1. INTERNET ADVERTISING
2. INTRODUCTION • Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes Email Marketing, Search Engine Marketing, Social media marketing, many types of display advertising including Web banner advertising and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.
3. METHODS OF DELIVERY Display advertising Sponsored search Web banner advertising Social media marketing Online classified advertising Text ads Search Engine Marketing Mobile advertising Email advertising Adware
4. DISPLAY ADVERTISING • Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. • As advertisers collect data across multiple external websites about a user’s online activity, they can create a detailed picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting • Advertisers may also deliver ads based on a user’s suspected geography through Geotargeting. A user’s IP address communicates some geographic information (at minimum, the user’s country or general region). For example, with mobile devices, advertisers can sometimes use a phone’s GPS receiver or the location of nearby mobile towers
5. TYPES OF DISPLAY ADVERTISING WEB BANNER ADVERTISING INTERSTITIAL AD POP UPS/UNDER DISPLAY ADVERTISING TRICK BANNER FLOATING AD EXPANDING AD FRAME AD
6. Web banner advertising • Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server. • Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs. Frame ad (traditional banner) • Frame ads were the first form of web banners. The colloquial usage of “banner ads” often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page.
7. Pop-ups/pop-unders • A pop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window. A pop-under ad opens a new browser window under a website visitor’s initial browser window. Floating ad • A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content. Floating ads may disappear or become less obtrusive after a preset time period.
8. Trick banners • A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of baitand-switch. .
9. Interstitial ads • An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for the content to load. Interstitial ads are a form of interruption marketing
10. Text Ads • A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page’s primary content, or they can be embedded by hyperlinking individual words or phrases to advertiser’s websites. Text ads may also be delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.
11. Search Engine Marketing (SEM) • Search Engine Marketing or SEM, is designed to increase a website’s visibility in search engine results pages (SERPs). Search engines provide sponsored results and organic (nonsponsored) results based on a web searcher’s query. Search engines often employ visual cues to differentiate sponsored results from organic results.
12. Sponsored search • Sponsored search (also called sponsored links or search ads) allows advertisers to be included in the sponsored results of a search for selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on keywords. In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints. Search engines originally sold listings in order of highest bids. Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy, and site quality.
13. Social media marketing • Social media marketing is commercial promotion conducted through social media websites like facebook, orkut, LinkedIn, MySpace. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.
14. Mobile Advertising • • Mobile advertising is ad copy delivered through wireless mobile devices such as smart phones, feature phones , or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile search ads. Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.
15. Email Advertising Email advertising is ad copy comprising an entire email or a portion of an email message. Email marketing may be unsolicited, in which case the sender may give the recipient an option to opt-out of future emails, or it may be sent with the recipient’s prior consent.
16. 16. Online classified advertising Online classified advertising is advertising posted online in a categorical listing of specific products or services. Examples include online job boards, online real estate listings, automotive listings, online yellow pages, and online auctionbased listings. OLX and eBay are two prominent providers of online classified listings
17. ADWARE • Adware is software that, once installed, automatically displays advertisements on a user’s computer. The ads may appear in the software itself, integrated into web pages visited by the user, or in pop-ups/pop-unders.
Online advertising, creative advertising, NTERNET ADVERTISING, Search Engine Marketing (SEM) Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers.