Welcome to Online Advertising Guide
Effective Online Advertising Article
. For a permanent link to this article, or to bookmark it for further reading, click here.
Online Advertising – Similarities with Print Ads
from:Sometimes it's easier to understand the new by comparing it with the old. That's easy to do with online advertising. As much as we all like to tout the net as a new media with new rules, many of the principles that have long governed print advertising are still in play online today.
Traffic. The goal of advertising, generally, is to be seen. Thus, well-trafficked locations are far more desirable than those who only get a smattering of visitors. In the era of newspapers, we spoke in terms of readership numbers. Today, it's traffic. It's the same idea.
Page Rank. Internet advertising is interesting because it occurs on two different levels. On one hand, it's a matter of being seen. That's when traffic matters most. At the same time, however, online ads feature links to the advertiser's site. The search engines utilize those links to determine a site's authority and presence within search results. Thus, there's search engine optimization value in advertising on sites the search engines consider authoritative, regardless of actual traffic levels. In print circles, prestigious publications that are read by decision-makers and industry leaders can charge more even when they have a smaller circulation. The same concept is at play online.
Ad Size. The Internet may be a new media for publishing, but the old rules still apply in some senses. Today we measure ads in pixels instead of column inches, but the age old reality that big ads cost more money is still true.
Site Demographics. If you're selling boats, you want to advertise on a website focused on boats. If you're selling a high-end product, you'd like to advertise on a site that caters to a wealthier demographic. Selling video games? You're probably trying to find a way to reach the younger set. It's been that way in print forever. People try to match their ad messages with publications whose reader demographics are a good match. Once again, there's “nothing new under the sun”.
There are many differences between old-school print advertising and online ads. The Internet's use of a pay-per-click model, for instance, represents a very interesting departure. So does the use of contextual advertising based on on-site and logged reader information.
Despite the differences, however, there is a great deal of common ground. The rules of advertising may be changing, but many of them remain intact online today.
Effective Online Advertising News
Online Advertising: It's not the tool but what you do with it that counts | By Ritesh Gupta
Interview: Getting results from an online advertising campaign may not be easy but Barbara Pezzi, Director of Analytics & Search Optimisation at Fairmont Raffles Hotels International, says it is possible. Here she shares some tactics for delivering online advertising benefits in a multi-channel world with EyeforTravel"s Ritesh Gupta
Read more...Effective Online Advertising: 7 Tips
Don't be afraid to fail repeatedly, says HowAboutWe.com co-founder Brian Schechter.
Read more...Facebook vs. Google: The epic battle
The Facebook IPO will embolden the social network company to up its fight with Google for the online advertising market. Don't expect Google to back down. Originally posted at News - Internet & Media
Read more...Facebook advertising failing to click with users, according to new study
Click-through rate for advertising just 0.05 per cent, compared to 0.4 per cent for Google
Read more...Adform Continues International Expansion With Opening of Portuguese Office
LISBON, Portugal, May 16, 2012 /PRNewswire/ --Adform recruits Jose Fradé to lead local Portuguese support for online display advertising campaigns Display advertising specialist Adform has today announced ...
Read more...