the six principles of digital advertising

8/3/2019 The Six Principles of Digital Advertising

http://slidepdf.com/reader/full/the-six-principles-of-digital-advertising 1/9Intenationa Jona o Advetising, 28(3), pp. 411–418© 2009 Advetising Association

Editorial

The Six Pincipes o Digita Advetising

Chaes r. TayoVillanova University

With the ecent pbicity sonding the gowth o the socia netwoking site

Twitte, as we as the gowth o socia media and se-geneated content sites(e.g. facebook, Cywod, fick, Wikipedia and vaios bogs), it is timey to

eect on what the advetising discipine has eaned abot inteactive/digita

advetising that may appy to these new oms. This atice wi examine what

has been eaned abot digita advetising on the intenet and new media, and

popose that thee ae six pincipes o digita advetising that can be widey

appied to new media.

In examining new media and how to se them, it is impotant to eaise that

intenet advetising is sti eativey yong, having begn in 1994. Moeove, o

mch o the ist decade o its existence, it is pobaby ai to say that aie wasmoe common than sccess. I-ated attempts to appy pincipes om othe

media (e.g. otdoo advetising, diect mai) ed to advetising omats sch as

simpe pop-p ads, emai advetising o newsgop advetising, which contibted

to these eay aies. Indeed, it was not that ong ago that some wee pedict-

ing that the intenet wod neve become a majo advetising medim.

Ove the past ive yeas, mtipe actos have, howeve, contibted to the

intenet achieving the stats o majo advetising medim. fist, in majo ma-

kets sch as the uS, the Eu and sevea East Asian nations, o the ist time,

a age coss-section o the popation had access to the intenet as compaed

to eaie peiods when ony a sbset o the popation had intenet access.

Accoding to Pew Intenet and Ameican lie Poject Sveys, as ecenty as the

yea 2000, o exampe, jst 50% o uS adts wee onine. Second, technoogi-

ca impovements sch as the advent o boadband aowed o moe eective

se o ich media content, aowing moe options o intenet advetises. Thid,

by 2005 thee was a eaisation o the niqe potentia o seach engines as an


http://slidepdf.com/reader/full/the-six-principles-of-digital-advertising 2/9

INTErNATIONAl JOurNAl Of ADVErTISING, 2009, 28(3)

advetising vehice, eading to the pe-sae o media space on sites sch as Googe

and Yahoo!. By this time, advetises as we as seach engine companies nde-

stood how consmes seached o inomation onine, and noticed a sbstantia

oppotnity o advetising and behavioa tageting by matching advetise-

ments to seaches.In genea, by 2005 advetises knew moe abot the niqe chaacteistics o

the intenet and this aowed it to be sed moe eectivey than had peviosy

been the case. An Ad Age epot in 2005 showed that, among the top 200 age

bands, the intenet had spassed adio and otdoo in tems o meased ad

spending o the ist ha o 2005, coming in behind ony teevision, magazines

and newspapes ( Advertising Age 2005). Sbseqenty, intenet advetising has

gown at aste ates than othe media, and new oms o digita advetising, sch

as SMS, MMS, advegames and advetising on se-geneated content sites, have

aso begn to gow. Whie the eve o gowth o advetising on these new mediaemains to be seen, eseach has given s a deepe ndestanding in tems o

what dives eective intenet advetising.

As the ied o advetising moves owad and is sbstantiay impacted, i not

evotionised, by deveopments in these new media, it is time to take stock o

what the ied has eaned abot advetising in new media. In this context, I pt

owad six pincipes o new media advetising that my own ead o the itea-

te sggests have been we estabished and can be appied to othe new media.

Whie it is my hope that a smmay o these pincipes is o vae in and o itse

to the advetising commnity, I aso hope to geneate discssion o what othepincipes may exist, and what types o eseach wod be needed to estabish

additiona pincipes.

O the six pincipes, thee eate to consme consideations, two to exec-

tiona actos that can be incopoated into the design o the ad, and one to the

genea phiosophy behind the advetising.

Digital advertising principles related to understanding

consumer considerationsundobtedy, consmes have concens abot eceiving advetising via new

media. As advetising is biqitos in economicay deveoped societies acoss

the wod, maketes simpy mst be sensitive to concens abot pivacy, tst-

ing the sende, and the eevance o the message. Pio eseach docments the

impotance o these concens in getting peope to be eceptive and esponsive to

digita advetising.



