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Evolution of Online Advertising and PR

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Aida DD

on 7 February 2013

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Transcript of Evolution of Online Advertising and PR

Evolution of Online Advertising
and Public Relations 2012... 90's - Aced, C. (2007) Blogs Corporativos, una opción, no una obligación. e-Business Center PwC & IESE.

- Berman, S., Battino, B., Shipnuck. L. y Neus, A. (2007) The end of advertising as we know it, Nueva York: IBM Global Services.

- Macías, Cristóbal (2007). La revolución de los blogs, de José Luis Orihuela [ressenya en línia]. UOC Papers. Núm. 5. UOC.

- Martí Parreño, J. (2005) Publicidad y entretenimiento en la web. Madrid: Ra-Ma

- Mobile Marketing Association (2008) Mobile Applications.

- Parreño, José Martí. (2010). Funny marketing. Consumidores, entretenimiento y comunicaciones de marketing en la era del branded entertainment. Wolters Kluwer España: Madrid

- Sanagustin, E. (2009) Del 1.0 al 2.0: Claves para entender el nuevo marketing. eBook de acceso gratuito Versión 1.0










-http://lis7490.slis.wayne.edu/Inbound-Marketing-University-at-SLIS/Week12/doc/HowBlogsAndSocialMediaAreChangingPublicRelationsAndTheWayItIsPracticed.pdf To learn more 60's 70's 80's 1994 1995 1996 1997 1998 1999 s. XXI 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1969 DARPA 1966 Email 1969 COMPUSERVER 1972: Fist public representation of d’Arpanet 1978: BBS, MUD 1979: USENET 1989 HTML language 1985: The WELL, Genie 1986: Listserv 1986: NSFNET Six Degrees.com ThirdVoice Black Planet Epinions Blogger Blackplanet Napster Live Journal AsiaAvenue FaceParty Vimeo StumbleUpon Fotolog Hi5 Mi gente Habbo Pandora Friends Reunited Cyworld Ryze PartyFlock Skyblog Plaxo Friendster Couchsurfing LinkedIn Myspace Tribe.net Open BC/Xing Last.FM Orkut Dogster Flickr Piczo Mixi Facebook (Harvard only) Dodgeball Care2 Catster Hyves Yahoo!360 Spotify FriendFeed Ping.fm Getlunched.com Posterous Google Buzz Pottermore Ning Bebo Cyworld Youtube Xanga QQ Facebook Windows Love Spaces Cyworld (US) Twitter MyCHurch Stylehive Fabulously40 Kohtakte Gowalfa Songkick Ravelry Justin.tv Osmosus tumblr GlobalGrind The evolution of Internet Foursquare Chatroulette Vevo Posterous GetGlue Yammer Kontain Pinterest Instagram Sportpost Netlog Google+ Google Clue Train Manifest Yahoo Cloud Computing Web 2.0 conference (Tim O'Reilly) Legend Social Media "The Fall of Advertising and the Rise of PR"
(Al Ries &Laura Ries, 2002) Netscape Navigator Internet Explorer
OmniWeb The Evolution of Online Display Advertising Opera Mozilla iCab Maxthon
Konqueror Firefox
Epiphany Safari Go to Lycos
Yahoo! Altavista Ask Feeves Google Google Chrome Bing Interactive Advertising Bureau The most important organization of the sector of online advertising.
Its mission is to try and promote the effectiveness of interactive advertising between the advertisers, agencies, companies and press. The IAB makes a reshuffle within the size and weight (in Kbs) of the banners, with the objective of creating new standards more effective and that will adjust more to the reality and requirements of the market. In Hotwired.com
AT&T commercial.
No log, no much colour. First advertising banners Full banner (468x60)
Half banner (234x60)
Vertical banner (120x240) Funny Marketing (1) - Brand content or branded entertainment: all entertainment content generated around a brand to reach a certain marketing goals (Martí y Muñoz, 2008). Examples: MTV, Disney Channel, Operación Triunfo, película Náufrago; toys as Barbie and Bratz, produce DVD entertainment content (audiovisual, books, films, comics, merchandising, events...)
- Product placement inside videogames: "Product placement in video games is an emerging sector in marketing communications (Marti, 2010). Upward trend in this type of investment (27.1% 2004-2009).
- Advertainment: "Promotional practices that integrate brand communications on the content of entertainment products." According to Russell (2007) three levels of integration of the brand into the entertainment production: 1. product placement on one side (the lower integration), in the opposite 2. branded entertainment and 3. product integration in the intermediate term. Begins to awaken interest following an online campaign BMW 2001, The Hire.
- Interactive applications (widgets): Examples: Absolut Director (Absolut Vodka), Milko Music Machine (Milko), Teatro el Pollo (Burger King).
- BrandTV: a brand platform that acts basically Internet broadcasting audiovisual content of the brand as if it were a "TV channel" brand on the Internet. Examples: Red Bull Web TV, BudTV (launched in 2007 and two years later the project was canceled), AdidasTV... Generation contests, user participation help boost the platform. The BrandTv also can become a mobile app.
-Advergaming: It's the development of a videogame expressly to service marketing communications. Used since the very birth of video games in the late 70s. The real interest in advergaming is around 1982 coinciding with the first video game boom. In-game advertising can insert ads in real time taking into account the demographic profiles of the players.
- CGM, CGC, UGC: Consumer Generated Media refers to all those user-generated content distributed through digital networks. So here we see the character of the prosumer. Advertainment Features:
a) Preponderance of perception as a form of entertainment on the advertising format
b) Coordination of the narrative around the brand / product
c) Presence of this subliminal brand / product by inserting the product in the narrative
d) Strong virality component
e) Prevalence of use in brand building strategies, branding, compared to other strategies. Advergaming Advantages: Advergaming Features: Banners go from being simple images
where you would click to real
audiovisual environments where videos and
interactivity make new ways of
communication richer for the users a) Using video games as a means of dissemination of advertising

