Internet Advertising
#1

Presented by-
Manoj Singh
Kratika Bhadoria

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Introduction
Also known as
• Online Advertising
Web Advertising
Why?
Why Advertise on the Internet?

 The goal of advertisers is to reach their target audience
 Television viewers are migrating to the Internet
 Attractive graphics
 Adverts can be updated rapidly
 Adverts can be global
 24x7 availability
 Internet advertising is cheap in comparison with most conventional media
• Types
• Types of Internet Advertising
 WWW Banners
 Spot Leasing
 Pop-ups
 E-Mail
 URL
 Search Engine Marketing
• WWW Banners
• Graphic display on a web page linked to the advertisers page
• Spot Leasing
• Some sites provide a space on their site that can be leased for a given period of time
• only effective on extremely high traffic sites (e.g. major search engines)
• Extremely expensive for high traffic sites
• Pop-ups
• Rich media ads
• Pop-ups: Appear on screen without user calling for them
• Direct E-Mail Advertising
• E-mail marketing messages sent directly to interested
• consumers who “opt-in” or have not “opted-out”
• Mailing Lists
• Very low cost
• Easily amenable to targeting
• Very effective when solicited and carefully targeted
• URL Advertising
• A memorable URL can be a powerful advertising tool
• Much of the associated advertising is free (e.g.
• search engine listings)
• Well chosen URLs are self targeting
• Search engine marketing
• Search engine marketing one of fastest growing and most effective forms of online marketing
Pros
Targeted Advertising

 targeting is much easier
 Dynamic Advertising Reporting and Targeting (DART)
 DART builds a profile of visitors
• potential for two-way communication
• Online purchase
• Economic
Cons
• Equipments required
• Limited to specific users (Segment)
• Repetition
• Not effective for low class products
• Internet Securities
“Commandments”
• Adverts must be visually appealing
• Adverts must be targeted
• Content must be valuable to consumers
• the word “Free” is a powerful attractant
 E.g. software or media (screensavers & wallpapers etc are very popular)
• discounts etc
• Place at the page
 For example, a research study found adverts in he lower right-hand corner of the screen have been found to generate a 228% higher click-through rate than ads at the top of the page
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