6. The benefits of online vs. offline
• Immediate response online
• Advertisers can create amazing brand
experiences through online intereactivity
• Internet is highly
– Trackable
– Targetable
– Measurable
7. Planning a Campaign
• Define goals
• Investigate target audience
• Develop media strategy
• Develop media plan
• Websites or networks will affect format and
payment models
• Brief the creative team
8. Online ads need to A. C. E.
• Attract attention
• Convey a message
• Entice action
9. Some of the (many) types of online ads…
• Rich Media display ads
• Pop-ups & Pop-Unders
• Modals (Pop-Ins)
• Rollover / Expando Units
• Page Takeovers & Wallpapers Ads
• Interstitial Ads
• Video Ads (Pre-roll, Interstitial)
• Maps & Paid Listings
31. Conversion Rate
The rate at which a user that lands on a page converts to a
lead or customer.
For example:
Customers / Unique Visits = Conversion Rate
15 customers/ 1,500 unique visits = 1% Conversion Rate
33. ROI
Return on Investment
The net benefit generated from an advertising campaign, usually
measured as a percentage based on costs such as ad spend and
benefits such as revenue.
i.e.
Ad Spend: $100
Revenue: $500
ROI: 500% or 5x
48. Advantages
- Precise targeting ability drives relevance
- Measure every aspect of the experience
- Test & optimize tactics in real-time
- Ongoing tracking and targeting of campaign
participants.
49. Disadvantages
- More complexity requires more resources,
time & money.
- Users are continually finding ways to avoid
advertising.