Media advertising on the Internet: types, description, features
The main task of media advertising on the Internet -attract the attention of potential customers. The media advertising media are somewhat similar to a billboard, although the latter, in comparison with similar objects posted on the Internet, loses several points at once.
Billboard is seen by absolutely all people. Even those who are not interested in the content of the street "speaker".
The main advantages of media advertising inInternet the following: the potential client sees only that information which interests it and has an opportunity immediately to find out details of the commercial offer, having carried on passage under the link.
Well thought out advertising strategy does not allow users to forget about brands, increases demand and raises the level of sales.
Display on the Internet. What is a banner?
Media or banner advertising is, in fact,a bright picture (mini video clip, interactive text), equipped with a hyperlink, clicking on which, a potential customer enters the site of the seller (the provider of services).
A modern advertising online banner is made out inthe form of a business card. Even if users paid attention to the original marketing solution, but were not interested enough to follow the link, a bright picture is still stored in memory.
Among the most popular on the Internet are banners whose size is 468 pixels (banner width) by 60 pixels (height). The end file is traditionally assigned the extension * .jpg, * .gif or * .flash.
Ways to promote
There are several types of display advertising on the Internet:
- Banner advertising. It is used so often that even many advanced users call media banner advertising.
- Text advertising. The majority of visitors to themed sites note: text advertising is very easy to accept for content, which can not but anger.
- Native advertising. It is a mix of useful information and advertising phrases.
- Graphical ad units. Annoy many users no less than text ads for the reason that they "merge" with the content of sites.
- Advertising videos. The kind of media advertising on the Internet, the effectiveness of which depends not so much on the design as on the ability of the lecturer to "keep" the audience.
- Using the system TV-syns.A relatively new invention of marketers. Based on the habit of most smartphone owners to spend time allocated for television advertising, in social networks or on gaming and themed sites. Fixing user preferences, TV-syns sends relevant advertisements to their mobile devices.
Marketing "tricks" on the Internet. Display advertising. Formats and types of advertising banners
By specification, banners are divided into pop-up(opens in a new window, overlapping the web page), reach-media (the window where the banner is located, is equipped with a cross, by clicking on it, the user can close reach-media at any time), pop-under (also opens in a separate window , only not on top, but under the previous window or web page), top line (covers the entire top of the web page), a banner with the ability to view in detail some objects (after hovering the image, the picture increases).
Formats of the horizontal banners used in the Internet (in pixels): 728 by 90, 468 by 60, 234 by 60, 88 by 31, 120 by 90, 120 by 60.
Also, the banner can be in the form of a vertical rectangle with dimensions of 300: 600, 160: 600, 120: 600, 240: 400, 120: 240 pixels.
In addition, the online banner can be square (250 by 250, 125 by 125 pixels) and almost square (336 by 280, 300 by 250, 180 by 150).
By type, advertising banners are divided into dynamic, static and animated (so-called flash-banners).
How to create advertising banners
Media advertising on the Internet is not onlyan intriguing picture and a "catchy" text. In order for media promotion to bring the desired result, there is no need to buy advertising space on all portals with high attendance.
To every potential buyer(representative of the target audience) was able to see the banner on those content that is often visited, the participation of a specialist in strategic media planning is necessary.
This person is aware of display advertising on the Internetall that is needed to get the most out. Only he can pick up the online platform, the most suitable for the advertising campaign, and calculate at what time the banner should appear on the selected sites.
What a specialist should know
A person involved in media planning shouldto have an idea about the methods of media advertising on the Internet and to have skills such as conducting media and marketing research, monitoring advertising, analyzing information about potential consumers, planning an advertising budget.
What is a dynamic banner?
Dynamic is called a banner consisting ofmoving pictures and special effects. In creating dynamic banners, not only programmers and designers can be involved. Here there is work for copywriters, as dynamic banners often contain richtext - text or graphic blocks with text ads.
Advantages of static banners
Static banners are the simplest kind of media advertising. They look like a still picture or text.
Static banners are easy (small in volume), andtherefore, take up little space, that is, do not "slow down" the loading of the web page. And the most important thing is to create a static banner and place it on the Internet under the power even to an amateur.
Advantages and disadvantages of Flash
Animated banners or flash-banners often cause a slow work of the site or even the entire browser.
The volume of flash-banner depends on the numberreplacing each other with pictures (frames) and imagination of the designer. The more frames and special effects - the more the volume of the banner. Flash-banner can contain animated elements that urge web users to participate in various interactive games or take a test.
The main drawback of flash-banners is that many potential consumers working on the Web, specifically turn off their display in the browser settings, so as not to slow down its work.
Some advanced users considera serious drawback of flash-banners is the presence of sound. It was noticed that sound banners act on the majority of visitors to commercial and thematic sites as a source of irritation. Almost all possible buyers, having found out on a web page a sound banner, there and then leave a site.
Google AdWords Contextual Advertising
Particularly active are the resources of the Display Networkadvertising on the Internet uses the Google service. Whoever has not encountered Google AdWords ad units has never used the capabilities of the World Wide Web.
Sites, blogs and newsfeeds that arecarriers of ad units, must comply with certain requirements of Google. The uniqueness of this cooperation is that the right to display contextual advertising from Google can even "young" projects, not yet filled with content and just parked the domain.
Internal reserves of display advertising
An online entrepreneur, using any kind of media advertising, gets the opportunity:
- quickly acquire the attention of a large number of potential customers and quickly find target consumers;
- pay each unique click ordisplay of an advertising banner (a click or a show made by the will of the user who saw the advertisement is considered to be unique), and not to pay for promotion in bulk;
- get a tangible return on all sorts of advertising campaigns and marketing techniques;
- use various types of non-standard advertising: video and interactive banners, retargetingovoy and selective (narrow-tattoo) advertising;
- make adjustments to the advertising campaign (for example, change the search parameters of potential customers by belonging to the age, professional and other categories).
What is targeting?
The word target is translated from English as"target". Targeted advertising refers to the urgent communication of information to a certain (selective) group of people or, in other words, to the target audience.
Creating an advertising message, a specialist inTargeting advertising focuses on the interests, tastes and preferences of a certain category of people. The uniqueness of targeting is that only consumers who are interested in the seller's offer can see the banner.
Targeting is not the only way to deliveradvertising information to the target audience. When a user knows exactly what he needs, he enters the name of the product of interest into the browser's search string. From now on, the ad units that are shown to it in the browser match its search query. This type of advertising is called search engine retargeting.
About advantages and disadvantages of retargeting
Search retargeting is considered one of the mosteffective types of advertising. After collecting information entered by the user in the search box, advertisements corresponding to his request appear not only in the browser, but also on sites that the user visits later. And the subject of the site often has nothing to do with the search query.
Retargeting as a way to get information aboutpreferences of a particular person, today they use almost all search engines. To help search engine retargeting is often resorted to by entrepreneurs who want to get new customers or promote a new brand. However, this way of developing online business can not be called ideal.
A significant drawback of retargeting, according tothe opinion of the developers of media advertising on the Internet is its intrusiveness and some incorrectness. However, it can not be said that potential customers are completely indifferent to advertising banners. The passage through the links is carried out, but extremely rarely. The matter is that retargetingovye references conduct, as a rule, not on page with the sought goods, and on a trading platform of the seller.