1. E-Commerce Course 4 Internet and advertising

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

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

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

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 http://home.netscape.com/ads/usrates.html