Ch. 10- Display and Mobile Advertising for Customer Acquisition

the core marketing strategies

Acquisition, conversion, retention, and value growth.

steady stream of new customers needed

- to drive growth

- to nurture into loyal customers

digital customer acquisition techniques

Use multiple channels

Effective media mix

Understand strengths/weaknesses

Integration for success

use multiple channels

use digital, offline, and online/offline programs for acquiring customers

effective media mix

combine channels and tools for better results

understand strength/weaknesses

know pros/cons of each channel

integration for success

combine digital and offline advertising

trends in digital display ads

1. display advertising growing rapidly

2. driven by mobile

types of display ads

digital

rich media

video

digital ads

static, various formats

rich media ads

interactivity, various formats, HTML 5 required for many interactive applications

video

videos embedded in various ad formats

paid commercial content (display ads in all media)

text

visual content

often sound and motion

structure (display ads in all media)

headline

body text

visual including images and videos

brand logo must be...

prominent

deceptively simple display ads can...

have much interactivity

ad formats=

specifications

IAB

internet advertising bureau

the IAB establishes what?

industry-accepted formats and publishes specifications

publishers tend to have...

different names for the same basic formats

rich media

is a combination of text, images, video, and other interactive elements in a digital ad

expanding ad

an ad that first appears as a standard banner ad that grows larger and extends out of the ad slot when a user interacts with the ad in some way (such as hovering over the ad or clicking the ad)

push-down ad

a type of expanding ad that appears to push down the content of a webpage when the ad expands

interstitial

an ad that appeared to float on top of the content on a desktop. On a mobile, it appears to fill the entire screen. also referred to as a "floating ad"

CPM (cost per thousand)

an advertiser is charged a rate for every 1,000 views

CPC (cost per click)

an advertiser is only charges when a user clicks on an ad

CPA (Cost per action)

an advertiser is charges only when a user makes an action

what is ad serving

delivering ads to all types of sites

evolution of digital advertising

Ads are now dynamically served using ad servers, providing centralized storage and optimal placement techniques

benefits of ad servers

These include centralized storage and delivery, roadblocks, exclusivity, tracking, frequency capping, and sequencing.

placing ads across websites

Options include direct booking with publishers, using ad networks as intermediaries, or ad exchanges for direct placement.

advertiser

correct target market, site that provides acceptable context for ad

publisher

acceptable advertiser and content who is willing to pay the site's price

ad serving process

1. Viewer Clicks on Site

2. Identify Ad That is Relevant to Viewer and Gives Advertiser Best value

3. Retrieve Ad from Inventory, Place on Site

4. Gather metrics

where does programmatic come in?

programmatic means automated ad buying

advertising networks emerged...

to simplify the ad buying process by aggregating ad space supply and matching it with ad demand

challengers with advertising networks included...

unsold inventory for publishers and inefficiencies for advertisers.

types of ad targeting used in traditional offline media and PPC advertising

demographic

geographic

lifestyle

digital tracking makes it possible to precisely track users by their actions

behavioral

- identified users

- unidentified users

- with predictive models

contextual targeting

matches ads based on context of the website content

behavioral targeting

presenting relevant content, such as ads, based on users' previous activities

targeting identified users

users who are identified because they log in to the site

targeting unidentified users

using third-party information, such as cookies, browsing history, etc

hashed email

is a compliment and alternative to third-party cookies that applies a hash algorithm to produce a 32-, 40-, or 64-character unique identifier to identity, track, and target users

retargeting

ads are displayed based on the user's recent online behaviors

predictive modeling

the company starts with a profile of high-value customers and then builds a model that can identify other users who have similar characteristics, a "lookalike audience"

in traditional marketing...

only direct marketers have been able to target with that degree of precision

digital advertising bring more precision to be available to...

even the smallest business that is willing to learn the basic principles of display advertising

mobile advertising surpasses

desktop spending, offering various ad formats

best practices for mobile ads include

avoiding accidental clicks and overwhelming user experience

targeting with mobile

mobile advertising enables precise targeting based on users' locations

affiliate programs

offer incentives to partner websites, wherein a website agrees to post a link to a transactional site in return for a commission on sales made as a direct result of the link

why are affiliate programs good?

they are low-cost customer acquisition technique in digital business

what management is needed in affiliate programs?

active management s necessary as a small number of affiliates drive the majority of click-throughs and sales

80/20 rule

80 percent of affiliates are low volume, while 20 percent produce a significant volume

public relations

strategic communications that manage an organization's or brand's public image and reputation through tools such as press releases, product placements, and events

press release

have been significantly impacted by the internet, requiring optimization for visibility

press release optimization includes...

selecting relevant keywords, using them in titles and tags, tagging images, and including anchor links

- rich media

- encourage sharing

what has not changed within Publicity and public relations

the difficulty of bringing press releases to the attention of the overwhelmed journalist

changes within Publicity and public relations

the amount of information, including rich media, that can be included in an electronic press release

Integrated Marketing Communications for Reach and Impact

Marketers must leverage both digital and traditional communication channels for broad reach in acquiring new customers

multiple channels are necessary to...

effectively reach and impact a market segment

example of an integrated marketing campaign

Coca-Cola

who introduced cookies and why

Netscape introduced cookies in 1994, enabling websites to remember user preferences and shopping cart items

2 cookies classifications

first-party cookies

third-party cookies

what do these Legislations such as the GDPR in the EU and the CCPA in California do

imposes strict privacy regulations and grants consumers more control over their personal information

how many users have ad blocking software

198 Million Users

- Costing Publishers $22 Billion in Lost Revenues

what the digital industry can do

- Detect Visitors with Ad Blockers

- Explain the Value of the Advertising

- Ask for Specific Desired Behaviors

- Can Lift Restrictions for Compliance