Inclass assignment
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The document summarizes key points from Eric Schmidt's 2011 keynote address to the IAB annual leadership meeting on the future of online advertising. Schmidt discussed how the market is shifting from traditional to online advertising, with new winners emerging. He explained Google's approach focuses on adding value by solving customers' problems of learning about products and deciding what to buy, in turn solving problems for customers, advertisers and publishers. Schmidt also noted that the new online advertising model is fast, measurable, cheap and solves problems for all parties through cross-media campaigns and information access.
Inclass assignment
- 1. In Class assignment 1 “Eric Schmidt delivers the opening keynote at the 2011 iab annual leadership meeting ”RawanNabil 28542ImanAbdulRazek 25581RemiEid 26541DeemaShaher 27073ChirineHamdan 26944AbdulRahmanKhalil 24921
- 2. Question1 Why do you use your mobile phone? The purposes of using the mobile devices are for social networking, surfing the web, chatting, making calls, taking photos and videos, and sharing on the spot events.
- 3. Question2Identify three types of mobile phone uses? Phone calls, taking pictures, chatting and surfing the internet; those are mostly the types of things people tend to use their mobile phones for.
- 4. Question3Why the scale and size of the market is important for you as a student? Because we are trend followers and setters, therefore; we need to see who and how many people are using a specific product.
- 5. Question4What is the value for customer? We as advertisers should solve the customer’s fundamental problem which is learning about the product and deciding to buy. That way, we can solve the customers’ and publishers’ problems as well as our problem as advertisers.
- 6. Question5What is the secret of Google’s approach? Google’s approach focuses on adding value as it concentrates on the value of advertising the customer where it basically solves the problem that they have which is learning about the product and deciding to buy. Doing that, Google ends up solving the customers ’, the advertisers ’ and the publishers ’ problem.
- 7. Question6What is Double Click? Double click is a free media planning tool by google which helps to identify websites that the target audience are likely to visit. By this, it helps to define the customers’ demographics and interests, search for websites related to the target audience, and approach unique users, page views, and other data for millions of websites from over 40 countries. It also helps to easily build media plans for yourself or the client and create lists of websites where you’d like to advertise and generate combined website statistics for your media plan.
- 8. Question7Can you please operationalise the term change in Schmid’s talk? It’s the change from traditional media in advertising into online advertising . Moreover, the change is the emerge of new winners or new static ideas.
- 9. Question8What does Schmidt mean when he said “the market decides”? He meant to let the market decides whether there is a demand for this kind of service or product in the market.
- 10. Question9What is the key insight? According to Dr. Eric Schmidt, one must be able to come up with a nub on how to approach advertising.
- 11. Question10How can we approach advertising? Having the measurability and the reach across the platforms, the last step is to find the publisher’s solution where the testing could be done. Knowing that publishers know the results of all their actions in which they can frequently measure every hour, they are considered to be experts of the system. Nevertheless, according to Eric Schmidt, this is the new online advertising model that is highly innovative and lively.
- 12. Question11What is the publisher’s solution? Publishers do the testing and become better experts by trying everything because they believe that if they do something, the following thing will happen. Inaddtion, they tend to measure it every hour.
- 13. Question12 Identify the characteristics of the new online advertising model? Fast, measurable, cheap, and solves the problem of the advertiser, the publisher and the customer by providing information to the customer easily before buying. You can easily run cross media campaigns.
- 14. Question13 Can you please capture the vision of the future of information in one key word? It is Linear. However, the information technology grows exponential.
- 15. THANK YOU