b) The fact that these games are developed expressly to spread these messages 1. reduced costs compared to other communication strategies
2. degree of involvement with the consumer getting
3. versatility of the tool
4. large number of profiles that can be reached
5. new technological possibilities (in-game advertising, personalization)
6. interaction with the message
7. large exposure times to the brand Examples a) Content released
b) involves creativity
c) creative activity outside the profession
d) double-edged weapon: positive or negative effects CGM, CGC and UGC Features: Some related concepts: Interactivity "Feedback circuits in modern electronic media class user productivity and interaction enhance new media as well, for example, open source culture of the Internet and
free economies" Culture of free Folcksonomies, wikis...
For example, Amazon relies on users to the reviews of his books. Social Media - Web 2.0
- Tagged objectsInteractivity between users
- Pastiche
- Transmedia space
- Prosumer
- “Citizen Journalism”news are made by current citizens
- Rheingold (2002)Intelligent crowds: cooperative inside the web, the folksonomies, wikis…decentralized context without hierarchies.
- Lip dubreharse something (like a choreography via Internet, and the meet somewhere with thousands of people to play it). Blogvertising - Use of blogs to achieve marketing objectives or to diffuse commercial ideas
- Typesadverblog, corporative blog, personal blog…
- Bloggersinfluence in the blogosphere
- Blogosphereto generate conversations around the organization or the brand
- Extremely low costs
- Blogs allow brands knowing better the consumer behavior by monitoring and detecting what interests have the consumers. For example why the talk about some movie, what main lines they interest, etc.
- Blogs from senior managers the blog of Steve Jobs and Bill Gates
- Blogspersonal marketing
- Objectives: a) Strategic objectives as achieving a better orientation in the media ecosystem, blogs as tools of the marketing communications…
b) Communicational-persuasive objectives: messages from bloggers, have a high credibility level, more than advertising. Blogs have a prescriptive power. Plinking or
Product linking It’s a tool applicable to any interactive media which allows to tag brands, products or objects through hyperlinks which usually drives you to online shops or commercial platforms. Plinking allows consumer to tag his favorites products which appear in audiovisual content. From Web 1.0 to Web 3.0 Animated banner
Interactive banner
Sounded Banner
3D Banner
Rollover banner and Hook Banners Rich Media First Iphone is released •Gateway: audio or video ad before the content that the user has selected is download. It can’t be skipped. It’s like a TV commercial.

•In-stream: audio or video ad that is diffused with the content of audio o video and can’t be eliminated.

•Banner: synchronized with the audio o video.

•Sponsorisation: Consists in audio messages like those that are used in commercial radios mentioning the program’s sponsor.

•Clickable Audio: Audio synchronization with a graph on which can be clicked to obtain audio information. The Broadband Media Mobile aplications exist since the beginning of cell phones. They allowed the use of an agenda, playing some games... However, it's not until the first Iphone is released in the summer of 2007 when mobile apps, as we know them nowadays, start to be imporant. It's in 2007~2008 when an "Apps-boom" starts making applications evolve very fastly in a very short period of time.

