Topic 10 Flashcards
Display ads Bannering
Bannering
a banner ad, or a web banner, is an advertisement displayed into a web page
the advertisement consists of an image or of a multimedia object. thus banner ads can be static or animated, depending on the technology
it is intended to attract traffic to a website by linking ot the website of the advertiser
the effect of banners depends on
the size
the relevance
the website it appears on
the creation
rich media ad
video banner
expandable leaderboard
overlayer
pop up
fold over, peel back ads
splash page
homepage take over
demographic targeting
this allows you to target your ads to people based on their age, gender, location and other demographic factors
contextual targeting
shows ads based on the content of the web page user is viewing
behavioural advertising
shows ads based on the web browsing behaviour of users
Dynamic creative optimization
DCO works by creating multiple versions of an ad each with slightly different elements
hyperpersonalized
real time
cookieless world: solutions
third party cookies banned
remarketing more difficult
prepare for privacy first future
solutions
contextual advertising
owned media
referral marketing
first party data
data that you have gathered thanks to the cookies on your own channels and learns you about your customers behaviour
website traffic data
data about the pages that web visitors view, the length of time they spend on each page, and the actions they take
customer purchase history
information about customers past purchases, including the products or services they have purchased, the frequency of their purchases and the amount they typically spend
customer account information
data including a customers contact information, billing and shipping addresses, and payment methods.
customer service interactions
data collected through the customers interactions with the customer service team, such as the reasons for their inquiries and the resolution of their issues
zero party data
data that a customer willingly shares with a business (no cookies)
Customer demographics
information about a customers age gender location and other demographics through a survey or registration form
preferences and interests
information such as the types of products or services customers areinterested in their preferred communication channels or their preferred content formats
customer feedback:
feedback on products and services such as a customers satisfaction level, any issues they have encountered and their suggestions for improvement
how to collect info?
quiz survey, contest, registration form, loyalty program
Purina
asks customers what breed of dog they have and how old they are
cookieless word: possibilities
personalised marketing campaigns without privacy issues
optimise website experience
email campaigns
mobile app marketing
Mobile apps
increasingly based on first and zero party data, unique ability to collect data directly from users
Mobile apps
advantages
push messages
loyalty programmes
on line payment
route description to your location with GPS
reservations
personalised advertisement in an interactive way
Mobile apps
disadvantages
one major threshold: the consumer needs to be persuaded to download the app
apps need to be updated
app fatigue
want straightforward apps and a limited amount
referral programs
word of mouth system that uses referral rewards to encourage past customers to invite friends to purchase a product or service to others in their network
the referral proces is tracked using discount codes, coupons, or unique referral links
buying of ad space can be done
by yourself
through a media agency
display ad networks
you target on interests, demographics, and the ad appears in different shapes on sites in the network ex google display network via google ads
programmatic advertising
the process of automatically buying and selling digital advertising. because of the automation, it is fast and very efficient. the main disadvantage is the disconnection with the websites on which you advertise
UTM urchin tracking module code:
small tracking codes added to URLs to provide more information on where a user came from before landing on your site. this URLs are campaign URLs
UTM purpose
tracks clicks from campaigns, shows effectiveness
5 parameters in a UTM code
source
medium
campaign
term
Content
location based advertising
all types of online advertising are all posible on mobile
but location based advertising (LBA) is an added advantage
location based advertising
definition
location based advertising is a form of advertising that integrates mobile advertising with location based services
the technology is used to pinpoint the consumers location and provide location specific advertisements on their mobile device
reactions to ad blockers
whitelisting sites
preventing
native advertising is
a form of paid media that is ‘in feed’ and inherently non disruptive
contextual advertising
blend into surroundings like normal non paid content
types of native ads
promoted content
suggested content
in feed social ads
why native ads?
more favourable
better awareness
better CTR
affiliate marketing
the affiliate
promotes the product of the advertiser and gets a fee in return, tracking is enabled via an affiliate link
advertiser
sell product service on their website and pay an affiliate fee for the leads they receive from the publisher
affiliate marketing is
performance based marketing
phases
affiliate - customer - merchant - affiliate
different types of affiliates or publishers
content sites
comparison sites
discount sites
loyalty programmes
review sites
bloggers
influencers
