Pavel Mikhasenok

ITS 380

CH 6 E-commerce Marketing and Advertising Concepts

 

1.      Pay a visit to your favorite portal and count the total ads on the opening page. Count how many of these ads are (a) immediately of interest and relevant to you, (b) sort of interesting or relevant but not now, and (c) not interesting or relevant. Do this 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the results using this case.

Yahoo Finance

 Visit

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

Percentage

Immediate Interest

0

1

2

1

0

1

2

1

2

1

22%

Sort of Interest

2

2

2

1

3

1

1

3

2

1

36%

Not ineteresting

3

2

1

3

2

3

2

1

1

3

42%

 

 

 

 

 

 

 

 

 

 

 

 

Total

5

5

5

5

5

5

5

5

5

5

50

I used Yahoo Finance website. Most of the ads included retirement planning or health ads which I found not interesting. Some ads were about cars real estate which are somewhat are of interest to me. And rarely the there were ads about investing platforms and investing strategies that were the most of interest to me.

 

 

 

 

 

2.      Advertisers use different kinds of "profiles" in the decision to display ads to customers. Identify the different kinds of profiles described in this case and explain why they are relevant to online display advertising.

The process of profiling includes age, gender, zip code, major activities within the area, cookies and many more information. Also, websites record the behaviors of people of different websites and their searches. There are different types for publishing advertisings.

The three different programmatic ad platforms in the case are: traditional auction-based real time bidding (RTB), private marketplace (PMP), and programmatic direct (PD). The RTB is a marketplace open to all advertisers and publishers of website pages and represents 10% of marketplace. PMP is also real-time bidding, where publishers invite selected advertisers to bid and it holds about 19% of marketplace. PD is where advertisers deal directly with publishers who have their own supply-side platforms. PD represents most of the programmatic advertisement marketplace with 60%.

3.      How can display ads achieve search-engine-like results?

Display ads can achieve search-engine-like results by collecting more information on user behavior. For instance, a user may use search engine to find a product and fails to do so, and the ad platform runs an algorithm in the background to find similar products on the internet and then displays them as ads on the websites and social media that user accesses.

4.      Do you think instant display ads based on your immediately prior clickstream will be as effective as search engine marketing techniques? Why or why not?

In my opinion, this will not be effective. A user might search something out of boredom or interest without intention of purchasing a product or service. Then userís searches would appear on every ad of different websites and social media and might be very annoying for a user. Since the technology is not yet at the point where it can determine intentions of a user, it will be hard to predict which ads user would want to see.

 

Projects p. 424

Question 5: Do a search for a product of your choice on two search engines. Examine the results page carefully. Can you discern which results, if any, are a result of a paid placement? If so, how did you determine this? What other marketing communications related to your search appear on the page?

 

Question 7: Visit Facebook and examine the ads shown in the right margin and in your News Feed. What is being advertised and how do you believe it is relevant to your interests or online behavior? You could also search on a retail product on Google several times, and related products, then visit Yahoo or another popular site to see ifyour past behavior is helping advertisers track you.