DIGITAL ADVERTISING Standard 4

THE ROLE OF DIGITAL ADVERTISING IS TO INCREASE SALES OR IMPROVE BRAND AWARENESS.

Types of Ads ■Banner – Image-based advertisements that often appear in the side, top, and bottom sections of websites ■Re-Targeting Ads – Uses web users past web history to target with a specific ad ■Flash Ad - Banner ad that uses flash design. Usually has an interactive element ■Mobile Ad - The ads that appear on smart phones, tablets, or any other mobile device

Types of Ads ■Ad Mob Ads - Ads that appear in mobile apps. Most of the time allowing an app to be free for users ■ Ad - Advertisements sent to users through an ■Above the Fold - Space on the page where an ad is placed that is visible without having to scroll down ■Pop Ups - Ads that pop up or under the web page being displayed. Usually open in a new smaller window. ■Floating Ad - The ad appears in a layer over the content but is not in a separate window. The ad usually has a hard close button in the top right corner.

Payment Methods for Online Advertising ■CPM - Cost per thousand - The amount paid for 1,000 qualifying impressions. M means thousand in Roman Numerals. ■CPC – Cost per click- The amount paid every time someone clicks on an advertisement ■CPA/CPL - Cost per Action or Cost per Lead- Cost paid when a desired action is taken by a user from the display of an ad. Such as signing up for a newsletter. ■Flat Rate - Selling banner ads at a specific rate regardless of traffic. ■CPE - Cost per Engagement- advertisers pay for interactions with advertisements. Normally found in videos or apps. The ad usually starts with a roll over or click that expands the ad. It opens a game or video. The ad doesn’t take user away from webpage.

Payment Methods for Online Advertising ■RTB – Real Time Bidding- Buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. ■Programmatic Advertising - Machines buying ads based on criteria set by a company. There is no human interaction. A price can be set low or high for a specific target market. RTB is a form of this type of advertising. ■Promotional Mix – Advertising, personal selling, publicity, and sales promotion

Tactics To Get In Front Of A User ■Ad Networks - A group of websites on which adverts can be purchased through a single sales entity (Google, Yahoo, Facebook) ■Paid Search Advertising - Refers to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on. ■PPC - Pay Per Click Ads- Advertisements in which the cost is determined by the number of clicks an advertisement receives ■Google Adwords - Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

Tactics To Get In Front Of A User ■SEO - Search engine Optimization. The process of improving website rankings in search engines. –Paid Search Advertising - refers to advertising on search engines sometimes called PPC advertising. The advertiser only pays when an ad is clicked on. –PPC - Pay Per Click Ads - Advertisements in which the cost is determined by the number of clicks an advertisement receives. –Sponsored Results - Search Engine results that are paid for by the advertiser –Organic Search Results - Also known as natural results. Search results served by the search engine’s algorithm. The search engine does not charge website owners to list these results.

Online Ad Targeting Techniques ■Contextual Advertising - Targets visitors based on keywords. The advertising system scans the website for keywords and matches ads to relevant pages. (When you see an ad for a sporting goods store or an online ticket broker appearing on a sports news page, that’s contextual targeting) ■Behavioral Advertising - Targets visitors based on information that ad systems learn about internet browsing behavior such as pages visited, links clicked on, time spent on sites, and searches made. ■Demographic Targeting - Targets ads to people based on demographic information such as their gender, age range, income, ethnicity, etc.

Online Ad Targeting Techniques ■Geographic Targeting - Allows advertisers to target an ad to specific visitors based on their location – including country, city, postal code, and other locale information. ■Keyword Targeting - All about targeting content that contains specific keywords. Twitter recently introduced keyword targeting for advertising, so visitors now see “Promoted Tweets” based on topics or key phrases they have tweeted about. ■Time-Based Targeting - enables advertisers to serve up an ad to visitors at specific times of day and/or on specific days of the week.