INTERNET AND MOBILE MARKETING ADVERTISING FORMATS AND THEIR PROS, CONS BA_EM PAVEL VŠFS

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

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

TOP SUPERBOWL ADS 38

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

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?

MEDIA TYPES IN CZECH REPUBLIC

CZECH INTERNET ADS 2012

INTERNET & MOBILE ADS REVENUES

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

2.1.1 WEB BANNER ADVERTISING Frame ad (traditional banner) Pop-ups/pop-unders Floating ad Expanding ad Trick banners Interstitial ads

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

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

LINKED IN

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

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

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

BA_EM AFTERNOON SESSION

BA_EM EXERCISE

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

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

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

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

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

FUTURE OF THE ONLINE ADS?

PEPSI CHALLENGE

PEPSI CHALLENGE

ANSWERS FROM US - TV Juan Carlos Morello – video Dominika Masna – TV Jacco Dieleman – TV Jan Willem Boone – video Lev Alimpiyev – TV Alyesya Kharlan – online Tuğrul Memduh Atakan – TV Alyesya Kharlan – print Roy de Witte how-to-drive-a-mini/ how-to-drive-a-mini/ - online Natalia Pankova

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

ANSWERS FROM US – TV - Slavka Matasova – online - Shipshiley Ekaterina – video - Yulia Gordeiko – online - Eudelin Mary

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

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