Online Advertising

The main goal of Online Advertising is your website promotion through Online display Advertising. It has at its base marketing messages delivering in order to attract customers. Advertising in general has the purpose to stimulate the demand, increase  brand awareness and to increase sales. When advertizing online you have  the immediate publishing of information and content, there are no restrictions about the hour, geography, they can be interractive. People are increasingly spending more time online than watching TV.

Consumer Demand.  Convincing the consumers about what and why they should want your product/service, helping this way to stimulate the demand.

Brand Awareness. The first step about advertising a product is building the brand awareness, is to let the user to be aware ( to know) about your brand. The more known is the brand, the more is the growth of the sales, wich is the main goal of any business.
Satisfying Consumer Demand. Once the brand building was effective  the  consumer is aware that a particular brand exists. You need to create ways that will allow the users to satisfy theirs desire, by meeting theirs needs.

Response and Sales.Unlike traditional media advertising, online advertising can turn the potential customer into an actual customer.  Because the Internet is a connected infrastructure, all the activities done online are highly trackable and measurable. So, with online advertising it is possible to measure the efficiency of the advertizing campaign and also, to drive the traffic and sales.

Types of Display Advertising

Pop ups and Pop unders.  Usually smaller windows wich appears when opening a new page. The pop ups appear in front of a page,  pop under appears under the current page you are, it can be visible usually after closing the browsing window. 

Floating, Expanding and Polite Ads.  These  ads are usually a layer over the current content, but not a separable window. The floating ads move across the user's screen floating above the content.  Expanding ads can change sizes and also may alter the content of a webpage.  Polite ads are the large size ads, downloaded in smaller pieces to minimize the disruption of the content being viewed.

Wallpaper ad. Ads that change the background of the page being viewed, usually not possible to click through them.

Banners and Trick banners.Banners are usually graphic images or animations displayed by a webpage for advertise purpoces. There are standard size banners, but also sometimes banners are not limited to the space and they may expand when clicked on them or mouse over. When banners contain interractive elements they are usually called tricky banners wich can look like a dialog box, stimulating a message alert.

Video Ad.Video Ads are similar to banner ads, except that instead of a static graphic or animation, actual moving video clips are displayed. This is the kind of advertising most prominent in television and, many advertisers may use  the same video clips for both, online advertising and television.

Map Ad. Usualy text or graphics linked forms appearing in, or over a location on an electronic map such as on Google Maps.

Interstantial Ad.Ads that usually appear before the user reaches  the original destination page. As you click from one page to another, you are shown this advert before the next page is shown.

There is a variety of different payments that applies to the display advertising. It is up to you to decide wich one to choose.
Cost Per Click (CPC) also known as Pay Per Click (PPC) meaning that the advertiser pays only for the clicks on for the inserted party. You do not actually pay for the listing, but only when the listing is clicked on.  This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to your website. Actually you pay for the traffic driven into your webage.
Cost Per Impression(CPI) sometimes in association with Cost Per Mille(CPM) or, in other words Cost Per Thousand (CPT). In this context the advertiser pays pay for the number of views of your advert on the publisher's webpage. This way the campaign can be priced when the brand awareness is the main goal. However, some impressions may not be counted, such as a reload or internal user action. This model of pricing is mostly used by the sites with high traffic.
Cost Per Aquisition(CPA). In this payment scheme the publisher takes all  the risk when running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is not the best type of rate to pay for banner advertisements and the worst type of rate to charge(convertion rate), because the publisher cannot control it. It is usually associated with the affiliate marketing. CPA favors the advertiser, when CPI is in the favor of the publisher, therefore it is often used a system of payment that combines these two models.
CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstantial ads).
Cost Per Engagement (CPE). A CPE pricing model means that the advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways. Engagement is usually a user initiated mouseover or rollover. Action that results the expantion of an advert.
Flat rate, usually used when the publisher doesn't have a very high traffic, setting a fixed payment per month regardless the amount of impression  or traffic.
When planning an Online Advertising campaign, it is important to know how the advertising will be paid for and what kinds of advertising are offered by the publisher. It needs a careful approach and the best way to solve this, is using a company specialised in advert serving.

Benefits of online Advertising

You can reach a wide audience with a small advertising budget. Pay per click advertising campaigns only require that you pay for advertising when someone clicks on the link in the ad. Pay per click also allows you to set a ceiling on your advertising budget. You can increase or decrease the amount you spend once you review whether the advertising has resulted in more traffic to your website. Effective display advertising can produce immediate results. You can target your advertising campaign to the right audiences by placing your ad on relevant websites and by choosing the right keywords. Even if users do not click on your ads, the advertisements can create and increase brand awareness.  Online advertisements are usually easily tracked and monitored (e.g. you can monitor how many users clicked on the ad). You can adjust your campaign accordingly, based on the results.