Online advertising

10 Key excerpts on "Online advertising"

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  eBook - PDF

  Advanced Introduction to Advertising

  • Patrick De Pelsmacker(Author)
  • 2022(Publication Date)
  • Edward Elgar Publishing

    (Publisher)

  Further, pro- spective customers should be activated and converted to actual custom- ers. In traditional offline campaigns, reaching these goals often requires different types of campaigns with different communication instruments, for instance direct marketing for generating and activating leads, and sales promotions to generate trial and repeat purchases. Online adver- tising enables companies to reach all these goals by building campaigns that guide prospective customers through the entire sales funnel, from reaching them, creating awareness and interest, to activating them and turning them into leads, to converting them and closing the sale. Online advertising is much more flexible than offline campaigns. Companies can set a total budget, but also a daily budget over a given period. Different ads ADVERTISING PLANNING 97 for different target groups and different objectives that are different over time are relatively easy and cheap to produce. Since online advertisers can keep track of campaign effectiveness in real time, they can easily and quickly remove the ads that do not work and replace them with new ones. The way the Online advertising budgeting is done is different from offline advertising, and sometimes also varies between online platforms. Given the advertiser’s objectives and target groups, each platform’s algorithm uses all the information it has from the platform’s users to optimize campaign effectiveness, i.e., reach the advertiser’s goals as well as possible, with the chosen target groups. All platforms have extensive management modules, dashboards by means of which a campaign can be organized: target groups, objectives, budgets, ads, and measurement of results. The pricing model of Google AdWords and YouTube is based on a bidding procedure. Advertisers bid money for clicks. The bid sets how much an advertiser is willing to pay for each click.

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  eBook - ePub

  Display Advertising

  An Hour a Day

  • David Booth, Corey Koberg(Authors)
  • 2012(Publication Date)
  • Sybex

    (Publisher)

  Chapter 1

  Online advertising

  Today’s world can perhaps be characterized by one thing above all others: that we as consumers are always online. As marketers, we are constantly presented with opportunities to get our message in front of the right kind of person at just the right time, and never before have we had this kind of ability to reach, target, and measure the reaction of audiences around the globe. Display advertising gives us the ability to widen our nets as advertisers and get our message out to more and more potential customers.

  Chapter Contents:

  • An Overview of Search Engine Marketing
  • Search Advertising vs. Display Advertising
  • Problem Solving and Distraction

  An Overview of Search Engine Marketing

  Let’s go ahead and admit it: At this point in history, we’re in the middle of the digital age, and it’s getting more and more difficult to find anyone clinging to the notion that the Internet is just a passing fad. This is no latest craze; it is indeed the new normal by which we live our connected lives in a connected world. The combination of ever-increasing accessibility to higher and higher speed connections and a constantly growing variety of web-enabled devices makes it just plain hard to find a place where you can’t be online.

  It wasn’t more than a few years ago when airlines were sending out email announcements to their frequent fliers saying, “We’re proud to announce Internet access in some of our airplanes!” In a completely opposite reaction than what we’re sure those nice marketing folks had in mind, many of us immediately pledged to avoid those airlines at all costs. An altitude of 30,000 feet was the last remaining place on earth that a person still wasn’t expected to be online, and there were more than a few of us that weren’t going to book a Wi-Fi enabled flight and risk those few precious hours of freedom from the digital leash.

  Times are changing, and the point is, we’re now online all the time. And what are we doing? Well, as it turns out, young or old, you’re probably checking your email more than anything else—at least, according to the Pew Internet & American Life Project.

