Submitted on 2/2/18
Ch6 – E-commerce Marketing and Advertising Concepts: Programmatic Advertising
C A S E S T U D Y Q U E S T I O N S
1. Pay a visit to your favorite portal and count the total of 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.
I normally used Google, but it does not have any ads so I tried Yahoo. I assume that since I never use it the ads I have seen are kind of “randomly” selected. I have visited the main site a couple times and most of the ads were located in the c category; only a couple of them, products that I have previously search on Amazon (5), were located in the category (b).
2. Advertisers use different kinds of “profiles” in the decision to displays ads to customers. Identify the different kinds of profiles described in this case, and explain why they are relevant to online display advertising.
Trade-off between privacy and efficiency, display products that the consumer wants; expanding the scope, breadth, and depth of personal information, targeting based on the behavior of the customer; tracking cookies/number, captures what people is searching; data exchange firm, targeting personification, the advertisers choose who to show their ads; banner ads based on granular vision, ads based on cookies; tracking process to individual-level behavior, evaluates individual in real time.
They are relevant because depending of the clients the advertisers want to reach; it would choose the most effective method to reach them.
3. How can display ads achieve search-engine-like results?
They can be successful because tracking what these potential clients are interested in, can give enough information in order to know who can be a potential customer and who not in order to focus on the potential buyers.
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?
Sometimes they will. Let’s say I visit a clothing brand for women because I am thinking about buying something for a girlfriend, my mom, or my sister, it would not make sense to me if I start seeing ads about women clothing all time. However, it can be a powerful web of advertising on regular basis since during long periods of time some sort of website will be more visited by the customer and it would provide a closer profile of the client.
P R O J E C T S
4. Surf the Web for at least 15 minutes. Visit at least two different sites. Make a list describing in detail all the different marketing communication tools you see being used. Which do you believe is most effective and why?
There were a lot of banners and ads occurring during the 15 minutes of surfing. The two sites I visited were Facebook and Amazon. Although sometimes the ads were random, most of them were relevant to what I’ve been researching and shopping for lately. There were a lot of ads with pictures or bright colors, which got my attention the most. None of the ads persuaded me to buy an item, however. I think the most effective marketing technique is just being consistent and keep showing the ads to consumers when they are scrolling on Facebook or whatever other site sells our information. Eventually, the consumer will probably buy the product because they keep being reminded to do so.
7. Visit Facebook and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? You could also search on retail product on Google several times, and related products, then visit Yahoo or another popular site to see if your past behavior is helping advertisers track you.
The ads located in the right margin on Facebook when I opened it were clothing websites and items that I have been looking at recently. Some other ads were from items that I was looking at Amazon. You can determine that these companies have tracked my web searches or have access to them, in fact, when I search some products on Amazon or clothing websites, the next web page I visit is normally full of the kind of products I was searching a minute before.