EDITOrIAl: THE SIx PrINCIPlES Of DIGITAl ADVErTISING

Digital advertising principle 1: marketers must be sensitive to

consumer concerns about privacy and spam

In the ea o iPhones, BackBeys, andoids and othe mtinctiona devices,

consmes opeate in an ‘aways on’ mode. As opposed to the consmption o taditiona media, which took pace in deined bocks o time, most o today’s

consmes eave thei mobie device on o a majoity o the day and, in eect,

can be eached amost any time. At the same time, consmes view thei mobie

devices as pat o thei own ‘pesona space’ and ae vey sensitive to pivacy

isses in this contet (Hat 2008). As a est, advetises who simpy bombad

the consme with nwanted messages ae ikey to be nsccess and, wose

yet, annoy the consme.

With the nmbe o spam messages ove both the intenet and mobie devices

contining to incease, maketes mst be vey catios abot the nmbe o messages they send. An eay stdy by Bawise and Stong (2002) ond that,

when consmes opt in to eceive SMS messages, they eact to them avoaby,

and that these consmes thoght that a tota o thee tet messages (om a

advetises combined) was abot ight. In genea, no matte how mch a con-

sme ikes an advetise, thee wi be signiicant imits on how many messages

he/she wants to eceive on thei mobie device. Theeoe, advetises ae wise

to caey imit the nmbe o messages.

Sbseqent stdies by Banes and Sconavacca (2004), Cao et al. (2007),

unni and Hamon (2007), and Stan and rohm (2008) have aso ond thatgetting pemission om the se pio to sending messages ed to both highe

acceptance and eectiveness o mobie advetising. These indings ae consist-

ent with the notion that maketes need to be sensitive to consme concens

abot pivacy (Cao et al . 2007).

Digital advertising principle 2: consumers are more likely to be

receptive to digital ads from marketers they trust

A stdy o 723 consmes aged 18–54 condcted by retn Path (2005) ond

that the nmbe-one acto in getting emai ead is the consme knowing and

tsting the sende o the emai. This acto anked above sch actos as the sb-

ject ine, pomise o a discont, and ony opening emais nomay ead. Simiay,

academic eseach has demonstated that consmes ae moe eceptive to digita

advetising om maketes they tst.

Sevea stdies have ond that tst in the advetise is among the most

impotant actos in digita advetising acceptance (e.g. Banes & Sconavacca




2004; Cao et al . 2007; Okazaki 2008). Notaby, Cao et al . (2007) ond that

consmes peeed to have thei sevice povide sceen advetises to povide

some assance that the message wod come om a tsted soce. Okazaki

et al . (2007) aso ond tst to be cosey inked to attitde towads the ad and

message eca. Additionay, Choiet al

. (2008) ond that tst and advetisecedibiity ed to bette ests o advetises. Coectivey, these stdies and

othes with simia indings point ot that maketes deaing with consmes who

aeady know and tst them ae ikey to have moe sccess sing digita media

than those with whom consmes do not have a pevios eationship.

Digital advertising principle 3: consumers are more likely to be

receptive to respond to digital ads for products that are relevant

to them

As noted by Nasco and Bne (2008), the eevance o the message to the

ecipient is a key acto associated with the eectiveness o digita advetising.

Consistent with this assetion, Cao et al . (2007) ond that consmes ae moe

ikey to be accepting o messages when the content is eevant to them. Pagnani

(2004) aso ond that seness and eevance o the message was the nmbe-

one acto in acceptance o MMS messages.

Whie the impotance o eevance is not niqe to new media, it ceay

mattes in an envionment whee consmes ae concened abot pivacy. Yong

singes, o exampe, have itte inteest in eceiving text ads o emais advetis-ing disposabe nappies and othe baby podcts. Ths, in an envionment whee

consmes ae sensitive to which messages they shod be eceiving, making

se the message is eevant is o high impotance.

Digital advertising principles related to executionalvariables

When designing an ad, advetises have ots o options in tems o the speciic

exection o the ad. fo exampe, they can choose om vaios types o appea,

vay the ength o nmbe o wods in the commecia, o choose to incde msic

o ceebities in the ads. Thee ae many aspects o exections that can be va-

ied in an ad, and exectiona vaiabes have sped a age vome o eseach.

Whie additiona eseach is needed, it is cea that two aspects o exection take

on additiona impotance in advetising in new digita media: inteactivity and

entetainment vae.




