Beruflich Dokumente
Kultur Dokumente
Online advertisement
Online advertising is a form of advertising that uses the Internet and World
Wide Web in order to deliver marketing messages and attract customers. Online
advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers.
Examples of online advertising include contextual ads on search engine results
pages, banner ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam
Today all the companies in India and corporate in India have products or
services to sell and they are advertising them via T.V, newspapers, brochures,
magazines, radio etc. But its time to take the promotions online is a effective way
of advertising that uses the power of Internet and World Wide Web in order to
deliver marketing messages and attract customers. Different examples of include
contextual ads on search engine results pages, banner ads, advertising networks
and e-mail marketing, including e-mail spam and newsletters..
1. Traceability:
Online is different because we can know which ads work and which
do not, because we can track them. This gives online the advantage over
traditional advertising every time. We can test our advertising ideas and
only roll out the successful ones, leading to far higher returns on
investment than can be achieved by lucky guesses.
3. Targeting:
8. Budget:
Everything you really need is a PC, some knowledge and ideas for
designing your site, then search for the best Internet ad package for your
advertising needs and budgets, choose from a variety of advertisement ways
like Banner Ads, text ads, etc. All from the comfort of your home.
13. The ad works 24 hours a day, 7 days a week, 365 days a year:
It's always nice to know your advertising is working for you around
the clock and around the world, so that your customers can view it at their
convenience rather than any specific time.
15. Your customers can see your ad, shop, and buy, (if you sell
your goods online) all without leaving home: It's hard to beat that
sort of convenience.
Disadvantages of Online Advertising:
1: Scope:
2: Additional costs:
You can gather more statistics than a baseball team. Worse, some
of the click-through rates are low - often 1 or 2 percent or even less. That
means hardly anyone who sees your ad clicks on it and visits your Web site
- or buys your product. Online advertising is still in its infancy.
Even with its disadvantages, the Internet is turning into a tool that
surpasses the wildest dreams of ad execs. The radio took 38 years to reach
50 million users. Television took 13 years to reach 50 million viewers. And
the Internet took just 5 years to reach the same number of users - a
stupendous achievement.
AD FORMATS
• INTERSTITIAL ADS: Interstitial ads appear between web pages that the
user requests. For example, an interstitial ad may appear after you click on a
link in an excerpt to view the full content of news story. Because interstitial
ads load in the background and do not interrupt the users immediate
browsing experience, they are a preferred method of delivering ads with rich
media, streaming video, and/or large graphics.
• VIDEO ADS: With the popularity of online video watching, video ads have
become a viable means of distributing rich advertising content. Currently
video ads can either be content created entirely by the advertiser, or “in
video” ads that will show your ad within a video. Major search properties
like Google (through You Tube), MSN, Yahoo, and AOL all offer
advertising on their video websites.
TARGETING METHODS
Internet marketing isn’t just for consumer marketers or large B2B firms –
it’s a powerful vehicle for companies of all sizes.
Online advertising offers B2B marketers an opportunity to reach very broad
or very targeted prospects to generate leads, communicate a message and raise
visibility. In the Marketing M.O., the term “online advertising” refers to three
general types of campaigns:
Before you launch an online campaign, it’s important to have a good website that
can measure your traffic and convert visitors to prospects or customers. It’s also
helpful to address your online campaigns in your annual marketing plan and
budget
Develop a tangible goal:
Profile and target your audience. You can reach a large audience with your
ad, but that doesn’t mean you should – narrow targeting means you can speak
more directly to their needs.
Your ad needs to generate interest and get people to click through to your
website to learn more – give them a reason, a benefit. Keep your message simple
and clear.
Focus on conversion:
When you run a great ad, continue the message and momentum on your
website. Don’t drive prospects to your home page; instead, create unique landing
pages that focus on the topic you used to generate their interest. Focus and sell!
Continually test, refine and improve:
It’s easy and inexpensive to test your online campaigns. You can test the
offer, the design of your ad, the size and location of the ad, or the sites you
choose. Start with the element that’s most important – for example, the offer –
and create two versions of the ad. Then run them against each other to see which
performs best.
When you keep testing in this way, you can greatly increase your response over
time – and that can mean a substantial increase in the number of qualified leads
and new customers you generate.
Objectives
There must be clear objectives for online e advertising. Advertising may have
many purposes, so identify a specific objective for a specific online advertising.
Advertising may be designed to do the following:
Raise Awareness
For example, to raise awareness of its new range, one company advertised in
special interest consumer magazines designed for its target audience.
