ALA101 Lecture Notes - Lecture 9: Tinder, Media Mix, Anytime Fitness
WEEK 9- Effective approaches to online advertising
Overview:
- Online media- a complete takeover of adland?
- Share a coke case study of interactivity
- Forms of digital advertising
- Strengths and weakness of digital media
Effective online media
- The online/offline advertising distinction
- Make sure not limited to just digital, it can encourage people to talk about the brand
- The majority of advertising campaigns include both
- All media channels and vehicles have pros and cons
- Clutter we face
- Good online media encourages interactivity, engage with a brand
Is it all about online
- 31% broadcast
- 47% online
- 13% print (Allday, 2017, p.14)
Share a coke
- Interactivity
- Making people engage, people talking about it, wanting it
- Making it everywhere
- They focused on an idea
Online media
- Consumer become part of the conversation
- Remember markets are conversations
- Talk to others or talk to you
- Can be tailored
- Two-way communication is highly persuasive
- But important the big idea makes people want to be involved
- Digital media gives brand more ways to interact
- But it can go wrong if the audience are not fully considered
find more resources at oneclass.com
find more resources at oneclass.com
Online advertising
- Search ad
oMost powerful
oGoogle adword
oA high degree of personalization
oGives you ad that are relevant to your search and your past
oFinely target ads for you
oAllows advertisers to mirco-target
oAdwords seek to guess the search intention and what it knows of past terms
oLower ones are organic (non paid)- the ones that have ad they are paid for
oCan be creative (dare)
oInformational
- Display ad
oAdvertisers use sites that appeal to their target audience
oMore creative scope-streaming video, floating units
oCookies are used to collect data and reveal ads
oMedia sellers adopt various payment models
oGoogle display network allows display ads to be targeted with the information
- Video ad
oThe power of youtube is undeniable
oOnly 15% to 25% of skippable ads are watched completely (Hutchinson 2017)
oRise of the 6-second unstoppable ‘bumper ad’
oStreaming television services run online ads
oNecessary for the wheels of capitalism
oIf the ad isn’t skippable they wont watch it
o41 hours 18-24 digital video time per person per month (Nielsen cited in loh 2018),
43% on phones
- Social networks
oSponsored posts seek to reflect interest of the network
oFacebook lookalike audiences give advertisers targeted access to audiences based
on current consumer information
find more resources at oneclass.com
find more resources at oneclass.com
oNative content has become problematic for advertisters e.g. facebooks algorithm
shift, put stuff up that they hope will appeal to you
oIt is often a smart move to go beyond the norm – creative, go on tinder
- Branded content
o Native
oSits in the websites regular content
oDevelopment of content that the audience may want
oThese don’t look like traditional advertisement
oNews sites, online video, product placement, advergames
oIncreasing brand are making films
- Email
oElectronic direct email
oIt turns out its actually quite persuasive
oCan trigger an immediate response and can also deliver engaging brand stories
-
Viral ad
- What makes an advertisement go viral?
oCredible source- the brand that’s well known
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Make sure not limited to just digital, it can encourage people to talk about the brand. All media channels and vehicles have pros and cons. Good online media encourages interactivity, engage with a brand. Making people engage, people talking about it, wanting it. But important the big idea makes people want to be involved. Digital media gives brand more ways to interact. But it can go wrong if the audience are not fully considered. Branded content: native, sits in the websites regular content, development of content that the audience may want, these don"t look like traditional advertisement, news sites, online video, product placement, advergames, increasing brand are making films. Email: electronic direct email, it turns out its actually quite persuasive, can trigger an immediate response and can also deliver engaging brand stories. There is lots of clutter in the online environment. Many online ads are easy for the audience to avoid .
