1. Internet and advertising
E-Commerce Course 5
Internet and advertising

2. 1- Is internet just a media like others?

5. The role of various media
Attention
Interest
radio
Print
signs
Direct
Marketing
Television
Action
Source: Steve Golberg Microsoft

6. The role of various media
Attention
Interest
radio
Print
signs
Direct
Marketing
Internet
Television
Action
Source: Steve Golberg Microsoft

7. Basic measurement techniques
Hits
Hits/audit
Audit with profile
Clickstream (visits)
Time spent on a site
Purchases

8. Advanced measurement techniques
No of visits versus Unique visitors
Cookies
Electronic Passport
All of the above techniques give more and more info about the profile of visitors

9. 2- How do you make money with advertising on the net?

10. It is harder than ever to finance a site only with ads

12. Many players but few profitable ones

16. In 1999 75% of all ad revenus were made on 10 sites Vs. 68% in 1998
Source (iAB)

17. But as more and more consumers are seeking and know about specialized sites
Market segmentation
Media fragmentation become a reality

19. What about rates?

20. Various methods barter 8% Active or passive banner (CPM) 58%
Sponsor 29%
Referral 6% (Could go up to 53% by 2004)

21. Examples