Search marketing (2) Search engine advertising

Ad fraud – Bots inflate monetized audiences by 5-50%

Final thoughts about web display advertising……

• Advertising is less and less about interruption and trying to grab attention – make ads that people actually want to watch
• More and more about attempting to engage a willing audience
• Big shift to the use of mobile by users so advertisers are following
• Advertisers cautiously shifting to paid social media – useful survey from Neilsen (2013)

Integrated campaigns

• Campaigns that use a variety of marketing tactics that work together in a campaign (just like your team project campaign)
• MIXX Awards 2014 – a variety of interactive advertising featured as part of integrated campaigns (get some ideas for your team assignment campaign from here!)

“native” advertising

“Native” advertising

• Also known as “content marketing” – basically it is paid content (marketing messages) masquerading as organic content on news and other publishing websites (Buzzfeed is often named as the primary example) – it differs from the traditional “advertorial” because it is designed to blend in with the “real” content
• Increased use of native advertising is a response to the fact that traditional display ads don’t work at all well – but it is very controversial
• Native Advertising Examples: 5 of the Best (and Worst)
• Last Week Tonight with John Oliver: Native Advertising (HBO) (11 minutes)

THANKS FOR YOUR ATTENTION!