1. eMarketing: The Essential Guide to Marketing in a Digital World Online Advertising
What you’ll learn
The various business objectives you can meet with online advertising
All about the various ad formats, payment models and ad types available
How and where to publish your adverts
How to run an online advertising campaign step by step

2. Online advertising Purpose: Increase sales Improve brand awareness
Raise share of voice in the marketplace
What is online advertising?
Display adverts found on websites
Adverts on search engine results pages
Adverts placed in s
Adverts on social networks
Other ways advertisers use the Internet
Can be placed almost anywhere on the web and can consist of images, text, videos, interactive elements, and even games.

3. Online advertising
All interactions with the advert itself can be tracked:
Impressions and clicks received, post-click-and-view data
Unique users reached
This data can be used to make sensible, effective business decisions
What is online advertising?
Display adverts found on websites
Adverts on search engine results pages
Adverts placed in s
Adverts on social networks
Other ways advertisers use the Internet
Can be placed almost anywhere on the web and can consist of images, text, videos, interactive elements, and even games.

4. Online advertising objectives
Building brand awareness
Creating demand
Satisfying demand
Driving direct response and sales

5. Why is online advertising unique?
Able to drive instant sales and conversions
Advert to merchant in one easy click
Highly trackable and measurable
Target adverts
Track and gauge efficacy accurately
Online advertising is able to drive instant sales and conversions. Unlike other advertising mediums, the consumer can go from advert to merchant in one easy click. Because of the connected nature of the Internet, online activities are highly trackable and measurable, which makes it possible to target adverts and to track and gauge the efficacy of the advertising accurately. Each display advert can be tracked for success.

6. Types of display adverts
Banner adverts
Interstitial banners
Pop-ups and pop-unders
Floating adverts
Wallpaper adverts
Map adverts

7. Display advertising payment models
CPM
Advertiser pays per impressions of the ad
What payment model can you expect?
The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site.
CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued.
High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as or news sites such as
Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing .
Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

8. Display advertising payment models
CPC
Advertiser pays every time someone clicks on the ad
What payment model can you expect?
The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site.
CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued.
High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as or news sites such as
Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing .
Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

9. Display advertising payment models
CPA
Advertiser pays for every customer acquired
What payment model can you expect?
The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site.
CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued.
High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as or news sites such as
Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing .
Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

10. Display advertising payment models
Flat rate
Advertiser pays a set, pre- agreed fee
What payment model can you expect?
The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site.
CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued.
High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as or news sites such as
Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing .
Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

11. Display advertising payment models
CPE
Advertiser pays for every engagement with the ad
What payment model can you expect?
The advertiser rarely has a say over the payment model used – this comes down to the website owner or publisher, advertising type and other factors, such as the popularity of the site.
CPM favours the publisher, while CPA favours the advertiser. Sometimes, a hybrid of the two payment models is pursued.
High-traffic, broad-audience websites (often referred to as ‘premium’ or booked media) will typically offer CPM advertising. Examples include web portals such as or news sites such as
Niche websites with a targeted audience are more likely to offer CPC or CPA advertising to advertisers with an appropriate product. These can also fall under the umbrella of affiliate marketing .
Types of advertising can be seen on a scale from more intrusive (and thus potentially annoying to the consumer) to less intrusive. In the same way, payment models can be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be solved by using a company that specialises in advert serving, media planning and media buying.

12. Getting your ads online
There are various options to find and pay for advertising space.
Premium booked media
Contacting the site owner and booking an ad placement (much like traditional media)

13. Getting your ads online
There are various options to find and pay for advertising space.
Advertising networks
Purchasing ad space on an affiliated group of websites (e.g. Google Display Network)

14. Getting your ads online
There are various options to find and pay for advertising space.
Advertising exchange
Publishers offering unsold inventory to advertisers in a bidding system

15. Getting your ads online
There are various options to find and pay for advertising space.
Social media advertising
Placing ads on social media (e.g. Facebook, LinkedIn, YouTube)

16. Getting your ads online
There are various options to find and pay for advertising space.
Mobile advertising
Formatting and booking as space on mobile sites, search results and apps

17. Getting your ads online
There are various options to find and pay for advertising space.
Ad servers
Computer servers that store and send out ads to websites for publication.

18. Targeting and optimising
Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables:
Frequency capping
The advertiser can limit the number of times any specific user sees the ad (to save money on people who are clearly not interested).

19. Targeting and optimising
Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables:
Sequencing
A series of ads can appear in sequence for the user, so that they see the correct order.

20. Targeting and optimising
Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables:
Exclusivity
The site prevents ads from direct competitors from appearing on the page.

21. Targeting and optimising
Ad servers serve and track adverts across a number of websites using cookies and IP addresses. This enables:
Roadblocks
The advertiser owns 100% of the ad inventory on the page.

22. How else can I target ads?
Target adverts based on the business rules of the advertiser or the profiles of the users:
Geo-targeting
Network or browser type
Connection type
Day and time
Social serving
Behavioural targeting:
Contextual advertising

23. What can be tracked? Info about the ad:
How often an ad has been seen (impressions
How many times an ad has been clicked (clicks) can be tracked

24. What can be tracked? Info about who clicked on the ad: Connection type
Browser
Operating system
Time of day
Internet service provider

25. How to go about online advertising
A step-by-step guide that you can follow to ensure that you run effective adverts:
Determine the goal of your campaign
Identify your key performance indicators (KPIs)
Investigate your target audience
Research potential websites to host your adverts
Set a budget
Create your adverts
Choose or create a landing page
Run your adverts
Track, measure, optimise
Don’t forget to keep an eye on any non-digital advertising that the brand is doing – this could have a significant effect on your results, and you want to ensure that you are communicating the same message.

26. The advantages Ads have set sizes and look familiar to users
They can capitalise on the emotive qualities of images, videos and animations
Interactivity builds a bond and is memorable
Banner ads are measurable

27. The challenges Intrusive Popup blockers and extensions Bandwidth
Advertising fatigue

28. Toyota Prius does it right

29. What happened?
The display advertising campaign was incredibly successful in driving awareness, interaction and traffic to a range of portals.
Over YouTube views
Facebook likes
#PriusGoesPlural trended on Twitter
1.2 million votes
Over 1 million Prius sales
The Prius plural was announced as Prii

30. That’s all folks You can also read about:
User Experience Design , Web Development and Design, Writing for Digital, CRM, SEO, Search Advertising, Online Advertising, Affiliate Marketing , Video Marketing, Social Media Channels, Social Media Strategy, Marketing, Mobile Marketing, Data Analytics and Conversion Optimisation.