Digital advertising principle 4: digital approaches that incorporate

interactivity are more likely to be effective

In a key eay stdy o website eectiveness, McMian et al . (2003) ond that

eseach on the intenet sggests that inteactivity is a key dive o sccess.Becase o the intenet’s abiity (o potentia abiity) to engage the consme o

a onge peiod o time and in geate depth than taditiona media, incopoat-

ing inteactive activities, sch as qizzes, voting, chatting o poviding inpt o

eedback on something, is a key to getting the consme engaged and inteested

in staying on the website. Websites sch as becomeanm&m.com, whee con-

smes can tn thei picte into an M&M’s ige o ceate an avata based on

an M&M’s candy chaacte, and caebide.com, whee an individa can age

thei photo 50 yeas, se ceative appoaches to inteactivity that keep the con-

sme highy engaged and invoved in the website.Academic eseach veiies that new media advetising appoaches that inco-

poate inteactivity ae moe sccess than those that do not. fo eampe,

Dickinge et al . (2004) ond inteactivity eated to moe eective ads. Simiay,

Jeassi and Endes (2005) ond advetises that incopoated inteactivity

achieved highe sccess. Given the geate capacity o new media to y engage

consmes, it is impotant that advetises incopoate inteactive appoaches i

they want to maimise sccess.

Digital advertising principle 5: advertising messages that are

entertaining have a higher chance of success in the digital context

reseach has aso conveged on entetaining messages being sccess in the

new media contet. Whie it may be acceptabe in some taditiona media o

highy inomationa appoaches to be sccess in many contets, this is ess

ikey to be the case in an inteactive advetising envionment. raney et al . (2003)

ond that incding a mini-movie with damatic eements on an atomotive

website inceased pchase intention as a est o consmes being entetained

and staying on the website onge. Choi et al . (2008) aso ond entetainment

to be impotant, eading to moe positive attitdes towads the ad and pchase

intention in messages in both the uS and Soth Koea. Simiay, Okazaki (2008)

ond that moe entetaining messages wee cosey associated with convincing

consmes to espond to a Japanese advetising campaign.

Whie additiona digita new media advetising pincipes eating to eec-

tions may aise om sbseqent eseach (e.g. thee is peiminay evidence

that hmoos appoaches can sometimes be eective) at the pesent time, it is

cea that digita advetising pogammes that incopoate both inteactivity and




entetainment tend to have a signiicant advantage. A good exampe o this is the

Survivor game that Pina’s Meow Mix an in conjnction with Anima Panet in

2006. In this pomotion, at the end o a ega pogamme on Anima Panet each

night o nine days, Pina had ‘cat-testants’ om ten cities compete in contests

sch as ping, catching toy mice and aing aseep. Each night, viewes weeasked to vote o thei avoite cat, and the cat with the ewest votes was voted

o the show (and adopted by a oving home that wod eceive a ee yea’s

sppy o Meow Mix). Meanwhie, the contest stated that the winne wod

emain on Madison Avene, whee the contest was imed, and become the VP

o reseach & Deveopment o Pina, with the dty o pesonay tasting and

testing the podct. Whie sch a show might not have appea o a consm-

es (e.g. dog oves), it incopoated inteactivity in the om o voting and was

cetainy entetaining to the taget adience, which was cat oves. By combining

inteactivity and entetainment vae, Pina’s Survivor is a good exampe o eective inteactive advetising.

A final general digital advertising principle

Digital advertising principle 6: in the long run, new media messages

need to build the brand to be effective

Whie some eay discssions o inteactive advetising ocsed on shot-tem

saes pomotions, incding techniqes sch as ocation-based messaging, in anea whee banding is moe impotant to maketes than eve, as a genea e,

digita advetising needs to take advantage o new media’s niqe band-bid-

ing capacity. As stated by Chiagois and Wansey (2000, p. 35) in an eay discs-

sion o the intenet and how it shod be sed by maketes, ‘When it comes to

biding a band on the intenet, neve have so many taked so itte o what may

be the intenet’s most stnning capacity – stengthening the band with cstom-

es and pospects.’

Becase consmes can move om awaeness to action qicky in an inteac-

tive envionment, thee is an enomos oppotnity o eationship biding.

When consmes become awae o a podct and visit a website, they may take

consideabe time eaning abot the podct, gaining amiiaity and appecia-

tion o it, and, in some cases, even initiate a pchase (Chiagois & Wansey

2000). Ths, it is impotant o ims to take advantage o the band-biding

capacity o the intenet when advetising. Consistent with this notion, Okazaki

and Tayo (2008) ond that manages o Japanese and uS sbsidiaies o ims

opeating in the Eu beieved that the abiity to bid bands was the singe most

impotant acto in thei intention to adopt SMS advetising.




