Online Advertising UK
Advertising
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization.
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. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords, Yahoo! Search Marketing and AdSense enable ads to be shown on relevant web pages or alongside search results of related keywords.
Types of Online Advertising
Though the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.
* Floating ad: An ad which moves across the user's screen or floats above the content.
* Expanding ad: An ad which changes size and which may alter the contents of the webpage.
* Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
* Wallpaper ad: An ad which changes the background of the page being viewed.
* Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
* Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
* Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
* Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.
* Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
* Mobile ad: an SMS text or multi-media message sent to a cell phone.
* Interstitial ad: a full-page ad that appears before a user reaches their original destination.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.