Online Advertising Basics

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Online Advertising Basics

• Jay Dillon, UCLA
• WCMG _at_ ASU
• Feb. 13, 2008

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The Private Sector

• Million Dollar Homepage
• UCLA Athletics (CSTV)
• Internet Advertising Board

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Alumni Websites Banner Ads

• University of South Alabama
• Indiana University
• Florida State University
• Ohio University

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Alumni E-newsletters Banner Ads
University of Colorado University of Michigan
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Alumni Websites Integrated Ads
University of Colorado UCLA
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Alumni E-newsletters Integrated Ads
USC UCLA
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Terminology

• Impression
• Click-through
• Click-through rate
• Open rate
• Click-to-open rate
• Conversion rate
• Unique visitor

Visual Aid
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Valuing Marketing Channels

• Three ways to charge for online ads
• Flat Rate
• Cost per Thousand (CPM)
• Cost per Click (CPC)

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Whats it all worth?

• How many impressions can you deliver?
• What kinds of click-rates can you deliver?
• Site Analytics (like Google Analytics)
• UCLAs Webster Tool

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Price Points
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Sell your edge
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Market Research Our Story

• Alumni are engaged with the University.
• Alumni are brand-loyal.
• Alumni are highly-educated professionals and
  high-end consumers.

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MediaMark Research, Inc.

• 37 question engagement and consumer use survey
  sent via e-mail to 30,000 alumni members
• 10 response rate
• Alumni responses indexed against national
  averages
• Sample represents members, magazine and
  e-newsletter readership

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Engagement

• 90.5 mostly or somewhat agree that "Reading UCLA
  Magazine makes me feel more connected to the
  campus."
• 70.5 of readers aged 21-29 mostly or somewhat
  agree that reading the Magazine makes them more
  likely to come to campus.

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Brand-Loyalty (Affinity)

• 56 of all respondents said it was very or
  somewhat likely that they would purchase a
  product or service advertised in a UCLA alumni
  publication (magazine or e-newsletter).

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Consumer Behavior

• 2.5x more likely to invest in stocks, bonds or
  mutual funds than the average adult American.
• 7x more likely to own a Lexus, 6x for Mercedes
  and Audi.
• 11 of alumni experience hair loss, 2x the
  national average.

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Lets get er teed up