DIGITAL PERSUASIVE COMMUNICATION
1. The digital advertising landscape (1/10)
1.1. Defining digital marketing
Digital marketing (American Marketing Association):
- It’s any marketing method conducted through electronic devices which use some form of a
computer.
- It includes online marketing efforts conducted on the internet.
1.2. Defining digital advertising
Digital advertising:
- It’s advertising that employs digital technology (hardware, soft-ware, and communication
technologies) in the execution of marketing plans.
- It has revolutionized how brands interact with consumers, offering precise targeting, measurable
results, and the ability to reach global audiences.
In the last years, digital ad spends:
- These have evolved, and still are evolving (x3 between 2017 and 2022). > it’s enormous
- These have surpassed traditional media.
1.3. From print to pixels: why brands are moving to digital?
Traditional media (TV, radio, and print ads) Digital revolution (internet)
It still has a place but are limited in reach and The rise of the internet has dramatically shifted ad
targeting capabilities. spending towards digital due to its:
- Flexibility.
- Measurable impact.
- Reach.
1.3.1. Why digital advertising matters?
Key advantages:
- Cost-effectiveness: compared to traditional media, digital ads are scalable, making them accessible
to businesses of all sizes.
- Data-driven: instant feedback through analytics, leading to higher ROI. > measurable results (it can
analyze our data)
- Interactive and engaging: digital ads allow for real-time user interaction. Ex.: comments, clicks,
shares.
- Precise targeting: advertisers can use detailed user data to craft personalized ads.
1.4. Evolution of digital marketing
1.4.1. Starting from a visionary quote
“In the future, there will be computers everywhere and we will not notice their presence. They will just be
there, seamlessly integrated into the world at large.” > visionary quote achieved today
1
, 1.4.2. Ubiquitous computing
Ubiquitous computing:
- It’s a persuasive computing.
- It refers to a world where technology seamlessly integrates into our environment and everyday
objects making it invisible to users.
- It interacts without being intrusive.
Ex.: connected shoes.
1.4.3. Internet of things (IoT)
Internet of things refers to a network of physical devices/vehicles/appliances (physical objects) that are
embedded with sensors/software, and network connectivity, allowing them to collect and share data.
1.4.4. Digital disruption
Digital disruption refers to major marketplace changes or sector transformation following the application
of technology.
Examples:
- 1995: Amazon disrupted the traditional book-selling market.
- 1997: Netflix disrupted the traditional video-hire market (there were streaming but it disrupted it).
- 2008: Airbnb disrupted the accommodation sector.
- 2009: Uber disrupted taxi services.
1.4.5. Reshaping financing models/ad system content platforms (ex.: streaming
services, podcasting)
“A cheaper, ad-supported Netflix tier”, as the company tries to stem the loss of 1 million subscribers in 2022.
1.5. Digital marketing through time
1970: first email par Ray Tompson. 2004: banners become interactive.
1985: first domain name. 2005-2006-2007: YouTube – Twitter – Facebook.
1989: invention of world wide web (www) par Tim 2008: first Android smartphone.
Bernes-Lee. 2010: Instagram, Pinterest, iPad.
1994: first display ad banner. 2012: programmatic advertising.
2000: Google Ads. 2014: Snapchat.
2003: LinkedIn, Myspace. 2016: ad blockers.
1.5.1. 1970s: email marketing
- The first email marketing:
o It was an unsolicited commercial email by Gary Thuerk (marketing representative in the
major American computer company Digital Equipment Corporation).
o It was an email advertising for an open house for DEC's latest computer systems.
o It was sent it to 393 recipients.
o It was an unprecedented move that shocked the community.
o Its response was negative BUT the open house generated a significant amount of interest,
with attendees purchasing more than $12 million worth of computer equipment.
- The birth of SPAM.
2
, 1.5.2. 1994: first clickable display ad
The first (claimed) clickable web ad:
- It was a banner advertisement for AT&T on HotWired.com.
- It has 44% CTR.
- It was part of AT&T’s larger “You Will” campaign included a series of television commercials
featuring predicted scenes from an internet-enabled future (in many cases quite accurately).
