6 — Digital Advertising

126 Pages·2015·12.78 MB·English

6 — Digital Advertising
From Code to Product
gidgreen.com/course
Million Dollar Homepage
From Code to Product Lecture 6 — Digital Advertising — Slide 2 gidgreen.com/course
Lecture 6
•  Introduction
•  Ad formats
•  Types of targeting
•  Price models
•  Creatives
•  Landing pages
•  Web Sudoku
•  Buying ads
From Code to Product Lecture 6 — Digital Advertising — Slide 3 gidgreen.com/course
Traditional advertising
•  Mass media
–  Newspapers, magazines, TV, radio, outdoor
–  Local or national, not global
•  Big one-time purchase
•  One message to all recipients
–  No filtering or personalization
•  Success measured indirectly
–  Did sales increase this month?
From Code to Product Lecture 6 — Digital Advertising — Slide 4 gidgreen.com/course
Digital advertising
•  Digital media
–  Web, mobile, email, desktop
–  Global in scope
•  Pay as you go, small increments
•  Messages targeted by recipient
–  Filtering, personalization
•  Success measured directly
–  Views, clicks, actions
From Code to Product Lecture 6 — Digital Advertising — Slide 5 gidgreen.com/course
Underlining the difference
“Half the money I spend on advertising is
wasted; the trouble is I don't know which
half.”
— John Wanamaker, store owner

“Ninety-nine percent of advertising doesn't
sell much of anything..”
— David Ogilvy, advertising executive
From Code to Product Lecture 6 — Digital Advertising — Slide 6 gidgreen.com/course
US ad spending (+projected)
(world totals
approximately
double)
From Code to Product Lecture 6 — Digital Advertising — Slide 7 gidgreen.com/course
Media and advertising
From Code to Product Lecture 6 — Digital Advertising — Slide 8 gidgreen.com/course
Digital ad breakdown

3
1
0
2

r
e
b
o
t
c
O

,
t
r
o
p
e
R

e
u
n
e
v
e
R

g
n
i
s
i
t
r
e
v
d
A

t
e
n
r
e
t
n
I

B
A
I
From Code to Product Lecture 6 — Digital Advertising — Slide 9 gidgreen.com/course
How it works
•  Direct sales
–  Hard to find advertisers
–  Transaction cost vs volume
•  Ad networks
–  Aggregate 1000s of publishers + advertisers
–  Copy-paste code snippet
–  Take 20%—50% of revenue
•  Big sites use both
From Code to Product Lecture 6 — Digital Advertising — Slide 10 gidgreen.com/course