amh digital orientation

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Online Advertising Notes Tuesday 8 March 2016 Prepared by: Stephen Dube and write but those who cannot learn, unlearn, and relearnAlvin Toffler

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Page 1: Amh Digital Orientation

Online Advertising Notes

Tuesday 8 March 2016Prepared by: Stephen Dube

“The illiterates of the 21st century will not be those who cannot read

and write but those who cannot learn, unlearn, and relearn”

Alvin Toffler

Page 2: Amh Digital Orientation

AMH Digital platforms

• NewsDay (www.newsday.co.zw) Most visited news site in Zimbabwe with an average of 700 000 unique visitors every month.

• The Standard (www.thestandard.co.zw)• Zimbabwe Independent (www.theindependent.co.zw)• Southern Eye (www.southerneye.co.zw)• AMH365 (www.amh365.co.zw)• MyClassifieds (www.myclassifieds.co.zw)

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AMH Digital platforms

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What is Online Advertising?

• Online media, refers to content that is presented electronically (digital media formats) on websites retrieved through web browsers, online content includes news, photos, video and music.

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Benefits• Integrate your marketing campaign. Online display advertising does not replace conventional methods of

advertising, it completes the branding circle. Tri-media advertising – print, TV, and radio – alone cannot reach every market anymore, there is need to complement with online advertising.

• Benefit from “Geo-targeting.” Display ads give you the control to creatively personalize your online advertisements so that you can efficiently zero in your market by geographic location.

• Interest Based Targeting. If you know your target demographics, you would understand their interests and what can captivate them. We can for instance use social media to target the younger generation and the sites professionals and executives.

• Analytics. Having the ability to track or getting feedback from your ads is critical. Other advertising forms can be hard to track; using display ads can let you in on a weekly even daily updates. This kind of information tells you whether your advertising/marketing effort is succeeding or you need to tweak it. Feedback reports can guide you to better strategies and more successful marketing.

• Take advantage of A/B split testing. The best strategy is having control in your advertising, with our digital package you can test a strategy and change it when the feedback is not as good as you expect, we can easily measure, analyse and adjust.

• Cost Effective. Online display advertising is not at all expensive; With millions who access our sites you can reach so many target users for a less.

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Online Advertising Terminology:

Ad Rotation : Ads are often rotated into ad spaces from a list. This is usually done automatically by software on the Web site or at a central site such as Google.

Click: is when a visitor interacts with an advert. This does not apparently mean simply interacting with an ad, but actually clicking on it so that the visitor is headed toward the advertiser's destination.

Click-through Rate: A click-through is what is counted by the sponsoring site as a result of an ad click.

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Online Advertising Terminology:CPM: CPM is "cost per thousand" ad impressions, an industry standard measure for selling ads on Web sites.

Demographics: Demographics is data about the size and characteristics of a population or audience (for example, gender, age group, income group, purchasing history, personal preferences, and so forth).

Hit: A hit is the sending of a single file whether an HTML file, an image, an audio file, or other file type. Since a single Web page request can bring with it a number of individual files, the number of hits from a site is a not a good indication of its actual use (number of visitors). Impression: The count for every time an advert loads on a page. Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions ( CPM ).

Page 8: Amh Digital Orientation

Online Reporting tools:Google Analytics:

Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. It's the most widely used website statistics service. Google Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also tracks display advertising,pay-per-click networks, email marketing.

Sessions: Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website.

Users: Users that have had at least one session within the selected date range. Both new and returning.

Pageviews : Pageviews is the total number of pages viewed. Repeated views of a single page are counted.

Pages / Session: Pages/Session is the average number of pages viewed during a session. Repeated views of a single page are counted.

Avg. Session Duration: The average length of a Session.

Bounce Rate: Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

% New Sessions: An estimate of the percentage of first time visits.

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Online Advertising Trends:The following trends are likely going to be a hit in 2016:

- In 2016 we will unveil new advertising packages such as social media.

-- Video and multimedia adverts on our websites and social media sites

-- Page takeovers : For advertising campaign such as promotions and other activities.

Thank you!