1.5.3. 1997: pop-up ads
1.5.4. 2000s: the rise of search advertising and programmatic advertising
- There is the introduction of Search Engine Marketing (SEM).
- There is the introduction of the pay for placement (P4P) and the pay-per-click (PPC) ad models.
- There is the introduction Google AdWords/Ads: Google wanted to create a sponsored search
experience that generated revenue without compromising the quality/relevancy of search results.
- There is the creation of quality score: it determines placement of ad in combination with bidding
(which ad comes at the top of the searches).
Remarks on Google Ads:
- Google Ads helps businesses reach people searching for answers to their questions.
- There are organic results and paid results:
Organic results Paid results
- These are things that Google puts in the - These are managed through Google Ads.
search for free because it's high-quality - These appear at the top of search results.
content and Google knows that it's going to - These accelerates your results.
provide a solution.
- These rank high for free due to quality but are
hard to achieve.
- Businesses bid on keywords, with higher bids earning better placement.
- Payment is a pay-per-click basis, ensuring you only pay when users interact with your ad.
- Google Ads allows precise targeting by keywords/location/time/device.
- Long-tail keywords (ex.: organic $16 peanut butter) attract more likely buyers.
- Split testing of ad copy improves click-through rates (CTR) by identifying the best-performing
messages.
- A funnel tracks user actions: from searches to clicks, and finally, purchases.
- Improving conversion rates at each funnel step increases overall sales.
- The trickle-down effect means optimizing top-level efforts benefits lower levels in the system.
1.5.5. (Hyper-) targeted ads and programmatic advertising
- Targeted ads deliver personalized content to the right person at the right time (ex.: Instagram
sponsored posts).
- There is an individualized approach: ads differ even when users view the same content.
- Programmatic advertising:
o It automates the delivery of targeted ads across thousands of websites/apps.
o It connects publishers (content creators) and advertisers in milliseconds before a webpage
fully loads.
- Publisher revenue model:
o Websites and apps (publishers) use ad exchanges or SSPs (Supply Side Platforms) to sell ad
space.
3
, o Ads fund the creation of free online content.
- Advertiser strategy:
o Brands use DSPs (Demand Side Platforms) to set up, target, and bid for ad placements.
o Goals include reaching the right audience and optimizing campaigns.
- Ad placement process: example with Joe:
o Joe accesses a webpage, the site requests ads from ad exchanges.
o Details (ex.: device type, IP address, cookies) are sent to DSPs.
o Advertisers bid for the ad space in real time, based on Joe’s profile and targeting.
o The ad exchange selects the winning bid and sends it back to the website.
o The website displays the winning ad alongside the content Joe requested.
o Result: Joe sees the publisher's content and the ad, deciding whether to engage with it.
- Key takeaway: programmatic advertising efficiently automates the buying and selling of ad spaces,
ensuring tailored experiences for users and optimal reach for brands.
1.5.6. 2010+: native advertising
Native advertising:
- It’s paid advertising that matches the look/feel/function of the media it appears on.
- It’s the use of paid ads that fit seamlessly into the media where they appear.
- Their objective is to not disrupt the viewer’s experience.
- It’s not an obvious ad.
1.5.7. 2010+: social media ads
Characteristics:
- Integrated: it’s difficult to see and recognize social media ads.
- Interactive: SM encourage user engagement through actions. Ex.: “share it with your friends”.
- Personalized: ads leverage user data (ex.: preferences, browsing history, demographics) to tailor
messaging.
- New goals: SM ads go beyond simple brand awareness or conversions, they now include driving
engagement, fostering community, and promoting viral content.
1.5.8. Influencer marketing
Influencer marketing:
- It’s adopted by marketing firm have switched to influencers marketing (because people consider
them as friends, they follow their recommendations).
- It’s a popular marketing tactic.
1.6. Recent evolutions
1.6.1. Hype or revolution?
Hype Revolution
It’s a trend that is popular and that receives a lot of It’s a lasting and profound change that transforms
media coverage, but which can have a limited long- a sector or society, with long-term effects.
time impact.
The Gartner hype cycle:
- It provides an objective map that helps you understand the real risks and opportunities of an
innovation.
