Advertising & Media

Unit 10
New Trends in Media for Adv.
Online, covert, Surrogate, Prod.
Placement, Guerrilla, viral, Influencer,
Etc….
Online Advertising

• Online advertising, also known as online marketing, Internet

advertising, digital advertising or web advertising, is a form of marketing and
advertising which uses the Internet to deliver promotional marketing messages to
consumers.

• Many consumers find online advertising disruptive and have increasingly turned
to ad blocking for a variety of reasons.

• When software is used to do the purchasing, it is known as programmatic

advertising
• Online advertising includes email marketing, search engine
marketing (SEM), social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising.

• Like other advertising media, online advertising frequently involves a publisher,

who integrates advertisements into its online content, and an advertiser, who
provides the advertisements to be displayed on the publisher's content.

• Other potential participants include advertising agencies who help generate and
place the ad copy, an ad server which technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the
advertiser.
Different types of online Advertising

• Email

• display ads (online banner adv. -- advertising message visually using text, logos,
animations, videos, photographs, or other graphics)

• Frame ad, pop-ups, floating ads, trick banners, newsfeed ads, text ads etc….

Search engine marketing (SEM)

• Search engine marketing, or SEM, is designed to increase a website's visibility

in search engine results pages (SERPs).

• Search engines provide sponsored results and organic (non-sponsored) results

based on a web searcher's query.
• Search engines often employ visual cues to differentiate sponsored results from
organic results.

• Search engine marketing includes all of an advertiser's actions to make a

website's listing more prominent for topical keywords.

• The primary reason behind the rising popularity of Search Engine Marketing has
been Google.

• There were a few companies that had its own Pay Per Click (PPC) and Analytics
tools. However, this concept was popularized by Google.
• Google Ad words was convenient for advertisers to use and create campaigns.
And, they realized that the tool did a fair job, by charging only for someone's click
on the ad, which reported as the cost-per-click for which a penny was charged.

• This resulted in the advertisers monitoring the campaign by the number of clicks
and were satisfied that the ads could be tracked

Search engine optimization (SEO)

• Search engine optimization, or SEO, attempts to improve a website's organic

search rankings in SERPs by increasing the website content's relevance to search
terms.
• Search engines regularly update their algorithms to penalize poor quality sites that
try to game their rankings, making optimization a moving target for advertisers.

• Many vendors offer SEO services.

Sponsored search

• Sponsored search (also called sponsored links, search ads, or paid search)
allows advertisers to be included in the sponsored results of a search for selected
keywords.

• Search ads are often sold via real-time auctions, where advertisers bid on
keywords
• In addition to setting a maximum price per keyword, bids may include time,
language, geographical, and other constraints.

• Search engines originally sold listings in order of highest bids.

• Modern search engines rank sponsored listings based on a combination of bid

price, expected click-through rate, keyword relevancy and site quality

Social media marketing

• is commercial promotion conducted through social media websites.

• Many companies promote their products by posting frequent updates and

providing special offers through their social media profiles.
• Videos, interactive quizzes, and sponsored posts are all a part of this operation.
Usually these ads are found on Facebook, Instagram, Twitter, and Snapchat.

Mobile advertising

• Mobile advertising is ad copy delivered through wireless mobile devices such

as smart phones, feature phones, or tablet computers.

• Mobile advertising may take the form of static or rich media display ads, SMS
(Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile
search ads, advertising within mobile websites, or ads within mobile applications
or games (such as interstitial ads, "adver-gaming," or application sponsorship).
Chat advertising

• As opposed to static messaging, chat advertising refers to real-time messages

dropped to users on certain sites.

• This is done using live chat software or tracking applications installed within
certain websites with the operating personnel behind the site often dropping
adverts on the traffic surfing around the sites.

• In reality, this is a subset of the email advertising but different because of its time
window.
Online classified advertising

• Online classified advertising is advertising posted online in a categorical listing of

specific products or services.

• Examples include online job boards, online real estate listings, automotive listings,
online yellow pages, and online auction-based listings.

• Craigslist and eBay are two prominent providers of online classified listings.

