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Page 1: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media
Page 2: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

chapter13

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Digital Interactive Media

Page 3: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-3

Chapter 13 Objectives

Discuss the opportunitiesand challenges of digital

interactive media

Explain the evolutionof interactive media

Describe who uses the Internet and how they use it

Debate the pros andcons of the Internet asan advertising medium

Discuss the Net’s audience and the challenges involved in

measuring it

Explain how Internet advertising is sold and how it is priced

Explore new and evolving digital interactive media

Define the various kinds of Internet advertising

Page 4: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-4

Digital Interactive MediaU.S. growth in online ad spending

Page 5: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-5

The Internet as a Medium

Anatomy of the Internet

Internet

World WideWeb (WWW)

Web Browsers Web Sites

Page 6: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-6

The Internet as a Medium

Insert ex. 17-3, p. 545

Percent of online searches by search engine

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

2006 online search percentages by search engine

Page 7: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-7

Who Uses the Internet

How People Access the Internet

Narrowband Cable Modem Broadband

DSLSatellite MSN TV

Women

CityDwellers

OlderAdults

CollegeAttendees

The Internet as a Medium

Page 8: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-8

The Internet as a Medium

MSN TV 2 Web screen shows easy-to-use and interactive aspects of the World Wide Web incorporated directly into TV

Insert photo 17.7, p. 555

MSN TV 2 web screen

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

Page 9: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-9

The Internet as a Medium

Types ofInternet Ads

Websites

Banners and Buttons

Sponsorship

Classified Ads

E-Mail

Rich Media Interstitials

Added Value

Rich Mail Spam CRM

Page 10: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-10

The Internet as a Medium

Internet ad revenues by ad type Insert ex. 17-8, p. 557

Percent of internet ad revenues

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

Page 11: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-11

Measuring theInternet Audience

Standardization Tracking

Ad impressions

Click rate

Cookies

Profiling

PrivacyClick rate CPM

Page 12: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-12

Buying Time and Space on the Internet

Pricingmethods

Cost-per-thousands

Click-throughs

Affiliate marketing program

Keyword

Page 13: chapter 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Digital Interactive Media

13-13

Kiosks

Interactive TV (DVR)

Cell phones

Other Interactive MediaStaples assists customers with stand-alone digital kiosks

What are some forms of interactive media?


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Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2004

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Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

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#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,