This show provides listeners with valuable, expert
insight into how to make the most of an online ad
campaign. Doug
Perlson, Chief Operating Officer of Seevast,
will first provide listeners with an overview of
the latest trends in online advertising. Second,
he will offer several tips to consider before planning/implementing
an online ad campaign. Third, Doug will outline
the various online ad formats (e.g. sponsored links,
rich media, video) currently available to marketers
and advertisers. Lastly, Doug will discuss the significant
role content plays in online advertising campaign
success.
Recorded Live
September 22, 2006
Online Advertising: Latest
Trends
This first segment will provide listeners with
a brief overview of the latest trends seen in
online advertising. Doug will discuss the industry's
growing interest in new media, user-generated
content/social networks and popular targeting
techniques. He will also touch on targeting strategies
(e.g. behavior, context, geography) that are gaining
ground with online marketers.
Tips to Consider
In this segment, Doug will offer listeners tips
to consider before planning and implementing an
online ad campaign. He will discuss the importance
of measurable objectives, learning industry lingo
and audience definition.
Diversify: Ad Formats
In this portion of the show, Doug will educate
listeners on the wide array of ad formats available
online. Additionally, he will stress the importance
of using different ad formats depending on campaign
objectives.
Content-Targeting
This last segment will focus on the role content
plays in online ad campaigns. In this segment,
Doug will clarify the difference between content
and contextual advertising as well as discuss
the advantages of advertising on Web sites that
feature user-generated content (e.g. MySpace and
Windows Live Spaces).
pulse360:
Tools to help advertisers target their customers
on the Web’s best sites.
Moniker:
The most secure and customer service-driven domain
name registrar, management and monetization company.
Kanoodle:
Pay-per-click search engine marketing on search
sites across the Web.
Introducing True Measurability
Doug Perlson, the chief operating officer of
Seevast, practiced law and in his own words is,
“recovering” from being a lawyer.
Cindy interviewed Doug on September 22, 2006 and
found that he had previously served as a COO at
Kanoodle and was once the Senior VP of Partner
Development and Operations at About Inc. i.e.
About.com.
Doug discussed the great new opportunities that
have cropped up in the eMarketing industry emphasizing
on the excitement of an e- marketers job. The
changing market has shown that the future lies
in Search Engine Marketing which has changed from
simple banner advertisements to creative advertising
where psychology, geography and context all come
into play.
Online marketing has two new trends. The first
is “True Measurability” where the
success of campaigns can be gauged immediately
through tools available online. The second trend
has been to market within user generated content
e.g. advertising on “My Space” etc.
User generated content is a free form of marketing
that proves the concept of supply and demand realistically.
Planning an Ad Campaign.
In segment two Doug went on to give listeners
tips to consider before planning and implementing
an online ad campaign. He discussed the importance
of measurable objectives, learning industry lingo
and audience definitions.
- Doug believes that the first thing to consider
when implementing an online ad campaign is to
understand what your goal is.
- The next step is figuring out what type of
online marketing you’ll do. The type of
marketing you do will be determined by your
budget and the amount of time you’re willing
to spend on the campaign.
- Third come traffic generating strategies.
He mentioned that these days there is a tremendous
interest in local geographic targeting, or targeting
down to zip code or state. The second type of
targeting that is being used is behavioral targeting.
When used properly, cookie based behavioral
targeting can be used to gain more inventory
and reach a specific audience.
Ad Formats Online
In this segment Doug informed listeners about
the wide array of ad formats available online
and stressed on the importance of using different
ad campaigns, depending on the campaign objective.
According to Doug there are almost an infinite
number of ways to advertise online but there are
actually three basic concepts:
- There is the option of using rich media (i.e.
animated ads, videos etc) which is definitely
the more sophisticated way to advertise online.
- Then there are the typical image type CPM
ads such as “banners or skyscrapers or
lots of IAB sized ads that appear throughout
the content.” Using this form of advertising
is usually an effective way to build a brand.
- As per Doug, sponsored links that exist “within
search or content” are the most effective
advertising technique. “What’s nice
about sponsored links is anyone can get an ad
going within half an hour.”
Role of Content in an Online Ad Campaign
In the fourth segment Doug focused on the role
content plays in an online ad campaign. He clarified
the difference between content and contextual
advertising and discussed the advantages of advertising
on websites that feature user generated content.
Doug talked about contextual advertising and
the benefits of an integrated approach. Certain
content targeted and contextual advertising has
both the benefits of branded advertising that
you see in banners and in rich media and the benefits
you find in search based sponsored links advertising.
“Basically look at content in general to
determine the context,” according to Doug,
that’s the basis of a marketer’s job.
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