Advertisements included the telephone number of an information line. Editorial
articles in the same group of publications backed up the advertising by providing
more detailed information for consumers.
Awareness on its own will not sell products, however; if this is your objective, you
must integrate your campaign with other elements of your marketing. Likewise,
awareness among the general public is very different from awareness in a small,
specialized market, so you should be clear about whom you are trying to reach.
Communicate Benefits
Generate Leads
The purpose of some types of advertising is to provide leads that can be followed
up by a field sales force or telemarketing team. Sometimes, customers or prospects
have a complex decision- making structure and you cannot identify the decision
makers. Advertising that generates inquiries can identify the right people and open
the door for the sales team. It can also be used to identify prospects in new market
sectors in which you do not have an established customer base. Finally, this type of
campaign can generate leads for agents, distributors, or retailers who handle your
local marketing.
In the personal computer market, for example, products have become increasingly
regarded as commodities, and the resulting price competition put pressure on
margins. Manufacturers found that businesses and individuals were willing to buy
personal computers “off the page” or via the Internet. The result was a
considerable growth in the level of direct sales, and manufacturers could reduce
prices by avoiding the cost of selling through retail outlets.
Encourage Brand Switching
This type of advertising helps to build traffic for your special event and insures that
the event attracts the right prospects. For example, a company that sponsors senior
executive seminars as a way of building its credibility could run advertisements in
the business press to promote such a seminar.
Advertising can help to drive business to retail outlets and can improve the
performance of your distribution network by showing the range of services
available from the outlets. It can also counter competitive action, if, for example,
customers are using other distributors to obtain spare parts and service. In this case,
advertising should show locations of retail outlets and explain why the authorized
distributor should be the first choice for customers.
If you listen to the sceptics, you’d think there is no point to online advertising. But
visit online magazines and portals worldwide, and you’ll see the ads of some of
the most successful companies in India.
Because of the lack of such information, many advertisers were faced with a
difficulty in allocating budgets for online advertising. The use of online
advertisements in terms of time bands and space bands rather than the pay-per-
click form was a new idea in the advertisement industry world over. The success of
this concept in India would help MSN decide if it could replicate this across other
countries.
There are online advertising companies that market various tools such as pop-up
ads, banner ads, traffic exchanges etc, With the advent of heavy competition in
various businesses, online advertising has become a necessity.
You can achieve very good exposure of your website through Online advertising.
The very effective tools are SEO (search engine optimization), classified
advertisements, viral marketing, classified ads, email marketing and many more
free and paid forms of advertising.
Internet Usage and Population Statistics:
Online advertising is steadily robbing the market share from traditional media
advertising. Given the potential of growth and increasing Internet penetration in
India, online advertising is set to explode in coming years. The 38.5 million Indian
Internet users, according to an IAMAI study, have become the prime target for
numerous advertisers clouding the web.
Komli last year got $7 million funding from 3 VCs namely Nexus India Capital
along with Draper Fisher Jurvetson and Helion Ventures.
Pubmatic optimises the Ads for publishers by offering the ad real estate to the
network that maximizes your earning opportunities.
Tyroo: Tyroo is an India based online advertising network that uses proprietary
targeting technology to ensure advertisers reach out to the right websites from its
inventory of publishers.
Internet company Yahoo picked up at least 35% stake in Tyroo for an undisclosed
amount in July 2007. Incubated by Delhi-based digital media company Smile
Interactive Technologies Group, Tyroo was voted as one of the 10 most interesting
startups by Business daily Mint, a part of the HT Media group.
Recently Tyroo claimed to reach 2.5 billion Ad impressions a month. According to
Tyroo, its 2500 strong publisher network includes Perfspot, Facebook, About.com,
SantaBanta, Smashits, Yatra, and OneIndia. The company counts Microsoft,
General Motors, Pepsi, ICICI and Yahoo amongst its advertisers.
dgm India: dgm India claims to be the largest performance based affiliate ad
network in the country. dgm India is a wholly owned subsidiary of Deal Group
Media.
dgm India offers to its advertisers affiliate program to develop a virtual sales force
using one of their turnkey affiliate marketing products, whereby advertisers
promote their products via relevant and top performing affiliates /publishers.
For publishers, DGM India will optimize their online inventory, monitor and
evaluate performance and provide with attractive deals from all the advertisers.
Ozone Media: Ozone Media is another online Ad network in India. Even though
they are one of the early entrants in this business, I am not sure how they are
positioned currently. Not much information is available on their site other than that
they use Accipiter’s AdManager with geo-targeting features which helps to target
campaigns to different countries and audiences.