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  The Psychology of Advertising

  • Bob M. Fennis, Wolfgang Stroebe(Authors)
  • 2015(Publication Date)
  • Psychology Press

    (Publisher)

  ads shown to consumers that are not interested in them) because it matches consumers’ purchase behaviour, as long as it relies on which product the consumer has recently bought in order to show him/her an ad for the same product, the waste rate probably amounts to 100 per cent, which is rather inefficient. So, to really move forward with behavioural targeting, advertisers should make more serious efforts trying to come up with ads for products that complement rather than mimic the product just bought (similar to what online booksellers do), and so in this example, an ad for a pair of gloves or a warm woollen beanie would have been more on the mark. Three types of Online advertising Online advertising can be divided into three subtypes (Goldfarb, 2014). Search advertising is defined as the typical banner ads that accompany search results in search engines such as Google or Bing. These are targeted not because they are banner ads per se, but because they are shown as a function of specific search words entered by the consumer in the search engine. Advertisers typically pay whenever a consumer clicks on the ad (a construction labelled ‘cost-per-click’; Goldfarb, 2014). Classified advertising is simply the online pendant of classic classified ads found in newspapers and magazines. They appear on websites usually not featuring other media content and can be posted by individuals and companies alike. Examples include online jobsites (such as ‘Monsterboard’ or ‘Jobbird’) and sites where miscellaneous products and services are sold, both new and second-hand (such as ‘eBay’ or ‘Craigslist’). Finally, display advertising concerns the online depiction of offers on any type of site but search engines. Hence, ‘digital shop windows’, simple banner ads, pop-ups, video-ads or the advertising that appears on social media such as Facebook or Twitter are examples of display advertising (Goldfarb, 2014)

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  Internet Communication

  • James W. Chesebro, David T. McMahan, Preston C. Russett(Authors)
  • 2013(Publication Date)
  • Peter Lang Inc., International Academic Publishers

    (Publisher)

  Yet, within the United States, they are required to classify or mark advertisements as such according to Federal Trade Commission guidelines (Efrati, 2013). At the same time, it has been shown that users frequently have difficulty distinguishing between these advertisements and genuine search results (Wall, 2012). Business of the Internet: Marketing | 151 Contextual Marketing Marketers also attempt to target user interests by engaging in contextual mar- keting, through which advertisements appearing as banners, pop-ups, and pop-unders are selected based on webpage content. For instance, if a user opens a webpage featuring content about fishing, a banner advertising new fishing poles might appear on the page. If that user then moves to a cooking website, a pop-up advertisement about a sale on cookware might appear. Marketers have targeted consumers through other technologies in similar ways. For instance, television commercials and magazine advertisements are selected based on audiences that are most likely to be interested in the respective content. So, as above, a fishing program on television will feature a commercial for fishing poles, and a cooking magazine may feature an advertisement about cookware. However, media content is not always as narrow as a fishing program or a cooking magazine. By scanning key words and other material in a webpage, con- textual advertising through the Internet enables advertisements to be displayed with more accuracy than those of other technologies and to immediately adapt to changes in content. Behavioral Target Marketing While contextual marketing utilizes website content to determine advertisements, behavioral target marketing draws from user activities. This type of Internet marketing is accomplished by tracking online activity and crafting advertisements most suitable to users based on that activity.

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  The Online Advertising Playbook

  Proven Strategies and Tested Tactics from the Advertising Research Foundation

  • Joe Plummer, Taddy Hall, Robert Barocci, Stephen D. Rappaport(Authors)
  • 2007(Publication Date)
  • Wiley

    (Publisher)

  Some of these ca- pabilities will be extended to mobile and interactive television envi- ronments. We believe consumers will interact with content across small screens (mobile), medium-sized screens (computers), and large screens (plasma HDTV screens), creating opportunities for new types of advertising models. Each screen size will require its own environ- ment-specific search capabilities and rich media formats for gather- ing and displaying detailed information about new products relevant to each consumer’s specific needs. We believe Online advertising will continue to grow at a rapid pace over the next 10 years as the internet influence accelerates. Inter- net ad revenue will grow by (1) generating incremental ad revenues to internet-specific platforms (e.g., search); (2) share-shifting revenue from traditional media environments to traditional media experi- enced on the internet (e.g., television vs. video); and finally (3) contin- uing to drive direct marketing dollars online. The internet influence on traditional media and advertising is about technology as well as an approach or philosophy or way of do- ing things that is inherent to the internet—being dynamic, account- able, interactive, open, and communal. The knowledge and insights gained from building the internet into a $12 billion advertising plat- form over the past 10 years will have a fundamental impact on the way we market to consumers over the next 10 or 20 years through all media. At the most general level, the accountability and trackable na- ture of the online medium has brought a renewed focus to marketing effectiveness and consumer behavior across all media. The qualities that define the online programming experience (control, choice, con- venience) have impacted and will continue to impact other media programming environments in a big way.

