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Tuesday, October 13, 2009

Online Advertising (Tool 6)

The main purpose behind online advertising is parallel to the regular marketing methods that are to market messages, in such a way that it should attract customers. Similarly, there are different types of online advertising methods depending upon how the advertising is done.

The most common and popular advertising methods followed online are:

Pay Per Click Ads also known as PPC ads in which search engine place your website on their front page and you need to pay a set amount per click-through. The pay rate for advertisements depends upon the competition in the industry and the more you bid the higher your site appears on the first page of the search results.

Usually PPC campaigns helps in bringing a lot of traffic to your website but you need to make sure whether you are getting the targeted traffic, if not then you might be losing money through this campaign.

Banner Ads, it is one of the oldest ways of advertising online. Banners highlight your product/services or other offerings and by clicking on them, the users are redirected to the advertiser’s website, where they can create a suitable landing page to provide further information related to the advertisements. Such spots where banner ads are placed usually is sold by impressions, banner views or even through the click rate, where the advertiser only pays when the user clicks the banner.

Banner ads are usually placed at such blogs, websites, forums or social networks where advertisers can easily find their targeted prospects.

Such advertising is also promoted by exchanging banner where advertisers whose services compliment each other’s exchange their banners or pay a banner network to post the ad on a numerous site of publisher.

Skyscraper Ads are almost similar to the banner ads, the only difference between them is that the banner ads are placed on the top, where as skyscrapers are placed vertically either on left or right sidebar of the site.

Skyscraper ads are comparatively more expensive than banner ads due to two reasons:

• They stay visible to the user even if they scroll down the page,
• The other reason is its large size.

Contextual Ads are commonly used for content-based websites with contextual advertising, where a targeted ad appears based on the pages actual content. In contextual advertising system scan the content of the webpage for keywords and keyword phrases and then return specific targeted ads accordingly.

This way of advertising has become one of the most popular ways of targeting as it is based on the user’s interest.

Takeover Ad appears when the visitors initially enter the website and then continuity of the same message is continued in the form of banners, skyscrapers and buttons. The approach of this ad has been observed to be very successful, as the brand remains visible to the viewers throughout the site and usually, click through rates are high.

Pop-ups and Pop-downs sometimes become very annoying and appears when you first get onto a website. Pop-ups appear as a full screen ad whereas pop down appears at the bottom on the bar of your screen, where you need to open them in order to get rid of them.

This is not a permission-based marketing and according to the different researches conducted, it has been concluded that usually users get intrusive and annoyed by such advertising methods.

Floating Ads appears as a user logons to the web page, ads float usually for couple of seconds while users are on the screen. These ads makes the page murky and even block mouse input, such ads are popular for several reason, which includes:

• Animated
• Grab’s viewers attention & cannot be ignored
• Audio / visual content
• Up to 3% higher rate of click-through comparatively

On the other hand, users get highly irritated due to the ads, as this is also non-permission based marketing which is highly discouraged by the audience.

Interstitial Ads are pages, which appears on the web between the web pages with an option of skipping the page. While user’s requested page loads on the background, this could be an ideal way of delivering ads that contain large graphics, applets or streaming media.

Unicast Ads are basically rich media audio / visual ads, which runs in the browser window. The ads are usually based on 20-30 seconds and have a similar branding power as of TV. But as we know new media offers something, which traditional media does not i.e. the ability to click on the ad for further information. These ads have been proved to have an average click-through rate of 5%.