The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation

Sponsors' Acknowledgments xiii

CHAPTER 1 Introduction 1

CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 7

Demographic Targeting

Contextual Targeting

Behavioral Targeting

Geographic Targeting

Daypart Targeting

Affinity Targeting

Purchase-Based Category Targeting

Key Considerations in Online Targeting

Winning Plays

CHAPTER 3 Online Advertising Reach and Frequency Concepts 33

Strategies for Managing Online Reach and Frequency

Experience with Frequency of Online Advertising

Interplay of Reach and Site Visiting

Winning Plays

CHAPTER 4 Winning Strategies in Online Advertising 51

Generate Leads and Acquire Customers

Generate Brand Preference to Stimulate Sales

Brand Growth, Rewards, and Loyalty

CHAPTER 5 Display Advertising Online: What to Choose? 81

Standard Online Advertising Formats

Creative Factors That Influence Display Advertising Effectiveness

Rich Media Advertising on Broadband

Online Video Advertising

Games: An Emerging Online Advertising Medium

Pay Attention to Online Advertising Clutter

Winning Plays

CHAPTER 6 The Connection of Online Search and Advertising 101

Portrait of the Online Searcher

Consumers Search for Personally Relevant Information

Search Is a Journey

Paid Search Advertising Spending

Search Engine Marketing Techniques

Appeals of Natural Listings: Organic Search Engine Optimization

Paid Inclusion

Measuring Search Engine Marketing Campaigns

Strategies for Effective Paid Placement Advertising

Winning Plays

CHAPTER 7 Online Shopping and Buying 133

Retail Sales and E-Commerce

The Multichannel Marketplace

Today's Online Shopper Profile

The Importance of User-Friendly Shopping Sites

Routes to the Cash Register Are Multichannel

Smart Research Strategies for Retail Growth

Winning Plays

CHAPTER 8 Advertising Personally: Email and Word of Mouth 151

Win the In-Box Battle

Email Influences Consumer Purchasing

Advertiser Spending on Email

Email for Relationship Building

Word of Mouth

Measuring Word of Mouth

Winning Plays

CHAPTER 9 Futures 173

A Look Ahead at Emerging Plays

Comments on the Future

Jeff Cole, University of Southern California

Vincent Barabba, Market Insight Corporation

Bobby J. Calder, Kellogg School of Management

Joanne Bradford, Microsoft

Greg Rogers,TACODA

Rishad Tobaccowala, Denuo

Dan Stoller and Jane Clarke,Time Warner Global Marketing

Noel Capon and Jeremy Kagan, Columbia University

Brian McAndrews, aQuantive

David Kenny, Digitas

APPENDIX Online Audience and Advertising Effectiveness Measurement 205

Offline Audience Measurement

Online Audience Measurement

Online Campaign Measurement

Site-Side Analytics

Brand Measurement

Emerging Measurement

Business Metrics for Online Advertising

Winning Plays

Glossary 233

References 265

Index 291

About the Authors 301