Online Marketing

Class materials: Oct 9 – Oct 13

Internet display advertising and paid media on social
Demographics and market research

LECTURE NOTES – WEEK 6 (PDF)

Goal setting exercise

READ, WATCH, LISTEN:

The New Algorithm of Web Marketing (Tanzina Vega, New York Times, November 15 2012)

Programmatic Ad Buying (Suzanne Vranika. Wall Street Journal, September 2014)

Better than Banner Ads: Smart ways to spend your ad dollars in 2015 (Muriel MacDonald, Tintup, January 2015)

AdFraud (Adweek’s collection of articles relating to fraud in online advertising)

Interactive Advertising Bureau (IAB) –Glossary of Interative Advertising Terms v. 2.0

IAB – Ad Standards and Best Practices

Facebook marketing solutions (Facebook)

Twitter for Business (Twitter)

A beginners guide to social media advertising (Hootsuite, 2014)

Use remarketing to reach past website visitors and app users (Google)

Facebook Pixel Tutorial and Walkthrough (Tod Maffin, 2015)

Facebook Ads – How advertisers target you with their ads online (Steve Dotto. 2015)

SOURCES FOR DEMOGRAPHIC AND MARKET RESEARCH

Statistics Canada Individual and Household Internet Use
The Digital Consumer Report 2014 (Neilsen)
Pew Internet and American Life Project (rich source of data re online activities in the US)
Demographics of Social Media Users (Pew, 2015)
Digital behaviour of teeens (Research from Piper Jaffrey)
Good source of industry statistics: Comscore.com
DataMine for free stats (Comscore)
eMarketer (research data on internet marketing)
Neilsen– some free reports available
Forrester Research – some free reports
Interactive Advertising Bureau (IAB) Research
Marketing Charts
Media in Canada
Techvibes
Canadian Digital Media Network/Research Reports
Wall Street Journal Data Points
CIRA Internet Fact Book 2014
2015 Canadian Digital Future in Focus (Comscore – registration needed)
2016 U.S. Cross-Platform Future in Focus (Comscore – registration needed)
Tech and Media Outlook 2016 (Wall Street Journal Digital 2016)
Internet Trends 2016 (Mary Meeker, KPCB)