3. How Online Ads Work
This cycle of How Online Ads Work can be best explained with an
example. Imagine Karen is a potential customer who comes to a brand
website, say W, a women's apparel brand. She browses through, clicks a
few links, pages but doesn't get anything that is up to her tastes and
preferences. Karen then leaves the website and at that time she gets the
Cookie.
Its all about How
Online Ads Work
4. How Online Ads Work: the first phase
Here Cookie is a technique rather than your Oat or Butter Biscuit. A
Cookie is a small message sent to a web browser by a web server. A
cookie identifies the internet user or visitor on the site and then creates
personalized web content (content marketing) to be seen on other
websites to woo back the user.
Hence, here in this example, as well, Karen gets Cookie and all her
information is stored with the website to create content which more
specific to her needs. On the basis of her navigation and behavior, her
interest in the brand and its products is also noted by the Brand.
How Online Ads Work: the second phase
What happens thereafter is the more interesting thing to watch. After
leaving 'W' website, Karen goes to NDTV's website to get updated with
the news and watch the latest videos. Eerie as it may sound, but as Karen
visit's NDTV's homepage she starts seeing ads of 'W' in places. She
wonders a but then ignores and continues with browsing the news. Every
page Karen clicks, she finds an ad of 'W'. But she thinks of it as some
technical feature that's storing a history of her web browsing. But she
isn't too bothered.
Then Karen closes the session with NDTV and moves on to her Facebook
account. Interestingly now she sees ads for 'W' brand that are more in
5. tune to her taste, an experience she was missing at the time of browsing
the brand's website. She smiles but ignores again and moves ahead with
her Facebook activities.
How Online Ads Work: the repeat phase
Karen then goes and updates her Facebook Status as "Feeling Happy".
While doing that she sees yet another new set of ads from 'W', and this
time it's her favorite style kurta pajama that is being featured. Now she is
damn interested as that's the dress she wants to wear at a family
function. This time, she clicks on the ad that takes her back to the 'W'
website and showcases the dress she is interested in. She doesn't take
much time here, and quickly navigates and gets her fit "kurta pajama"
purchased. Karen is thrilled, she couldn't have imagined all of this!
https://www.youtube.com/watch?v=Y9Y4Efyxmk4
Now a few days later, Karen comes back to 'W' website to find out new
offers. She has then popped up a survey that she happily fills explaining
her experience with 'W' product. Once she leaves the website, her
information and feedback are stored again and the cookies get set to
target her for yet another product that's complementary to her previous
choices.
The cycle restarts... This is how Online Ads Work...