Online advertising , also called online marketing or Internet advertising , is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing.and many types of display advertising (including web banner advertising), and mobile advertising while Social media marketing is commercial promotion
conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profile. Like other advertising media,online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy on ad servers which technologically delivers the ad, tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.
In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television.
In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012. U.S internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012.
In the early days of the Internet, online advertising was mostly prohibited. For example, two of the predecessor networks to the Internet, ARPANET and
NSFNet , had “acceptable use policies” that banned network “use for commercial activities by for-profit
institutions”. The NSFNet began phasing out its commercial use ban in 1991.
The first widely publicized example of online advertising was conducted via electronic mail (email) On 3 May 1978. A marketer from DEC (Digital Equipment
Corporation), Gary Thuerk , sent an email to most of the ARPANET’s American west coast users,advertising an open house for a new model of a DEC computer. Despite the prevailing acceptable use policies;email marketing rapidly expanded and eventually became known as “ spam.” The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET
newsgroups. Four months later, Laurence Canter and Martha Siegel , partners in a law firm, broadly
promoted their legal services in a USENET posting titled “Green Card Lottery – Final One?” .Canter
and Siegel’s Green Card USENET spam raised the.profile of online advertising, stimulating widespread interest in advertising via both Usenet and traditional email. More recently, spam has evolved into a.more industrial operation, where spammers use
armies of virus-infected computers (botnets) to send spam remotely.
Online banner advertising began in the early 1990s as page owners sought additional revenue streams to
support their content. Commercial online service Prodigy displayed banners at the bottom of the
screen to promote Sears products. The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm. In 1994, web banner advertising became mainstream
when HotWired , the online component of Wired Magazine, sold banner ads to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate, and instead of directing
clickers to AT&T’s website, the ad linked to an online tour of seven of the world’s most acclaimed art museums.
Online advertising may use geotargeting to display relevant advertisements to the user’s geography. Advertisers can customize each individual ad to a particular user based on the user’s
previous preferences. Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and
provide adequate time gaps between exposures.
The major benefit of online advertising
is reduced cost of advertisement display and a wider communication reach compared to offline ads in any media platform.
Advertising online offers better returns, Online advertisers can collect data on their ads’ effectiveness effectively, e.g size of the potential audience or actual audience response, how a visitor reached their advertisement, whether the advertisement resulted in a sale, and whether an ad actually loaded within a visitor’s view. This helps online advertisers improve their ad campaigns
As an advertiser, digital or content marketer or blogger you may want to get familiar with these terms below to get the best of your services to your clients:
1) Know the difference between search engine optimization, search engine marketing and sponsored search.
SEARCH ENGINE MARKETING, or SEM, is designed to increase a website’s visibility in search engine results
pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on
a web searcher’s query. Search engines often employ visual cues to differentiate sponsored results from organic results. Search engine marketing includes all of an advertiser’s actions to make a
website’s listing more prominent for topical keywords.
SEARCH ENGINE OPTIMIZATION or SEO, attempts to improve a website’s organic search rankings in SERPs by increasing the website content’s relevance to search terms. Search engines regularly update their algorithms to penalize poor quality sites that try to game their rankings, making optimization a moving target for advertisers. Many vendors offer
SPONSORED SEARCH (also called sponsored links, search ads, or paid search) allows advertisers to be included in the sponsored results of a search for selected keywords. Search ads are often sold via real-time
auctions, where advertisers bid on keywords. In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints. Search
engines originally sold listings in order of highest bids. Modern search engines rank sponsored listings based on a combination of bid price, expected
click-through rate, keyword relevancy and site quality.
2).SOCIAL MEDIA MARKETING (be in the know) is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.
3) MOBILE ADVERTISING is ad copy delivered through wireless mobile devices such as smartphones , feature
phones, tablets or computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia
Messaging Service) ads, mobile search ads,advertising within mobile websites, or ads within mobile applications or games (such as interstitial ads, “ advergaming,” or application sponsorship).
