ONLINE MARKETS

Websites are national but all advertising can be targeted by IP address and geographic location. Activity on global websites can be target to ‘AU eyeballs’.

TYPES OF SITES

Portals

“One stop shop” sites designed to fulfil all the needs of the user there by keeping them within the site. Portals includes sites such as ninemsn.com.au, yahoo.com.au, bigpond.com.au and news.com.au

Search Engines

Sites dedicated to assisting a user find what they’re looking for online. Search sites include Google, Yahoo!, MSN Search Content Sites, Sites specialising in a certain category, e.g. news, travel, sport. Can be incredibly targeted or special interest

Social Networks

A rapidly growing feature in the online world, the most popular social networks in Australia are Facebook, Myspace and Twitter.

ONLINE PLACEMENTS

• Homepages.
• Sponsorships > advertiser owns a particular site or section, branding throughout.
• Targeted buys > advertiser buys a specific demographic (only available within sites that have a registration process).
• Run of Site / Sections > advertiser runs randomly across entire site.
• Run of network > advertiser runs randomly across entire network, e.g. Fairfax Digital or Ninemsn.
• Buyouts > advertiser buys all of the inventory available on a site or homepage for a `specific period.
• Email list rental.
• EDMs > Mass email distribution to targeted audiences.

ONLINE COMMONONLY USED ACRONYMS

• PI’s (Page Impressions)
• CPM (Cost per Thousand)
• CPC (Cost per Click)
• CPA (Cost per Acquisition)
• CPL (Cost per Landing Page Visit)
• ROS/RON (Run of Site/Run of Network)
• CTR (Click through Rate)
• OTP (Over the Page)
• EDM (Electronic Direct Mail)
• UGC (User Generated Content)
• UV’s (Unique Views)
• UB’s (Unique Browsers)

CREATIVE OPTIONS AND LENGTHS

• Standard ad units
• Gif or flash format ad units in variety of sizes. Most common sizes available :
• Banner –468 x 60 pixels
• Leaderboard–728 x 90
• Island –300 x 250
• Skyscraper –160or120 x 600
• http://iabaustralia.com.au/standards.html
• Leader board Text links Spotlight / Advertorial Online sizes
• Banner Skyscraper Button Medium Rectangle
• Rich media ad units

More complex and impactful executions.

Examples are:

• Over the page ads (OTP’s)
• Ad unit that expand on roll over
• Ad units that are synchronised
• Streaming video or games within creative
• Interactive banners (with upload and download facility)

Advertorial

Ads in editorial format comprising a small image (usually a logo) and a limited amount of text.

Text links

As the name suggest, usually up to 7 or 8 words in the form of a hyperlink through to an advertiser’s site.

Integrated Content

Advertiser content hosted on a publisher’s site.

Search Paid Listings

Sponsored links in search  listings where by advertisers buy specific keywords that they want their advertising to appear against. The advertiser only pays when a user clicks on their sponsored link.

ONLINE PLANNING CONSIDERATIONS

Need to consider what the target does online, consider total audience of site and demographic breakdown, appropriate content environments to fit product / message and over all media strategy.

The creative message and format is key to how and where an ad is placed – does it have a suitable call to action etc.

ONLINE BUYING CONSIDERATIONS

Generally purchased on either CPM (cost per thousand), CPC(cost per click) or CPA (cost per acquisition) basis. Performance networks now offer cost per landing page (CPL).