e-advertising : different forms, use, effectiveness.
Nowadays Internet is becoming the most used means of communication and information. Every business tries thereby to take advantage of this new technology to promote their ads there in order to reach a larger public. Since the onset of the first Internet advertisement, in 1994, the latter has evolved a lot and has become of vital significance for most companies. How can we explain the extent of the e-advertising power?
The forms of online advertising are very wide-ranging, from simple static banners to dynamic video advertising, e-mail marketing and spams. One can also find ads that are displayed when the cursor passes over them or when they’re clicked on. Some of them, called contextual ads, can even differ according to the user habits. This variety of forms offers many possibilities for advertisers, which contributes to the e-advertising success. Moreover, the advertisers can pay the publishers in many different methods, whose most known and used ones are the pay per click and pay per view, and thus they can choose how much money they want to invest in marketing. This is undoubtedly what makes online advertising so successful : contrary to other forms of advertising, advertisers are to pay only if a user has interacted with the ad, and consequently the income is short-term, which allows small companies to invest in online marketing as well. Furthermore, Internet has a unique, very appreciated feature which is that advertisers can target specific people. Indeed, personal information is gathered in many ways whilst the user is surfing, such as his location through his IP address, his previous visits through cookies or data collected when he signs up on a website. Afterwards, this data is used to perform behavioral targeting. The goals of an advertising campaign are sometimes to increase notoriety or promote a given product to a specific type of people (such as a small shop that wants to advertise only to people that live in the same city) and as a result it becomes very useful to enable advertisers to reach only a specific audience.
To make one’s advertising effective, the choice of the advertising form is of the utmost importance: an enjoyable ad is required in order not to blind the user, and the message must be readable. Then, one should think about what publishers to use and how many, as their number depends primarily on the target and the budget for the spreading of the ad. It is imperative that the support sites deliver contents linked to the campaign and that advertising be repeated to leave its mark on the user. It is besides essential that advertising be extended by a website created for the occasion or even a page explaining the details of the campaign. Thus an e-advertising can easily draw the user who viewed if it is optimal.
As a conclusion, one daresay that e-advertising is an advertisement support like no other, that can please as much huge companies that want to improve their brand image as smaller companies because it can reach precisely the target for a budget that fits easily, which explains the considerable growth experienced by the e-advertising.