The idea that the Internet will not become a major advertising medium like television, radio and print media is an obvious outdated precept. A company has to decide which forms will be most cost-effective in achieving their advertising objectives.
Banner ads, small boxes containing text and perhaps a picture, are the most expansively used Internet advertising tool. Companies pay to place their banner ads on relevant websites. The larger the audience reached, the more the placement will cost. Popular portals such as Google and Facebook are able to charge large fees because they have huge audiences. But fees have been decreasing. Some banners on websites are not paid for, but instead, are accepted on a barter basis.
In the early days of the Internet, viewers probably clicked on 2 to 3 percent of the banner ads they saw. More recently, they are clicking on less than 1/2 to 1 percent of banner ads. Companies placing banner ads would be wise to pay not simply for banner placements, nor even only for click-throughs, but instead only for sales resulting from the click-throughs. Yet those offering sites for banner ads are not likely to accept this riskier type of pricing. In the meantime, advertisers are pressing online sites to accept larger ads than banners if they want more payment, but the sites are uncertain as to how their viewers will react.
Many companies get their name on the Internet by sponsoring special content on websites that carry news, financial information, and so on. Sponsorships are best places in well-targeted sites where they can offer relevant information or service. The sponsor pays for showing the content and in turn receives acknowledgment as the sponsor of that particular service on the website.
A microsite is a limited area on the managed and paid for by an external advertiser/company. Microsites are particularly relevant for companies selling low-interest products such as insurance. People rarely visit an insurance company’s website. However, the insurance company can create a microsite on used-car sites, offering advice for buyers of used cars and at the so,e time offering a good insurance deal.
Interstitials are advertisements that pop-up between changes on a website. At the website www.msnbc.com, advertising can be seen if viewers go to the sports page. Ads for Johnson & Johnson’s Tylenol headache reliever pop up on broker’s websites whenever the stock market falls by 100 points or more. Brower ads pay a viewer to watch them. For instance, Alladvantage.vom downloads a view bar which displays ads targeted to the users. Viewers earn $20 to $1 per hour in return.
Companies can set up alliances and affiliate programs. When one Internet company works with another one, they end up advertising each other. Google has created many successful alliances with other companies. Amazon has more than 350,000 affiliates that post Amazon banners on their websites. Companies can also undertake guerilla marketing actions to publicize the site and generate word-of-mouth.
Nowadays, it has become common practice to replace all marketing strategies with that of Digital Marketing. A Virginia SEO company can fulfill your needs in this regard. However, you certainly reserve the right to deploy a digital marketing strategy alongside a guerilla marketing strategy. We would not advise this as it is an unnecessary, wasteful measure.
Companies can offer push content and ads to targeted audiences who agree to receive them. The advantage is that the targeted content and ads reach users who are interested in the product or product category.
Web advertising is showing double-digit growth. Costs are reasonable compared with those of other advertising media. For example, Web advertising on ESPN.com, which attracts more than 500,000 web surfers and 20 million hits per week, costs about $300,000 per year.