Some of the advantages of mobile apps are that they are easiy downloadable, they can beed for almost any actual cell and they usually work faster than the web. Furthermore, advertising in apps allows brands to contact directly with their own consummers, and even with potential ones. Some of the mobile applications advertising units are:

- Banner ads: static or animated imag and/or text
which can be situated in many placed inside the app.

- Full-page Ad: full-screen ad composed by one or
more images, texts, audio and/or videos.

- Tagged Ad: ad which can be reshaped, resized, etc.
in order to fit in many different parts of an app. First Interactive and sounded banner First Sounded Banner
First 3D banner Mobile Aplications Advertising Web browsers Theorical publications Searchers New technologies and device Skycraper Buttons, microbuttons and rectangles Contextualized banner Pop-Ups y Pop-Unders E-mail Zing e Interstitial Scrollable ads and dynamics ads The Slider (Pop-Up Slider) El showbehind Technology ad server Superstitial®: the ad of Internet. The Shoskele Eyeblaster, Enliven,
Bluestreak, Wild Bill, etc. Smartphones Boom The future of digital business by IAB From 60's to 90's Blogs Jon Barrer defines for the first time what a blog is Blogosphera 1.0:
texted only
two-columned Blogosphera 2.0:
Fotoblogs, audioblogs, moblogs
First Spanish blog Blogosphera 3.0:
Podcasting, tags, videoblogs...
Traditional media breaks into blogosphera
Boom of corporative blogs (Public Relations) Types: Brand blogs, Product/service blogs, employees blogs, Event blogs, Field blogs
Advantatges: economic, more visibility in the market, easy to create, consumer's feedback, good corporative image.
Drawbacks: loss of the messages' control, non desirable feedback, internal risk (loss of credibility because of lying). Google AdWords Release of Netbook First Ipad Google Ad Sense End of the web 1.0 Popularization
of Web 2.0 Begining of Web 3.0 3 types of classic banners: Microsites Funny Marketing (2) - Masked Brands: Fictitious brands, located in entertainment content, which represent real brands. Masked brands are a growing trend in videogames and cartoon movies. They have a Double objective: to appear in the context of the movie or videogame and to add an extra value to the brand (like some parody or nod of complicity). Examples: “Farbucks” and “Versarchery” in Shrek 2, instead of Starbucks and Versache; “McDowell’s in the film Zamunda’s Prince (Landis, 1988) representing McDonald’s.

- Improved Brands: Real brands whose properties have been improved virtually in entertainment content in order to the consumer attribute those benefits to the real brand. Examples: Audi RSQ in the film I, Robot and a Bulgari watch in the film Minority Report.

- Reverse product placement: Creation of fictitious brands inside fictitious environments which later are released in the real world. These kinds of brands are called “hyperbrands”: related to the hyperrealities (simulations) in which we live nowadays. So, the product is developed to fit with the image which has been created for it, not in reverse.

- Transmedia Narratives: A narrative which spreads to other media and each node contributes to the development of the whole story. Transmedia narrative diffuse independent messages which expands the meanings and contents of the narrative in each media. Examples: Tv serie 24, Transformers, LEGO, The Fantastic Four, Spiderman…

- ARG (Augmented Reality Games): High implication of the players. Cooperation between players through the net in order to solve the puzzles and using the newest technologies on mobile phones (geolocalization). These kinds of games take place in big cities, squares, parks, etc. They also have a high level of virality and the point is player plays as itself. The boom of this kind of experiential marketing was in 2002 with the Spielberg’s film “A.I. Artificial Intelligence”

- MMORPG (Massively Multiplayer Online Role Playing Game): it's virtual space generated by a computer whose interface offers a 3D possible world. The users of this space move and interact between them by means of avatars of themselves. It’s also a world consumed and produced simultaneously where there is virtual money which can be extrapolated to the reality and there are also virtual brands with whose virtual shops. New formats, searching efectivity... - Autonomic consume of the narratives
- “Textual Dispersion” it’s a feature of our contemporary popular culture
- Symbolic Consume: you are what you consume
- Symbolic Universe of the brand: transmedia narrative allow to project that world to the consumer
- Narrative messages are easier to remember
- Examples: Tv serie 24, Transformers, LEGO, The Fantastic Four, Spiderman… Transmedia Features Since 2003 Social Media for Business Bibliography & Weblography
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