PRESENTATION ON

Online Advertising & Marketing

 Online Advertising
Banner Ads
- Criticized but dominant
online advertising method
- “A rectangular box,
usually horizontal on the
page that contains
advertising material.”- Internet
Marketing
Interstitials
 Aka “pop-ups”
 Appear while other
material is loading
 Interfere with loading
speed
 Click through rates higher
than static banner ads
 Banner Ads & Interstitials

 Static to Dynamic •What this means?

– Other 
 Rich Media
 Dynamic images
advertising 
 3-D images formats are arising 
 Mouse-overs to take the place of 
the static banner
 Interactive Marketing
Units (IMUs)
2001
•Kool Design Maker

 Larger
•Kool Design Maker Website
 Meaningful graphics
 flash demonstration
 How Banner Ads & Interstitials Are Changing

 Ad Serving Trend Report Double Click Q3 2004

 Online Advertising becoming like other forms of media =>

More Predictable

 Larger Units the new standard

 1st: Banner (25.2 %)
 2nd: Leaderboard (9.3%)
 3rd: Skyscrapers (10%)
 4th: Large Rectangles (5.3%)
 Click rates more stable recently after years of decline
 Frequency Capping

How often user exposed to particular

advertisement can be manually controlled
Limits number of exposures to unique users
Rarely used
Useful for:
 Online reach for a given demographic group
 Cap so that frequent users not overexposed & light users
more likely to view ads
 Conclusion

“Online Advertisers are still stretching their legs in

terms of adopting various techniques to improve the
performance of their online advertising.”
 Search Engines

Used by virtually all internet users

All search engines are different
3 primary ways to use search engines
 Keywords
 Title Tags
 Meta Tags
 Search Engines in Marketing

Marketers should learn how different engines work

Should adopt a forecasting plan
 Identifies spending in relation to sales impact
 Determine volume with cost per acquisition
 Select most effective mix of keywords
 http://www.google.com
 http://www.yahoo.com
“What are the Most Effective eMarketing Tools?”

 “Which ones (eMarketing Tools) do work best?.... -- the ones you

can easily track and see how what you spend leads directly to
sales” - Scott Frangos

 To be successful advertisers must focus on reliable eMarketing

methods, mainly:
 Affiliate Programs

 eNewsletters (a.k.a. and directly related to email

marketing)
 Pay-per-click search engine listings

 And to some degree RSS (Really Simple Syndication) feeds

such as those you subscribed to for class through
www.bloglines.com
 Understanding Affiliate Programs

 Taking advantage of affiliate programs helps

to bring new customers, and clearly qualifies
as a customer acquisition technique
 Websites can advertise each other with this
method
 Affiliate program directors and their
participants can track per sale and/or per
click and be able to determine what there cut
of the transaction is.
 E-Mail Marketing
 Offers a fast, flexible, and highly controllable format.

 Can be developed quickly, tested, and revised on the fly.

 E-mail marketing has an extremely wide reach and is

cheap on a per customer contact basis

 Spam
 Unsolicited, irresponsible, and measures are being put in place to
curb it
 Turntide Anti-Spam Router Website
 E-mail Recipient Acquisition
Techniques
Opt-out

Opt-in

Double opt-in

When searching for leads, marketers should

always choose quality over quantity

Privacy Policies
The author emphasizes that eNewsletters are the
most effective way for reputable companies to
advertise through email.
When commenting on why eNewsletters are so
effective:
“Newsletters take time and deserve a quality editing process.
The better written they are, the better are your results…A
newsletter, well written, develops a sort of bond with your
customers. ”

“Smart” Autoresponders
 New tools to help marketers achieve customer loyalty by easily
customizing mass emails
 Wrapping things up…
 The article’s bottom line on the topic of email marketing is you have to
budget your time and expense – and if that means paying more to use the
opt-in technique, then so be it.

 The author also stresses that affiliate marketing is both cost effective, fast,
and far reaching in this quote:
 “A well managed affiliate program (sometimes called ‘viral’
marketing because it spreads so quickly), can pay off in a big
way without any up front costs of advertising other than to
install and announce it.”

 In summation, with eMarketing you have to

 “pay for results -- not just ‘placement’, extend your reach
‘virally’, when possible, and use smart systems (like auto
respondents) to get the economic advantage in your
marketing.”
Any Questions?