1. INTERNET AND MOBILE MARKETING ADVERTISING FORMATS AND THEIR PROS, CONS 12. 11. 2013 - BA_EM PAVEL KOTYZA @ VŠFS

2. OVERVIEW 1 History 2 Delivery Methods 3 Compensation Methods 4 Benefits of Online Advertising 4.1 Cost 5 Concerns 6 Regulation

3. WARM UP QUESTION What was the first commercial banner and where it was placed? Correct Answer wins free Tuesday afternoon

4. TOP 10 2013 SUPERBOWL ADS http://www.youtube.com/watch?v=8qy8v1ghy 38

5. WARM UP QUESTION What was the first commercial banner and where it was placed? Correct Answer wins free Tuesday afternoon Answer is: Banner ad on Hotwired.com - October 27, 1994

6. BRIEF HISTORY 1 st banner – Hotwired.com – Online Wired Mag component Homework! H o m e w o r k ! Please search web if above mentioned ad was the first clickable web ad. Send the answer via school mail and with URL confirming your opinion. But was it first clickable ad ever?

7. MEDIA TYPES IN CZECH REPUBLIC

8. CZECH INTERNET ADS 2012

9. INTERNET & MOBILE ADS REVENUES

10. 2.1. DELIVERY METHODS 2.1 Display advertising 2.1.1 Web banner advertising 2.1.2 Text ads 2.2 Search Engine Marketing (SEM) 2.2.1 Search Engine Optimization (SEO) 2.2.2 Sponsored search 2.3 Social media marketing 2.4 Mobile Advertising 2.5 Email Advertising 2.6 Online classified advertising 2.7 Adware 2.8 Affiliate Marketing

11. 2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner) 2.1.1.2 Pop-ups/pop-unders 2.1.1.3 Floating ad 2.1.1.4 Expanding ad 2.1.1.5 Trick banners 2.1.1.6 Interstitial ads

12. 2.1.1 WEB BANNER ADVERTISING 2.1.1.1 Frame ad (traditional banner) Maintained by IAB

13. 2.1.2 TEXT ADS Born in classifieds Through CPM Now mainly CPC Trip Advisor Google AdSense FB, TW LinkedIN

14. LINKED IN

18. 2.2 SEARCH ENGINE MARKETING (SEM) 2.2.1 Search Engine Optimization (SEO) Three pillars of SEO: Content, Links and Social Media 2.2.2 Sponsored search -------> 2.2.3 Sponsored stories

19. NEXT DISPLAY ADVERTISING 2.3 Social media marketing Forms – text, images, video, stories

20. NEXT DISPLAY ADVERTISING 2.4 Mobile Advertising Premium SMS / MMS Location based services 2.5 Email Advertising Effective sending of the email Email remarketing 2.6 Online classified advertising 2.7 Adware Good or bad 2.8 Affiliate Marketing

21. BA_EM AFTERNOON SESSION

22. BA_EM EXERCISE

23. 3 COMPENSATION METHODS 3.1 CPM (Cost Per Mille) 3.2 CPC (Cost Per Click) 3.3 Other performance-based compensation 3.4 Fixed cost / CPA

24. 4 BENEFITS OF ONLINE ADVERTISING 4.1 Cost 4.2 Measurability 4.3 Formatting 4.4 Targeting 4.5 Coverage 4.6 Speed

25. 5 CONCERNS I. 5.1 Banner blindness 5.2 Fraud on the Advertiser ClickFraud, Click Farms 5.3 Technological variations 5.3.1 Heterogeneous clients comScore 2012 study revealed that 32% ads are not “in-view” 5.3.2 Ad-blocking 5.3.3 Anti-targeting technologies

26. 5 CONCERNS II. 5.4 Privacy Concerns 5.5 Trustworthiness of advertisers Phishing sites, Nigerian Scam Clicking ad leads 182 times more to install virus than watching P 5.6 Spam

27. 6 REGULATION 6.1 Privacy and Data Collection European Union's "Privacy and Electronic Communications Directive” The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA)Children's Online Privacy Protection Act 6.2 Delivery methods Same content different rules in each channel Opt-In / Opt-out Regulation for SMS

28. FUTURE OF THE ONLINE ADS? https://www.youtube.com/watch?v=MXKDvuEkSF0

29. PEPSI CHALLENGE https://www.youtube.com/watch?v=eiO_JES4yBY http://www.youtube.com/watch?v=v7lw_vhxtNc

30. PEPSI CHALLENGE https://www.youtube.com/watch?v=9e9T3DNAdaI

31. ANSWERS FROM US http://www.youtube.com/watch?v=Qd32xY6_90chttp://www.youtube.com/watch?v=Qd32xY6_90c - TV Juan Carlos Morello http://www.youtube.com/watch?v=dBbrpemT7k8http://www.youtube.com/watch?v=dBbrpemT7k8 – video Dominika Masna http://www.youtube.com/watch?v=Xl0Ypg1kBJohttp://www.youtube.com/watch?v=Xl0Ypg1kBJo – TV Jacco Dieleman http://www.youtube.com/watch?v=x76EpIUPLpIhttp://www.youtube.com/watch?v=x76EpIUPLpI – TV Jan Willem Boone http://www.youtube.com/watch?v=J4V4ZM14Pkshttp://www.youtube.com/watch?v=J4V4ZM14Pks – video Lev Alimpiyev http://www.youtube.com/watch?v=rIDaX0eMeIkhttp://www.youtube.com/watch?v=rIDaX0eMeIk – TV Alyesya Kharlan https://www.youtube.com/watch?v=nLwML2PagbYhttps://www.youtube.com/watch?v=nLwML2PagbY – online Tuğrul Memduh Atakan http://www.youtube.com/watch?v=HY4L1ihRkaYhttp://www.youtube.com/watch?v=HY4L1ihRkaY – TV Alyesya Kharlan http://www.8pic.ir/images/82593607819083000391.jpghttp://www.8pic.ir/images/82593607819083000391.jpg – print Roy de Witte http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogs- how-to-drive-a-mini/http://www.autoblog.com/2012/12/12/new-zealand-spca-teaches-rescue-dogs- how-to-drive-a-mini/ - online Natalia Pankova

32. ANSWERS FROM US Pepsi Haloween – other... Nilufer Babirli

33. ANSWERS FROM US http://www.youtube.com/watch?v=W26V1-52uu0http://www.youtube.com/watch?v=W26V1-52uu0 – TV - Slavka Matasova http://www.youtube.com/watch?v=JFSXaET63eohttp://www.youtube.com/watch?v=JFSXaET63eo – online - Shipshiley Ekaterina http://www.youtube.com/watch?v=ACNnzM040J8http://www.youtube.com/watch?v=ACNnzM040J8 – video - Yulia Gordeiko http://www.youtube.com/watch?v=9H0xPWAtaa8http://www.youtube.com/watch?v=9H0xPWAtaa8 – online - Eudelin Mary

34. TASK Make groups of two Design a text banner for VSFS PPC advertising - 25 chars – Title - up to 75 – Text - URL

35. THANK YOU HOMEWORK: WAS THE HOTWIRED AD REALLY FIRST CLICKABLE AD IN HISTORY?