A E-marketing plan for Television Broadcasts Limited
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13.E-MarketingCommunication-PaidMedia.pptxE-Marketing Communication: Paid Media
Digital Media for E-marketing Chapter 13
Paid Media
The terms “paid media” and “advertising” are often used interchangeably.
Paid media can engage target markets and move them to owned media and social media conversation (earned media).
The most trusted digital media include branded Web sites, opt-in emails, coupons and recommendations from peers and contacts.
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Display Ads
Display ads can contain text, graphics, and animation and allow users to click through.
The Interactive Advertising Bureau (IAB) claims that 80% of online marketers follow their standard dimensions for display ads, which can include:
Billboards
Filmstrips
Portraits
Sidekicks
Sliders
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IAB Display Advertising Guidelines
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Rich Media Ads
There are numerous formats for highly interactive rich media ads. Some can sense mouse movement, while others have built-in games or videos.
In-banner video ad
Expandable ad
Pop-up and Pop-under
Floating ad
Interstitial ad
Wallpaper ad
Trick banner ad
Map ad
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Contextual Advertising
Contextual advertising occurs when an ad system scans a Web page for content and serves an appropriate ad.
Google’s AdSense and Microsoft’s Bing Ads offer this service.
Behavioral advertising is a form of contextual advertising, but follows user behavior instead of page content.
Remarketing is a tactic for communicating with users who previously visited a Web site.
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Lenovo Wins Big with Paid Media
Lenovo is a Chinese company that sells computers to both business and individual consumers.
In 2008 Lenovo began a successful remarketing campaign using specifically tailored Google ads for 3 different shopping behaviors:
General visitors.
Those who abandoned shopping carts.
Purchasers.
They continue to use this strategy for maximum effectiveness and efficiency.
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Other Popular Ad formats
Email Advertising
Text link Ads
Sponsored Content
Classified Ads
Product Placements
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Social Media Advertising
In 2017, 52% of business said that social media positively influenced sales and revenue in their company
Four main objectives for paid branded content on social media sites:
Build brand awareness.
Engage existing customers.
Increase size of community.
Drive traffic to an online destination.
Advertising on social media is predicted to grow faster than search ads.
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Paid Media on Facebook
Advertisers on Facebook can potentially reach 2 billion members.
Facebook ads offer narrow targeting, 70 different languages, interactive features, ease of creation, and excellent metrics.
In 2011 Facebook introduced sponsored stories that integrate social endorsement into ads.
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Twitter and LinkedIn Ads
Twitter launched promoted tweets, ads that appear as content at the top of a page or timeline, in 2010.
Advertisers can target Twitter users by 350 narrow interests.
Advertisers can use LinkedIn Direct Ads to target by:
Job title and function.
Industry or company size.
Seniority or age.
LinkedIn Group membership.
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Paid media in Online Videos
Marketers can place ads before, during or after videos on sites such as YouTube and Vimeo.
In-stream videos are 15-30 seconds and can be pre-roll, mid-roll and video takeovers.
Interactive banners and buttons.
Branded player skins.
In-text video ads.
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Mobile Advertising
Mobile advertising formats available to marketers include:
Paid search
Display ads
Full screen takeovers
Messaging
Location-based ads
Video
Voice
Apps
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Mobile Advertising, cont.
Several issues affect the future of mobile ads.
Wireless bandwidth is currently small which affects downloads.
Limited ad-size due to small screens.
Advertising tracking requires different techniques.
Many mobile users are opposed to paying for ad time.
Despite the issues, content-sponsored ads on mobile device are likely to increase in the future.
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Paid Search
Paid search occurs when an advertiser pays a search engine a fee:
to display its ad when users type in related keywords.
for directory submission.
for inclusion in a search engine index.
Keyword advertising at search engine sites prompts sponsored text or display ads to appear on the SERP
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Effective & Efficient Internet Buys
It is difficult to generalize about the most effective media because it varies widely based on many factors.
Efficiency is easier to determine by using 3 important metrics:
CPM (cost per thousand impressions)
CPA (cost per action)
CPC (cost per click)
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