Open2Study Online Advertising Module 1 notes

  • Evolution of the web:
  • the web simplified what was complicated into a standard protocol
  • 1993 – Tim Berners-Lee – made access of info available to everyone
  • mobile now primary access –> what does this mean then for online advertising?
  • Hyper Text Markup Language
  • Commercialisation of the internet
  • advertisers sought to monetise consumers
  • WIRED magazine – how technology was affecting culture – first web ad for AT&T “Have you ever clicked your mouse right here? You will.”
  • portals, eg netscape
  • opportunities for commercialisation of search
  • online ad banners generate high volumes of interest displayed by high percentages of user click-through rates
  • Digital industry players
  • marketers have more choice than ever in terms of where they can advertise and run their marketing messages
  • digital has exponentially increased choices
  • advertisers have to sift through and ask: where is the best place to spend my money?
  • buyers: agencies primary buyers
  • issue that there is no standard structure for the way advertising is bought and sold
  • sellers:
  • pure play = a media company that has no legacy property (eg TV network, newspaper), it is online only, eg Amazon, Yahoo
  • traditional = eg, print publishers having websites
  • creatives: more interested in allure of TV than small postage-sized ads online
  • technology companies – SEO etc
  • New players and traditional outlets repurposing themselves
  • How digital complements print media
  • magazines with apps with additional content in editorial and advertising – can bring print to life – online enhances print
  • not competing medias but complementing
  • channel isn’t as important as the content
  • not tied to physical product anymore
  • How digital complements broadcast media
  • TV expensive, so video online may be more feasible
  • TiVo etc, fast forwarding ads is a major challenge to industry
  • tablet use in front of TVs offers opportunities for networks to connect with these audiences
  • TV show shareability over social channels
  • ads with Shazam embedded at the bottom for us to use over phones while watching TV
  • Online audience measurement
  • every medium has an agreed standard audience currency, eg TV ratings and viewershio, radio listenership, print readership and circulation
  • difficult for online to settle on a particular standard currency
  • Australia one of the first countries to establish the standard
  • Nielsen had a couple of different methodologies:
  • site centric = based around code to measure activity counting browsers as people – challenges because often more than one person uses a computer, and people often use more than one device
  • based on panel = track activity of panel members – challenge as may under represent
  • every measuring metric has inherent flaws, the importance is that the industry agrees on a methodology
  • Nielsen combined both to create UA – Unique Audience
  • Still not all websites use this system when reporting audience members to agencies/advertisers, may use Google Analytics
  • Digital jargon
  • hits = one of the first measurement metrics on the web
  • outdated and irrelevant
  • it doesn’t mean visitors but the load on the webpage, ie each element that needs to load (this means nothing to advertisers)
  • be confident enough to ask what someone means by hits, eg visitors, pageviews, etc
  • SEO = Search Engine Optimisation
  • updating content, unique content, appropriate keywords, external links
  • things that make search engines things this is a valuable, content-rich site
  • cookies = piece of code that a website uses to determine browsers
  • they are identifiers
  • when sites remember usernames that is because the cookies recognise you

 

 

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