1. "Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web Jacques Nantel Ph.D May 2003

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

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

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

5. 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

6. 2- How do you make money with advertising on the net?

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

9. Many players but few profitable ones

10. In 2002 90% of all advertising was done on less than 5 sites –(AOL 2 billions $ on a total of 8 billions)

11. Various revenu models Barter trade 8% Banner ad (CPM) 48% Sponsor (affiliate) 29% Commission

12. US Advertising revenus (in 000$)

15. Average Full Banner Rate Card* in the US, by Web Site Genre, Q3 2002-Q4 2002 (in dollars per thousand impressions) B2B$52,50 Automotive$37,86 Computing and technology$28,19 Home garden$25,00 Local and regional$25,00 Yellow and white pages$25,00 Sports and recreation$22,00 Business anad finance$20,00 General news$17,96 Fashion, romance and celebrity$16,71 Reference and education$15,52 Health and fitness$15,00 Community$13,00 Employment$11,00 Travel$11,00 Portal$10,70 ISP and telecommunications$9,57 Kids and family$9,50 Shopping and auction$5,33 Incentive$4,00 Movies and television$3,50 Personal expression$2,00 Search engine$1,75 Games$0,75

16. Click-through Rates : CTR Source : NetRatings

19. Online advertising is not efficient It plays against consumers’ decision making strategies It is rarely a business model in itself

22. Solutions are linked to Relationship marketing and CRM Up-selling and cross-selling E-mail marketing (Permission and viral) Ad placement: Content and search engines

29. Also : ad Servers –Doubleclick –MSN passeport électronique –AOL Liberty