Digital Advertising R u t a Wh e e l o c k A p r i l - - PowerPoint PPT Presentation

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Digital Advertising R u t a Wh e e l o c k A p r i l - - PowerPoint PPT Presentation

Sep 29, 2022 345 likes •575 views

Digital Advertising R u t a Wh e e l o c k A p r i l 2 4 , 2 0 1 8 Terms D i g i t a l A d v e r t i s i n g t h e a c t i v i t y o f p r o d u c i n g a d v e r t i s e

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SLIDE 1

Digital Advertising

R u t a Wh e e l

  • c

k A p r i l 2 4 , 2 1 8

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SLIDE 2

Terms

  • D

i g i t a l A d v e r t i s i n g t h e a c t i v i t y

  • f

p r

  • d

u c i n g a d v e r t i s e me n t s f

  • r

c

  • mme

r c i a l p r

  • d

u c t s a n d s e r v i c e s u s i n g d i g i t a l c h a n n e l s s u c h a s i n t e r n e t , mo b i l e d e v i c e s , s

  • c

i a l me d i a , d i s p l a y a d v e r t i s i n g , s e a r c h e n g i n e s , a n d a n y

  • t

h e r f

  • r

m

  • f

d i g i t a l me d i a . [ 1 ]

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SLIDE 3

Practices

  • S

e a r c h E n g i n e Ma r k e t i n g ( S E M) p r

  • c

e s s

  • f

i n c r e a s i n g w e b p a g e v i s i b i l i t y b y a p p e a r i n g i n p a i d s e a r c h r e s u l t s .

  • S

e a r c h E n g i n e O p t i mi z a t i

  • n

( S E O ) p r

  • c

e s s

  • f
  • p

t i mi z i n g t h e w e b s i t e t

  • i

n c r e a s e t h e r a n k i n

  • r

g a n i c s e a r c h r e s u l t s .

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SLIDE 4

Practices

  • C
  • n

t e n t ma r k e t i n g a t y p e

  • f

ma r k e t i n g t h a t i n v

  • l

v e s t h e c r e a t i

  • n

a n d s h a r i n g

  • f
  • n

l i n e ma t e r i a l ( s u c h a s v i d e

  • s

, b l

  • g

s , a n d s

  • c

i a l me d i a p

  • s

t s ) t h a t d

  • e

s n

  • t

e x p l i c i t l y p r

  • mo

t e a b r a n d b u t i s i n t e n d e d t

  • s

t i mu l a t e i n t e r e s t i n i t s p r

  • d

u c t s

  • r

s e r v i c e s [ G

  • g

l e D i c t i

  • n

a r y ] .

  • E

ma i l ma r k e t i n g

  • S
  • c

i a l Me d i a ma r k e t i n g t h e p r

  • c

e s s

  • f

g a i n i n g t r a ffjc

  • r

a t t e n t i

  • n

t h r

  • u

g h s

  • c

i a l me d i a s i t e s . [ 5 ]

  • A

ffjl i a t e ma r k e t i n g a n I n t e r n e t

  • b

a s e d ma r k e t i n g p r a c t i c e i n w h i c h a b u s i n e s s r e w a r d s

  • n

e

  • r

mo r e a ffjl i a t e s f

  • r

e a c h v i s i t

  • r
  • r

c u s t

  • me

r b r

  • u

g h t a b

  • u

t b y t h e a ffjl i a t e ' s ma r k e t i n g e fg

  • r

t s . [ 6 ]

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SLIDE 5

Practices

  • D

i s p l a y a d v e r t i s i n g b a n n e r a d s , t e x t a d s , i ma g e a d s , v i d e

  • a

d s , a u d i

  • a

d s , e v e n c r y p t

  • c

u r r e n c y mi n i n g a d d s .

  • G

a me a d v e r t i s i n g

  • R

e ma r k e t i n g s h

  • w

s a d s t

  • p

e

  • p

l e w h

  • '

v e v i s i t e d y

  • u

r w e b s i t e

  • r

u s e d y

  • u

r mo b i l e a p p . Wh e n p e

  • p

l e l e a v e y

  • u

r w e b s i t e w i t h

  • u

t b u y i n g a n y t h i n g , f

  • r

e x a mp l e , r e ma r k e t i n g h e l p s y

  • u

r e c

  • n

n e c t w i t h t h e m b y s h

  • w

i n g r e l e v a n t a d s a c r

  • s

s t h e i r d i fg e r e n t d e v i c e s . [ 9 ]

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SLIDE 6

How Google makes money?

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SLIDE 7

Google's ad revenue from 2001 to 2017 (in billion U.S. dollars)

h t t p s : / / w w w . s t a t i s t a . c

  • m/

s t a t i s t i c s / 2 6 6 2 4 9 / a d v e r t i s i n g

  • r

e v e n u e

  • f
  • g
  • g

l e /

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SLIDE 8

How to advertise on Google?

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SLIDE 9

How much Google and Facebook know about you?

