Ads to IconsBy

Jai Prathap Chenna, DMS, IIT D

DIGITAL ADVERTISING

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

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

Digital Advertising

Digital Advertising

Wrapping the Customers in Layers

One Way Advertising

Customer

Fabric Integration

sms mobile

Guerilla

Art Galleries

Store Card

On Pack Comps.

Consumer Trade Shows

In store POS

Editorials

Internet Content

Content Creations

Event Sponsorship

Consumer Lifestyle

Direct Mail

DR Radio

Cinema

DR TV

Ambient Outdoor

Commercial TV Press

Competitions

Vouchers

Member / Schemes

Loyalty Schemes

Advertorials / Expert

DR Press

Internet Advertising

Commercial Radio

Magazines

Poster Exposure

Communications Strategy

Client brief

Product Interrogation

Company

Culture Audit

Consumer

Research

Corporate

ambition audit

Big Ideas Day

Research to

develop and hone big ideas

Product Interrogation

Company

Culture Audit

Consumer

Research

Corporate

ambition audit

Media Neutral big idea

The line of Advertising

Above the line Media AdvertisingTV commercialsCinema AdvertsPress advertsBillboard PostersMass media advertising

Below the lineDirect AdvertisingMagazine inserts

AdvertorialsDirect Mail

Ambient Advertising One-to-One/Business to Business

Through the lineMedia Neutral

Multimedia advertising including online integrated approach

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

1) MySpace 2) You Tube3) Revver4) Google AdSense5) Microsoft adCenter

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

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

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

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.

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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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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• The next part will be continued …….

Online Spaces

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.

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.

The End