e-commerce course 4 internet and advertising. 1- is internet just a media like others?
TRANSCRIPT
E-CommerceE-CommerceCourse 4Course 4
Internet and advertising
1- Is internet just a media like others?
The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
The role of various media
signs
Television
radio
DirectMarketing
Attention
Action
Interest
Source: Steve Golberg Microsoft
Internet
Basic measurement techniques
• Hits
• Hits/audit
• Audit with profile
• Clickstream (visits)
• Time spent on a site
• Purchases
Advanced measurement techniques
• No of visits versus Unique visitors
• Cookies
• Electronic Passport
– All of the above techniques give more and more info about the profile of visitors
2- How do you make money with advertising on the net?
It is harder than ever to finance a site only with ads
Many players but few profitable ones
In 1999
• 75% of all ad revenus were made on 10 sites
• Vs. 68% in 1998
– Source (iAB)
But as more and more consumers are seeking and know about
specialized sites
• Market segmentation
• Media fragmentation become a reality
What about rates?
Various methods
• barter 8%
• Active or passive banner (CPM) 58%
• Sponsor 29%
• Referral 6% (Could go up to 53% by 2004)
Examples
http://home.netscape.com/ads/usrates.html