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  Pricing, Online Marketing Behavior, and Analytics

  • G. Viglia(Author)
  • 2014(Publication Date)
  • Palgrave Pivot

    (Publisher)

  2 Online Marketing Communication Channels

  Abstract:

  This chapter presents the different online marketing channels. It starts with display advertising and moves on to the subject of search engine optimization. These tools, along with e-mails with personalized newsletters, are necessary for companies to have a strong, effective presence on the Internet. Also, the completely new framework represented by social media, which has become relevant in recent years, is discussed. Finally, the chapter describes the new frontier of online marketing—mobile marketing—that is capturing new market segments.

  Viglia, Giampaolo. Pricing, Online Marketing Behavior, and Analytics . New York: Palgrave Macmillan, 2014. DOI : 10.1057/9781137413260.0007.

  2.1 Introduction

  There are some industries such as e-commerce where the use of online marketing communication channels is imperative. The challenge is to combine the most appropriate channels to maximize benefits and reduce the cost of their use (Kotler & Armstrong, 2010). Continuous monitoring plays a crucial role in detecting the needs of the market and adapting the products to those needs (push-pull).

  There are many different online marketing channels that companies use nowadays that are presented in this chapter. The evolution of technology and the speed of change forces companies to adapt and to innovate. Every day we find new features in each of the channels that enhance consumer satisfaction, or new marketing channels develop rapidly and become quite popular within a few months. The speed of development varies depending on the channel and its use; moreover, the diffusion has become much faster over the last few years compared with the past.

  As mentioned by Pendleton et al. (2012), the new web environment needs to account for the active role of the consumer, using “pull” strategies to capture interest through new technologies. In particular, the so-called Generation Y, the generation of consumers who go online in great numbers, has to be considered in view of their computer experience and considerable spending power (McMahan et al., 2009). We need therefore to identify the extent of the transformations in the traditional channel structure due to the addition of digital value.

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  Cybermarketing

  • Pauline Bickerton, Matthew Bickerton, Upkar Pardesi(Authors)
  • 2007(Publication Date)
  • Routledge

    (Publisher)

  Having reviewed these questions, you may well decide that the Internet should be used alongside advertising in other media. You may even decide that it is worth investing in Internet advertising on an exploratory basis in the short term. It is interesting that in the year when the dotcom businesses really took off – 1999 – American online businesses spent over $770m on advertising in traditional media to promote themselves. These firms buying radio slots and newspaper space were the same dotcom start-ups that saw their share prices go through the roof as investors predicted a big shift to online shopping. What their advertising managers understood was that – whatever your future vision – you spend your advertising budget on the media that will be most effective now. This is not to say Online advertising cannot be effective – it can. Indeed, that is why total US online spending in that same year was just over $3bn. The point is that you have a choice, which you should exercise on the basis of your analysis of your target market.

  There is further discussion of multi-media campaigns at the end of this chapter.

  The use of the Internet as an advertising medium

  The first adverts online were posted on busy sites in the hope that users would click on the ad to find out more about the product. More was generally housed on the producing company's own website.

  The adverts generally consisted of coloured text, with very simple graphics. Anything more complex would take too long to download. As technology has improved, short animated sequences have been introduced, but the essential aim was the same – to drive customers to a company's website.

  Since then, there have been a number of important innovations.

  First, some web banner adverts now contain within themselves all of the relevant information a customer needs. For example, clicking on Toyota's Lexus banner-ad allows a customer to order a brochure, see video clips of models and find a dealer without having to navigate their way round a corporate website.

  Second, there has been a trend towards service or entertainment delivery via a banner ad. An American insurer provides a banner which calculates the cost of putting a child through university, emphasizing both the skills of the insurance firm, and the potential need of a web-user for their services. Entertainment delivery is increasingly common. Improving compression technology, and faster modems (and lines, in some cases) has allowed more firms to deliver applets containing audio and video via banners. There have been some impressive claims for the effectiveness of these approaches in enticing web users to explore products more fully.

