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InternetMedia.pptChapter Twelve
Digital Media
Arens|Schaefer|Weigold
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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Learning Objectives
- Define and discuss the evolution of digital media
- Provide an overview of popular types of digital advertising including paid search, display, video, e-mail, and social media ads
- Identify the advantages and disadvantages of digital advertising
- Explain how advertising time and space are bought on the Web
- Learn guidelines for creating good digital ads
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Internet History
Centralized vs. Distributed
- Internet was started by the U.S. Department of Defense in the 1960’s
- Used a distributed rather than centralized network
- Centralized – hub that distributes content to many receivers
- Distributed – many hubs and links. No single participant controls the content
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Internet History
HTML and Web Browsers
- The Internet remained obscure until the 1990’s when the World Wide Web was developed
- The Web used a protocol called HTML (hypertext markup language)
- HTML made it easier to create web pages
- Companies developed software called web browsers that made it possible to view the web pages (Internet Explorer, Google Chrome, Safari, FireFox)
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Internet History
Internet Search and Google
- Search engines: Web sites that are devoted to finding and retrieving requested information from the Web
- Most popular search engines in US today include Google, Bing, Yahoo, Ask
- Google is by far the most popular with 64% of the Web search market in the United States
- Search engines generate income through selling ad space
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What is Digital Advertising?
- Occurs when advertisers use Internet technologies to deliver promotional advertisements to prospects.
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Digital Advertising
- Fastest growing advertising medium in history
- Advertisers spent $72 billion on digital advertising in the US in 2016
- Accounted for 37% of total media ad spending
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Advantages of Internet Advertising
- It’s where the audience is moving
- Offers ability to target ads to individuals and specific groups
- Offers feedback and analytics to determine effectiveness
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Disadvantages of Internet Advertising
- Does not offer mass-media effectiveness
- Constantly changing and complex medium
- Clutter
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Types of Digital Advertising
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- Paid search ads
- Display ads
- Video ads
- E-mail ads
- Social media ads
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Paid Search Ads
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- Paid search ads are online ads that appear on the search engine results page (SERP) when users search a keyword or phrase on Google.
- There are two types of search results: organic and paid
- Paid search ads are PPC (pay per click)
- The amount owed for each click through is determined by auction
- Advertisers bid on keywords or phrases used in search
- Higher bids generally lead to higher listings on the search results page
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Examples of Paid and Organic Search Results
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Google Adwords
- Paid search ads are managed through Google’s AdWords advertising platform
- Check out these links to see how it works!
- AdWords Help
The ABCs of Online Advertising
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Adwords
Targeting the Ad
- Keyword – The advertiser provides a list of keywords to the search engine.
- The advertiser’s ad will only show up on the SERP when the search phrase entered by the user matches one of the keywords
- Geography – Adwords allows advertisers to target specific geographic regions
- Timing – Ads can also be restricted to only show during certain times of day
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Adwords
5 Elements to Paid Search Ad
- Final URL – The URL of the landing page that customers will be taken to when they click on the ad
- Headlines – Usually two. Can be up to 30 characters each
- Path – Simplified URL that is shown to searchers
- Description – Similar to the body copy. Can be up to 80 characters
- Ad Extensions – location, offer, shopping star review, reservation, and call extensions
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Example: 5 Elements to Paid Search Ad
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Adwords
Tips for Writing Good Copy
- Highlight what makes you unique
- Include prices, promotions, exclusives
- Empower customers to take action
- Include at least one of your keywords
- Match your ad to your landing page
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Display Ads
- Display ads are image based advertisements that often appear in the side, top or bottom sections of websites
- They range widely in terms of size and design
- Typically found in news-based websites and blogs
- If user clicks on a banner ad, he/she is taken to the advertiser’s website
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Display Ad Example
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Display Ads
- How to place display ads
- Barter with other Web publishers
- Buy advertising space from Web publishers
- Use an advertising network like Google’s Display Network
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Video Ads
- Video ads include “television commercial like” ads that appear as a banner ad on other Websites or as instream video ads before or during another YouTube video
- Most successful video ads avoid blatant advertising
- Opt instead for educational, how-to video content with some product suggestions integrated
- Humorous video ads also perform well
- Tips for creating and placing video ads
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Example Video Ad
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Example Video Ad
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E-mail Advertising
- Email ads are advertisements sent to users via email
- Can be used to notify subscribers of promotions, discounts, new features
- Has power of direct mail, but significantly less expensive
- Tips
- Should feature a large image with minimal text
- Message should be clear and concise
- Should offer subscribers something useful that meets their needs or interests
- Must have a compelling subject line to ensure user opens the email
- Should be targeted – no spam!
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Example E-mail Ad
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Social Media Ads
- Advertisers can place ads within various forms of social media such as Facebook and Twitter
- Facebook offers many options for paid ads
- Marketplace ads
- Promoted posts
- Facebook exchange
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Facebook Marketplace
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Facebook Promoted Posts
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Facebook Exchange
