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Presentation for Fordham MBA Class

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Darren Herman
Darren Herman

To be given on 6/29/2009 at Fordham University

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Online Digital Advertising 101 June 29, 2009 Darren Herman / www.darrenherman.com / @dherman76
Agenda Digital Advertising Overview Ad Serving Metrics & Analysis Social Media What Interests Me… Further Reading Anything else to add?
What is Online Advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
http://www.youtube.com/watch?v=iy0w5Ajq9Rw
Ad Serving The Big 3 Tomorrow’s Players
Contextual Targeting
Behavioral Targeting
Audience Targeting
Audience Targeting? 2D -> 3D media + creative + audience It’s not about aggregate composition anymore.
"I know I waste half the money I spend on advertising," department store pioneer John Wanamaker said. "The problem is, I don't know which half.”
Metrics Ad Server CPA Engagement Impressions Clicks (CTR) Revenue-Per-Action Early 90s Mid 90s Late 90s Mid 00s 2009 Pageviews Hits Time Spent Loyalty Recency Site
Social Opportunities
What Interests Me… Technology Adoption Media Optimization Audience: the third dimension Business Model for Agencies Traditional Channels Becoming Digital
Further Reading Clickz.com MediaPost.com AdAge.com AVC.com MikeOnAds.com DarrenHerman.com ;)

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Presentation for Fordham MBA Class

  • 1. Online Digital Advertising 101 June 29, 2009 Darren Herman / www.darrenherman.com / @dherman76
  • 2. Agenda Digital Advertising Overview Ad Serving Metrics & Analysis Social Media What Interests Me… Further Reading Anything else to add?
  • 3. What is Online Advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
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  • 8. Ad Serving The Big 3 Tomorrow’s Players
  • 12. Audience Targeting? 2D -> 3D media + creative + audience It’s not about aggregate composition anymore.
  • 13. "I know I waste half the money I spend on advertising," department store pioneer John Wanamaker said. "The problem is, I don't know which half.”
  • 14. Metrics Ad Server CPA Engagement Impressions Clicks (CTR) Revenue-Per-Action Early 90s Mid 90s Late 90s Mid 00s 2009 Pageviews Hits Time Spent Loyalty Recency Site
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  • 20. What Interests Me… Technology Adoption Media Optimization Audience: the third dimension Business Model for Agencies Traditional Channels Becoming Digital
  • 21. Further Reading Clickz.com MediaPost.com AdAge.com AVC.com MikeOnAds.com DarrenHerman.com ;)