4
1. The digital advertising landscape (1/10)
1.1. Defining digital marketing
Digital marketing (American Marketing Association):
- It’s any marketing method conducted through electronic devices which use some form of a
computer.
- It includes online marketing efforts conducted on the internet.
1.2. Defining digital advertising
Digital advertising:
- It’s advertising that employs digital technology (hardware, soft-ware, and communication
technologies) in the execution of marketing plans.
- It has revolutionized how brands interact with consumers, offering precise targeting, measurable
results, and the ability to reach global audiences.
In the last years, digital ad spends:
- These have evolved, and still are evolving (x3 between 2017 and 2022). > it’s enormous
- These have surpassed traditional media.
1.3. From print to pixels: why brands are moving to digital?
Traditional media (TV, radio, and print ads) Digital revolution (internet)
It still has a place but are limited in reach and The rise of the internet has dramatically shifted ad
targeting capabilities. spending towards digital due to its:
- Flexibility.
- Measurable impact.
- Reach.
1.3.1. Why digital advertising matters?
Key advantages:
- Cost-effectiveness: compared to traditional media, digital ads are scalable, making them accessible
to businesses of all sizes.
- Data-driven: instant feedback through analytics, leading to higher ROI. > measurable results (it can
analyze our data)
- Interactive and engaging: digital ads allow for real-time user interaction. Ex.: comments, clicks,
shares.
- Precise targeting: advertisers can use detailed user data to craft personalized ads.
1.4. Evolution of digital marketing
1.4.1. Starting from a visionary quote
“In the future, there will be computers everywhere and we will not notice their presence. They will just be
there, seamlessly integrated into the world at large.” > visionary quote achieved today
1
, 1.4.2. Ubiquitous computing
Ubiquitous computing:
- It’s a persuasive computing.
- It refers to a world where technology seamlessly integrates into our environment and everyday
objects making it invisible to users.
- It interacts without being intrusive.
Ex.: connected shoes.
1.4.3. Internet of things (IoT)
Internet of things refers to a network of physical devices/vehicles/appliances (physical objects) that are
embedded with sensors/software, and network connectivity, allowing them to collect and share data.
1.4.4. Digital disruption
Digital disruption refers to major marketplace changes or sector transformation following the application
of technology.
Examples:
- 1995: Amazon disrupted the traditional book-selling market.
- 1997: Netflix disrupted the traditional video-hire market (there were streaming but it disrupted it).
- 2008: Airbnb disrupted the accommodation sector.
- 2009: Uber disrupted taxi services.
1.4.5. Reshaping financing models/ad system content platforms (ex.: streaming
services, podcasting)
“A cheaper, ad-supported Netflix tier”, as the company tries to stem the loss of 1 million subscribers in 2022.
1.5. Digital marketing through time
1970: first email par Ray Tompson. 2004: banners become interactive.
1985: first domain name. 2005-2006-2007: YouTube – Twitter – Facebook.
1989: invention of world wide web (www) par Tim 2008: first Android smartphone.
Bernes-Lee. 2010: Instagram, Pinterest, iPad.
1994: first display ad banner. 2012: programmatic advertising.
2000: Google Ads. 2014: Snapchat.
2003: LinkedIn, Myspace. 2016: ad blockers.
1.5.1. 1970s: email marketing
- The first email marketing:
o It was an unsolicited commercial email by Gary Thuerk (marketing representative in the
major American computer company Digital Equipment Corporation).
o It was an email advertising for an open house for DEC's latest computer systems.
o It was sent it to 393 recipients.
o It was an unprecedented move that shocked the community.
o Its response was negative BUT the open house generated a significant amount of interest,
with attendees purchasing more than $12 million worth of computer equipment.
- The birth of SPAM.
2
, 1.5.2. 1994: first clickable display ad
The first (claimed) clickable web ad:
- It was a banner advertisement for AT&T on HotWired.com.
- It has 44% CTR.
- It was part of AT&T’s larger “You Will” campaign included a series of television commercials
featuring predicted scenes from an internet-enabled future (in many cases quite accurately).