I am really surprised that being into online advertising space they themselves do
not have much to show on their website.
PayPod: PayPod is an online ad network specifically tailored to help advertising
agencies take advantage of the digital medium. Targeted at the advertising and
publishing industry in India, PayPod’s Digital Advertising Network solution helps
deliver ads on the Internet based on geography, context, content, gender and age
group relevant to specific requirement and target audience.
Along with online Internet advertising, PayPod has also launched mobile
advertising solutions for publishers in India.
IndiAds: IndiAds is the leading Internet advertising network for the Indian and
South Asian online community. They claim to deliver 800 million ads per month to
Indians and South-Asians living in North America, Europe and Asia.
IndiAds offers ad serving services for websites with traffic over 20,000,000
pageviews per month. With ability to precisely target ads to any geographic
location, with greater flexibility in campaign settings, publishers are able to acquire
new advertisers and provide better results for their existing clients.
It also claims to be the only Indian ad network, which has the advanced technology
to syndicate the text ads with pictures as well as banner ads. Ads placed on
AdsforIndians are published on all their participating partner sites worldwide. Ads
can be geo-targeted to specific countries and ad channels to reach the targeted
visitors relevant to your Advertisement.
Google ad sense: Although not Indian, it is the most popular Ad network not only
in India but worldwide. More than 5 publishers mentioned above claim to be the
largest Ad network in India. I wonder how that can be with more than 75% market
share is with Google alone!
MSN INDIA:
MSN India had already received advertisements from brands like Windows media
center, Sahara, Reid & Taylor, Punjab National Bank, GE country wide, India
Today, and Alliance Insurance. MSN India hoped to have in its fold at least 500
advertisements by the end of 2006.
AD SPECIFICATION’S
Video ad:
The video ad means advertisement in the video format which can be of any
length, or sometimes it is has a standard length that again depends upon the
websites where we are advertising. The video generally should be in flash, using
flash 6 version software.
The web banner ad comes in the many sizes as offered by the website you
advertise. Its simple colour banner as we do in printing banners normally. but
here the size is very small and read in kilo byte size.
Purchasing variations:
The three most common ways in which online advertising is purchased are
• CPM
• CPC
• CPA.
CPM (Cost Per Impression)
Where advertisers pay for exposure of their message to a specific audience.
CPM costs are priced per thousand impressions, or loads of an advertisement.
However, some impressions may not be counted, such as a reload or internal user
action. The M in the acronym is the Roman numeral for one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under)
Also known as Pay per click (PPC). Advertisers pay each time a user clicks on
their listing and is redirected to their website. They do not actually pay for the
listing, but only when the listing is clicked on. This system allows advertising
specialists to refine searches and gain information about their market. Under the
Pay per click pricing system, advertisers pay for the right to be listed under a
series of target rich words that direct relevant traffic to their website, and pay
only when someone clicks on their listing which links directly to their website. CPC
differs from CPV in that each click is paid for regardless of whether the user
makes it to the target site.
CPE (Cost per Engagement) is a form of Cost per Action pricing first
introduced in March 2008. Differing from cost-per-impression or cost-per-click
models, a CPE model means advertising impressions are free and advertisers pay
only when a user engages with their specific ad unit. Engagement is defined as a
user interacting with an ad in any number of ways.
I was checking our referrer stats and noticed quite a few queries lately
relating to how Google makes money. In fact many of the queries are “how does
google make money”. So I thought I'd write this article explaining what it is that
Google does that makes them so much money.
In 2005 Google's revenues were over $6 billion on which they earned about
$1.5 billion in net income. This is a far cry from larger companies like ExxonMobile
which made over $25 billion profit.
But in just a short time Google has increased its value to over $110 billion,
putting it on par (in value) with the likes of Cisco Systems, Nestle and Coca-Cola.
Well, Google makes most of its money through the sale of ads. In fact, of
the company's $6.2 billion in revenue in 2005, over $6 billion is from the ads.
Imagine that - Google can make so much money from ads which cost from
a few pennies, to a few dollars per click.
But it's not just the ads which help influence its value. Sure it makes most of
its money from the ads, but Google's share price is also strong and has been since
it went public. Google's shares are now worth over $350 each. Considering they
opened at between $80 and $100 per share you can see how much the company
has earned just from selling shares in itself. And the value of those shares is
largely determined by the revenue earned from advertising. If we make some
assumptions we can guess the traffic generated by Google.
