Online advertising

ONLINE ADVERTISING
-INTRODUCTION-

The advertising on Internet

How does online advertising work?
The online advertising is based on 4 main pillars:

Supports websites or other digital environments (RRSS) where the campaigns are
inserted.

Advertisers brands or business that want to advertise, to communicate about

themselves

Users the public. The visitors of a web, those that actually see the ads.

Agencies / platforms intermediates between supports (webs) and advertisers

(businesses)

If a web page wants to earn money through online advertising, it is absolutely necessary to
have a high traffic volume (high number of users).

The advertising on Internet

The advertising on Internet

Digital advertising formats

Branded content (Content marketing)
= content generated by the brand, that is linked to itself - and to the product
content that provides value, emotions, awareness and creates connections between

the brand and its target

- it is oriented toward a bidirectional and interactive communication with the user.

It is centered on the valuable content that users look for Inbound Marketing (the opposite
of Product Placement)

Digital advertising formats

Branded content (Content marketing)
This can be the example of a supermarket that provides
recipes on his blog (including its own products, of
course)

or of a tourism booking platform that spreads

knowledge and interesting facts about travelling

Mega Image
Momondo
Photoshop

and branded content is also created when a design

software present creative tips for those who work with
it.

Digital advertising formats

Branded content (Content marketing)
Product placement

Digital advertising formats

Branded content and Influencer Marketing
Some brands spread their content using influencers.

In the last years. the association with influencers, or famous persons from certain
segments, is one of the favorite branding strategies.

Influencer: public figure, very popular for a certain public, who has a wide community of
followers. It belongs to a well defined sector and has a specific target.

The brand wants to be included in the influencers communication so as to gain

awareness among his public, in a natural manner.

At the moment, 70% of these types of collaborations are paid by the brand.

Digital advertising formats

*Kit Kat. Examples of Influencers Marketing

Zmenta & Laura Giurcanu, famous Romanian

vloggers promoting OREO.

Andreea Raicu Romanian television

celebrity, promoting Elancyl cream on her
blog.

Digital advertising formats

*Examples specialized blogs

Maternity: http://elembarazo.net/
The use of specialized blogs works in the same
way as the Influencer Marketing.
Instead of searching for a popular figure, they
search authority blogs that belong to the same
niche. It is a very concrete environment.
This way, brand get to all the readers of that
blog in a natural way.

http://blog.elembarazo.net/recomendados/qbabymatronas-online-a-tu-lado-durante-el-embarazo
The brand Qbaby, online pediatricians and
midwives service, wants to generate Branded
Content on the blog elembarazo.net in order get
connected to pregnant women.

Digital advertising formats

Branded Content & Social Content

The social content represents another important part of the brands content strategy.

The brand makes the necessary research to discover where can find its target, what social networks it
uses. Regarding the type of product, a brand is more present on different social networks.

For example:

Fashion, Food art Instagram

Decoration Pinterest

Trainings, politics Twitter

Sports Facebook, Youtube

Events - Facebook

Digital advertising formats

Pinterest

Instagram

@leefromamerica food instagramer

Lowes company retail home decoration

Facebook

Event: Street Heroes

Digital advertising formats

Branded display
The main objective of a brand is to generate visual impact, so work on the brand image!

All started with the so-called Banner, and it is still used nowadays. It represents a piece of
graphic creativity, that promotes a brand or a product on a specific support. It is the digital
equivalent of a newspapers ad.

Thanks to the improved technologies, nowadays, the classic formats of a banner have become
better versions of Rich Media. They are more impactful and allow the interaction with the user.

Video ads are also included in the Display Advertising.

They offer the possibility to manage the ad space inside of a blog through Adserver*. (DFP)

The branded display empowers the brand with the tools needed for measuring the results and
setting up a branding strategy based on the results We have the possibility to track all the
actions that users make.

Digital advertising formats

*Examples of Display formats
CTR: Click Through Ratio
The percentage of clicks related to the
impressions (number of times an ad
appears).

Maternity: http://elembarazo.net/

The brand Qbaby starts a new

campaign to collect new Leads for its
webpage.
For achieving this, they chose a highly
visible ad format with great impact for
the user, with the final purpose of
having them click on it.

Digital advertising formats

Branded display: Classic banner formats
The IAB (Interactive Advertising Bureau) established the standard specifications that ads must
have on the internet.
- http://www.iabspain.net/formatos-publicitarios/
Classic display formats:
-

Takeover ads (medium rectangle/square) - 300x250 (300x300 | 200x200)

Banner (full banner) 468/60

Mega banner (leaderboard) - 728x90 (980x90)

Skycrapper - 100x600 (120x600)

Button 125x125

Interstitial 800x600. The one that covers the whole screen and is displayed before the
web content is loaded.

Skin (wallpaper / Brand day customization of webs background

Digital advertising formats

Branded display: Classic banner formats

Types of payment
Payment system on the internet
CPM (Cost per mille) indicates the cost of an advertising campaign, for each 1.000
impressions. It means that the price is established for each 1000 times an ad appears. For
example, if a website sells its ad space for 10 CPM, this means that the advertiser pays 10 for
the add to be displayed 1000 times (1000 pages seen). The Branded Display uses this payment
system.

Fixed Price a price that is establish regardless the number of visualizations or the results. A
post (advertorial) on a blog or a social mention, for example, uses this type of payment. Usually,
the Brand Content uses the fixed price, based on the quality of the website, the visits volume
and the number of followers.

Types of payment
Payment system on the internet
Performace marketing
This is the payment system based on the results obtained. The brand has the guarantee of a return of
investment, paying only after achieving certain goals (clicks, links). This way, the advertisers make
sure that the support chosen (website) has real, qualitative users (interested by the topic, that engage
actively).
CPC (Cost per Click) indicates the cost of an advertising campaign for each click received by
the ad. For example, if a website sells its space for a CPC of 0,05, means that the advertiser pays
this amount each time a users click on the ad.
CPA (Cost per Action) indicates the cost of an advertising campaign for a specific action made
by the user (fill an application form, complete a register, click on a link, make a purchase)
CPL (Cost per Lead), CPV (Cost per sale) Similar to CPA

Googles Platforms

For the support

(website)

For the advertiser

Ad server

Online platforms for the management of online advertising.

They manage the two sides of the process: supports (Adsense) and advertisers (Adwords).

AdSense creates spaces for advertising inside of the webs by using HTML tags and allows the insertion
of ads.

Adwords allows advertisers to create their own campaigns and ads, and choose where to appear
(Searching Network/Display Network).

AdSense invoices for CPC, and AdWords for CPC or CPM.

Googles Platforms
DFP

This is the ad server that Google provides us for free.

It helps us to manage our Google AdSense ads, as well as other advertising networks or
packs that we sell to a determined client.

DFP can dynamical manage our stocks, being able to put different ads into competition
in CPC, CPM etc.

Besides the managing of our ads, DFP allows us to create informs and to make
predictions.

Googles Platforms
DFP

Advertising agencies
Online advertising agencies

Count on portfolios of clients.

In order to be used as support, the website must accomplish some requirements: high
number of users and viewed pages, brand image, external audit (ComScore, Nielsen)

They use to pay for CPM.