Chapter 13 - Online advertising - Throwing a banner in the works

As you may have deduced from the title, the focus of this chapter focuses primarily on banner advertising, but for a minute do not believe that banners are the whole and end all online advertising. "Banner advertising" is a misnomer: modern online creative advertising is about much more than banners .

The multipurpose nature of advertising

Advertising, whether online or offline, always has a number of objectives:

o Create brand awareness

o Create consumer demand

o Inform consumers of their ability to meet that demand.

But when you really think about it, they can be distilled in one action: Increasing sales!

Advertising is based on the simple economy of demand and supply. Advertisers aim to stimulate a consumer need and then meet that need. Create the demand. Then it satisfies the demand.

Brand Awareness Creation

Making people know your brand or product is an important long-term goal. Once customers know about you, you have taken that first big step to gain your trust … and your sponsorship. It is a simple fact that the best known brands do more business. And there is the problem.

The ultimate goal is to do more business and sell more .

Create brand awareness It is perhaps the key strength of creative online advertising. It is largely visual, which makes it an ideal channel to promote brand guarantee.

Create consumer demand

Brand and product awareness is also about creating demand . Advertising needs to convince consumers about what they should want and why they should want it. Modern online advertising can provide an excellent way to communicate the USP of your product, which helps stimulate demand.
Aspiration is a function of knowledge. You cannot wish what you do not know.

Satisfy consumer demand

Once your consumer wants something, he needs to know his ability to satisfy that desire. If the construction of your brand has been effective, they know that you exist. Now tell them how you can deliver what they need.

Boost traffic and sales

If your online advertising campaign does not generate traffic, then it really makes no sense, right? All forms of online marketing must drive long-term traffic . But what about the short and medium term?

That's where the immediacy of online advertising He comes to the fore. Unlike traditional media advertising, online advertising can turn the potential customer into a real customer right there. In addition, you can accurately track the effectiveness of your campaign.

Payment Models

Depending on the main objective of the campaign, different payment models can be used:

CPM or CPI

Paying for the exposure. CPM refers to the cost per thousand and CPI to the cost per impression. This is usually the price of a campaign when brand awareness is the main objective . It is also how the majority of advertisements in South Africa are valued.

CPC

Paying for clicks. CPC means Cost per click. Normally associated with paid search marketing, banners can be priced this way when the the goal is to drive traffic . This is rarely used in South Africa.

CPA

Paying for the acquisition. CPA refers to the cost per acquisition. This model means that the editor has all the risk. The advertiser only pays when an ad delivers an acquisition.

If you are buying advertising on banners, this is the best way to pay; If you are selling it, it is the worst way to charge.
Not surprisingly, the CPA model is not commonly used for advertising and is generally associated with affiliate marketing. Of course, the lines blur when you publish an affiliate banner.

Flat rate

Sometimes, owners of low-traffic sites choose to sell advertising spaces at a flat rate, that is, at a fixed cost per month, regardless of traffic or number of impressions. This would be attractive to a media buyer who may be testing an online campaign generally aimed at niche markets.

So what exactly are the banners?

In simpler terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's home page.

Of course, it doesn't have to be simply an image. In fact, this form of advertising has come a long way since the early days of the images that say "click here!" and leave it on the home page of the advertiser's website.

Banners may contain other forms of Rich media well and many use interactivity and sound to get attention . The use of action scripts and technologies such as Flash has taken this form of online advertising to a whole new level.

Types of banner ads: size matters!

As mentioned earlier, "advertising advertising" is a kind of inappropriate name. Banners come in a variety of shapes and sizes. Perhaps calling it "rich media advertising" or "creative online advertising" is more descriptive.

If we break it down traditionally, banner advertising can be separated into several categories according to their size and shape:

or Banners

Full banner: 468 X 60
Halfner Half: 234 X 60
o Micro Bar: 88 X 31
Vertical banner / Mini skyscraper: 120 X 240
o Leaderboard: 770 X 60

or Buttons

o Button 1: 120 X 90
o Button 2: 120 X 60
o Micro Button: 80 X 15
o Square button: 125 X 125/120 X 120

or Rectangular ads

Medium rectangle: 300 x 250
o Square popup: any size, but 200 X 200 is common
Vertical Rectangle: 240 X 400
Large rectangle: 336 x 280
o Rectangle: 180 X 150 and other variations

or Skyscraper

o Skyscraper width: 160 X 600
o Skyscraper: 120 X 600
o Half page ad / Super Skyscraper: 300 X 600

While the above sizes indicate the generally accepted dimensions of the ads, rich media technologies mean that the ads themselves can expand beyond the assigned area of ​​the real estate page . The drop-down ads, which "appear" when you mouse over, the overlapping ads that appear at the top of the site's content and the ads that incorporate interactive elements have become very popular.

But why advertising?

In previous chapters we go on and on value of marketing tools that focus on giving consumers what they want When they are looking for it. Now, suddenly, are we changing course and suggesting a marketing interruption method? What is that then?

Racing horses – and some campaigns are more suitable for visual media.

o You are promoting travel packages. What arouses more emotion: an image of a tropical paradise? Or the words "tropical paradise"?

o Do you want to build your brand within a specific sphere? Why not mark, through commercials, the websites of all the important players in that niche?

o Run a competition? Keep an eye on your target market at the prize

Or launch an exciting new sports car? Images with a call to action – "try it now" – or interactive media that highlight all the new and exciting features when hovering over that part of the car in the image

Interactivity

Since banners can contain rich media, they offer levels of interactivity that other forms of advertising cannot reach. Make your target market not only see your banner, but also play with it. The interaction creates a link and improves the possibilities of the consumer. remembering your brand tomorrow .

Animations, games, video, flash, and you thought that the commercials were just images with hyperlinks. Modern Online Advertising is able to gather a number of other online marketing tactics:

o A few years ago, flash microsites were fashionable: now the same functionality can exist within the ad

o Viral Marketing: intelligent viral marketing games or "send to a friend" functionality, again from the ad

o Video: see video previews from the ad

Orientation

Online ads can go even more directly to your intended market by several means:

or Geo location – Online advertising has the ability to target by country, province or city, and can even deepen the IP address

or Type of network / browser – Markets can be further oriented through networks / browser types such as Firefox, Internet Explorer, MAC, etc.

or Connection type – Users can segment into broadband or dial-up connections

or Day and hour – Choose at any time of day, any day of the week. This generally depends on the objective of the campaign client or the product itself

or Covered – Limit the number of times a user sees a particular ad

Measurability

Banner ads, like all eMarketing tactics, are measurable. Track click rates and he has an idea of ​​how many people are responding exactly to his call to action. Some publishers even have the ability to track after the click, that is, you can track the user up to a sale if that is the purpose of the ad.

Similarity with traditional media

EMarketers regularly regret the fact that it is sometimes difficult to educate the market about the value of Internet marketing techniques. Traditional buyers of advertising have been conditioned in a certain way and have come to understand advertising in a certain way.

Banner advertising goes a long way towards close the advertising gap . The ads have a set size, can be very similar to print ads and occupy a particular space in a publication with a particular number of eyeballs looking at it. It is easy to understand and does the things that buyers are used to expect advertising to do.

In a nutshell: if done correctly, Online advertising also builds your brand and increases your sales!

Conceptualise How YOU TOO Can Easily be a Recording Spunky Questioner Feat Prepaid To Drama Recording Games at Place!: Click Here