Online Advertising

Online advertising

Introduction :

Advertising is a marketing activity where you disseminate information about your company, brand, or goods with the goal of attracting attention to what you are advertising, creating and sustaining interest in that particular thing.

Online advertising is defined as the various forms of advertising which are delivered through the Internet, both desktop and mobile.

The history of online advertising:

On October 27, 1994, the world of advertising was forever transformed by a small graphic bearing the presumptive words, "Have you ever clicked your mouse right here? You will," in a kitschy rainbow font. The age of banner ads had officially begun.

But things have changed quite a bit in the last quarter century. Just take a look at the first banner ad!

  The importance of online advertising:

Online advertising has evolved into a significant economic sector with steadily growing turnover figures,as several studies into online advertising markets and turnover have shown.

The studies arrive at different figures for total online advertising turnover, which is most likely due to the different methodological approaches applied and the different types of ads and market players they drew on. 

Nevertheless, they all identify similar trends, especially in regard to continually growing online advertising turnover.

Types of online advertising:

There are different types of online advertising: banner advertising, video advertising (either placed before or embedded within a video), search engine advertising and social network advertising.

Online advertising can be classified according to numerous different criteria, for instance the type of advertising medium (text, image, audio or video) or according to where it is embedded (in a website, pop-up window or another video).

The classifications made below are common but by no means the only possibilities. Search engine advertising and display (or banner) advertising are among the most important types of online advertising in practice.

×       Display advertising in social networks and general mobile advertising has recently gained considerably in importance. The classifications made below are common but by no means the only possibilities. Search engine advertising and display (or banner) advertising are among the most important types of online advertising in practice.

×       Display advertising in social networks and general mobile advertising has recently gained considerably in importance.

Just a few examples …

Online advertising can split into three categories: search, social and display.          

            Paid Search:

 Search advertising, also known as paid search and search engine marketing (SEM), are online ads that appear in search engine results on platforms like Google AdWords or Bing Ads.

Paid Social:

Social advertising or paid social ads are advertisements that appear on social media platforms. Social media platforms like Twitter, Facebook and Instagram are paid to promote a business through boosted posts, offers and promotions.

Display ads:

*/Display Advertising are the ad boxes that are on the tops or sides of a website.

*/They can be traditional banner ads or even videos. These types of ads appear on sections reserved for paid advertising and are aimed at generating call to action.

Social Media Boosted or Sponsored Content:

Video:

AdsVisuals, particularly videos, are the key to marketing success in today’s world. video ads have become one of the best ways to grow your business because people are consistently hungry for content.

Email Marketing:

Email marketing is when a business will send some type of targeted email to a purchased lead list or a customer list. These emails can be newsletters, promotional emails, appreciations, or even content downloads.

Marketing Analytics:

Advertising is not left to chance for magical success  Advertisers should track how ads are performing and where their traffic is coming from. This is why analytics is an important part of internet advertising strategy.

Payment Models for Display Advertising:

As well as a variety of mediums, there are also a number of different payment models for display advertising.

Cost per Impression or Cost per Thousand Impressions:

Cost per impression (CPI) means that the advertiser pays each time the advertisement appears on the publisher’s page. The most common way of referring to this model is cost per mille (CPM), or cost per thousand impressions (the letter M is the Roman numeral for a thousand, or mille). This is how acampaign is normally priced when brand awareness or exposure is the primary goal.

Cost per Click:

Cost per click (CPC) means that the advertiser only pays when their advertisement is clicked on by an interested party. CPC advertising is normally associated with paid search marketing, also called pay-per click (PPC) advertising. Banners can be priced this way when the aim is to drive traffic. It is also a payment method sometimes used in affiliate marketing, when the aim is to drive traffic to a new Web site.

Cost per Acquisition:

In the cost per acquisition (CPA) model, the advertiser only pays when an advertisement delivers an acquisition. Definitions of acquisitions vary from site to site and may be a user filling in a form, downloading a file, or buying a product. CPA is the best way for an advertiser to pay because they only pay when the advertising has met its goal. For this reason it is also the worst type for the publisher as they are only rewarded if the advertising is successful. The publisher has to rely on the conversion rate of the advertiser’s Web site, something that the publisher cannot control. The CPA model is not commonly used for banner advertising and is generally associated with affiliate marketing.

Flat Rate:

Sometimes, owners of lower-traffic sites choose to sell banner space at aflat rate, that is, at a fixed cost per month regardless of the amount of traffic or impressions. This would appeal to a media buyer who may be testing an online campaign that targets niche markets.

Cost per Engagement:

Cost per engagement is an emerging technology in which advertisers pay for the rollover advertisements, placed in videos or applications (such as Facebook applications), based on the interactions with that advertisement. “Engagement” is generally defined as a user-initiated rollover, or mouseover, action that results in a sustained advertisement expansion. Once expanded, an advertisement may contain a video, game, or other rich content. It happens without taking an Internet user away from her preferred Web page, and marketers only pay when an individual completes an action.

                                                                                                    Written by Adem Fatnassi