Integrated Marketing Communications by ProfessorBurgerQueen
Digital Media: Online, Mobile, and App Advertising
- Internet advertising reached R2.1bn (2020); an increase from R1.4bn (2019)
- Trends in the digital landscape:
1. Protection and privacy
2. The demise of third party cookies
3. The growth of headless commerce
- Options for placing ads and promotions online
- Company websites
- Banner ads (click-through rate only 0.3%)
- Rich media (interstitials, superstitials, pop-ups, online video ads)
- Alliances and affiliate programs
- Search engine advertising (keywords and targeted content make up 40% of
online ads)
- E-mail ads
- Social media
- Online advertising
- Benefits
- Individualisation
- Interactivity
- Immediate publishing
- Cost efficiency
- Drawbacks
- User distraction
- Short lead times
- Rapid change
- Clutter
The Online Advertising Process
1) Advertiser and agency determine campaign objectives, plan to buy inventory, and
goals to optimise against
2) Agency supplies assets to ad server, ad server provides campaign reporting back to
the agency
3) Network or publisher sells agency on merits of properties, secures inventory,
negotiates price and receives ads from 3rd party servers
4) Ad networks negotiate deals to secure inventory, exchanges provide platform for
publishers to pool inventory for trade
Digital Media: Online, Mobile, and App Advertising
- Internet advertising reached R2.1bn (2020); an increase from R1.4bn (2019)
- Trends in the digital landscape:
1. Protection and privacy
2. The demise of third party cookies
3. The growth of headless commerce
- Options for placing ads and promotions online
- Company websites
- Banner ads (click-through rate only 0.3%)
- Rich media (interstitials, superstitials, pop-ups, online video ads)
- Alliances and affiliate programs
- Search engine advertising (keywords and targeted content make up 40% of
online ads)
- E-mail ads
- Social media
- Online advertising
- Benefits
- Individualisation
- Interactivity
- Immediate publishing
- Cost efficiency
- Drawbacks
- User distraction
- Short lead times
- Rapid change
- Clutter
The Online Advertising Process
1) Advertiser and agency determine campaign objectives, plan to buy inventory, and
goals to optimise against
2) Agency supplies assets to ad server, ad server provides campaign reporting back to
the agency
3) Network or publisher sells agency on merits of properties, secures inventory,
negotiates price and receives ads from 3rd party servers
4) Ad networks negotiate deals to secure inventory, exchanges provide platform for
publishers to pool inventory for trade
