This document discusses online advertising. It defines advertising and describes different types of online ads like display ads, text ads, pay-per-click ads, email ads, mobile ads, and social media ads. It explains reasons for advertising online like low costs, measurability, ability to rapidly update ads, and ability to target global audiences. Challenges of online ads include banner blindness, ad-blocking, lack of trust in advertisers, privacy concerns, and irritating ads. Repetition is key to advertising success while behavioral targeting allows using user data to deliver more targeted ads.

1. Online advertisement
M Farhan Ali
Fahad Bilal
Ali Sher
The Islamia University of Bahawalpur
Department of Commerce

2. Advertising
• Advertising is a marketing communication that employs an openly sponsored, non-personal message
to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing
to promote their products or services.
• Advertising encompasses paid messages that are intended to get people to notice a product.
Type of advertising
This can include magazine ads, billboards, TV and radio commercials, Web site ads, and so forth.

3. Online advertising
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.
Different types of messages may require different media to reach new
target customers. A message with a lot of technical data might require
magazines, direct mailings, or an online ad and Web site
Advertising media

4. Why Advertise on the Internet
• The goal of advertisers is to reach their target audience
• Television viewers are migrating to the Internet
• The Internet is the fastest growing medium in history
• Attractive demographics
• Advertisements can be updated rapidly and cheaply
• Advertisements can be global
• Internet advertising is cheap in comparison with most
conventional media

5. Active push strategy

7. passive full strategy

10. Types of advertising
• DISPLAY ADVERTISING
Floating ad
ADWARE
Chat advertising
Interstitial ads
Pop-ups/pop-under
Web banner advertising
Frame ad (traditional banner)
Trick banners
• Text Ads
• PAY-PER CLICK
• Email Advertising
• Mobile Advertising
• Social media marketing
• Search Engine Marketing (SEM)
Sponsored search

11. DISPLAYADVERTISING
Display advertising conveys its advertising message visually using text,
logos, animations, videos, photographs, or other graphics.

12. Floating ad
These ads appear when you first go to a webpage , and they “float” over the
page for 5 to 30 secs. While they are on the screen ,they obscure your view of
the page you are trying to read , and they often block mouse input as well

13. ADWARE
• Adware is software that, once installed, automatically displays
advertisements on a user’s computer. The ads may appear in the
software itself, integrated into web pages visited by the user, or in pop-
ups/pop-under.

14. Interstitial ads
An interstitial ad displays before a user can access requested content,
sometimes while the user is waiting for the content to load

15. Chat advertising
As opposed to static messaging, chat advertising refers to real time messages
dropped to users on certain sites.
This is done by the usage of live chat software or tracking applications
installed within certain websites with the operating personnel behind
the site often dropping adverts on the traffic surfing around the sites.

16. Pop-ups/pop-under
A pop-up ad is displayed in a new web browser window that opens above a
website visitor’s initial browser window. A pop-under ad opens a new
browser window under a website visitor’s initial browser window

17. Web banner advertising
Web banners or banner ads typically are graphical ads displayed within a
web page. Website publishers incorporate frame ads by setting aside a
particular space on the web page

18. Frame ad (traditional banner)
The colloquial usage of “banner ads” often refers to traditional frame ads. Website
publishers incorporate frame ads by setting aside a particular space on the web page.
Frame ads were the first form of web banners

19. Trick banners
A trick banner is a banner ad where the ad copy imitates some screen element
users commonly encounter
Trick banners typically do not mention the advertiser in the initial ad
such as an operating system message or popular application message, to
induce ad clicks.

20. Mobile Advertising
Mobile advertising is ad copy delivered through wireless mobile devices such
as smart phones, feature phones , or tablet computers
Mobile advertising may take the form of static or rich media display ads, SMS
(Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile
search ads

21. Email Advertising
Email advertising is ad copy comprising an entire email or a portion of
an email message.
Email marketing may be unsolicited, in which case the sender may give
the recipient an option to opt-out of future emails, or it may be sent
with the recipient’s prior consent

22. Mobile advertising reasons
screen resolutions have advanced, mobile publishers are becoming more
sophisticated about incorporating ads, and consumers are using mobile
devices more extensively.
connectivity speeds have improved (which, among other things, allows for
richer media ads to be served quickly)
Mobile advertising is growing rapidly for several reasons. There are more
mobile devices in the field

23. Social media marketing
Social media marketing is commercial promotion conducted through social
media websites like Facebook, Orkut, LinkedIn, Myspace.
Many companies promote their products by posting frequent updates and
providing special offers through their social media profiles

24. Search Engine Marketing (SEM)
Search engines provide sponsored results and organic (non sponsored) results
based on a web searcher’s query. Search engines often employ visual cues to
differentiate sponsored results from organic results.
Search Engine Marketing or SEM, is designed to increase a website’s visibility
in search engine results pages (SERPs).

25. Text Ads
A text ad displays text-based hyperlinks. Text ads may also be delivered
through email marketing or text message marketing.
Text-based ads may display separately from a web page’s primary content, or
they can be embedded by hyperlinking individual words or phrases to
advertiser’s websites.
Text-based ads often render faster than graphical ads and can be
harder for ad-blocking software to block

26. PAY-PER CLICK
Pay per click – a popular advertising technique on the internet . These are
usually placed close to search results , where an advertiser pays a particular
amount to visitors who click on these links or banners and land on the
advertiser’s web page .

27. success of advertising
• Perhaps the most important factor in advertising success is repetition. We’re all
bombarded with an enormous number of media messages every day, so the first few
times a prospective customer sees an ad, it usually barely makes a dent. Seeing the
ad over and over is what burns the message into people’s minds. That’s why it’s
good to run ads as frequently as possible
• As advertisers collect data across multiple external websites about a user’s online
activity, they can create a detailed picture of the user’s interests to deliver even more
targeted advertising. This aggregation of data is called behavioral targeting

28. Benefits of Online ads
• • Cost
• • Measurability
• • Formatting
• • Targeting
• • Coverage
• • Speed

29. Challenges for Internet Ads
• Banner blindness
• Ad-blocking
• Trustworthiness of advertisers
• Fraud on the Advertiser
• Many are free
• No one values them!
• Users distrust internet ads
• Privacy Concerns
• bad products
• Many ads are irritating
• At best, users tune them out At worst, users
leave the website!
• Some utilities will screen them out

30. Hope you all benefited from my presentation on the topic
Online advertisement