Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
12-2 Learning Objectives Discuss the evolution of digital interactive media Explain how time and space on the Web are bought Discuss the types of digital interactive advertising Identify the opportunities and challenges of advertising in social media
12-3 Internet Worldwide network of computer systems that facilitates global electronic communications Benefits of digital interactive media over traditional media – Cost of time and/or space for ads is lesser – Enable communication between content providers and consumers
12-4 The Web HyperText Markup Language Allows for the creation of Web pages that can be linked to other content HTML Documents written in HTML, stored on a Web server, and viewed over the Internet using a Web browser Web pages Provide computer users with a graphical interface to the Internet Web browsers Web pages that provide starting points or gateways to other resources on the Internet Portals
12-5 Media Planning Tools Offer audited measurements of potential reach Help define target market size, behavior, and composition – Relative to each major Web site on the Internet Provide competitive insights into industry and category best practices
12-6 Enhanced Tracking Small pieces of information that get stored on the computer when one downloads certain Web sites Help to identify returning users and to customize information based on past browsing behavior Cookies Deliver ads from one central source across multiple Web domains Allow advertisers to manage the rotation and distribution of their advertisements Third - party ad servers Ability to track people’s behavior on the Internet Behavioral tracking
12-7 Buying Time and Space in Digital Interactive Price increases as audience get more selective Costs are tiered according to page requests per month Keywords can be purchased – Keyword : Single word that a user inputs into a search engine to request information similar in subject matter to that word
12-8 Buying Time and Space in Digital Interactive Click - throughs : Web user clicking on an ad banner to visit the advertiser’s site – Charged according to the number of click - throughs on a given ad banner Affiliate marketing program : Contractual advertising program where a seller pays a manufacturer a percentage of the price of an item sold – Used in e - commerce
12-9 Buying Time and Space in Digital Interactive Consumer targeting is very cost intensive Ad networks : Act as brokers for advertisers and Web sites – Pool hundreds of Web pages together and facilitate advertising across these pages – Help advertisers to gain maximum exposure
12-10 Types of Digital Interactive Advertising Web site and Microsite Landing page Search engine ads Google’s AdWords Google’s AdSense Display advertising
12-11 Types of Digital Interactive Advertising Sponsorship Added-value package advertising Local listings Group buying Affiliate marketing
12-12 Problems with Digital Interactive as an Advertising Medium Does not offer mass - media effectiveness Lack of accountability and security – Since it is not controlled by any one entity Does not identify a constant set of strengths and weaknesses Requires constant attention and time on the part of the advertiser – To engage consumers on a daily basis
12-13 Using the Digital Interactive in IMC Allows for greater interactivity between company and its stakeholders – Stakeholders can respond to communications in real - time Allows for instant dialogue – Gives the company the opportunity to act on complaints