MarketingSherpa – Online Advertising Handbook 2008

• Fact-based data for online advertising strategy, tactics, and general know-how
• 577 advertisers and marketers surveyed
• Filled with common sense design and scientific targeting
• 30 Images/Creative Samples
• 116 Tables and Charts

Generate Real Value From Online Ads, Ranging From Behavioral to Contextual to Rich Media to Video

Online advertising can work, if done correctly, and as publisher technology improves, and real-time optimization removes failures from the network before they can do too much damage, it will eventually become hard to do badly. But that’s not the case today.

This handbook + benchmarks will:

• Help you better understand online advertising and its relationship to the broader marketing picture.
• Help you grasp the mechanics of effective networked digital marketing.
• Give you a practical guide to planning, designing, executing, and measuring an online ad campaign that works.
• Tell you why sandwiching highly influential forms of advertising with extremely efficient delivery vehicles can give you really interesting results.

In the Online Advertising Handbook + Benchmarks you’ll:

• Gain insight into what Google’s acquisition of Doubleclick and Microsoft’s acquisition of AQuantive could mean to online advertising.
• Determine if online advertising is right for your brand right now.

Help with Your Planning and Analytics

Mixing practical information with statistical data, Online Advertising covers:

• Budgets — How much is enough, what’s the industry spending, what’s the media mix and how to determine optimum campaign length
• Outsourcing — Matching the right company to your needs.
• Effectiveness vs. Analytics — Matching the right metrics to the tactics and strategy used, how to determine a test budget and measure test campaign results, and the value of pre-testing, market/ad research & online advertising.
• Reverse engineering the perfect ad – Matching tactics to strategy.
• Design best practices — for effective online branding, direct response ads & benchmarks.
• The importance of hybrid strategies.
• Ad design basics.
• Multimedia Ads — Video, audio, games, social network presence/avatar/community.
• Targeting strategy & tactics — Media waste and the importance of efficiency, reach & frequency, response-based delivery, local vs. national, business vs. consumer, cookies, contextual and behavioral.
• Buying tactics & options — Defining currency, effect of Web 2.0 tech on currency, person to person, ad-server RFP, ad–networks, inventory auctions
• Methods of delivery — Hard–coded placements vs. Ad–served placements, publisher ad–serving vs. advertiser ad–serving, viral distribution
• Methods of Optimization

Special Reports

The Online Advertising Handbook and Benchmarks features 4 special reports.

• EyeWonder Special Report: How to Match Rich Media Design Tactics to Strategic Goals
• Insight Express Special Report: Research-based Design Tips
• Eyetools Special Report — Eyetracking reveals common design misakes
• Special Report — ManiaTV