What is Online Advertising?
Online advertising is a form of advertising and an effective online marketing strategy. Basically, online advertising uses the internet to deliver promotional marketing messages to consumers. In fact, this is one means of attracting customers and can increase business revenue. Initially, online advertising was mostly prohibited as there were certain policies and rules set. According to the National Science Foundation network, they had an acceptable use policy and their purpose was “to support research and education in and among academic institutions in the U.S. by providing access to unique resources and the opportunity for collaborative work”.
Also, according to their annual report in 1988, online advertising for-profit institutions was not allowed. One rule states, “use in support of research or instruction at not-for-profit institutions of research or instruction in the United States is acceptable”. In other words, if it is for a non-profit organization then it is acceptable but it is unacceptable if it is for profit.
But gone are the old days and such restrictions. Small businesses can benefit greatly when it comes to online advertising.
Advertising online can be a job in itself. Have you ever wanted to get people to check out your website so you can get more sales? Our online marketing agency can help. Call us at (425)-336-0069.
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It all started with Online Banners
Online advertising began as a banner ad created by IBM and Sears during the 1980s. Following, came Global Network Navigator in the 1990s and the Hotwired shortly thereafter. Hotwired was the first website to sell banner ads to big businesses in which a man named Joe McCambley assisted in the creation. Mr. McCambley pointed out that there were “3 storms” that banner ads had gone through.
- People began using mobile devices much more and those consumers are focused on getting things done in which they use their phones often and share stuff that interests them to others.
- Consumers begin avoiding and ignoring mobile ads and only click on them if it is by accident.
- Because of the first two storms, many companies that produced traditional advertising, such as using print suffered.
Mr. McCambley believed that the internet would be more useful and helping citizens rather than working on selling the products. Unfortunately, this was not true as the online advertising market has only grown.
Sooner or later online ads will surpass other platforms
According to the Internet Advertising Bureau, online advertising is now the leader when comparing to Broadcast Television advertising. Not only has its use increased but there are also new creative ways in which it is used, such as animation
Online Ads means a lot when you are trying to get something out there. This includes selling a certain product, manufacturing, or doing anything. If there is a certain business involved in terms of making money. That business will need advertising, online advertising has been doing the best. It reaches out to everyone including all ages, gender, sex, race. For instance, you’re on YouTube and an ad pops up. Whoever watched the same video as you will be or had already encountered the same ad.
The Rise of Online Advertising
Online advertising was never as complicated as it is today, where you would have to watch 3 ads to watch one video on Hulu or click out of certain ads before you can download something.
As organized advertising took over in 1996, Pop-ups Poped up in 1997. And during this period a new company called Double Click arose and later acquired by Google in 2007. Double Click was able to track how many clicks an ad would get, and also keep track of how many times it was viewed. Pop-up ads were introduced in 1997, but viewers quickly realized how annoying they were, which is why web browsers block them.
In the year 2000, an up and rising search engine company called goto.com later purchased by Yahoo created pay-per-click advertisements, which are used today. But prior to this, companies would pay just to place their ads on the website. Of course, this was found to be a bit of a gamble.
Online Ads have evolved
Why have online ads evolved more than other sorts of advertising methods? It’s a really good question. According to MindFireComm the pros of online ads are that; it doesn’t cost anything for the user to see the ad when compared to newspapers and television channels. Those somehow manage some money off of you. Even though it’s a small amount, there is still something going out from you as a user/viewer. While online ads are continuous playbacks. Ads online are instant and get customers that second, if a customer sees a banner outside on i5 they are most likely to purchase the product. But online they are directly viewing the product and most importantly they can order the product that instantly without leaving home. This is why online ads are are hard to beat when compared to different advertisements.
Online Ad Pro’s
Other pros of online ads; when you are in control over an online ad you can remove, edit, cut, paste, change and do all sorts of other goods to your ad. If you would like to do the same for big banner around streets, this will take some time. You will need to hire employees or sign a contract with a contractor who changes ad billboards. It may even get down to reprinting of every single one of the billboards. Online ads have no physical distribution, it is done all remotely or done by a worker who is hired by the company to edit their ads. Online advertising also has the feature of geo-targeting. It gives you the ability to geo-target your ads and ensure that your ads are only being viewed and clicked by your intended geographic and niche audience. Lastly, the most important feature of online ads is that your ad will always be exposed. Your ad or ads are constantly being exposed they work 24 hours a day, 7 days a week, and all throughout the year as long as you want it published.
