5. Goals of Online Advertising
• Create brand awareness
• Generate engagement
(click, watch, mouseover, play, etc.)
• Create consumer demand
• Satisfy consumer demand
• Direct response – Drive traffic & sales

6. The benefits of online vs. offline
• Immediate response online
• Advertisers can create amazing brand
experiences through online intereactivity
• Internet is highly
– Trackable
– Targetable
– Measurable

7. Planning a Campaign
• Define goals
• Investigate target audience
• Develop media strategy
• Develop media plan
• Websites or networks will affect format and
payment models
• Brief the creative team

8. Online ads need to A. C. E.
• Attract attention
• Convey a message
• Entice action

9. Some of the (many) types of online ads…
• Rich Media display ads
• Pop-ups & Pop-Unders
• Modals (Pop-Ins)
• Rollover / Expando Units
• Page Takeovers & Wallpapers Ads
• Interstitial Ads
• Video Ads (Pre-roll, Interstitial)
• Maps & Paid Listings

10. THE NAME GAME

11. CPM

12. CPM
Cost Per Thousand Impressions.
Best for branding where eyeballs &
impressions are the main goal.

13. CPC

14. CPC
Cost Per Click.
Best for direct response advertising
when the goal is to drive traffic.

15. CPA

16. CPA
Cost Per Acquisition.
Best for direct response advertising
when the goal is to acquire a lead or a
customer.

17. Banner Ads

18. Banner Ads
Also known as online display media,
these are typically image-based and
come in standard and non-standard
formats

19. Source: http://www.iab.net/guidelines/508676/508767/UAP

20. Impressions
vs.
Unique Impressions

21. Impressions
vs.
Unique Impressions
Total times displayed
Vs.
Total unique users displayed to in a given
time period (24 hours, 30 days, etc.)

22. CTA

23. CTA
Call to Action
Click Here, Buy Now, Learn More,
Share with a Friend, Go

24. CTR

25. CTR
Clickthrough Rate
Click Here, Buy Now, Learn More,
Share with a Friend, Go

26. Unique Visitors vs. Visits

27. Unique Visitors vs. Visits
Unique users to your site in a given time period
vs.
Number of visits by anyone to your site in a
given time period

28. Landing Page

29. Landing Page
The post-click destination that a user
arrives at after clicking on an ad.

30. Conversion Rate

31. Conversion Rate
The rate at which a user that lands on a page converts to a
lead or customer.
For example:
Customers / Unique Visits = Conversion Rate
15 customers/ 1,500 unique visits = 1% Conversion Rate

32. ROI

33. ROI
Return on Investment
The net benefit generated from an advertising campaign, usually
measured as a percentage based on costs such as ad spend and
benefits such as revenue.
i.e.
Ad Spend: $100
Revenue: $500
ROI: 500% or 5x

34. Behaviourial Targeting

35. Behavioural Targeting
The ability to track a users click behaviour and web
browsing activity and target advertising accordingly.

37. Demographic Targeting
• Geography
• Age
• Gender
• Education
• Income

38. Contextual Targeting

39. Contextual Targeting
• Website
• Topic
• Content Type
• Keyword
• Timing
• Etc.

44. Day Parting

48. Advantages
- Precise targeting ability drives relevance
- Measure every aspect of the experience
- Test & optimize tactics in real-time
- Ongoing tracking and targeting of campaign
participants.

49. Disadvantages
- More complexity requires more resources,
time & money.
- Users are continually finding ways to avoid
advertising.

50. Thanks.