1. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 15 Using Digital Interactive Media

2. 15-2 Chapter Overview Factors advertisers weigh when considering digital interactive media and direct mail

3. 15-3 Chapter Objectives Discuss opportunities and challenges of digital interactive media Discuss the Internet’s audience and ways of measuring it Explain how Internet advertising is bought and sold Explain the evolution of interactive media Debate the pros and cons of the Internet as an advertising medium Define the various kinds of Internet advertising

4. 15-4 Media Evolution Door-to-door sales Radio Television Remote control Cable TV TiVO Internet HDTV iPods DVDs PCs Mobile phones IPTV VOIP

5. 15-5 Online Ad Spending

6. 15-6 The Internet as a Medium A global network of computers that communicate with one another through protocols

7. 15-7 Revolutionary ARPAnet Structure

8. 15-8 The World Wide Web Content Provider Web browser Web Page HTML Web Page HTML Content User

9. 15-9 Who Uses the Internet

10. 15-10 Accessing the Internet Narrowband Cable Modem Broadband Mobile Devices Satellite

11. 15-11 Media Planning Deliver audited measurement of potential reach to help media planners chose the right vehicles ComScore Nielsen-Online

12. 15-12 Enhanced Tracking & Delivery Cookies Visit frequency Ad calls Time of day Browser used Clicks Central source Ad rotation Ad distribution ISP identity Tracking Behavior targeting Ad servers

13. 15-13 Measurement Standardization Ad impressions Click rate CPM

14. 15-14 Buying Internet Time & Space Pricing Methods CPMWebsite selective spaceKeywordPay per Click Cost Per Acquisition

15. 15-15 Rollover Banner Ad

16. 15-16 Stretching Targeting Dollars Focused ad campaigns are cost intensive Ad networks and tagged users can help

17. 15-17 Types of Internet Advertising Internet ad revenue by type of advertising

18. 15-18 Types of Internet Advertising Corporate or Commerce Web pages, images, videos, data Web sites Singular-focus supplement Micro-sites Gateway to deeper areas of the Web site Landing pages

19. 15-19 Search Engine Marketing Search Engine Pagerank Search results page Sponsored links

20. 15-20 Google Search Results Page Pagerank search results Sponsored links

21. 15-21 Search Engine Marketing Google AdWords Google AdSense Pay to have links and/or ads placed on relevant Web pages and in search results Earn money by allowing relevant ads to be displayed on your Web site

22. 15-22 Types of Internet Advertising Banner & Button Rich media Interstitial Superstitial Preroll E-Mail Rich Spam CRM Viral ClassifiedSponsorship Added Value

23. 15-23 Pros of Internet Ads Interactive Huge audience Immediate response Selective targeting Proximity to purchase Affluent market Rapidly growing Reaches B2B users Advertorials Virtual storefront In-depth information

24. 15-24 Cons of Internet Ads Medium is not standardized Targeting costs Slow downloads Security and privacy Global marketing limitations

25. 15-25 Global Use Of the Internet Obstacles Telephones Infrastructure Technology Talent Language

26. 15-26 Other Interactive Media DVD Catalogs and Magazines Kiosks Interactive TV Mobile Phones