Digital advertising is changing with new communication channels and more demanding customers. Advertisers are wrapping customers in layers of advertising through various media including TV, print, radio, internet, mobile and more. The line of advertising includes above the line mass media, through the line integrated multimedia, and below the line direct advertising. As social media grows, platforms like MySpace, YouTube, Revver, Google AdSense and Microsoft AdCenter provide new opportunities for digital advertising. An example is American Express creating funny webisodes featuring Jerry Seinfeld to advertise their credit card benefits in a controlled online environment.

1. DIGITAL ADVERTISING Ads to Icons By Jai Prathap Chenna, DMS, IIT D

2. Maori Saying Tell me ill forget Show me I might recall Involve me and I’ll remember Experience me I’ll register Impress me I’ll propagate

3. Advertising Changing State Digital Technology – more communication channels, junk mails Online Communication – individuality , tailoring, spamming Customer – smarter, more demanding, hard to please Competition – like never before, increase in noise

4. Digital Advertising

5. Wrapping the Customers in Layers

6. Fabric Integration Commercial TV Press Direct Mail Competitions Loyalty Schemes Internet Advertising Magazines Event Sponsorship Art Galleries In store POS sms mobile Store Card Editorials Vouchers Advertorials / Expert On Pack Comps. Internet Content Commercial Radio Poster Exposure Guerilla Consumer Trade Shows Content Creations Member / Schemes DR Press Consumer Lifestyle DR Radio DR TV Cinema Ambient Outdoor

7. Communications Strategy Product Interrogation Consumer Research Product Interrogation Consumer Research Client brief Research to develop and hone big ideas Big Ideas Day Media Neutral big idea Company Culture Audit Corporate ambition audit Company Culture Audit Corporate ambition audit

8. The line of Advertising Above the line Media Advertising TV commercials Cinema Adverts Press adverts Billboard Posters Mass media advertising Through the line Media Neutral Multimedia advertising including online integrated approach Below the line Direct Advertising Magazine inserts Advertorials Direct Mail Ambient Advertising One-to-One/Business to Business

9. Rethinking Mass Media 2 : Imagining New Formats The global advertising industries are expected to spend $1.9 billion on social networking sites in 2010 according to eMarketer (Adage.com) We going to discuss 5 neutral trading platforms MySpace You Tube Revver Google AdSense Microsoft adCenter

10. MySpace Largest platform for social networking Web users were given their personal platform to enter their inter community of their choice In 2006 – Reuters – biggest online teen hangout accounting for over 4.5 percent of all US internet traffic For advertisers personal space is very attractive option of advertising as the online traffic is very high MySpace is ranked top 5 most popular English speaking websites by Wikipedia and It will generate $180 million in advertising revenue during 2006 in USA alone, according to online analysts eMarketer

11. MySpace – Advertising Structure Core advertising revenue derives from standard disruptive formats Banners & Buttons This more traditional form of online advertising does not sit with the un -commercial ethos of MySpace Compared to when viewing virals or digital videos, viewers spend longer viewing pages in MySpace. (estimated : 30 mts. per page) MySpace managed to negotiate a legal issue regarding the ownership of materials posted on its site………. Platforms that were being developed in 2006 include branded pages, increased targeted methods on personal profiles and a search – listing system in conjunction with leading search engine providers. Main source for viral seeders to investigate early adopters. It is a Music selling platform for unsigned pop acts. It has the scale of audience to dictate the design and shape of formats that advertisers will have to follow

12. YouTube You tube is one of the fastest growing websites, streaming approximately 100 million videos a day in 2006 Banks videos created by its users only avoiding copy right issues Contrary to Napstars case broadcasters are using allowing to distribute its content freely for popularity of it’s content. Set 10 minute limit on the length of videos Has official contracted channels for major broadcaster networks to showcase tasters of forthcoming shows. Income derives from publishers and producers keen to distribute video

13. Revver – Video distribution Revver site enables video providers to make money from their uploads, based on the no. of hits their work receives Operational model each digital video uploaded free of charge contains an advertisement. The reward for watching an Ad is to get video for free. The revenue earned from tagged advertising is split 50/50 between the site and the videos provider. The tagged advertisement tend to be end frame still shots.

15. Google AdSense Google AdSense is a system where people sell space on their websites to Google registered advertisers. Google provide the material and links and by featuring Google-managed search links, website owners earn revenue by feeding traffic to paid for advertising sites. The advertiser site matches are managed by Google’s AdSense setup.

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23. Microsoft AdCenter Microsoft’s massive global network operation has been used to form an advertising platform for paid traffic on Microsoft-run online services. This includes MSN search and Windows Live search sites. Microsoft have the largest data evidence to tract online consumer behavior . Microsoft can therefore offer the equivalent of a mass advertising service that can accurately predict the scale of click through for niche advertising across its entire network. Although Microsoft has 7 % of the world’s current search traffic it holds the most comprehensive body of online consumer information With 10 million registered users of MSN Instant messaging and nearly 9 million users of Hotmail, Microsoft has enough personal data to create accurate customer profiles

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31. Online Spaces

32. Cases featured Amex Adventures of Seinfeld and Superman – webisode campaigning. Volvo Life on Board – creating through flow, offline to online. Axe Lynx Axefeather – ease of involvement Loctite Super Bonder – Website product demonstration Monopoly Live! – Blending real and virtual, on and offline activity. Singapore Airlines Boarding Pass Privileges – regional equity, through an exclusive ‘brand extension’ reward scheme. Sony Erricsson K700 Take your Best Shot – product – inspired social network site. Dove Campaign for Real Beauty – cause adoption – social network sites.

33. Amex Webisodes First they make you go on the Web to see it. Then they make the sell so soft that it's hardly even there. Seinfeld alludes to his AmEx card—and its purchase-protection plan—for a total of about three seconds, toward the end of the five-minute clip. He never once utters the words "credit card" or "American Express." Which makes us wonder: Why would AmEx spend millions to create an ad that's not really an ad? Here's where the Seinfeld "Webisode" comes in. It takes precisely the opposite tack: Instead of deftly slipping a placement into somebody else's content, AmEx just built its own content—featuring Jerry Seinfeld, no less—around a product placement. It thereby seizes complete control over both quality and tone. And as for the quality and tone, well, they're pretty good. The Webisode is funny—not a masterpiece by any means, but worth the time it takes to download.

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