New Media & Advertising:

Building Brand Relationships

Joseph SunderDHA 5399

Did you know?Did you know?• More than 70% of 4-year olds have used a

computer.• More than 50% of 21-year-olds have created

content on the web.• One out of eight couples married last year in the

U.S. met online.• If MySpace.com were a country, it would be the

7th largest in the world.• There are more than 2.7 billion searches done on

Google each month.• The number of text messages sent and received

each day exceeds the population of the planet.

• More than 70% of 4-year olds have used a computer.

• More than 50% of 21-year-olds have created content on the web.

• One out of eight couples married last year in the U.S. met online.

• If MySpace.com were a country, it would be the 7th largest in the world.

• There are more than 2.7 billion searches done on Google each month.

• The number of text messages sent and received each day exceeds the population of the planet.

OverviewOverview

• Started with intrusive advertising• Online Advertising• Google’s AdSense & AdWords• Online Challenges• Mobile Marketing• Destination Sites• Viral Marketing• The Future

• Started with intrusive advertising• Online Advertising• Google’s AdSense & AdWords• Online Challenges• Mobile Marketing• Destination Sites• Viral Marketing• The Future

Online AdvertisingOnline Advertising

• Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter

• PwC: projected at $35.4 billion for the entire year by 2011

• It is commanding a bigger portion of the largest ad agencies.

• Internet ad spend hit $4.9 Billion in the 1st quarter of 2007, 10th consecutive record quarter

• PwC: projected at $35.4 billion for the entire year by 2011

• It is commanding a bigger portion of the largest ad agencies.

3 Main Ways to Buy Advertising

3 Main Ways to Buy Advertising

• CPM: pay for the exposure of their message to a specific audience per thousand impressions

• CPC: don’t pay upfront for the listing, but only every time a user clicks the listening

• CPV: pay for each targeted visitor that comes to the advertiser’s website.

• CPM: pay for the exposure of their message to a specific audience per thousand impressions

• CPC: don’t pay upfront for the listing, but only every time a user clicks the listening

• CPV: pay for each targeted visitor that comes to the advertiser’s website.

Online Advertising: Web Metrics

Online Advertising: Web Metrics

• At the forefront is Google Analytics

• Part of Google’s AdWords and AdSense

• Provide global campaigns on a local level through zipcode and IP address marketing

• “Glocality”

• At the forefront is Google Analytics

• Part of Google’s AdWords and AdSense

• Provide global campaigns on a local level through zipcode and IP address marketing

• “Glocality”

Online Advertising: Emerging ServicesOnline Advertising: Emerging Services

• Google’s “Click-to-Call”• Goog 411• AdSense generates revenue by

placing ads on hosted pages• Drawing consumers with media

rich and user driven communications efforts

• Google’s “Click-to-Call”• Goog 411• AdSense generates revenue by

placing ads on hosted pages• Drawing consumers with media

rich and user driven communications efforts

Online Advertising: Challenges

Online Advertising: Challenges

• Ethical and Legal Boundaries• People are put off by pop-ups, pop-

unders…but they seem to work…• Technology is still relatively new-

>cheap placement->bad ads• Vibrant Media: “in-text advertising”• PayPerPost

• Ethical and Legal Boundaries• People are put off by pop-ups, pop-

unders…but they seem to work…• Technology is still relatively new-

>cheap placement->bad ads• Vibrant Media: “in-text advertising”• PayPerPost

Mobile MarketingMobile Marketing

• $3 Billion on mobile ads in 2008 (ABI)• $11.3 Billion by 2011• More web utilities are blurring the lines

between PCs and phones• More phones then computers and the

number is increasing• Technology is not consistent across

carriers • Short Message Service

• $3 Billion on mobile ads in 2008 (ABI)• $11.3 Billion by 2011• More web utilities are blurring the lines

between PCs and phones• More phones then computers and the

number is increasing• Technology is not consistent across

carriers • Short Message Service

Destination SitesDestination Sites

• Sites must deliver something to the user.

• Nike+ enables runners to plot runs, compete with others and create clubs online.

• As much about creating a community as they are about promoting a message

• Sites must deliver something to the user.

• Nike+ enables runners to plot runs, compete with others and create clubs online.

• As much about creating a community as they are about promoting a message

Viral MarketingViral Marketing

• Attempt to create word-of-mouth buzz about a brand

• Low-Cost vs. High Risk• Compete with not only

advertisements, but the whole Web

• Lastest Buzz: 3,000,000 + views

• Attempt to create word-of-mouth buzz about a brand

• Low-Cost vs. High Risk• Compete with not only

advertisements, but the whole Web

• Lastest Buzz: 3,000,000 + views

The FutureThe Future

• Create a lasting impression• Provide users with something

useful• Still comes down to strategic

communication research and creativity

• Create a lasting impression• Provide users with something

useful• Still comes down to strategic

communication research and creativity

Where to PublishWhere to Publish

• Communication Arts• Ad Age• Creativity Magazine• MediaWorks• Madison + Vine

• Communication Arts• Ad Age• Creativity Magazine• MediaWorks• Madison + Vine