2. Agenda Digital Advertising Overview Ad Serving Metrics & Analysis Social Media What Interests Me… Further Reading Anything else to add?
3. What is Online Advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
12. Audience Targeting? 2D -> 3D media + creative + audience It’s not about aggregate composition anymore.
13. "I know I waste half the money I spend on advertising," department store pioneer John Wanamaker said. "The problem is, I don't know which half.”
14. Metrics Ad Server CPA Engagement Impressions Clicks (CTR) Revenue-Per-Action Early 90s Mid 90s Late 90s Mid 00s 2009 Pageviews Hits Time Spent Loyalty Recency Site
20. What Interests Me… Technology Adoption Media Optimization Audience: the third dimension Business Model for Agencies Traditional Channels Becoming Digital