Erode the old traditional run of the mill advertising practices online advertising is here

by Sarah Martin Digital Marketing In today’s fast pace life, where the whole market is flooded with old conservative, traditional, run of the mill advertising practices. The companies are facing, serious threat and lack of proper advertising medium to tap on their clientele. Thanks to the online advertising agencies with their new wave of creativity, they are all set to slam on the shores of advertising world to splash out the run of the mill, dull advertising practices and ideas. A boon to the companies, who just don’t want to try hard..But rather tap on their end customer in a way smarter approach rather than adopting that old traditional dull advertising. Play it safe attitude of many companies has endangered imagination & innovation in the ad world.

Online advertising is here to change the horizons of the ad-world. All it takes is a spark to start an inferno, an underwater tremor to stir a tsunami...Online Advertising, which refers to the advertising practise done online, thanks to the power of internet; advertising has become way less wasteful and its values more measurable. Kudos to the power of internet.

Advertising world has its new revolution. In terms of efficiency, if not size, the advertising industry is right now, only starting to grow out of its century-long infancy, which might be called “the Wanamaker era”. It was John Wanamaker, a devoutly Christian merchant from Philadelphia, who in not only invented department stores in 1870s and price tags, but also became the very first modern advertiser when he bought space in newspapers in order to promote his stores. He followed the Christian way, neither advertising on holidays nor fibbing (thus minting the concept of “truth in advertising”). And, with his clear-cut business mind, he illustrates a witticism that has ever since his rise seemed like an economic law: “Half the money I spent on advertising is wasted,” he said. “The trouble is, I don't know which half.” An advertising agency or ad agency or advert agency is a service-based business dedicated to creating, planning, and handling advertising (and sometimes-other forms of promotion) for its clients.

An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can manage entire marketing practices and branding strategies and sales promotions for its clients. For typical ad agency clients include businesses and corporations, NGOs non-profit organizations and government agencies. Agencies main activities involves commercials from different spheres: Radio commercials, television commercials, Online Advertising, out of home advertising, Mobile Advertising and AR Advertising as part of an advertising campaign .On the contrary, the new revolution in the advertising arena, the Online advertising, online marketing or also termed as internet advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising agency frequently involves two important identities publisher & advertisers. The publishers are the ones , who integrates advertisements into its online content, and an advertiser, is the one who provides the advertisements to be displayed on the publisher's content. Other key potential participants comprises of  advertising agencies that help generate and exhibits  the ad, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who have been  operating   more  independent promotional work for the advertiser. Online advertising has turned and grown as a large business, with the rapid growth, since 2011.

Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television. In the year 2012, Internet advertising revenues for United States reached $36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011. U.S. internet ad revenue marked a historic high of $20.1 billion for the first half of 2013; up 18% over the same period in 2012.Online advertising has widely been used across virtually all industry sectors. Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not sufficiently substitute other publishers' revenue streams. Decreasing ad revenue has led some publishers to hide their content behind pay walls.  Essentials of this online advertising world, which lays the foundation for them, are constituted of the SEO, SEM. The important entities are the key driving factors. 

The Inception: In early days of the Internet, online advertising wasn't allowed. Two of the predecessor networks to the Internet, ARPANET and NSF Net, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions". The NSF Net led to the inception of phasing out its commercial use, which banned in 1991.

Email. The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to mojaority of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer. Despite the increasing prevailing acceptable use policies, electronic mail marketing rapidly expanded and eventually became known as “spam.”

The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.  Post Four months, Laurence Canter and Martha Siegel, partners in a law firm, widely promoted their legal services in a USENET posting titled "Green Card Lottery – Final One?”Canter and Siegel's Green Card USENET spam raised the profile of online advertising, streamlining widespread interest in advertising via both Usenet and traditional email. Spam, in the recent times has evolved into a more industrial operation, where spammers use armies of virus-infected computers (botnets) to send spam remotely.

Display ads. Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content. Commercial online service Prodigy exhibited banners at the bottom of the screen to promote Sears products .The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm. In 1994, web banner advertising became main stream when Hotwired, the online component of Wired Magazine, sold banner ads to AT&T and other companies. The first AT&T ad on Hot Wired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour among the world's most acclaimed art museums.

Key Delivery methods for online advertising is comprised of the Display advertising, which conveys the advertising message visually using logos, texts, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase its effect. Online advertisers (typically through their ad servers) often use cookies, which stands for unique identifiers of specific computers, to decide which advertisement to serve to a specific consumer. Cookies can track whether a user visited a page without closing any sale, so the advertiser can retarget the user with ads from the site, later.

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 termed as behavioural targeting.     The other way by which Advertisers can target their audience is by using contextual and semantic advertising to deliver display ads related to the content of the web page where the ads appear. Retargeting, behavioural targeting, and contextual advertising all are crafted to increase an advertiser's return on investment, or ROI, over untargeted ads. Other most widely used advertising ways are Web banner advertising, Frame Ad (traditional banner), Pop-ups/pop-under, floating ad, Expanding ads, Trick banners, interstitial ads & Text ads.

Online advertising bestows its benefits in terms of Cost, measurability, formatting, targeting, coverage & speed. With its advent, the online marketing agency has no doubt achieved new heights but like every industry it’s also not debarred from major concerns, some of the common concerns are: Banner blindness, fraud on the advertisers, Technological variations which comprised of heterogeneous clients, Ad-blocking ,Anti-targeting technologies, privacy concerns, trustworthiness of advertisers & spam.

Advertising is not just about creating the buzz. It's also about transmitting that buzz into viable business prospects. It's an excellent way that connects to your target groups. Online Digital Marketing Company has been doing a remarkable job, in bringing this new league of the branding.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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