The Online Advertising Playbook

Praise for The Online Advertising Playbook "e;Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."e; Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "e;The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."e; Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "e;To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."e; Ted McConnell, Interactive Innovation Director, Procter & Gamble "e;The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."e; Van Riley, Vice President of Research, AOL "e;The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."e; Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "e;Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."e; Chris Theodoros, Director of Industry Relations, Google "e;A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."e; Mike Donahue, Executive Vice President, American Association of Advertising Agencies "e;This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."e; Henry Assael, Professor of Marketing, Stern School of Business, New York University

Praise for The Online Advertising Playbook"Finally, someone has documented all we know about onlineadvertising and how to do it right. As much as this confirms thatonline advertising really works, we know that marketers don'talways get it right. The ARF's The Online Advertising Playbookprovides critical insight on what sticks and what doesn't in onlineadvertising and marketing."Greg Stuart, CEO and President, Interactive AdvertisingBureau and coauthor of What Sticks"The Online Advertising Playbook's principles, casestudies, and strategic insights equip marketers with the bestknowledge available. It will help your online advertising achievethe full range of marketing objectives, from lead generation andcustomer acquisition to driving trial and loyalty."Tim Kopp, Vice President, Global Interactive Marketing, TheCoca-Cola Company"To grow interactive marketing from here we need toinstitutionalize our wisdom and experience about what works. Thisbook explains, in a disciplined way, what marketers have learnedfrom a decade of massive change."Ted McConnell, Interactive Innovation Director, Procter& Gamble"The Online Advertising Playbook is a milestone in thematuration of interactive advertising, but also an invaluable go-toguide for managers trying to make smart decisions with theiradvertising budgets."Van Riley, Vice President of Research, AOL"The best marketing communication is spawned from what I call'informed intuition.' After reading The Online AdvertisingPlaybook, I am far better informed on how to optimize theonline channel in our advertising and promotional programs. It's aperfect blend of case studies and research-backed learning."Rod DeVar, Manager, Advertising and Promotion, United StatesPostal Service"Savvy marketers should take advantage of The OnlineAdvertising Playbook's findings and principles to get realresults."Chris Theodoros, Director of Industry Relations, Google"A work of wisdom and rigor in the digital space that is asrelevant for the newbie as it is for the digerati."Mike Donahue, Executive Vice President, American Associationof Advertising Agencies"This is a must-read for any marketing executive involved inonline advertising. It's high time that a book looks at onlineadvertising in the context of an integrative promotional strategyone meant to set objectives, establish creative strategies, andmeasure results. The book nicely ties the various components ofonline advertising to relevant case studies, and the emphasis onmeasurement and results is refreshing. Not only is it relevant formarketing executives, it would also be a good basic text for anyInternet advertising course and a good adjunct to any Internetmarketing course."Henry Assael, Professor of Marketing, Stern School ofBusiness, New York University

Acknowledgments ixSponsors' Acknowledgments xiiiCHAPTER 1 Introduction 1CHAPTER 2 Targeting Approaches: A Unique Element in OnlineAdvertising 7Demographic TargetingContextual TargetingBehavioral TargetingGeographic TargetingDaypart TargetingAffinity TargetingPurchase-Based Category TargetingKey Considerations in Online TargetingWinning PlaysCHAPTER 3 Online Advertising Reach and Frequency Concepts33Strategies for Managing Online Reach and FrequencyExperience with Frequency of Online AdvertisingInterplay of Reach and Site VisitingWinning PlaysCHAPTER 4 Winning Strategies in Online Advertising 51Generate Leads and Acquire CustomersGenerate Brand Preference to Stimulate SalesBrand Growth, Rewards, and LoyaltyCHAPTER 5 Display Advertising Online: What to Choose?81Standard Online Advertising FormatsCreative Factors That Influence Display AdvertisingEffectivenessRich Media Advertising on BroadbandOnline Video AdvertisingGames: An Emerging Online Advertising MediumPay Attention to Online Advertising ClutterWinning PlaysCHAPTER 6 The Connection of Online Search andAdvertising 101Portrait of the Online SearcherConsumers Search for Personally Relevant InformationSearch Is a JourneyPaid Search Advertising SpendingSearch Engine Marketing TechniquesAppeals of Natural Listings: Organic Search EngineOptimizationPaid InclusionMeasuring Search Engine Marketing CampaignsStrategies for Effective Paid Placement AdvertisingWinning PlaysCHAPTER 7 Online Shopping and Buying 133Retail Sales and E-CommerceThe Multichannel MarketplaceToday's Online Shopper ProfileThe Importance of User-Friendly Shopping SitesRoutes to the Cash Register Are MultichannelSmart Research Strategies for Retail GrowthWinning PlaysCHAPTER 8 Advertising Personally: Email and Word ofMouth 151Win the In-Box BattleEmail Influences Consumer PurchasingAdvertiser Spending on EmailEmail for Relationship BuildingWord of MouthMeasuring Word of MouthWinning PlaysCHAPTER 9 Futures 173A Look Ahead at Emerging PlaysComments on the FutureJeff Cole, University of Southern CaliforniaVincent Barabba, Market Insight CorporationBobby J. Calder, Kellogg School of ManagementJoanne Bradford, MicrosoftGreg Rogers,TACODARishad Tobaccowala, DenuoDan Stoller and Jane Clarke,Time Warner GlobalMarketingNoel Capon and Jeremy Kagan, Columbia UniversityBrian McAndrews, aQuantiveDavid Kenny, DigitasAPPENDIX Online Audience and Advertising EffectivenessMeasurement 205Offline Audience MeasurementOnline Audience MeasurementOnline Campaign MeasurementSite-Side AnalyticsBrand MeasurementEmerging MeasurementBusiness Metrics for Online AdvertisingWinning PlaysGlossary 233References 265Index 291About the Authors 301