a PC hard drive when user visit certain web siteAble to follow users trail of browsing, researching & transacting processKeep track of transactional data & intent of purchase

5、2022/3/127TargetingPsychographicslbased on user behavioral patternslcategories or clustersDemographicsluser provided demographic informationluser privacy assured2022/3/128TargetingUser Interestlsite categorieslspecific site or pagelkeywordGeographylcountrylstatelzipTargetingMicro Targetinglcompany n

6、ameldomain targetinglcompany sizelindustry typelSIC code targetingTech Targetinglhigh level domainleducation (.edu), government (.gov)loperating systemlbrowser typelservice provider2022/3/1210Who will advertise?Technology & telecom-related companiesConsidered Purchases lRequire research before purch

7、aseleg. Travel & automobilesHighly varied items & Services - large databaseleg. Job SearchElectronic Delivery Serviceleg. Financial services, insurance, credit card issuers2022/3/1211US Top Internet Advertising Categories in 1998Consumer26%Computing24%Financial Services15%Telecom11%New Media 9%Other

8、 15%l Source: Internet Advertising Bureau2022/3/1212Is Internet advertising about branding or direct response?2022/3/1213Direct marketers focus on lead generating responses.The “Click”Research Proves Branding Impact2022/3/1214Internet Advertising is a Combination of Media and Technology2022/3/1215Re

9、quest for Ad from AMSIP AddressCountryDomainCompanyBrowserOperating SystemUser ProfileBusiness UserNew YorkTargeted Ad isDelivered to Anonymous UserAd ManagementSoftwareHow Dynamic Advertising Works2022/3/1216What form does it take?BannerSide Frame / SponsorshipsPop-up WindowsInterstitialsPush Adver

10、tisementFree ISP Banner / Tool BarE-Mail2022/3/1217BannersBillboard-type ad placed at the top of a web pageWhen users click on it, users will be lead to advertisers web site.The most common form of online advertisement2022/3/1218Key Response Drivers:MessageFrequencyTargetingBuilding Traffic - Banner

11、 Ads2022/3/1219Side Frame / SponsorshipsGoal: putting ads in contextOffer strong identification of advertisers to user2022/3/1220Pop-up WindowsNew windows that can be closed immediately or used to request information or lead to transactions.Usually pop up when users enter a site2022/3/1221Interstiti

12、alsLarge, nearly full-screen ads that often appear on browsers as a new page is loading. Superstitials: lenhanced version of interstitials developed by UnicastlOffers media-rich technology2022/3/1222Push AdvertisementSimilar to a banner adIt follows user when user scrolls down the pageAlways in user

13、s view2022/3/1223 Free ISP Banner / Tool BarsFree ISPs offer Internet access in return for user informationEnable the free ISPs to target advertising based upon users characteristics2022/3/1224E-MailDirect mail on the InternetUsers may receive:l plain text, l text with links to a web site, l graphic

14、s l interactive features2022/3/1225Scope of TargetingRun-of-networkRun-of-channelRun-of-specific site2022/3/1226PlayersDouble-Click (DART for Advertisers)lOperates via Asiacontent in Asia24/7 Media (24/7 Connect)Engage (AudienceNet)lPlans to launch via CMGI AsiaAvenue A: No operations in Asia2022/3/

15、1227How advertiser evaluate website?Unique user : A unique browser (as identify by cookie) that visits (accesses) a website. If a user deletes the cookie, upgrades the browser, or use a different browser, a new unique user is countedAverage visit: The average number of times each unique user visits

16、a given site during a specified period of timeAverage visit Length: The amount of time a user spends in a website during a specified period of timeImpression: One ad served. Average Pageveiw: One download of a web page by a user. There can be multiple impressions in one pageAudience Profile2022/3/12

17、284 Types of Payment styleCPMlimpressions calculate by cost per thousandCPClClick-throughCPTlLead generationlRevenue Sharing when purchase2022/3/1229What is Rich Media?Anything that is not just a .gif:lHTMLlJavalFlash (flash.htm)lEnliven (enliven.htm)lVideo/Audio - Real NetworkslUnicastlDHTML (dhtml

18、cursors.htm; dhtmlsponsorships.htm; ctw/default.htm)lPop-Ups/Interstitials (inline.htm; popups.htm; superstitial.htm )2022/3/1230Why Rich Media?Brings Interactivity to AdslMeasurableNew = Better Response RatesBrand ImpactData Capture2022/3/1231The ResearchResponse IncreaselWired Study - 340% Increas

19、eIncrease in Brand PerceptionlWired Study 15% IncreaseIncreased Recalll60%+ Recall2022/3/1232Barriers To AdoptionReachlplug-inslbrowser types & systemsFile Size & BandwidthDifficulty of Creation/ManagementConsistent MeasurementSite Acceptance2022/3/1233Things To KnowInternet Advertising AgencylModem

20、 Media Poppy TysonlGrey InteractivelAPL DigitallBeyond InteractivelWeb ConnectionInternet Advertising NetworklDoubleClickl24/7lEngagelRealMedialAdMomentum2022/3/1234Things To KnowAd Management SoftwarelDoubleClick DARTlEngage AdKnowledgelRealMedia OpenAdStreamlAdForce2022/3/1235How to determine ad i

21、nventoryUnlike traditional medium, there is pre-determined ad inventory (eg. 10 of TVC per hour). For internet, inventory will only be created if there is a pageview generate by the userTherefore, how much inventory should I offer to a client ?lA sophisticated AdManagement Software should able to pr

22、oject the inventory available to sell during a certain period of time base on advertisers requirementslAlways check with your traffic manager before committing to the advertiser, and whenever possible, place booking immediately upon confirmation2022/3/1236eCouponing & ePromotionReports from Jupiter

23、Communicationsl74% internet purchaser buy online because lower pricesl49% motivated by online coupons to purchase product offlineSave Time! (thru “pull” sites & “push” email)Sweet Spot (high rates of return)2022/3/1237eCouponing & ePromotionRequire Registration informationOpt-in process (reach receptive audience)Targeting (self-described likes & dislikes from clickstream)2022/3/12