Liv ertising 2014 8 the digital advertising landscape student notes

71 %
29 %
Information about Liv ertising 2014 8 the digital advertising landscape student notes
Education

Published on April 27, 2014

Author: jprcover

Source: slideshare.net

Description

Lecture 8 in the LIVErtising course for Master students in advertising at IHECS, Brussels - the digital advertising landscape

LIVERTISING #14.8 THE DIGITAL ADVERTISING LANDSCAPE

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 2

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R Website = Hub >< Destination

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 3 Web = C - L - R Website = Hub >< Destination Presence >< Destination

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 4

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET CLASSIFIED 5

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 6

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 6

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 7

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 7

8 Display = ?

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 9 Video stream Video banner

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET DISPLAY 10

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET DISPLAY 10

11

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET IAB BELGIUM COMMUNITY 12

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET IAB BELGIUM COMMUNITY 12

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 13

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 13

14

14

15 User  visits   webpage Impression   counted  &   visit  recorded

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked . ! . ! . ! . ! . ! . ! . ! .

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked . ! . ! . ! . ! . ! . ! . ! . Ad  is   selected

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked . ! . ! . ! . ! . ! . ! . ! . Ad  is   selected Ad  is   served

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked . ! . ! . ! . ! . ! . ! . ! . Ad  is   selected Ad  is   served Ad   impression   is  recorded

15 User  visits   webpage Impression   counted  &   visit  recorded Criteria   are   checked . ! . ! . ! . ! . ! . ! . ! . Ad  is   selected Ad  is   served Ad   impression   is  recorded Page   (re)loads   with  the   ad

16

16 C… B…

17

18

18

19

20

20

20

20

20

20

20

20

20

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 21

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 22

23 Sounds familiar?

23 Sounds familiar?

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 24

25

25 CONTEXTUAL targeting

25 CONTEXTUAL targeting BEHAVIOURAL targeting

25 CONTEXTUAL targeting BEHAVIOURAL targeting RE-trageting

26 Ad Exchange

26 Ad Exchange RTB

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 27

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 28 http://www.youtube.com/watch?v=1C0n_9DOlwE&feature=player_detailpage

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 28 http://www.youtube.com/watch?v=1C0n_9DOlwE&feature=player_detailpage

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 29

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 29

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 30 http://www.iabuk.net/resources/handbooks/iab-future-of-display-trading-guide

31

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 32

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 32

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 33

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 33

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 34

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 35

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 36 http://www.offremedia.com/media/deliacms/media/1276/127621-d0e779.pdf

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 37 C………

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 37 Where%has%the%«%consumer%»%gone?% C………

38 A final word on DISPLAY…

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 39

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 40

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 41

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 RICH MEDIA? 42 Rich Media Display-related ads that integrate some component of streaming interactivity. Rich media ads often include flash or java script, but not content, and can allow users to view and interact with products or services (e.g., scrolling or clicking within the ad opens a multimedia product description, expansion, animation, video or a “virtual test- drive” within the ad). All IAB Rising Stars ad formats are considered Rich Media. Digital audio ads that appear before, during or after audio content (e.g., streaming radio, podcasts, etc.) are also considered Rich Media. http://www.iab.net

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 43

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 43

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 44

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 44

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 45

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 2 Affiliate  =   referral   site

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 2 Affiliate  =   referral   site Merchant   site  

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 3 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 2 Affiliate  =   referral   site Merchant   site  

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 46 1 3 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 Affiliate  =   referral   site Merchant   site   46 2 Affiliate  =   referral   site Merchant   site  

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 47

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET AFFILIATE A.K.A.? AFFILIATE MARKETING 48 AFFILIATE SITE A.K.A.? CPA?????? 3 TYPES OF AFFILIATES? http://youtu.be/WvwwWFHr8h0

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET AFFILIATE A.K.A.? AFFILIATE MARKETING 48 AFFILIATE SITE A.K.A.? CPA?????? 3 TYPES OF AFFILIATES? http://youtu.be/WvwwWFHr8h0

LIVERTISING - IHECS - BRUSSELS - 2014 WWW.LIVERTISING.NET 49

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 50 http://www.youtube.com/watch?v=IK_TT5qOSLI&feature=share&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ&index=17

