Chapter 12 - Digital interactive media. After completing this chapter, students will be able to: Discuss the evolution of digital interactive media, explain how time and space on the web are bought, discuss the types of digital interactive advertising, identify the opportunities and challenges of advertising in social media. | Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Discuss the evolution of digital interactive media Explain how time and space on the Web are bought Discuss the types of digital interactive advertising Identify the opportunities and challenges of advertising in social media Internet Worldwide network of computer systems that facilitates global electronic communications Benefits of digital interactive media over traditional media Cost of time and/or space for ads is lesser Enable communication between content providers and consumers The Web HyperText Markup Language Allows for the creation of Web pages that can be linked to other content HTML Documents written in HTML, stored on a Web server, and viewed over the Internet using a Web browser Web pages Provide computer users with a graphical interface to the Internet Web browsers Web pages that provide starting points or gateways to other resources on the Internet Portals Media Planning Tools Offer audited measurements of potential reach Help define target market size, behavior, and composition Relative to each major Web site on the Internet Provide competitive insights into industry and category best practices Enhanced Tracking Small pieces of information that get stored on the computer when one downloads certain Web sites Help to identify returning users and to customize information based on past browsing behavior Cookies Deliver ads from one central source across multiple Web domains Allow advertisers to manage the rotation and distribution of their advertisements Third-party ad servers Ability to track people’s behavior on the Internet Behavioral tracking Buying Time and Space in Digital Interactive Price increases as audience get more selective Costs are tiered according to page requests per month Keywords can be purchased . | Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Discuss the evolution of digital interactive media Explain how time and space on the Web are bought Discuss the types of digital interactive advertising Identify the opportunities and challenges of advertising in social media Internet Worldwide network of computer systems that facilitates global electronic communications Benefits of digital interactive media over traditional media Cost of time and/or space for ads is lesser Enable communication between content providers and consumers The Web HyperText Markup Language Allows for the creation of Web pages that can be linked to other content HTML Documents written in HTML, stored on a Web server, and viewed over the Internet using a Web browser Web pages Provide computer users with a graphical .
