Online Advertising & PPC (Pay Per click)

What is advertising?

Advertising is a (usually paid) placement or promotion of a product in a public arena to current or prospective customers with the intent to promote and sell. Advertising, accompanied with other marketing initiatives such as direct marketing, PR, sales and promotion strategies, works to drive customers to your product and increase sales.

Traditional advertising (cont.)

Traditional advertising includes the placement of an ad or infomercial in media channels like newspapers, television, magazines, radio and cinema.

Traditional advertising (cont.)

The aim of any ad is to utilize the reach of mass media by broadcasting a single message to a mass market.

Traditional advertising (cont.)

The advertiser can control the placement, frequency and content of the message as well as the distribution channel.

New versus old media?

The increasing mass use of computers has provided a new channel for marketers to communicate with consumers, causing media habits to shift from exclusively offline channels to online channels (an integrated approach of mixing media).

New versus old media? (cont.)

The growing popularity of the internet has changed the way people gather news, communicate, buy and make decisions.

New versus old media? (cont.)

Content is fast moving: within minutes, blogs, tweets and Facebook profiles are updated with the latest news.

New versus old media? (cont.)

Concepts like real time, on demand, democratic interaction and relationship building

all personify this new media consumer environment.

New versus old media? (cont.)

Many traditional media have been updated to “go digital” in order to survive this dramatic shift in creation, publishing, distribution and consumption of new media.

New versus old media? (cont.)

The digital revolution has changed the shape of media for good and those players in old media are slowly coming to terms with the fact that the digital age is not going anywhere, except further down the road of virtual reality.

With the shift from old to new, advertisers are embracing new media with open arms.

Online advertising

People immediately associate banner ads with online advertisement and don’t think further. Banner ads of all shapes and sizes, whether flashy or not, are one form of online advertisement.

When you think of advertising on the Web,

you most likely think of display advertising. Display ads are the ads you often notice first

when you visit websites. Like small space newspaper ads, they take up a certain set space on the web page. They are defined as Interactive Marketing Units (IMUs) and are measured in pixels.

Display ads

Some of the most common sizes and shapes of display ads are: #1 Banner ads #2 Skyscrapers #3 Rectangles #4 Buttons #5 Interstitial ads #6 pop-ups & pop-unders

Display ad types

Banners are the most common type of ad running horizontally on the page.

When they run across the full top of the web page, they are called 'leaderboards'. A typical banner ad is 468 x 60 pixels.

#1 Banner ads & Leaderboards

#1 Banner ads & Leaderboards

Skyscrapers are tall vertical ads that run along the side of the page, usually the right-hand side. A typical skyscraper is 160 X 600 pixels.

#2 Skyscrapers

#2 Skyscrapers

Rectangles are exactly that, although to the naked eye they look like a square box. A large rectangle is 336 x 280 pixels.

#3 Rectangles

#3 Rectangles

Buttons look like small rectangle ads. A typical button is 120 x 90 pixels.

#4 Buttons

Interstitial means “in between”. An Interstitial ad is full-page advertisement that loads between two content pages and is a kind of full-page ad that appears before the actual webpage.

#5 Interstitial ads

It is usually displayed for about eight seconds in between the page that the user is on and the page that they are going to. Interstitial ads have high visual impact and level of engagement.

#5 Interstitial ads

#5 Interstitial ads

The visitor is very likely to look at those ads and will generally see those ads for longer amounts of time than banner ads. The downside is that some visitors find those ads annoying, and that could direct traffic away from your site.

#5 Interstitial ads

A pop-up ad is an ad that "pops up" in its own window when you go to a page. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way.

Pop-under ads are similar, but place themselves under the content you are trying to read and are therefore less intrusive.

#6 pop-ups and pop-unders

The most significant recent development in online advertising has been the explosion of video advertising. If the early days of the Web were more like print advertising, the current state of the Web is looking a lot more Iike TV.

Video advertising

Video Overlay example