ARV261 – Week 13 Day 26 – Online Advertising
Key Points:
- Advantages
- Revenue Models
- Types
Advantage over traditional advertising:
Is there such thing as a good online ad? It really depends how how you want to look at online advertising. From a graphics point of view it is extremely difficult to capture audience attention. However through creative programing skills one has an advantage to make what used to be a “flat” ad into an engaging interacting ad.
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser’s investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords, Yahoo! Search Marketing and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences’ response.
Revenue Models:
- PPC – Pay Per Click
- CPV – Cost Per Visitor
- Impression – Measure in thousands
Types Of Online Advertising:
- E-mail advertising – Generate leads/sales through direct contact through “opt-in” email advertising.
- Affiliate marketing – Business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. It is an application of crowdsourcing.
- Contextual advertising – Ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown.
- Behavioral targeting – Based on a user’s past clickstream
- Semantic advertising – Linking content with advertisements
