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Internet and advertizing
Transcript of Internet and advertizing
Part 1: History
Part 3: Case studies
Part 2: Technical profile
1. History of creation of internet
2. Historical and social evolution of advertizing in internet
1. Specific constraints and opportunities
2. Market positioning
3. Pros and cons as an advertising
History of internet
Timeline of internet's history
1957 USSR launches Sputnik into space
1962 J.C.R. Licklider of MIT proposes
the concept of a “Galactic Network.”
1969 ARPANET created
1976 Ethernet is developed by Dr. Robert M. Metcalfe.
1983 TCP/IP becomes the standard for internet protocol.
Network Control Protocol is introduced to allow computers running on the same network to communicate with each other.
Kahn and Cerf refer to the system as the Internet for the first time.
Domain Name System introduced to allow domain names to automatically be assigned an IP number.
1992 The Internet Society (ISOC) is chartered
The first web browser, Mosaic (created by NCSA), is released. Mosaic later becomes the Netscape browser which was the most popular browser in the mid 1990's.
1994 First internet ordering system created by Pizza Hut.
A wireless technology called 802.11b, more commonly referred to as Wi-Fi, is standardized.
Historical and social evolution of Advertising in Internet
It starts in 1994 with the creation of the first internet banner campaign for AT&T
Not attractive at all but number of click higher to 40%
1996: the first interactive banner
Hewlett Packard offered the possibility for the users to play directly the legendary Atari Pong game into an existing banner
First banner in France
Between 1996 and 1999:
arrival of Real Player
launch of Google, the first global search engine
appearance of advertising banner to scratch (online games)
launch of Windows Media Player 6 by Microsoft and Quicktime by Apple
2000: first advertising on a mobile phone in Finland
2001: the invasion of pop-ups
The debate on low quality ads starts quickly
2005: the explosion of rich media, creativity and formats
2006: formats are varied
new investment in e-advertising
advertising campaigns are more and more hybrid
buttons to "close" the intrusive ads appears
they combine banners, viral videos, dedicated mini-website
2008: more interactive rich media banners, more expensive
We observe formats ever larger over the last ten years
offer creative freedom and include videos that are up to two or three megabytes.
Advertisements are constantly better integrated to contents
Nowadays: more and more social advertising
55% higher recall than non-social ads
Social ads are supposed to grow to 11 billion in 2017
use the social environment to reach its target audience
Specific constraints and opportunities
History of internet
Pros and Cons of Internet as an advertizing vehicle
No time limitations.
Reduce the transactions costs.
Wider coverage to reach more audience.
Security concerns and ethics
Internet advertising slices out 17.7% of total ad spending
Television holds the biggest amount with 43,7 %
Google and Facebook continue to take the lead in display ad market share
the ads online are much less expensive than other vehicle
companies can target their potential customers by offering theirs ads and banners in only website used by their potential customers
directly click on the ad and have the possibility to buy the product
According to media buyers:
Yahoo asks for $600,000 for a one-day home page takeover,
YouTube asks for $400,000
Facebook asks for $100,000
On the contrary, ads on TV for 30 seconds cost around $110,000.
the online ad can be updated really easily and quickly.
the only tool required in a computer from where everything can be done and published online.
people can block all kind of ads even if they could be interested in the product, which eliminate a part of the potential customers.
it can create confusion and a feeling of tiredness from the web users and provoke a low rate of return.
if the company doesn’t have any knowledge to create an online advertising, it would need the help of a professional that would cost a lot.
in France there are around 40 million web users, most of French population don’t use Internet
pretty hard to measure the effectiveness of an ad as statistics are difficult to be gathered.
You can have:
Measuring statistics easily and inexpensively
Pay per impression, pay per click, pay per play, and pay per action.
Example 1: Venza
Example 2: Dig
Example 3: Prius
A hunter shoots a bear
Introduction of their car
Demonstration of the running
Getting attention from computer user
Movement which can’t be imagined
Giving a push
Collaboration with MSN
Showing the feature
Humor that beyond banner ad
A service upgrade for all, free of charge
Create a one time event: a rap-marathon
Advertize beforehand: banners, emails, flyers
Museum of me
Fun and interactive content
Efficient for the product use
Integrating Facebook content for an extreme personalization
Ad to show extent of technology more than product usage
for your attention