Advertising

Advertising is the distribution of a message across a given communication technology or network, for the purpose of alerting a given number of people (for example, 1000 survey responders, all $100k+ income earners, all females aged 20-25, or, as many people as possible) to a specific company or individual's brand, product, service, idea, or other specific message (promotional or otherwise).

Awareness Trial Repeat

Awareness-Trial-Repeat (also commonly referred to as Awareness Engagement Action) is the product and service lifecycle. In order for a consumer to purchase or consume a good/service, they must first be aware that it exists. Next, they must desire to try, utilize or consume it. Lastly, they should enjoy the experience or become dependent on it enough to make a repeat purchase, fueling a consumption cycle. When the product or service reaches maturity stage and/or has a large number of similar competitors, some variations in form, features or price should be introduced to entice the consumer to stay in the consumption cycle.

Specifications

• W3C -- Improving Web Advertising Business Group (web-adv): https://www.w3.org/community/web-adv/

Movements towards "single identifiers"

BSI

One of the leading consumer advocacy groups in the space of data personalization, digital marketing & programmatic advertising the Brand Safety Institute (BSI) has proposed three related standards:

1. Trustworthy Accountability Group IDentifier (TAG-ID) - proposed to be used in uniquely identifying Businesses
2. ADvertisement IDentifier (AD-ID) - proposed to be used in uniquely identifying Consumers
3. Entertainment IDentifier Registry (EIDR) - proposed to be used in uniquely identifying Content

• Brand Safety Institute (BSI) -- IDentification report: https://s3.amazonaws.com/media.mediapost.com/uploads/BSI-Identification-Report.pdf

Programmatic

Programmatic ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically, on a certain predictable/configurable schedule and within an allotted budget.

• The global outlook for programmatic advertising in 5 charts: https://digiday.com/media/global-outlook-programmatic-5-charts/
• Programmatic 3.0 is About Fixing Programmatic 2.0: http://adage.com/article/agency-news/programmatic-3-fixing-2/300628/

• TubeMogul - Programmatic TV: https://www.tubemogul.com/programmatic-tv/ (ad spot buying service, now acquired by Adobe)
• THE EVOLUTION OF TV - The Promise of Programmatic TV: https://think.storage.googleapis.com/docs/evolution-of-tv-programmatic-tv.pdf (ThinkWithGoogle series)

• A Practical Definition Of Programmatic TV: http://www.mediapost.com/publications/article/233218/a-practical-definition-of-programmatic-tv.html

Tools

• Google AdWords: http://adwords.google.com | AdSense for Publishers
• Yahoo! Advertiser: https://advertiser.yahoo.com | Yahoo! Publisher Network
• Bing Adveristing: https://adcenter.microsoft.com/ | PubCenter for Publishers
• 24x7 Real Media: http://www.247media.com/
• ValueClick: http://www.valueclick.com/ | ValueCommerce (JAPAN)
• Rubicon: http://rubicon.com
• AdBrite http://adbrite.com
• Brightroll: http://www.brightroll.com/
• BuySellAds: http://buysellads.com/
• Longtail Video Ads: http://www.longtailvideo.com/video-ads/
• FreeWheel Ad Platform: http://www.freewheel.tv/

Resources

• Grids are good (right?): http://www.subtraction.com/pics/0703/grids_are_good.pdf
• YouTube - Video Ads: http://www.youtube.com/yt/advertise/get-started.html
• TransUnion -- Streaming Audio Advertising guide: https://app.hubspot.com/documents/2983654/view/301625274?accessId=91a3f1

Tutorials

• Responsive Advertising: http://www.markboulton.co.uk/journal/comments/responsive-advertising
• Calculate your (Indian) Tax Liability on Income from AdSense: http://www.labnol.org/india/law/calculate-your-tax-liability-on-income-from-google-adsense/1831/

External Links

• wikipedia: Advertising
• wikipedia: Category:Advertising

• IAB -- Data Segments & Techniques -- A New Lexicon: http://www.iab.com/news/data-segments-techniques-a-new-lexicon/
• wikipedia: Virtual advertising
• wikipedia: Dayparting
• Why Dayparting Must Be Part of Your Mobile Strategy: http://mashable.com/2013/08/14/dayparting-mobile/
• What Is Dayparting?: http://www.dopublicity.com/What-Is-Dayparting.aspx
• PPC Basics -- Part 9 - Dayparting: http://webmarketingtoday.com/articles/ppc-basics-part-9-dayparting/
• Launch day - How do you promote it?: http://www.digital-constructions.com/blog/2009/04/launch-day-how-do-you-promote-it.html
• Why Is Online Video Advertising Dying?: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102683
• Online Advertising In Europe: 2008 Was Tough, 2009 Will Be Worse: http://www.techcrunch.com/2009/06/11/online-advertising-in-europe-2008-was-tough-2009-will-be-worse/
• Get ready for neuromarketing - Advertising just got creepier: http://www.zdnet.com/blog/btl/get-ready-for-neuromarketing-advertising-just-got-creepier/46305
• Japanese ad giant Dentsu enters Europe with Aegis: http://uk.reuters.com/article/2012/07/12/uk-dentsu-aegis-idUKBRE86B07J20120712
• Inside the world of advertising in Japan: http://www.japantoday.com/category/executive-impact/view/inside-the-world-of-advertising-in-japan

