Online Advertising - Online Marketing

What is Online Advertising?

A lot of information is available online, which increase the awareness about the products, services and the lifestyles of the people. Internet serves as a channel which extends beyond communication to transaction and distribution. People can select through website, purchase online and pay online. The online advertising of the products and services increases the business profit in multifold.

A type of business promotion where the customers are attracted by delivering marketing messages by using Internet. Many numbers of businesses have started to advertise the products and services online through Internet technology.

How to publish an Online Advertise?

An online Ad can be published in s step-by-step process. The online Ad can be created and posted by the Ad publisher by the following steps:

Publishing Online Advertising

Ad Planning

The analysis of various domains is performed by the marketing team.

  • Marketing analysis
  • Product targeting analysis
  • Audience analysis
  • Customer targeting analysis

The advertiser takes the decision based on the results of the analysis:

  • A publisher is selected
  • Approach of the Ad presentation
  • Approach of posting the Ad
  • The schedules of Ad posting

Creating Ad Space Catalog

The Ad space availability status, space profile, location, presentation, scheduling method, frequency, etc are recorded in Ad space list created.

Trading Ad Space

The online Ad space is determined by the Advertisers and the publishers. Ad space trading is of three types:

  • Buy and Sell – The Ad space schedule is sold to the Advertisers by the publishers on first-come-first-serve basis.
  • Space Auction – The trade is settled by conducting the As space bidding.
  • Space Exchange – Multiple publishers interact with each other to sell the space schedules available with them, which have not been sold.

Scheduling the Ad Space

For the online Ad space, advertising schedules are created and maintained by the online publishers. The online publishers help the advertisers in booking, purchasing and confirming the various schedules for online advertisements.

Materializing the Ad Space

The advertisement is collected from the advertiser and the specified ad spaces are materialized by displaying the advertisement in accordance with the specified schedules by the publisher.

Measuring an Ad Space

The ad spaces are monitored and measured. The performance of the ad is evaluated regularly by the analyzer by collecting the data and evaluating the viewer’s effectiveness, popularity, Ad space management etc.

Ad Closure

For the published online Ad the publisher is paid as per the pre-decided terms of payment.

How does the online Advertising Performance Measurement done?

The marketing team is enabled to analyze the readings of the Advertisement Performance measurement by measuring the performance of an online Ad.

What Does the Performance Measures Tell?

The following facts are uncovered by the performance measurement:

  • Ad effectiveness on the views.
  • Some of the Ad problems such as inappropriate content, incorrect targeting of people, Ad place, and timing for publishing.
  • The short and the long term estimation and prediction of sales.

Online Advertising - What to Measure?

The performance metrics of Online Ad are as follows −

Clicks – The number of times the viewer clicks the Ad is Clicks, which is considered as the acknowledgement of the Ad by the viewer. It is indicated that the ad is been viewed by the user and is interested for further information.

Impressions − It is the number of times the Ad is displayed on the web page.

Click Through Rate (CTR) – It indicates the ratio of Ad clicks to Ad impressions. The Ad is considered to be more relevant, when the CTR is high.

Cost Per Click (CPC) – For each click of the Ad, the amount being paid by the advertiser is Cost per Click. The amount of payment is determined by the number of clicks. It is always advisable to maintain lower CPC.

Cost Per Thousand Impressions or Cost Per Mille (CPM) - It is the amount the advertiser pays for thousand clicks.

Return On Investment (ROI) − It is (Return – Investment) X 100. The higher ROI is better.

What are the advantages of Online Advertising?

In many ways online advertising is advantageous than the conventional advertising:

  • It is quite easy and affordable to access Internet and Internet build huge audience for the product and services of the business.
  • Multimedia substances like audio and video content is served by Internet than text and graphics. Multimedia advertisements are highly persuasive.
  • Internet is very interactive. A smooth shopping experience is provided by Internet, which can be considered as a reliable platform.
  • The delivery of the online advertisement does not have any time or demographic constraints.
  • Online advertising is promotional as well as informational.
  • Speedy outcomes result by Online advertisement.
  • An effective performance tracking is provided by online advertising.

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