The Online Advertising Playbook: Proven Strategies and by Joe Plummer

By Joe Plummer

Compliment for the web advertisements Playbook"Finally, a person has documented all we all know approximately web advertising and the way to do it correct. up to this confirms that web advertising relatively works, we all know that agents do not constantly get it correct. The ARF's the web advertisements Playbook offers serious perception on what sticks and what does not in web advertising and marketing."—Greg Stuart, CEO and President, Interactive ads Bureau and coauthor of What Sticks"The web advertising Playbook's rules, case experiences, and strategic insights equip retailers with the easiest wisdom on hand. it's going to support your web advertising in attaining the complete variety of promoting pursuits, from lead new release and buyer acquisition to compelling trial and loyalty."—Tim Kopp, vice chairman, international Interactive advertising, The Coca-Cola Company"To develop interactive advertising and marketing from the following we have to institutionalize our knowledge and event approximately what works. This e-book explains, in a disciplined manner, what dealers have discovered from a decade of big change."—Ted McConnell, Interactive Innovation Director, Procter & Gamble"The web advertising Playbook is a milestone within the maturation of interactive advertisements, but additionally a useful go-to advisor for managers attempting to make shrewdpermanent judgements with their ads budgets."—Van Riley, vp of analysis, AOL"The top advertising conversation is spawned from what I name 'informed intuition.' After analyzing the web ads Playbook, i'm much better educated on how one can optimize the net channel in our advertisements and promotional courses. it is a excellent mixture of case reviews and research-backed learning."—Rod DeVar, supervisor, ads and promoting, usa Postal Service"Savvy agents may still benefit from the web advertisements Playbook's findings and ideas to get actual results."—Chris Theodoros, Director of family members, Google"A paintings of knowledge and rigor within the electronic area that's as suitable for the beginner because it is for the digerati."—Mike Donahue, govt vp, American organization of advertisements Agencies"This is a must-read for any advertising and marketing government fascinated by web advertising. it is excessive time ebook appears at web advertising within the context of an integrative promotional process, one intended to set pursuits, determine artistic suggestions, and degree effects. The publication well ties a number of the parts of web advertising to correct case reviews, and the emphasis on dimension and effects is fresh. not just is it correct for advertising executives, it will even be an outstanding simple textual content for any online advertising direction and an excellent adjunct to any online marketing course."—Henry Assael, Professor of promoting, Stern tuition of commercial, ny collage

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Com, followed by a niche site for independent music and a quick download. Before leaving this particular network, you visited a child care site for some timely advice on getting a reluctant toddler to take a nap. From these behaviors, networks deduce that you’re parenting, you’re interested in Automaker X products, and you’re an indie music lover. You are much more than a collection of demographic values now; your web behavior has a pattern that has been quantified for targeting purposes. Advertisers and their strategists use these profiles to serve ads that are relevant to individuals across the various sites they visit.

Qxd 3/9/07 4:08 PM Page 29 Targeting Approaches 29 Purchase-Based Targeting for Branding and Sales: Personal Care Product Just how do brands find the fingerprints that predict which consumers are in the target group? For a new personal care product, that was accomplished by merging two databases, one of online user behavior, the second from customer purchase data. ’s database was overlaid with ACNielsen’s opt-in panel called HomeScan to spot matches. Finding about 1,000 matches, the research team mined for behavior patterns they could use for targeting.

For the right brand and right set of marketing objectives, purchase-based targeting may be the right way to go. qxd 3/9/07 4:08 PM Page 30 30 THE ONLINE ADVERTISING PLAYBOOK Key Considerations in Online Targeting Know the Data You Use to Make Targeting Decisions The best targeting strategy means little if the underlying data are weak. A number of factors may compromise data integrity. Gaps exist due to limited information, as we mentioned regarding geotargeting. Accurate tracking usage for individuals can be hard to collect when computer sharing occurs in homes, at work, or in public spaces like internet cafes and libraries.

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