1.5.3. 1997: pop-up ads
1.5.4. 2000s: the rise of search advertising and programmatic advertising
- There is the introduction of Search Engine Marketing (SEM).
- There is the introduction of the pay for placement (P4P) and the pay-per-click (PPC) ad models.
- There is the introduction Google AdWords/Ads: Google wanted to create a sponsored search
experience that generated revenue without compromising the quality/relevancy of search results.
- There is the creation of quality score: it determines placement of ad in combination with bidding
(which ad comes at the top of the searches).
Remarks on Google Ads:
- Google Ads helps businesses reach people searching for answers to their questions.
- There are organic results and paid results:
Organic results Paid results
- These are things that Google puts in the - These are managed through Google Ads.
search for free because it's high-quality - These appear at the top of search results.
content and Google knows that it's going to - These accelerates your results.
provide a solution.
- These rank high for free due to quality but are
hard to achieve.
- Businesses bid on keywords, with higher bids earning better placement.
- Payment is a pay-per-click basis, ensuring you only pay when users interact with your ad.
- Google Ads allows precise targeting by keywords/location/time/device.
- Long-tail keywords (ex.: organic $16 peanut butter) attract more likely buyers.
- Split testing of ad copy improves click-through rates (CTR) by identifying the best-performing
messages.
- A funnel tracks user actions: from searches to clicks, and finally, purchases.
- Improving conversion rates at each funnel step increases overall sales.
- The trickle-down effect means optimizing top-level efforts benefits lower levels in the system.
1.5.5. (Hyper-) targeted ads and programmatic advertising
- Targeted ads deliver personalized content to the right person at the right time (ex.: Instagram
sponsored posts).
- There is an individualized approach: ads differ even when users view the same content.
- Programmatic advertising:
o It automates the delivery of targeted ads across thousands of websites/apps.
o It connects publishers (content creators) and advertisers in milliseconds before a webpage
fully loads.
- Publisher revenue model:
o Websites and apps (publishers) use ad exchanges or SSPs (Supply Side Platforms) to sell ad
space.
3
, o Ads fund the creation of free online content.
- Advertiser strategy:
o Brands use DSPs (Demand Side Platforms) to set up, target, and bid for ad placements.
o Goals include reaching the right audience and optimizing campaigns.
- Ad placement process: example with Joe:
o Joe accesses a webpage, the site requests ads from ad exchanges.
o Details (ex.: device type, IP address, cookies) are sent to DSPs.
o Advertisers bid for the ad space in real time, based on Joe’s profile and targeting.
o The ad exchange selects the winning bid and sends it back to the website.
o The website displays the winning ad alongside the content Joe requested.
o Result: Joe sees the publisher's content and the ad, deciding whether to engage with it.
- Key takeaway: programmatic advertising efficiently automates the buying and selling of ad spaces,
ensuring tailored experiences for users and optimal reach for brands.
1.5.6. 2010+: native advertising
Native advertising:
- It’s paid advertising that matches the look/feel/function of the media it appears on.
- It’s the use of paid ads that fit seamlessly into the media where they appear.
- Their objective is to not disrupt the viewer’s experience.
- It’s not an obvious ad.
1.5.7. 2010+: social media ads
Characteristics:
- Integrated: it’s difficult to see and recognize social media ads.
- Interactive: SM encourage user engagement through actions. Ex.: “share it with your friends”.
- Personalized: ads leverage user data (ex.: preferences, browsing history, demographics) to tailor
messaging.
- New goals: SM ads go beyond simple brand awareness or conversions, they now include driving
engagement, fostering community, and promoting viral content.
1.5.8. Influencer marketing
Influencer marketing:
- It’s adopted by marketing firm have switched to influencers marketing (because people consider
them as friends, they follow their recommendations).
- It’s a popular marketing tactic.
1.6. Recent evolutions
1.6.1. Hype or revolution?
Hype Revolution
It’s a trend that is popular and that receives a lot of It’s a lasting and profound change that transforms
media coverage, but which can have a limited long- a sector or society, with long-term effects.
time impact.
The Gartner hype cycle:
- It provides an objective map that helps you understand the real risks and opportunities of an
innovation.
4