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SLIDE 10

Google Privacy Policy

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SLIDE 11

myactivity.google.com

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SLIDE 12

Facebook

  • G

e n e r a l A c c

  • u

n t S e t t i n g s

  • >

D

  • w

n l

  • a

d a c

  • p

y

  • f

y

  • u

r F a c e b

  • k

d a t a

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SLIDE 13

Ethical Issues with Advertising model

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SLIDE 14

Attention Economy

  • Mo

r e

  • f

y

  • u

r t i me

  • >

mo r e mo n e y

  • T

i me

  • n

s i t e – c u r r e n c y i n t e c h i n d u s t r y

T h e a v e r a g e p e r s

  • n

c h e c k s t h e i r p h

  • n

e 1 5 t i me s a d a y . [ 1 1 ]

h t t p : / / w w w . t r i s t a n h a r r i s . c

  • m/

2 1 6 / 5 / h

  • w
  • t

e c h n

  • l
  • g

y

  • h

i j a c k s

  • p

e

  • p

l e s

  • mi

n d s %E 2 %8 %8 A

  • %E

2 %8 %8 A f r

  • m-

a

  • ma

g i c i a n

  • a

n d

  • g
  • g

l e s

  • d

e s i g n

  • e

t h i c i s t /

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SLIDE 15

Attention Economy

  • B
  • t

t

  • ml

e s s b

  • w

l s , I n fj n i t e F e e d s , a n d A u t

  • p

l a y

  • S
  • c

i a l A p p r

  • v

a l

  • F

e a r

  • f

Mi s s i n g S

  • me

t h i n g I mp

  • r

t a n t

  • I

n s t a n t I n t e r r u p t i

  • n

h t t p : / / w w w . t r i s t a n h a r r i s . c

  • m/

2 1 6 / 5 / h

  • w
  • t

e c h n

  • l
  • g

y

  • h

i j a c k s

  • p

e

  • p

l e s

  • mi

n d s %E 2 %8 %8 A

  • %E

2 %8 %8 A f r

  • m-

a

  • ma

g i c i a n

  • a

n d

  • g
  • g

l e s

  • d

e s i g n

  • e

t h i c i s t /

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SLIDE 16

AI that’s built to maximize engagement

  • F

a c e b

  • k

f e e d s –

  • u

t r a g e g e n e r a t e s e n g a g e me n t , s

  • i

t ’ s g

  • d

!

  • Y
  • u

T u b e “ n e x t v i d e

  • ”

p u s h e s y

  • u

t

  • t

h e

  • u

t e r e d g e , p

  • l

a r i z e s

  • p

i n i

  • n

V e g e t a r i a n f

  • d
  • >

… V e g e t a r i a n t r i e s a s t e a k f

  • r

t h e fj r s t t i me e v e r

  • >

… V e g a n s T r y D a i r y F

  • r

T h e F i r s t T i me

  • >

V e g a n F

  • d

T a s t e T e s t A n d e r s

  • n

C

  • p

e r : I s T r u mp s e n d i n g a me s s a g e t

  • C
  • h

e n ?

  • >

… 4 k i l l e d a t T e n n e s s e e Wa ffme H

  • u

s e a s p

  • l

i c e s e a r c h f

  • r

s e mi n u d e s u s p e c t

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SLIDE 17

People Profjling

  • Ma

c h i n e l e a r n i n g c a n fj g u r e

  • u

t t h i n g s t h a t y

  • u

n e v e r d i s c l

  • s

e d A r e y

  • u

d e p r e s s e d , f e e l i n g v u l n e r a b l e , y

  • u

r s e x u a l

  • r

i e n t a t i

  • n

e t c .

h t t p s : / / w w w . t h e w r a p . c

  • m/

d

  • n

a l d

  • t

r u mp

  • r

i p s

  • r

e p

  • r

t e r s

  • h

i l l a r y

  • c

l i n t

  • n
  • i

g n

  • r

e s

  • t

h e m- w h i c h

  • i

s

  • w
  • r

s e /

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SLIDE 18

Ethical Analysis (Advertising model for services)

  • K

a n t i a n i s m Wr

  • n

g f r

  • m

u s e r p e r s p e c t i v e a n d c

  • r

p

  • r

a t i

  • n

s . P e

  • p

l e w a n t f r e e s e r v i c e b u t c

  • r

p

  • r

a t i

  • n

s u s e c u s t

  • me

r s ' d a t a t

  • t

a r g e t a d v e r t i s i n g .

  • A

c t U t i l i t a r i a n F a c e b

  • k

g e n e r a t e d $ 8 2 . 4 4

  • f

a d v e r t i s i n g r e v e n u e p e r u s e r i n t h e U S a n d C a n a d a

  • v

e r t h e p a s t y e a r . [ 1 ] ( a s s u me ) U s e r s a r e n

  • t

w i l l i n g t

  • p

a y t h a t mu c h . C

  • n

c l u s i

  • n

: I t ’ s mo r a l l y g

  • d

t

  • u

s e a d v e r t i s i n g mo d e l .

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SLIDE 19

Possible Solutions

  • T

i me We l l S p e n t mo d e l b y T r i s t a n H a r r i s

h t t p : / / w w w . t r i s t a n h a r r i s . c

  • m/

2 1 6 / 5 / h

  • w
  • t

e c h n

  • l
  • g

y

  • h

i j a c k s

  • p

e

  • p

l e s

  • mi

n d s %E 2 %8 %8 A

  • %E

2 %8 %8 A f r

  • m-

a

  • ma

g i c i a n

  • a

n d

  • g
  • g

l e s

  • d

e s i g n

  • e

t h i c i s t /

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SLIDE 20

References

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SLIDE 21

Thank you

R u t a Wh e e l

  • c

k