Online Advertising Overview

Agenda

Introduction

Types of Digital Media

Digital Advertising

Advantages of online advertising

Basic terminologies

Types of Ads

Introduction

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

Egypt is one of the fastest growing online advertising market in the region.

16% of the population (12million) are an internet users by the end of 2008

59.65% of businesses in Egypt use the Internet

18% have websites (or web presence/domain for corporate email)

We can conclude that the difference of 41.35% use free email

Introduction

Sources:

Internet profiling proposal presentation NIELSEN

Types of Digital Media

1.Search Marketing • Search EngineOptimization • Paid search: Pay per click

5. Opt in email•in-house e-mail list •Renting opt-in e-mail lists

6. Viral Marketing •Videos•Pictures•Games•Jokes•information

Offline communication •Direct mails •Exhibitions •Merchandising •Packaging •Word of Mouth

2. Online PR •Portal representation •Social media: blogs and feeds & communities

3.Online Partnerships•Affiliate marketing •Sponsorship•Co- branding •Linking building •Widget marketing

Offline communication •Advertising •Personal selling •Sales promotion •PR •Sponsorship

4.Interactive ads •Online display ads •Banners •Rich media ads

Web Sits &

Partner Microsite

Types of Digital Media

Search Marketing • Search Engine Optimization

• Paid search: Pay per click

Types of Digital Media

2. Online PR • Portal representation

• Social media: blogs and feeds & communities

Types of Digital Media

3.Online Partnerships• Affiliate marketing

• Sponsorship• Co- branding

• Linking building • Widget marketing

Types of Digital Media

4.Interactive ads • Online display ads

• Banners • Rich media ads

Types of Digital Media

5. Opt in emailin-house e-mail list

Renting opt-in e-mail lists

Types of Digital Media

6. Viral Marketing • Videos

• Pictures• Games• Jokes

• information

Digital Advertising

Digital Solution Digital Signage

Corporate Multimedia Presentations Indoors

multi Media Outdoor

Web development Glass Go

Online Advertising Eye walk

Mobile advertising Holo sign

3D Animation Plasma LCD

2D Animation  

Games  

Advantage of online advertising

Targeting: Geographical (using IPs) Contextual (using the website/channel context) Country, Age, and Gender (some websites only)

Interactivity: All banners are clickable Possibility of user initiated banners (rich media banners).

Tracking and Reporting: Monitoring the campaign continuously and real time (using Ad-Management

system – Accipiter) Providing exact figures for the progress of the campaign Comparing planned versus actual progress

Cost Effectiveness: Guarantee: exact delivery of agreed on figures

(impressions) on agreed upon time.

Basic Terminologies

Impression:Impression: In Web advertising, the term impression is sometimes used as a synonym for view, as in ad view. Online publishers offer and their customers buy advertising measured in terms of ad views or impressions

CPM (cost per impression):CPM (cost per impression): is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action.

Cost per Click: you pay a set amount per click-through. Sites like Overture also run bids for certain keywords - the more you bid, the higher your site appears on the first page of the search results. Properly run, these campaigns can bring a lot of extra traffic to your website

Spots : One spot means that the total inventory of appearance on the banner during one month will be distributed among maximum of six advertisers.

Types of ads

Banner Adverts: Usually horizontal bars across the top of a web page, they offer color, graphics and often animation, together with the ability to click through to the advertiser's own website.

Expanding ad: An ad which changes size and which may alter the contents of the webpage

Types of ads

Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed

Show Case:

Types of ads

Associated banners: is a super and a showcase banner showing the same campaigns with animated material moving seamlessly between the two banners

http://www.connectads.com/clients/banners/emirates/supper.html

http://www.connectads.com/clients/banners/burger%20king/supper.html

Floating ads: These ads appear when you first go to a webpage, and they "float" over the page for five to 30 seconds. While they are on the screen, they obscure your view of the page you are trying to read, and they often block mouse input as well. These ads appear each time that page is refreshed.

http://www.connectads.com/clients/banners/toyota/780_400-new.html

Types of ads

Sky-scraper Adverts: Similar to banner ads, these advert spaces run vertically down the left or right hand side of the page, allowing the advert to stay in view as the user scrolls down the page. They can also be animated and employ click-through to move users to the advertiser's site.

http://www.worldzoo.com/banner-ad-sample-5.html

Pop-ups and Pop-downs: These are the small windows that appear when you first get onto a website. Pop-ups appear on your screen in full, pop-downs appear on the bar at the bottom of your screen and you have to open them to get rid of them. Surveys have found that most internet users find pop-up adverts intrusive and annoying.

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