Advertising Presentation

Advertising Presentation : 

Advertising Presentation Email, Display, and Video Types

Email Advertising: Definition and Types : 

Email Advertising: Definition and Types The use of email in marketing communications Short promotional emails alerting recipients to new products or services, events, projects, special offers, coupons, discounts etc. Information-rich email newsletters designed to inform, educate or entertain readers Hybrids of the two above Trigger emails

Email Advertising: Why Do It? : 

Email Advertising: Why Do It? Relatively low-cost   Often a high return on investment Enables the sending of targeted messages Drives visitors (and sales) to websites, but can also support sales through other channels Reinforces relationships, loyalty and trust

Email Advertising: Factors for Success : 

Email Advertising: Factors for Success Permission vs. Spam Value: valuable, relevant content Poor-quality email marketing has a much stronger downside

Email Advertising: Practical Issues : 

Email Advertising: Practical Issues Strategy List building Infrastructure Design Copywriting Deliverability Analysis Competing technologies Resource issues

Email Advertising: Legal Issues : 

Email Advertising: Legal Issues Anti-spam or email legislation Permission

Display Advertising: Defined : 

Display Advertising: Defined Can contain text, logos, photographs, etc. Appears on web pages in many forms, including web banners. Banners: static or animated images, as well as interactive media

Display Advertising: Purpose : 

Display Advertising: Purpose Widely used for branding  Provides information about thousands of products, services and businesses Helps to fund web content and services Enables advertisers to reach new customers, increase sales and grow their businesses

Display Advertising: Advantages Compared to magazines, newspapers and TV : 

Display Advertising: Advantages Compared to magazines, newspapers and TV Demographic and behavioral targeting Daily performance tracking to measure metrics

Display Advertising: Evolution : 

Display Advertising: Evolution 1994: a static, clickable image Now: often like mini-websites with complex animations, stunning graphics or videos, interactive and social elements

Display Advertising: Metrics : 

Display Advertising: Metrics Interaction time Cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers

Video Advertising: Definition : 

Video Advertising: Definition 2006: A commercial that may appear before, during, or after a variety of content Includes Broadband Video Commercials 2007-2008: In-Stream Video, In-Banner, and In-Text formats

Video Advertising: History : 

Video Advertising: History 1998: Mark Cuban and Todd Wagner sold Broadcast.com to Yahoo Windows Media Player, Yahoo’s Launch, The FeedRoom, and MSNBC 2005: Growth began to accelerate quickly

Video Advertising: Two Monumental Events : 

Video Advertising: Two Monumental Events Broadband upfronts by major media agencies: Starcom and Mediavest. First broadband upfronts in the history of advertising Starcom Mediavest becomes leader in video advertising 2006: Sale of YouTube to Google

Video Advertising: 3 Categories : 

Video Advertising: 3 Categories

Video Advertising: In-Stream : 

Video Advertising: In-Stream Linear Video Ad: similar to a TV commercial A traditional repurposed 15 or 30 second TV ad A purpose-built digital video ad product with inherent interactivity A full screen display ad or bumper ad viewed within a video player

Video Advertising: In-Stream : 

Video Advertising: In-Stream Non-Linear Video Ad: runs parallel to the video content Can be delivered as text, graphical ads, or as video overlays Overlays which are shown directly over the content video itself Product placements which are ads placed within the video content itself

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: In-Stream : 

Video Advertising: In-Stream

Video Advertising: Metrics : 

Video Advertising: Metrics Digital Video Ad Impression 2006: IAB’s Broadband Committee and Measurement Task Force developed a set of Broadband Video Commercial Measurement Guidelines

Video Advertising: Business Overview : 

Video Advertising: Business Overview Buyers: interactive and traditional ad agencies, major marketers, long-tail marketers, and resellers Most buying: interactive agencies on behalf of the major marketers Sellers: range from the largest portals and media companies to the most specialized user-generated content sites on the web.

Video Advertising: Business Overview : 

Video Advertising: Business Overview CPM-based pricing: the predominant model for buyers CPMs are based on a number of factors CPA and CPC models: the predominant measures for In-Text video advertising “Mom and pop shops” Accountability

Video Advertising: Industry Challenges : 

Video Advertising: Industry Challenges 3rd party ad serving not always supported Video ad length effectiveness not well understood Reporting discrepancies Online buying not similar to TV buying Many different video ad products available Different video player technologies Attribution of metrics and viewers