eMarketing: The Essential Guide to Marketing in a Digital World Online Advertising What you’ll learn The various business objectives you can meet with online advertising All about the various ad formats, payment models and ad types available How and where to publish your adverts How to run an online advertising campaign step by step

Online advertising Purpose: Increase sales Improve brand awareness Raise share of voice in the marketplace What is online advertising? Display adverts found on websites Adverts on search engine results pages Adverts placed in emails Adverts on social networks Other ways advertisers use the Internet Can be placed almost anywhere on the web and can consist of images, text, videos, interactive elements, and even games.

Online advertising All interactions with the advert itself can be tracked: Impressions and clicks received, post-click-and-view data Unique users reached This data can be used to make sensible, effective business decisions What is online advertising? Display adverts found on websites Adverts on search engine results pages Adverts placed in emails Adverts on social networks Other ways advertisers use the Internet Can be placed almost anywhere on the web and can consist of images, text, videos, interactive elements, and even games.

Online advertising objectives Building brand awareness Creating demand Satisfying demand Driving direct response and sales

Why is online advertising unique? Able to drive instant sales and conversions Advert to merchant in one easy click Highly trackable and measurable Target adverts Track and gauge efficacy accurately Online advertising is able to drive instant sales and conversions. Unlike other advertising mediums, the consumer can go from advert to merchant in one easy click. Because of the connected nature of the Internet, online activities are highly trackable and measurable, which makes it possible to target adverts and to track and gauge the efficacy of the advertising accurately. Each display advert can be tracked for success.

Types of display adverts Banner adverts Interstitial banners Pop-ups and pop-unders Floating adverts Wallpaper adverts Map adverts

Display advertising payment models CPM Advertiser pays per 1000 impressions of the ad What payment model can you expect? The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site. CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued. High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as www.yahoo.com or news sites such as www.cnn.com. Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing . Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser. When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

Display advertising payment models CPC Advertiser pays every time someone clicks on the ad What payment model can you expect? The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site. CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued. High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as www.yahoo.com or news sites such as www.cnn.com. Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing . Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser. When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

Display advertising payment models CPA Advertiser pays for every customer acquired What payment model can you expect? The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site. CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued. High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as www.yahoo.com or news sites such as www.cnn.com. Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing . Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser. When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

Display advertising payment models Flat rate Advertiser pays a set, pre- agreed fee What payment model can you expect? The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site. CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued. High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as www.yahoo.com or news sites such as www.cnn.com. Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing . Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser. When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

Display advertising payment models CPE Advertiser pays for every engagement with the ad What payment model can you expect? The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site. CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued. High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as www.yahoo.com or news sites such as www.cnn.com. Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing . Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser. When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

Getting your ads online There are various options to find and pay for advertising space. Premium booked media Contacting the site owner and booking an ad placement (much like traditional media)

Getting your ads online There are various options to find and pay for advertising space. Advertising networks Purchasing ad space on an affiliated group of websites (e.g. Google Display Network)

Getting your ads online There are various options to find and pay for advertising space. Advertising exchange Publishers offering unsold inventory to advertisers in a bidding system

Getting your ads online There are various options to find and pay for advertising space. Social media advertising Placing ads on social media (e.g. Facebook, LinkedIn, YouTube)

Getting your ads online There are various options to find and pay for advertising space. Mobile advertising Formatting and booking as space on mobile sites, search results and apps

Getting your ads online There are various options to find and pay for advertising space. Ad servers Computer servers that store and send out ads to websites for publication.

Targeting and optimising Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables: Frequency capping The advertiser can limit the number of times any specific user sees the ad (to save money on people who are clearly not interested).

Targeting and optimising Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables: Sequencing A series of ads can appear in sequence for the user, so that they see the correct order.

Targeting and optimising Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables: Exclusivity The site prevents ads from direct competitors from appearing on the page.

Targeting and optimising Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables: Roadblocks The advertiser owns 100% of the ad inventory on the page.

How else can I target ads? Target adverts based on the business rules of the advertiser or the profiles of the users: Geo-targeting Network or browser type Connection type Day and time Social serving Behavioural targeting: Contextual advertising

What can be tracked? Info about the ad: How often an ad has been seen (impressions How many times an ad has been clicked (clicks) can be tracked

What can be tracked? Info about who clicked on the ad: Connection type Browser Operating system Time of day Internet service provider

How to go about online advertising A step-by-step guide that you can follow to ensure that you run effective adverts: Determine the goal of your campaign Identify your key performance indicators (KPIs) Investigate your target audience Research potential websites to host your adverts Set a budget Create your adverts Choose or create a landing page Run your adverts Track, measure, optimise Don’t forget to keep an eye on any non-digital advertising that the brand is doing – this could have a significant effect on your results, and you want to ensure that you are communicating the same message.

The advantages Ads have set sizes and look familiar to users They can capitalise on the emotive qualities of images, videos and animations Interactivity builds a bond and is memorable Banner ads are measurable

The challenges Intrusive Popup blockers and extensions Bandwidth Advertising fatigue

Toyota Prius does it right http://laurawalshblog.wordpress.com/2013/04/24/prius-goes-plural-case-study/

What happened? The display advertising campaign was incredibly successful in driving awareness, interaction and traffic to a range of portals. Over 250 000 YouTube views 400 000 Facebook likes #PriusGoesPlural trended on Twitter 1.2 million votes Over 1 million Prius sales The Prius plural was announced as Prii

That’s all folks You can also read about: User Experience Design , Web Development and Design, Writing for Digital, CRM, SEO, Search Advertising, Online Advertising, Affiliate Marketing , Video Marketing, Social Media Channels, Social Media Strategy, Email Marketing, Mobile Marketing, Data Analytics and Conversion Optimisation.