New Media & Advertising: Building Brand Relationships Joseph Sunder DHA 5399 Joseph Sunder DHA 5399

Did you know? More than 70% of 4-year olds have used a computer. More than 50% of 21-year-olds have created content on the web. One out of eight couples married last year in the U.S. met online. If MySpace.com were a country, it would be the 7th largest in the world. There are more than 2.7 billion searches done on Google each month. The number of text messages sent and received each day exceeds the population of the planet. More than 70% of 4-year olds have used a computer. More than 50% of 21-year-olds have created content on the web. One out of eight couples married last year in the U.S. met online. If MySpace.com were a country, it would be the 7th largest in the world. There are more than 2.7 billion searches done on Google each month. The number of text messages sent and received each day exceeds the population of the planet.

Overview Started with intrusive advertising Online Advertising Google’s AdSense & AdWords Online Challenges Mobile Marketing Destination Sites Viral Marketing The Future Started with intrusive advertising Online Advertising Google’s AdSense & AdWords Online Challenges Mobile Marketing Destination Sites Viral Marketing The Future

Online Advertising Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter PwC: projected at $35.4 billion for the entire year by 2011 It is commanding a bigger portion of the largest ad agencies. Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter PwC: projected at $35.4 billion for the entire year by 2011 It is commanding a bigger portion of the largest ad agencies.

3 Main Ways to Buy Advertising CPM: pay for the exposure of their message to a specific audience per thousand impressions CPC: don’t pay upfront for the listing, but only every time a user clicks the listening CPV: pay for each targeted visitor that comes to the advertiser’s website. CPM: pay for the exposure of their message to a specific audience per thousand impressions CPC: don’t pay upfront for the listing, but only every time a user clicks the listening CPV: pay for each targeted visitor that comes to the advertiser’s website.

Online Advertising: Web Metrics At the forefront is Google Analytics Part of Google’s AdWords and AdSense Provide global campaigns on a local level through zipcode and IP address marketing “Glocality” At the forefront is Google Analytics Part of Google’s AdWords and AdSense Provide global campaigns on a local level through zipcode and IP address marketing “Glocality”

Online Advertising: Emerging Services Google’s “Click-to-Call” Goog 411 AdSense generates revenue by placing ads on hosted pages Drawing consumers with media rich and user driven communications efforts Google’s “Click-to-Call” Goog 411 AdSense generates revenue by placing ads on hosted pages Drawing consumers with media rich and user driven communications efforts

Online Advertising: Challenges Ethical and Legal Boundaries People are put off by pop-ups, pop- unders…but they seem to work… Technology is still relatively new->cheap placement->bad ads Vibrant Media: “in-text advertising” PayPerPost Ethical and Legal Boundaries People are put off by pop-ups, pop- unders…but they seem to work… Technology is still relatively new->cheap placement->bad ads Vibrant Media: “in-text advertising” PayPerPost

Mobile Marketing $3 Billion on mobile ads in 2008 (ABI) $11.3 Billion by 2011 More web utilities are blurring the lines between PCs and phones More phones then computers and the number is increasing Technology is not consistent across carriers Short Message Service $3 Billion on mobile ads in 2008 (ABI) $11.3 Billion by 2011 More web utilities are blurring the lines between PCs and phones More phones then computers and the number is increasing Technology is not consistent across carriers Short Message Service

Destination Sites Sites must deliver something to the user. Nike+ enables runners to plot runs, compete with others and create clubs online. As much about creating a community as they are about promoting a message Sites must deliver something to the user. Nike+ enables runners to plot runs, compete with others and create clubs online. As much about creating a community as they are about promoting a message

Viral Marketing Attempt to create word-of-mouth buzz about a brand Low-Cost vs. High Risk Compete with not only advertisements, but the whole Web Lastest Buzz: 3,000,000 + views3,000,000 + views Attempt to create word-of-mouth buzz about a brand Low-Cost vs. High Risk Compete with not only advertisements, but the whole Web Lastest Buzz: 3,000,000 + views3,000,000 + views

The Future Create a lasting impression Provide users with something useful Still comes down to strategic communication research and creativity Create a lasting impression Provide users with something useful Still comes down to strategic communication research and creativity

Where to Publish Communication Arts Ad Age Creativity Magazine MediaWorks Madison + Vine Communication Arts Ad Age Creativity Magazine MediaWorks Madison + Vine