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