Affiliate marketing

• Affiliate marketing occurs when advertisers organize third parties to generate

potential customers for them.
• Third-party affiliates receive payment based on sales generated through their
promotion.

• Affiliate marketers generate traffic to offers from affiliate networks, and when the
desired action is taken by the visitor, the affiliate earns a commission.

• These desired actions can be an email submission, a phone call, filling out an online
form, or an online order being completed.

Content marketing

• Content marketing is any marketing that involves the creation and sharing of media
and publishing content in order to acquire and retain customers.

• This information can be presented in a variety of formats, including blogs, news, video,
white papers, e-books, info-graphics, case studies, how-to guides and more.
• Considering that most marketing involves some form of published media, it is
almost (though not entirely) redundant to call 'content marketing' anything other
than simply 'marketing'.

• There are, of course, other forms of marketing (in-person marketing, telephone-

based marketing, word of mouth marketing, etc.) where the label is more useful
for identifying the type of marketing.

• However, even these are usually merely presenting content that they are
marketing as information in a way that is different from traditional print, radio, TV,
film, email, or web media.
Online marketing platform

• An online marketing platform (OMP) is an integrated web-based platform that

combines the benefits of a business directory, local search engine, search engine
optimisation (SEO) tool, customer relationship management (CRM) package
and content management system (CMS). eBay and Amazon are used as online
marketing and logistics management platforms.

• On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social

Media, retail online marketing is also used.
Covert Advertising

• The phrase "covert advertising" refers to advertising that is hidden in other media,
such as an actor in a movie drinking a Coca-Cola.

• It is referred to as "covert" because it is not direct advertising, but subliminally

viewers often notice the product.

• We have witnessed ICICI, Yahama, Pepsi and Lays in movies such as Aakhein,
Baghban, Dhoom, Khushi, and Krissh respectively.

• I, Robot, (Will Smith) mentions his Converse shoes several times in the movie as
“classics” (Since movie was set in future).
What Is Surrogate Advertising?

• Surrogate advertising refers to a form of advertisement that duplicates the brand

image of one product to promote another product of the same brand.

• The word surrogate means a ‘substitute’. Usually, brands use surrogate

advertising to promote a banned product under the veil of a substitute good.

• Surrogate goods could either resemble a similar commodity or an entirely different

product.

• Meaning, companies advertise their products and services by disguising them for
some other product under the same brand name.
• A popular instance of this can be a liquor product advertised as either a soda
drink or an entirely unrelated product like music CDs within the same brand name.

• A prevalent example of this is Imperial Blue’s series of advertisements on music

CDs to promote their whisky brand in India where it is banned to advertise an
alcohol product.

• Big brands like bagpiper soda, cassettes & CDs; royal challenge; kingfisher fall
under this category.
Product placement (in various media – taken example of movies)

• also known as embedded marketing, is a marketing technique where references

to specific brands or products are incorporated into another work, such as a film
or television program, with specific promotional intent.

• While references to brands (real or fictional) may be voluntarily incorporated into

works to maintain a feeling of realism or be a subject of commentary, product
placement is the deliberate incorporation of references to a brand or product in
exchange for compensation.

• Product placements may range from unobtrusive appearances within an

environment, to prominent integration and acknowledgement of the product within
the work.
• Common categories of products used for placements
include automobiles and consumer electronics.

• Works produced by vertically integrated companies (such as Sony) may use

placements to promote their other divisions as a form of corporate synergy.

• https://www.youtube.com/watch?v=_3FLKuQa62c (11.59 Min)

Guerrilla Advertising

• Guerrilla Marketing is an advertising strategy that focuses on low-cost

unconventional marketing tactics that yield maximum results.
• The original term was coined by Jay Conrad Levinson in his 1984
book ‘Guerrilla Advertising’.

• The term guerrilla marketing was inspired by guerrilla warfare which is a form of
irregular warfare and relates to the small tactic strategies used by armed civilians.

• Many of these tactics includes ambushes, sabotage, raids and elements of

surprise.

• Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the
marketing industry.
Types of Guerrilla Marketing

1. Outdoor Guerrilla Marketing

• Adds something to preexisting urban environments, like putting something

removable onto a statue, or putting temporary artwork on sidewalks and streets.

2. Indoor Guerilla Marketing

• Similar to outdoor guerrilla marketing, only it takes place in indoor locations like
train stations, shops, and university campus buildings.

3. Event / Ambush Guerilla Marketing

• Leveraging the audience of an in-progress event -- like a concert or a sporting

game -- to promote a product or service in a noticeable way, usually without
permission from the event sponsors.
4. Experiential Guerilla Marketing

• All of the above, but executed in a way that requires the public to interact with the
brand.

https://www.youtube.com/watch?v=FTK4m040whA (10.49 Min)

Viral Marketing

• Viral marketing or viral advertising is a business strategy that uses existing

social networks to promote a product mainly on various social media platforms.

• Its name refers to how consumers spread information about a product with other
people, much in the same way that a virus spreads from one person to another
• It can be delivered by word of mouth, or enhanced by the network effects of
the Internet and mobile networks.

• Viral marketing may take the form of video clips, interactive Flash games, adver-
games, ebooks, brandable software, images, text messages, email messages,
or web pages.

What makes things go viral?

• According to the book Contagious: Why Things Catch On, there are six key
factors that drive virality.
They are organized in an acronym called STEPPS which stands for:

a) Social Currency – the better something makes people look, the more likely they
will be to share it

b) Triggers – things that are top of mind are more likely to be tip of tongue

c) Emotion – when we care, we share

d) Public – the easier something is to see, the more likely people are to imitate it

e) Practical Value – people share useful information to help others

f) Stories – Trojan Horse stories carry messages and ideas along for the ride

• The goal of a viral marketing campaign is to widely disseminate marketing content

through sharing & liking.
Methods

Viral marketing often involves and utilizes:

• Customer participation and polling services

• Industry-specific organization contributions

• Web search engines and blogs

• Mobile Smartphone integration

• Multiple forms of print and direct marketing

• Target marketing web services

• Search engine optimization (SEO)

• Social media optimization (SMO)

• Television and radio

• Influencer marketing
Influencer Marketing

• Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea
of celebrity endorsement and places it into a modern-day content-driven
marketing campaign.

• The main differentiator in the case of influencer marketing is that the results of the
campaign are collaborations between brands and influencers.

• But influencer marketing doesn't just involve celebrities.

• Instead, it revolves around influencers, many of whom would never consider

themselves famous in an offline setting.
What is Influencer Marketing?

• Influencer marketing involves a brand collaborating with an online influencer to market

one of its products or services.

• Some influencer marketing collaborations are less tangible than that – brands simply
work with influencers to improve brand recognition.

• An early example of influencer marketing involved YouTube celebrity PewDiePie.

• https://www.youtube.com/watch?v=GdsQTXG3Ilg (10.46 Min)

• He teamed up with the makers of a horror film set in the French catacombs under
Paris, creating a series of videos in which he underwent challenges in the catacombs.

• It was pitch-perfect content for PewDiePie's 27 million subscribers and received nearly
double the views as the movie's trailer. Everybody won.
• Influencers, unlike celebrities, can be anywhere.

• They can be anyone. What makes them influential is their large followings on the
web and social media.

• An influencer can be a popular fashion photographer on Instagram, or a well-read

cyber-security blogger who tweets, or a respected marketing executive on
LinkedIn.

• They are the go-to people who provide the answers to people's questions.

• Depending on their sphere of expertise, they are the people who make the most
engaging social posts on their specialist topics.
Influencer Marketing Statistics

• Influencer marketing is expected to grow to be worth $13.8 billion in 2021.

• Businesses are making $5.78 ROI for every $1 spent on influencer marketing.

• There has been a 465% increase in searches for the phrase "influencer
marketing" on Google alone since 2016.

• 90% of survey respondents believe influencer marketing to be an effective form of

marketing.

• 67% of brands use Instagram for influencer marketing.

• 1360 Influencer marketing focused platforms and agencies entered the

market in the last 5 years alone.

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