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WEB MARKETING Lezione #13
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Transcript of Web marketing - 13 La pubblicità online
WEB MARKETINGLezione #13
LA PUBBLICITÀ ONLINE
LO SCENARIO
IL PRIMO BANNER
OGGI
http://o-c-r.org/behindthebanner/
INTERNET TRENDS
http://www.kpcb.com/internet-trends
LA SPESA USA
LA SPESA USA
LA SPESA USA
IN ITALIA
http://www.primaonline.it/2016/11/14/249216/investimenti-pubblicitari-in-calo-del-24-a-
settembre-ma-in-crescita-del-25-nel-corso-del-2016-bene-la-tv-a-7-da-inizio-anno-in-negativo-quotidiani-e-periodici-in-pareggio-la-radio-che-
nel-mese/
IL NUOVO DUOPOLIO
http://www.recode.net/2016/11/2/13497376/google-
facebook-advertising-shrinking-iab-dcn
TRE RIVOLUZIONI
VIDEO
SOCIAL
PROGRAMMATIC
INDUSTRIA ADTECH
I PROBLEMI DEL DISPLAY ADV
NON SI VEDE
http://adage.com/article/digital/56-digital-ads-
served-google/296062/
COSA SI VEDE?
FAT FINGER
CLICK ACCIDENTALI
CLICKTHROUGH RATE
http://www.business2community.com/
infographics/state-us-digital-display-advertising-infographic-
01649203
NUOVA NORMATIVA EU
https://pagefair.com/blog/2016/gdpr-and-
adtech/
BANNER BLINDNESS
ADBLOCK
FACEBOOK AL LIMITE
PROTEZIONE DEL BRAND
CLICK FASULLI
http://www.bloomberg.com/
features/2015-click-fraud/
CLICK FASULLI
http://www.wsj.com/articles/
SB1000142405270230402630457945325386078636
2
LA RISPOSTA DELL’ADTECH
https://adexchanger.com/online-advertising/will-the-ad-tech-ecosystem-ever-provide-a-unified-front-against-ad-fraud/
NATIVE ADVERTISING
NEW YORK TIMES
http://paidpost.nytimes.com/
adobe/carrying-the-digital-torch.html
NEW YORK TIMES
http://paidpost.nytimes.com/netflix/women-inmates-
separate-but-not-equal.html?#.VL6szYrF-lJ
T BRAND STUDIO
http://www.tbrandstudio.com/
T BRAND STUDIO
NATIVE ADV 60% RICAVI AL THE ATLANTIC
http://digiday.com/publishers/sponsored-
content-drives-60-percent-atlantics-ad-revenue/
THE ATLANTIC
http://www.theatlantic.com/sponsored/seagate/the-invisible-
infrastructure/377/
THE ATLANTIC
http://www.theatlantic.com/sponsored/house-of-
cards/the-ascent/271/
THE ATLANTIC
http://www.theatlantic.com/sponsored/house-of-
cards/the-ascent/271/
WIRED
http://www.wired.com/partners/netflix/
SLATE http://www.slate.com/articles/life/wells_fargo/2014/10/
extreme_team_building_offers_veterans_a_new_chance_at_recov
ery.html
NEW YORK TIMES
http://paidpost.nytimes.com/
philips/living-health.html
LA REAZIONE?
http://www.slate.com/blogs/moneybox/2015/12/18/
berkeley_reveals_confusions_about_advertorials_and_sponsored
_content.html
NEL FUTURO
IN CRESCITA
https://www.emarket
er.com/Article/How-
Global-Digital-Ad-Spending-Vary-by-Region-
Industry/1013360
REALTÀ VIRTUALE
THINK WITH GOOGLE
https://www.thinkwithgoogle.com
/topics/online-advertising.html
Testi di riferimento
Conti L. (2016). Web Marketing For Dummies. Hoepli Due testi a scelta tra i seguenti:
*Conti L., Vernelli F. (2016). Blog di successo For Dummies. Conti L., Vernelli F. (2015). Inbound Marketing. *Conti L., Carriero C. (2016). Content Marketing. Meerman Scott D. (2016). Le nuove regole del marketing e delle PR. Di Fraia G. (2015). Social media marketing.