Discussion

It is now cea that new media wi pay a signiicant oe in the te o adve-

tising. The degee to which individa new media oms become impotant may

vay, bt the niqe advantages o the intenet aow o eective tageting o consmes and potentiay aow o geate engagement o the consme. As a

est, it is impotant to contine to evaate and compie knowedge on what

makes new media advetising eective. Sbmissions on this topic to IJA ae most

wecome as it is an aea whee mch additiona eseach is needed. In this isse

some papes on new media topics have been intentionay csteed togethe to

povide the eade with new pespectives. It is my hope that yo, the eadeship,

enjoy these papes as we as the othes incded in this isse.

References

Advertising Age (2005) Megaband spending by media, 12 Septembe, p. 34.

Banes, S.J. & Sconavacca, E. (2004) Mobie maketing: the oe o pemission and

acceptance. International Journal of Mobile Communications, 2(2), pp. 128–139.

Bawise, P. & Stong, C. (2002) Pemission-based mobie advetising. Journal of Interactive

Marketing , 16(1), pp. 14–24.

Cao, A., Banes, S.J., Sconavacca, E. & fetche, K. (2007) Consme peceptions and

attitdes towad SMS advetising: ecent evidence om New Zeaand. International

Journal of Advertising , 26(1), pp. 79–98.

Chiagois, l. & Wansey, B. (2000) Banding on the intenet. Marketing Management , 9(2),pp. 34–38.

Choi, Y.K., Hwang, J.S. & McMian, S.J. (2008) Geaing p o mobie advetising:

a coss-cta eamination o key actos that dive mobie messages home to

consmes. Psychology & Marketing , 25(8), pp. 756–768.

Dickinge, A., Haghiian, P., Mphy, J. & Scha, A. (2004) An investigation and

concepta mode o SMS maketing. Proceedings of the 37th Hawaii International

Conference on System Sciences. IEEE.

Hat, K. (2008) Advetising sent to cephones opens new ont in wa on spam. Washington

Post , 10 Mach, p. A1.

Jeassi, T. & Endes, A. (2005) Strategies for e-Business. Creating Value Through Electronic and

Mobile Commerce . uppe Sadde rive, NJ: Pentice Ha.

McMian, S.J., Hwang, J.-S. & lee, G. (2003) Eects o stcta and pecepta actos

on attitdes towad the website. Journal of Advertising Research, 43(4), pp. 400–409.

Nasco, S. & Bne II, G.C. (2008) Compaing consme esponses to advetising and

non-advetising mobie commnications. Psychology & Marketing , 25(8), pp. 822–838.

Okazaki, S. (2008) Mobie-based wod-o-moth among Japanese yoth: how new band

eea campaign woks. Psychology & Marketing , 25(8), pp. 714–731.

Okazaki, S. & Tayo, C.r. (2008) What is SMS advetising and why do mtinationas

adopt it? An empiica stdy in Eopean makets. Journal of Business Research, 61(1),

pp. 4–12.




Okazaki, S., Katska, A. & Nishiyama, M. (2007) How mobie advetising woks: the

oe o tst in impoving attitdes and eca. Journal of Advertising Research, 47(2),

pp. 165–178.

Pagnani, M. (2004) Deteminants o adoption o thid geneation mobie mtimedia

sevices. Journal of Interactive Marketing , 18(3), pp. 46–59.

Pew Intenet & Ameican lie Poject (2000) The Internet and American Life Daily Tracking Survey, Api, avaiabe at http://www.pewintenet.og/Shaed-Content/Data-Sets/2000/

Api-2000-Svey-Data.aspx, accessed 5 Jne 2009.

raney, A.A., Apan, l., Pashpati, K. & Bi, D.A. (2003) At the movies, on the web: an

investigation o the eects o entetaining and inteactive web content on site and

band evaations. Journal of Interactive Marketing, 17(4), pp. 38–53.

retn Path (2005) factos that inenced uS consmes’ choice o e-mai to open

and ead ding the hoiday season 2004, avaiabe at http://www.saeswae.it/eng/

engEmaiMktgStateretnPath221005.htm (accessed 30 May 2009).

Stan, f. & rohm, A. (2008) How to maket to geneation M(obie). Sloan Management

Review,49

(4), pp. 35–41.unni, r. & Hamon, r. (2007) Peceived eectiveness o psh vs p mobie ocation-

based advetising. Journal of Interactive Advertising , 7(2), pp. 154–177.

the six principles of digital advertising

Documents