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  Human Rights in the Age of Platforms

  • Rikke Frank Jørgensen(Author)
  • 2019(Publication Date)
  • The MIT Press

    (Publisher)

  In broadcasting, the influence of advertisers led to the direct production of programming and the creation Online advertising as a Shaper of Public Communication 131 of specific genres, like the soap opera (Barnouw 2004). On the Internet, the influence of advertising on content can be perceived at two levels: what is discouraged and even prohibited and what is produced and promoted. Because an important share of the circulating online content is produced by users, online platforms supported by advertising and carrying this con-tent have to set limits on what is acceptable and what is not as, illustrated by York and Zuckerman (see chapter 6 of this volume). Demotion in search engine results, and “community rules” 5 and blockage in social network sites, help to mark the contours of acceptable discourse and contribute to creating a friendly environment for advertising. In turn, a large amount of content is created with the only goal being to attract attention and adver-tising, explaining the existence of content farms and the phenomenon of clickbait. While tailoring content production to consumers’ demands is a core practice of any commercial medium, the online unbundling of con-tent and audiences introduces a level of sophistication, individualization, and adaptability that calls into question the very idea of a public sphere (Pariser 2011; Turow 2011). Third, for users the social web involves the acceptance of the data cap-ture that serves to fuel the advertising model. While the vast majority of the content they consume and the services they use are free in the sense that they do not require a monetary transaction, the payment here takes a different form. In order to enjoy the benefits of the services, users not only need to accept the terms of use and the boundaries for communication programmed into the platforms but they also have to allow for intensive data mining.

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  eBook - ePub

  Computational Advertising

  Market and Technologies for Internet Commercial Monetization

  • Peng Liu, Chao Wang(Authors)
  • 2020(Publication Date)
  • CRC Press

    (Publisher)
• Measurability of effect. When Online advertising was in its infancy, it was mostly praised for recording and optimizing the advertising effect directly during display and clicking. However, whether CTR is able to reflect the advertising effect in an absolute sense is a contentious issue. From 1998 to date, the average CTR of online banner ads kept dropping from 10% to 0.1%, does it mean their effect has decreased by two orders of magnitude? Of course not, the fast-growing Online advertising market is the most powerful refutation. In our opinion, no matter it is in different times or for different products, the comparison of the absolute CTR value is not that important, it is the difference among various ads and algorithms in a given period that is truly meaningful. From this point of view, measurability of effect remains an important feature of Online advertising.
• Standardization of creative and delivery approaches. Standardization is driven by audience targeting and programmatic trade. Since the demand side cares about user group rather than advertising position, it is critical to unify creative size and standardize some key interfaces. There are typical interface standards like the VAST [3] for video ads and the OpenRTB [4] for RTB ads. In the PC advertising market, more and more advertising platforms like to design products based on these standards, so that all parties can make full use of the mobility of the entire market and create value more quickly. However, in the mobile age, the demand for native ad – which features consistency between advertising form and content – is more urgent than the demand for standardization of creative. Therefore, the standards for advertising creative in the mobile age may have completely different ways of thinking.
• Diverse forms of online media. As Web 2.0 and the mobile Internet have become popularized, the online media with more interactive functions are substantially different from offline media. With varied functions, different online media have different distances from behavioral conversion of users. For example, in the conversion chain of portals, vertical sites, search engines, e-commerce sites, and rebate sites, the latter ones are closer to purchase behavior than the prior ones. We can intuitively tell that if delivering ads to the media is closer to behavioral conversion, their traffic will generate a higher ROI, but farther from the advertising goal of “guiding potential users.” Therefore, when looking at Online advertising from the demand side, we shall stress the coordination among different media, examine and optimize the overall effect through integrated marketing. Suppose that an online store only delivers ads on rebate sites, it will definitely harvest a high ROI, but how could it be sure of drawing a large number of potential users?1