Digital

Interactive
Media
CHAPTER 12
KHÁNH LÂM
MAI HỒNG
THANH THANH
The Evolution of
Digital Interactive
Media
Personal Computer Ipad / Mobile phone HDTV

Advertising-related technologies never stop evolving.

4K TV Digital Media Player Blu-ray

The Evolution of Digital Interactive Media
● As the advertiser realized that digital media offer big opportunities for
engaging target audiences, they started increasing their spending
dramatically.
● Money spend on digital advertising passed the combined totals for
newspaper and magazines.
● In addition to growth, by offering true interactivity, digital media enable
businesses and other organizations to develop and nurture relationships with
their customers and other stakeholders on a global scale at very efficient cost.
● The primary elements of interactive media are websites, mobile media, and
social media.
 The Internet
A worldwide network of computer system that facilitates global electronic communications.

● In traditional media ( TV/Radio ), time

and space are expensive and limited
resources, it can cost hundreds of
thousands of dollars.
● In contrast, space on the Internet is
wide and inexpensive. Websites can
store as much information as a
company wishes.
The Web
A global information space where people can access information
through Internet-connected devices.

Today, the Internet is a global medium.

Digital Interactive Today
Google and Internet Search
Most people looking to find information on the Web use a search engine - sites that
allow them to type a word or phrase into a text box and then quickly find information.
Digital Interactive Today

Social Media
● Digital media that connect individuals.
● Help marketers concentrate all the
information being posted about their brands
or products, negative or positive.
● Put back in touch with customer.
Digital Interactive Today

Mobile Advertising
Banner Advertising is the most common form of mobile advertising.
Digital Interactive Today
Mobile Advertising
Short message service ( SMS )
How time & space
on the Web are
bought
Pricing methods
Keyword: A single word that a user
inputs into an Internet search engine to
request information that is similar in
subject matter to that word

Click-throughs: A term used in

reference to a Web user clicking on an ad
banner to visit the advertiser's site. Some
Web publishers charge advertisers
according to the number of click-
throughs on a given ad banner
Affiliate marketing program: A contractual
advertising program, often used in e-commerce,
under which a seller pays a manufacturer,
marketer, or other business a percentage of the
sale price of an item sold.
The Cost of Targeting
Contrary to popular belief,
consumer targeting on the
Internet is very cost
intensive.

Prices for precise Internet

B2B targeting can eclipse
even those of direct mail
Stretching Out the Dollars
One of the problems facing most Internet
marketer is how to get enough reach from
their advertising.

Most of advertiser work through ad network

*Ad network: The Internet equivalent of a

media rep firm, ad networks act as brokers for
advertisers and websites. They pool hundreds
(thousands) of web pages together and
facilitate advertising across these pages,
thereby allowing advertisers to gain maximum
exposure by covering the small site .
The types of
Digital
Interactive
Advertising
Search Advertising
+ Using a Search Engine to find information on the
Web.
+ Search engines are the website allow people to
type a word or phrase into a text box and then
receive a listing of information on a Search-results
page.
+ Revenue from search engine ads accounts for
almost half of all digital interactive revenue.
AdWords

+ Sponsored links: The links are

sponsored by the search engine
used.
+ Pay-per-click is type of
advertising price structure where
the advertiser pays based on the
number of times a published ad is
clicked on.
AdSense

The revenue model

for the adsense
program is very
similar to Adwords
Display Advertising
- The most common kinds of display
ads are banners and buttons.
- Banner: little billboard of various
sizes that appear when visitors
lands on a particular website.
- Button: small versions of a banner
that sometimes look like an icon,
and they usually provide a link to an
advertisers
Sponsorships and Added-value Packages
- The presentation of a radio or TV
program, or an event, or even a
website by a sole advertiser.
E-Mail Advertising

- One of the fastest growing and

most effective ways to provide
direct email.
Viral Marketing

- The Internet version of

word-of-mouth
advertising e-mail.
Problems with
digital interactive as
an advertising
medium.
Drawbacks
Digital interactive is not controlled by any single entity, so there may be no one to
hold accountable.

Too complex, too cumbersome and cluttered.

For ex: security for credit card purchases

 SUMMARY
● The Digital Interactive Media has offered true interactivity, enable businesses
and other organizations to develop and nurture relationships with their
customers and other stakeholders on a global scale.
● 3 major types of digital interactive media : Websites, Mobile Media, and Social
Media.
● Pricing methods
● Stretching out the Dollars
● Types of digital interactive advertising
● Problems with digital interactive advertising