Internet advertising• Internet advertising, also known asonline advertisement, internet marketing,online marketing or e-marketing, is themarketing& promotion of products orservices over the internet. The Internethas become a primal tool for marketing.Marketing products on the Internet is easyand cheap and is therefore preferred bymany companies all over the world.
TYPES OF INTERNET ADVERTISEMENT1 Text adsText-based hyperlinks are known as TextAds. As their name suggests, text ads theydo not include graphic images. Text ads aresold on non-search websites and can beserved either by individual websites, or apublisher’s own ad servers.
2 Display AdsGraphical advertisements featured on websites areknown as Display Ads. Display ads are oftenavailable in many standard shapes and sizes,including: banners, leader boards, skyscrapers,large boxes, and other sized graphical ads.Display ads use eye-catching visuals to quicklygrab catch the attention of website visitors.
3 Banner AdsA well-customized banner with a good design and wellinformed writing can make even the dullest things lookmost interesting and grab the attention.
4 Pop-Up AdsAdvertisements that appear to “pop up” in a newwindow as users browse a website are known asPop-Up Ads. Hover ads, floating ads and slide-in adsare all considered pop-up ads. (Sometimes theseads are also known as Pop-Under Ads, depending onwhether they are displayed over or underneath thecurrent web content being browsed.)
Similar to a Pop-Up except that the window isloaded or sent behind the current window sothat the user does not see it until they closeone or more active windows.5.Pop-under Ads
6 Flash adsThese kinds of ads incorporate Flash animationor other motion graphics. Ads may be animateddisplay ads in more traditional shapes andsizes, or, as of late, they can be sophisticatedads that function similarly to pop-up ads butwith much deeper integration into the overalldesign of the site.
7 Video AdsWith the popularity of online video watching,video ads have become a viable means ofdistributing rich advertising content. Majorsearch properties like Google (throughYouTube), MSN, Yahoo all offer advertising ontheir video websites.
8 Email Ads (Classified Ads &Newsletter Advertising)Ads that are distributed by a publisherthrough email blasts to opt-in audiencesare known as email ads. Advertisers canindividually sponsor a publisher’s emailnewsletter or they can purchase classifiedad space.
9 Hybrid AdsThese ads are a combination of two or moretypes of the ads – a fairly popular trend today.
10.Floating AdsAn ad which moves across the users screen orfloats above the content.
11.Expanding adsAn ad which changes size and which may alterthe contents of the webpage.
12.Polite adsA method by which a large ad will bedownloaded in smaller pieces to minimize thedisruption of the content being viewed
13.Wallpaper adsAn ad which changes the background of thepage being viewed.
14.Trick bannerA banner ad that looks like a dialog box withbuttons. It simulates an error message or analert.
15.Map adsText or graphics linked from, and appearing in orover, a location on an electronic map such ason Google Maps.
16.SuperstitionAn animated ad on a Web page from EnlivenMarketing Technologies. It uses video, 3Dcontent or Flash to provide a TV-likeadvertisement. Used to be known as UncastTransitional ads as they were originally madeby Uncast Communications but the companywas acquired by Viewpoint Corporation in2004, which then changed its name to Enlivenin 2008.
17.Interstitial adsA full-page ad that appears before a userreaches their original destination.
17.Frame adsAn ad that appeared within an HTML frame,usually at the top with the site logo. As theuser browsed the site, the frame would notchange.In addition, ads containing streaming video orstreaming audio are becoming very popularwith advertisers.
Compensesation MethodsThe three most common ways in which onlineadvertising is purchased are1.CPM2.CPC3.CPA
1.CPM (Cost Per Mille) or CPT (Cost PerThousand Impressions) is when advertiserspay for exposure of their message to a specificaudience. “Per mille" means per thousandimpressions, or loads of an advertisement.However, some impressions may not becounted, such as a reload or internal useraction.
2. CPC (Cost Per Click) or PPC(Pay per click) Iswhen advertisers pay each time a user clickson their listing and is redirected to theirwebsite. They do not actually pay for thelisting, but only when the listing is clicked on.This system allows advertising specialists torefine searches and gain information abouttheir market. Under the Pay per click pricingsystem, advertisers pay for the right to belisted under a series of target rich words thatdirect relevant traffic to their website, and payonly when someone clicks on their listingwhich links directly to their website.
3. CPA (Cost Per Action or Cost PerAcquisition)Advertising is performance based and iscommon in the affiliate marketing sector of thebusiness. In this payment scheme, thepublisher takes all the risk of running the ad,and the advertiser pays only for the number ofusers who complete a transaction, such as apurchase or sign-up.
Approaches1. One-to-one approachesIn a one-to-one approach, marketers target auser browsing the Internet alone and so thatthe marketers messages reach the userpersonally. This approach is used in searchmarketing, for which the advertisements arebased on search engine keywords entered bythe users.
2. Appeal to specific interestsWhen appealing to specific interests,marketers place an emphasis on appealingto a specific behavior or interest, ratherthan reaching out to a broadly defineddemographic. These marketers typicallysegment their markets according to agegroup, gender, geography, and othergeneral factors. Behavioral targetingwhich refers to the use of behavioralpatterns and putting up the relevantcontent suitable to the viewers interest.
3. Niche marketing• In conventional niche marketing clustersof consumers (the niche) are identified inorder to more economically and efficientlytarget them.[Similarly, niche internetmarketing attempts to create a moredirect advertising message for those whoare seen as most likely to buy the productbeing advertised .
4. Geo-targeting• In Internet marketing, retargeting is themethods of determining the relocation of awebsite visitor with relocation software, anddelivering different content to that visitorbased on his or her location, such as country,region or state, city, metro code or zip code,organization, Internet Protocol (IP) address,ISP, and other criteria.
• Create new sources of competitive advantage• More direct distribution model• Invent new business models• Target underserved segments• Lower price barrier• New delivery methods to reduce capitalexpenditure and pricing• Create more efficient marketplace