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 50 http://www.youtube.com/watch?v=IK_TT5qOSLI&feature=share&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ&index=17

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 51

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 51

WWW.LIVERTISING.NETLIVERTISING - IHECS - BRUSSELS - 2014 52 http://www.publicisgroupe.com/#/en/videos/info/id/22976

53 http://www.thinglink.com/scene/486219362269659137

http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem

http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem

http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem

Social  Media

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned • Social  Games

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned • Social  Games • Blogs/Vlogs/Microblogs/Podcasts/Wikis

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned • Social  Games • Blogs/Vlogs/Microblogs/Podcasts/Wikis • Bookmarking/Tagging

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned • Social  Games • Blogs/Vlogs/Microblogs/Podcasts/Wikis • Bookmarking/Tagging • Comments/raEngs  &  review

Social  Media • Social  networks   • Egocentric  vs  Objectcentric   • Horizontal  vs  VerEcal   • Borrowed  vs  Owned • Social  Games • Blogs/Vlogs/Microblogs/Podcasts/Wikis • Bookmarking/Tagging • Comments/raEngs  &  review • Mobile  networks

OK, but WHY?

OK, but WHY?! (not)

Error #1

SocMed  basics:  Social  Capital  before  financial

Social?

tip #1

C - E - S

C - E - S

tip #2

Error #2

SocMed  basics:  A  presence  is  not  a  strategy

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

tip #3

SocMed  basics:  Content  strategy

SocMed  basics:  Content  strategy define

SocMed  basics:  Content  strategy solve

SocMed  basics:  Content  strategy become   trusted

SocMed  basics:  Content  strategy develop   online   presence

SocMed  basics:  Content  strategy Turn   learners   into   buyers  /   advocates

SocMed  basics:  Content  strategy

SocMed  basics:  Content  strategy define solvebecome   trusted develop   online   presence Turn   learners   into   buyers  /   advocates

tip #4

SocMed  basics:  ROI  measurement Cy OBJ

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N K P I

SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac?c  2 Tac?c  1 Tac?c  3 Tac?c  N K P I 1 2 3 4

Error #3

SocMed  basics:  90  –  9  -­‐  1

Where%has%the%«%consumer%»%gone?%

7.  Rules

7.  Rules

Add a comment

Related presentations

Related pages

6 Must-Attend Local Advertising & Marketing Conferences in ...

List of must attend local advertising and ... in the digital marketing landscape. Year 2014 speakers ... Live blogging though I should note there ...
Read more

Journalist's Resource: "What's New in Digital and Social ...

Tags: news, Twitter | Last updated: September 8, 2014 Last ... David Franklyn on native advertising and ... Journalist's Resource.
Read more

Desk Time Plus – Windows Apps on Microsoft Store

Download this app from Microsoft Store for Windows 10 Mobile, ... Digital and analog clock app with a Live Tile, ... 8/28/2014 Nice! More. Was this helpful ...
Read more

digital marketing | lynda.com search

... (8) Note Taking (8) Photo ... to build a successful online marketing campaign for all digital channels: search, ... marketing efforts to the digital ...
Read more

Native Advertising | IAB Canada

Integrated Digital Marketing Course; Native Advertising; ... This course will bring you up to speed on the native advertising landscape and ... Students ...
Read more

Digital Newspaper and Magazine Publishing Solutions

... Visiolink and visiolab have conducted a new survey among more than 8.000 ... 2014: a day where a digital ... as digital advertising, ...
Read more

Why I Upgraded To Evernote Premium - Raymmar.com

... but after I got my iPad I decided to make the switch to digital note ... 2014 at 8:19 am ... of this piece “Why I Upgraded to Evernote Premium ...
Read more

Digitology - The Digital Marketing Blog

Student founder Brian McCormick hacked ... one which embraces technology and innovation as means to improving the way we live, ... Digitology - The Digital ...
Read more

Advertising Week Hub / Home

Tinder’s Sean Rad Looks at Today’s Digital ... of Advertising Week Europe 2016 ... in online advertising right now. As Adweek notes, ...
Read more