Class notes
Notes from all Digital Media classes
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Notes on all Digital Media lessons taught in 2022 by Shrabastee Banerjee. Expanded with extra notes.
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Digital MediaLecture 1A
The purchase funnel
This funnel shows up in a lot of different contexts. Couse is structured around this funnel.
Lecture 1B – Introduction to Display Ads
Online display ads → Awareness
Outbound marketing is anything that you can do to attract
consumers that otherwise do not interact with your brand.
Inbound marketing is any kind of message to already existing
consumers.
US advertising expenditures by media → In 2016, digital
overtook TV. Mobile share is growing. Similar pattern all across
the world. Internet is growing rapidly.
Digital ad spending by format
- Display includes:
o Banners (and others)
o Rich media (non-static, interactive, includes
video in figure)
o Sponsorships
- Display (54.6%) vs. Search (41.6%)
o Display overtook search in 2017.
Mobile dominates digital, CTV growing fast because of
capability of having advantages of targeting your
message to exact target groups. Overall mobile
advertising has grown the fastest.
,Top 2 firms represent 56.8% of online ad spending
Market dominance arises from:
- Targeting & measurement capabilities
- Scale → high influence and presence across the world
- Ease of use → particularly for small and medium size businesses.
Enter of Amazon
They have access to a lot of consumer information.
- Big in search
- Amazon now #3 in US digital display ad revenues
- In 2020, Walmart launched ad platform to buy search & display on Walmart.com
Top 25 companies represent 82% of ad revenue
Despite COVID hit, digital ad spend continues to grow rapidly.
Some examples of online display ads
- Morphing Ads → segmenting customers based on preferences, try to gear advertising
messages based on particular customers. When having more data about consumers, the
better you can optimize your ads.
- Video Ads → next class
,What is an ad impression?
Impression = a single ad on a single page loaded by a
single user at one time.
Relative importance of pay models
- Cost per Click (CPC)
- Cost per Mille = costs per 1000 impressions (CPM)
- Cost per Action (CPA)
Some facts about display ads
- Typical user is served 1,707 banner ads per month (ComScore)
- Half cost between $0.10 and $0.80 CPM (Turn)
- Click-through rates are .1% (DoubleClick)
- Up to 50% of clicks on mobile banner ads are accidental (GoldSpot Media)
Banner ads are sold inn one of two ways
1. Guaranteed Contract → Bulk ad purchase that specifies the price and quantity, as
well as the time frame and targeting criteria
2. Ad Exchange → A platform running an auction to determine which advertiser buys
an individual impression in real time (process is done in <0.1 seconds)
Examples:
Targeting Online
1. Demographics
a. Publisher provides data that a customer has volunteered
b. Data management platform provides data a customer volunteered elsewhere or
‘best guess’ → assuming certain things.
c. Quality is suspect (Neumann, Tucker, & Whitfield 2018)
2. Contextual targeting
a. Ad is matched to content it is displayed beside → for example advertising a
fashion brand on a fashion blog.
3. Geographic targeting
a. User entered, inferred from IP, `pinging’ device
b. Distinguishing feature of mobile
4. Time of day → example Dominos: target consumers around mealtime/lunchtime.
5. Database match
, a. Merge in own customer relationship management (CRM) database using e-
mail or terrestrial addresses
b. Target existing customers (users in merge)
c. Prospect for new customers (users not in merge)
d. Makes offline sales data visible
e. For example: target friends on Facebook
6. Look-a-like
a. To grow audience, find users that “look-like” your customers meaning similar
in demographics, interests, or behaviors.
b. Target consumers that look like your current customers.
7. Behavioral targeting
a. Targeting based on a user’s browsing behavior
b. Ex: "Auto intender": User who may be in the market for a new car based on
visiting car review sites
8. Retargeting
a. Targeting users who interacted (search, browse) with the advertiser
b. Dynamic Retargeting: include creative elements related to the content user
previously searched for
c. Ex:
Online targeting exercise
What kind of targeting would you use in each situation?
1. Brigestone Blizzak
a. Geographical → this might me the most appropriate targeting. There is no right
or wrong answer. Targeting the right people who are in need of winter tires. So
target people who are in the winter season.
b. Time of the day → advertising at a specific point of time
2. HelloFresh
a. Look-a-like or Data Base Match
b. Retargeting → if someone is generally interested, someone visited your
website before and you can target them.
3. Fiandries
a. Geographical → you do not want to spend ad dollars on other countries or
areas that are too far away.
b. Contextual targeting → they can display their ads on food blogs of gifting
related blogs.
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