General online advertising. Mobile advertising is growing rapidly for several
reasons. There are more mobile devices in the field,connectivity speeds have improved (which, among other things, allows for richer media ads to be served
quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about
incorporating ads, and consumers are using mobile devices more extensively. Advertising experts have predicted a continued growth in mobile advertising with the adoption of location-based targeting and other technological features not available or relevant on personal computers-in July 2014 Facebook reported advertising revenue for the June 2014 quarter of $2.68 billion, an increase of 67 percent over the second quarter of 2013; Of that,
mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the previous year.
4) DISPLAY ADVERTISING conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers
unique identifiers of specific computers, to decide which ads to serve to a particular consumer. Cookies
can track whether a user left a page without buying anything, so the advertiser can later retarget the user
with ads from the site the user visited.
As advertisers collect data across multiple external websites about a user’s online activity, they can
create a detailed picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting.
Advertisers can also target their audience by using contextual and semantic advertising to deliver display
ads related to the content of the web page where the ads appear. Retargeting, behavioral targeting,
and contextual advertising all are designed to increase an advertiser’s return on investment over untargeted ads.
Advertisers may also deliver ads based on a user’s IP address.The geographic information from an IP can be supplemented and refined with other
proxies or information to narrow the range of possible locations e.g advertisers can use a phone’s
GPS receiver or the location of nearby mobile towers and cookies with other persistent data on a user’s
machine to narrow down on appropriate geotargeted ads earlier discussed.
5) INTERSTITIAL ADS.
An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for the content to load. interstitial ads are
a form of interruption marketing . You can find alot on youtube when you try to load a youtube video more commonly nowadays are ads from jiji.ng, olx, efiritin.com and a host of others outside of Nigeria’s local webspace.
6) ONLINE CLASSIFIED ADS
Online classified advertising is advertising posted online in a categorical listing of specific products or services. Examples include online job boards, online real estate listings, automotible listings, online yellow
pages , and online auction-based listings.Vconnect and ebay are two prominent providers of online classified ads.
7) TEXT ADS
A text ad displays text-based hyperlinks . Text-based ads may display separately from a web page’s primary content, or they can be embedded by hyperlinking individual words or phrases to
advertiser’s websites. Text ads may also be delivered through email marketing or text message marketing .
Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.
A pop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window. A pop-under ad opens a new browser window under a website visitor’s initial browser window. This is in a way different from interstitials.
9) WEB BANNER ADVERTISING.
Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive
elements using Java applets, HTML5 , Adobe Flash, and other programs.
10) FRAME ADS (TRADITIONAL BANNER)
Frame ads were the first form of web banners.The colloquial usage of “banner ads” often refers to
traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the
11) FLOATING ADS
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content. Floating ads may
disappear or become less obtrusive after a preset time period.
12) EXPANDING AD
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,such as a preset amount of time a visitor spends on
a webpage, the user’s click on the ad, or the user’s mouse movement over the ad. Expanding ads allow advertisers to fit more information into a restricted ad space.
13) TRICK BANNERS.
A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks.Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-
switch .Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.
14) NEWS FEED ADS
“News Feed Ads”, also called “Sponsored Stories”, “Boosted Posts”, typically exist on Social Media Platforms that offer a steady stream of information updates “news feed” in regulated formats i.e in similar sized small boxes with a uniform style).
Those advertisements are intertwined with non-promoted news that the users are reading through. Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a product.Some examples are: Facebook’s “Sponsored Stories”,LinkedIn’s “Sponsored Updates”, and Twitter’s “Promoted Tweets”.
This display ads format falls into its own category because unlike banner ads which are quite distinguishable, News Feed Ads’ format blends well
into non-paid news updates. This format of online advertisement yields much higher click-through rates than traditional display ads
15) CHAT ADVERTISING.
As opposed to static messaging, chat advertising refers to real time messages dropped to users on
certain sites. This is done by the usage of live chat software or tracking applications installed within certain websites with the operating personnel behind the site often dropping adverts on the traffic surfing around the sites. In reality this is a subset of the email advertising but different because of its time window.
BELOW ARE THE 4 C’s OF SOCIAL MEDIA MARKETING.
Watchout for our next write up on how you can make money from online advertising and digital marketing.
Compiled, edited by: @djshyluckjimmy
Posted by: thebrandradioblog.
credits: Internet Advertising bureau, pricewatercoopers and Templeton.
image courtesy: UBM Tech.