• 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