Expand Your Online Advertising Horizons
By Peter Koeppel
today’s savviest advertisers are now allocating more and more of
their advertising budgets towards the Internet. Companies like Ford
and Samsung are leading the way. In fact, online advertising will
reach about nine billion dollars this year. And the online advertising
market is growing at a rate of twenty-nine percent, which is far
outpacing the growth of other advertising forms.
contributing to this growth is the rising popularity and accessibility
of high-speed Internet. Making the Internet more convenient to use,
these faster connections used to be available only in limited areas of
the country. Now half of American households have broadband Internet
connections, and they spend approximately fourteen percent of their
media time online.
Internet offers advertisers many unique opportunities to target users.
Advertisers can target their messages more effectively, communicate on
a more personal level, and measure responses with great accuracy. But
as with any type of advertising, you must purchase and place Internet
want to shift your advertising efforts to include online media, use
the following tips to plan an effective strategy.
step for any advertising plan is identifying your target audience.
Then you develop a campaign strategy that will efficiently reach your
target and attain an acceptable return on investment. But when dealing
with Internet advertising, this may be more difficult than it seems.
of the online medium fosters a convergence with other mediums. Over
half the people online are also watching television simultaneously.
And fifteen to forty percent of people who purchase a product from a
direct response television commercial or infomercial are making the
purchase online rather than calling a toll-free number. So television
and Internet are converging in a number of ways. Broadband connections
even allow advertisers to deliver television commercials to consumers
tend to go back and forth between the two mediums, which expands your
advertising horizons. Therefore, advertisers should develop strategies
to integrate television advertising with Internet advertising to
maximize their response and results. But this requires insight into
your target audience’s online habits.
the more sophisticated advertisers who make media buys on the Internet
use a technology called behavior targeting, which allows them to see
which sites someone came from and which ads they clicked on. This
anonymous information allows advertisers to customize their message to
various site visitors, depending on what types of ads they click on.
of online advertising and marketing services exist, such as pop-up or
pop-under ads; banner ads; rich media ads, which include flash ads,
interstitials (a page inserted in the normal flow of content between a
user and the site), and superstitials (a page that loads behind an
active web site, meaning the user doesn’t see the ad until it’s
totally downloaded and ready to run); streaming audio video;
skyscraper ads; rollover ads that expand as your mouse runs across
them; e-mail sponsorship ads; newsletter and
sponsorships; advertorial placements; search engine optimization; and
affiliate programs where one web site promotes another web site’s
products in exchange for a commission and transactions are tracked
through unique codes. Each of these options offers advertisers unique
advantages for reaching their target audience.
demand for Internet advertising on the major net portals, such as CNN,
Yahoo, MSN, etc., exists. This demand has actually caused a shortage
of time slots. As a result, companies who are interested in running
their ads or commercials online should consider doing so on their own
web sites. Recent technology enables anyone who comes to your site to
view your commercial regardless of what type of browser they have. So
when a person goes to your site, the commercial automatically starts
complexity of all these online advertising options requires that you
work with an ad agency that has a thorough knowledge of the medium. An
experienced online agency can help you decide what Internet options
are most cost-effective and effective for your company.
Online Advertising into Your Budget:
company can advertise on the Internet; you can even sell business to
business products and services online. If you currently advertise in
television, radio, or print and you’d like to move into the
Internet, try allocating five to twelve percent of your budget towards
not all online advertising is inexpensive. Some big brand advertisers
pay $300,000 to be on popular web sites for a day, which is equivalent
to what you would spend for a thirty second primetime television spot
on a major broadcast network. But Internet advertising, especially on
the big sites, is very valuable.
companies put all their advertising online because they find it most
efficient for generating leads or new business. But sometimes the
quality of the online leads you’re generating need to be qualified,
since the Internet attracts a wide range of prospects.
advertisers like the measurable results they get from the Internet.
Results are typically measured using some kind of tracking system. And
typical means of measurement are cost per click, cost per impression,
cost per acquisition, or cost per sale. This information allows an
advertiser to see the effectiveness of their ads in more concrete
terms than with television or print.
Your Business Online:
companies are interested in moving their advertising campaigns online
because this medium is very precise and the results are measurable.
Plus, you can tell it works from the number of big brand advertisers
who have recently taken their campaigns on the net. But the online
medium is also very complicated. You have to understand your target
audience’s browsing habits so you can effectively reach them. And to
put together an effective Internet advertising campaign, you really
have to understand how to use the different options. A savvy media
buyer can help you navigate through your world of online advertising
use these tips to develop an Internet advertising strategy for your
company, you can keep in touch with the huge number of people who are
spending more and more time online, and ensure you stay ahead of your
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