• wikipedia: Dentsu
• wikipedia: Dentsu Aegis Network

• World Cup, New Business Boost Dentsu Results: http://www.mediapost.com/publications/article/231922/world-cup-new-business-boost-dentsu-results.html
• Google Moves Toward 'Buy' Button Through Listen Now Ad Unit: http://www.mediapost.com/publications/article/231816/google-moves-toward-buy-button-through-listen-no.html
• Over 90% Of (Online/Mobile Video Ad) Buyers Using Programmatic, Per AOL Survey: http://www.mediapost.com/publications/article/231967/over-90-of-buyers-using-programmatic-per-aol-sur.html
• TubeMogul Partners With AudienceXpress, Gives Buyers Access To TV Ads Via Programmatic: http://www.mediapost.com/publications/article/232047/tubemogul-partners-with-audiencexpress-gives-buye.html
• Digital Ad Spend Will Surpass TV By 2017: http://www.mediapost.com/publications/article/234163/digital-ad-spend-will-surpass-tv-by-2017.html
• How Networks' Counts Of Mobile, Tablets Will Change The TV Scene This Year: http://www.mediapost.com/publications/article/234390/how-networks-counts-of-mobile-tablets-will-chang.html
• Programmatic (Ad Networks) Now 60% Of Brand Video Spending, Study Finds: http://www.mediapost.com/publications/article/234120/programmatic-now-60-of-brand-video-spending-stud.html
• Generation Z Digital Connections: http://www.mediapost.com/publications/article/265808/
• With the TV Business in Upheaval, Targeted Ads Offer Hope: http://www.nytimes.com/2015/10/05/business/media/with-the-tv-business-in-upheaval-targeted-ads-offer-hope.html
• Amazon reportedly looking at creating its own live TV service: http://www.theverge.com/2015/10/7/9473397/amazon-live-tv-service-rumor
• X Marks the Spot That Makes Online Ads So Maddening: http://www.nytimes.com/2015/12/07/business/x-marks-the-spot-that-makes-online-ads-so-maddening.html
• Online advertisers sign up to better standards: https://www.japantoday.com/smartphone/view/technology/online-advertisers-sign-up-to-better-standards
• Are you a BOurgeois BOhemian? (BoBo): https://www.theguardian.com/theobserver/2000/may/28/focus.news1
• Ad Execs Say They're Unaware, Don't Understand New 'Duration-Weighted' Ad Impression Standard: https://www.mediapost.com/publications/article/337095/ad-execs-say-theyre-unaware-dont-understand-new.html
• The Biggest Advertising Automation Trends Every Digital Marketer Must Pay Attention To: https://instapage.com/blog/automation-trends
• Marketing .vs. Advertising -- What’s the Difference?: https://online.csp.edu/program-resources/marketing-vs-advertising/
• Pandemic, What Pandemic - Internet Ad Spending Surged 12.2% To $139.8B In 2020: https://www.mediapost.com/publications/article/362110/pandemic-what-pandemic-internet-ad-spending-surg.html
• Pandemic Paradox - Nielsen Saved $100M from "COVID-19 workforce reductions": https://www.mediapost.com/publications/article/363237/pandemic-paradox-nielsen-saved-100m-from-covid-1.html
• Discovery CEO Lashes Out At Nielsen: 'How Do We Get That Money Back?': https://www.mediapost.com/publications/article/363244/discovery-ceo-lashes-out-at-nielsen-how-do-we-ge.html
• Buying Trends And The Future Of Cannabis Advertising: https://www.mediapost.com/publications/article/374400/buying-trends-and-the-future-of-cannabis-advertisi.html
• MRC Unveils Draft Of 'Outcomes' Measurement Standards, Seeks Public Comment: https://www.mediapost.com/publications/article/374586/mrc-unveils-draft-of-outcomes-measurement-standa.html

See Also

Advertisement | Ad models | Business Model | Marketing | Online Video | TV | OTT | KPI