For example, if we assume the average cost per click is a quarter (25 cents)
then Google received about 24 billion ad clicks. That works out to about 60 million
paid clicks per day, which means Google earns about $15 million per day on paid
advertising!
Granted, the company also has some large costs, but essentially Google
earns millions per day from the ad network they have.
And remember that the ads you see on Google are not only on Google.
In addition to this Google also has partnerships with other large sites such
as AOL which also display Google ads and take a percentage of every click.
But in every case where Google ads appear on other sites, you can pretty
much be guaranteed that Google earns the lions share of those clicks.
TERMINOLOGIES
ADWORDS:
AdWords is Google's flagship advertising product and main source of
revenue ($16.4 billion in 2007). AdWords offers pay-per-click (PPC) advertising,
and site-targeted advertising for both text and banner ads. The AdWords program
includes local, national, and international distribution. Google's text
advertisements are short, consisting of one title line and two content text lines.
Image ads can be one of several different Interactive Advertising Bureau (IAB)
standard sizes.
Advertisers specify the words that should trigger their ads and the
maximum amount they are willing to pay per click. When a user searches Google's
search engine on www.google.com or the relevant local/national google server
(e.g. www.google.fr for France), ads (also known as creatives by Google) for
relevant words are shown as "sponsored links" on the right side of the screen, and
sometimes above the main search results.
The auction mechanism that determines the order of the ads has been described
as a Generalized second-price auction. This is claimed to have the property that
the participants do not necessarily fare best when they truthfully reveal any
private information asked for by the auction mechanism (in this case, the value of
the keyword to them, in the form of a "truthful" bid).
The acronym "SEO" can also refer to "search engine optimizers," a term
adopted by an industry of consultants who carry out optimization projects on
behalf of clients, and by employees who perform SEO services in-house. Search
engine optimizers may offer SEO as a stand-alone service or as a part of a broader
marketing campaign. Because effective SEO may require changes to the HTML
source code of a site, SEO tactics may be incorporated into web site development
and design. The term "search engine friendly" may be used to describe web site
designs, menus, content management systems and shopping carts that are easy
to optimize.
Google's strict code of secrecy calls for extra silence when the subject is AdWords,
the epic money-making machine fueling the company's drive towards world
domination. But sometimes, the truth slips out.
With Ad Words, you arrange for your very own text ads to appear in response to
Google keyword searches. The program is billed as an auction. You bid for a
particular term or collection of terms - "chia pet," say, or "suppositories" - and if
you bid high enough, your ad will turn up each time a web surfer searches on
those words. And each time someone clicks on your ad, you pay Google a fee
somewhere beneath your bid - until you reach your daily budget.
Of course, if a relatively small number of surfers search on your keywords, you
won't reach your daily budget. And that's where Automatic Matching kicks in.
When Auto Match is turned on - and it was turned on by default with many (if not
all) beta-testers - AdWords automatically spends your unused budget on keyword
searches you aren't actually bidding on.
"They're offering you the exciting opportunity to bleed every penny of your
budget every day, advertising against keywords that you didn't want to bid on,"
Theis says, before unloading the sarcasm. "Sure, if I sell Adidas shoes, why
wouldn't I want to get some traffic from people who searched for slippers? I
mean, it's not like I'm trying to turn a profit or anything, right?"
Well, midway through that Google earnings call, Bank of America analyst
Brian Pitts popped up to ask about the progress of Auto Match - which Google has
yet to publicly acknowledge with anything more than some extra words on its
AdWords help pages.
"You expanded Auto Match to more advertisers this quarter. Do you see
this as a significant driver of coverage going forward?" Pitts asked, referring to the
number of Google results pages that include ads. If more pages include ads, then
Google gets more paid clicks. And more paid clicks mean more revenue.
BIBIOGRAPHY:
• WWW.SLIDESHARE.COM
• www.ibef.org/download/JuxtConsultIndiaOnline.pdf
• https://adwords.google.com/select/AdSenseLoginToAdWo
rds
• http://www.marketingmo.com/3-generate-and-manage-
customers/how-to-incorporate-online-advertising-
campaigns-in-your-marketing-program/
• http://www.impliedbydesign.com/articles/the-
advantages-of-internet-advertising-vs-traditional-
advertising.html
• http://www.brownbearmedia.com/seo-
articles/advantagesonline.php
• http://wiki.media-
culture.org.au/index.php/Online_Advertising_-
_Advantages_and_Disadvantages
• http://www.articlealley.com/article_690918_81.html