The Downside of Online Ads
Just like with any other good service and or product out there, there is always a downside to everything. Some cons of online advertisements are that online advertising overloads, as a viewer of an ad there is sometimes too much information to digest. Of course, there is a solution for this as MindFireComm suggests is to develop creative campaigns in which the ad will cut through the clutter and strike straight to your audience while targeting whatever you are intending to advertise. The easiest one that gives up online advertising is that there are way too many choices. There are all sorts of different websites that compete with your product or service along with your price. Which makes sales harder, although not specifically advertising. Your product or ad, in this case, will get to the consumer, they will for sure know about it. But after competing against different alike products, sales might get a little difficult.
Some elderly folks like to feel and touch the product and actually see physical advertisements that fit their needs. While the vast majority of people in America are constantly shopping online. There are still others who actually go out and buy. A good way to point this out is by proving an example of how Malls work. Big companies like JC Penney, Sears, Macy’s, and others even small companies included. They can all just become distributors of their products and become online-based stores. No, because there are still many customers who like to see what they are buying. This is why the scope is really important, people who like to physically feel and touch before buying don’t really care about advertising. Certain ads will get to them but they will most likely continue to buy products from local retailers.
Online Advertising Currently
In a study done in 2016 by Digital Vault, they claimed that only about “56% of ads are never seen by a human”, which means a majority of advertisements are seen by bots instead of real people. This makes it hard for companies to see if their advertisements actually work or not.
In fact, the average amount of clicks an advertisement banner gets is 8 in 10,000, so this brings us to the main question, does advertising online still work in 2020?
Free Online Advertising through Social Media
Advertising through your social media account seems to be the future of online advertising. According to Adobe’s State of Digital Advertising 2018 report “Fifty percent of Gen Z (18- and 19-year-olds) and 42 percent of millennials (20- to 36-year-olds) think social media is the most relevant channel for advertising”.
It’s simple and people use it on a daily basis. Yes, its social media. Almost everyone has a social media account and uses it daily or hourly. Whether it’s Snapchat, Facebook, Twitter, or Instagram. You connect with people and it makes sharing your information very easy. Best of all it’s free. All you have to do is tell a little about your website, give a link, and ask people to share with their family and friends. You’ll be amazed at how far and fast the word can spread. Every business should have one and is a good way to advertise your business online so I suggest you use and embrace social media.
The following are some strategies you could use when it comes to free online advertising.
The second freeway for advertising online takes much longer is blogging but the rewards can be immense! This would entail writing a blog or making Vlogs or a mixture of them. I’m pretty sure you know what a blog is, and you might be wondering what is a Vlog. A Vlog is a video blog. I’m sure you’ve seen them on YouTube. You need to build followers on these options that why they take time. You need to include video (for Vlog) or writing on your blog that your followers read or watch on at least a weekly basis. The video or writing has to do with the content of your website and things your followers can get for there, and why your site is the best out there. You can get your followers very interested by having giveaways. I suggest you have giveaways at least once a month. That can also bring in new followers. This is a good free way for you if you’re patient because it may take a while to obtain a good number of followers.
Another freeway to advertising online is by joining relevant online communities (forums). People on forums usually have a topic they talk about. This is called a niche. You need to find a forum that talks about the same thing on your website. Let’s say your website talks about sports basketball, and your site sells basketball equipment. Your niche would be something like basketball. You find a forum that talks about basketball. Subsequently, you then build your status on the forum and get the people to trust you. This does require some effort, you can’t just post a little about your website and give a link. This would result in you getting banned from the forum. Trust will need to be earned in that community. “Passively promote your business by putting a link in your signature or mentioning it only when the context is appropriate.” The people in the forum can then check your site and feel safe as they do it.
Now onto the methods which require payments for advertising Online. First on this list would be email marketing. Although you could technically do this for free it would be like trying to use many wires that are tangled together and trying to use it as if everything is fine, you get the idea it would not be a stable situation and would be inefficient which is why email marketing has a price on it some are lenient such as MailChimp but there are many restrictions to the amount you can email and it comes without the auto-reply which is a must if you intend on having a successful online business. The average cost to email market is $300 this includes unlimited contacts, emails sent, and but not limited to auto-replies. Your email list is gold and one of the main ways to outreach to your consumers also said to be the marketing strategy with the highest return on investment.
This is different from Vlogs. These are professional videos. The average cost of video marketing is approximately $500 this includes camera costs, tools, video tools, editors, etc. This form of marketing is favored by 44% of consumers and also if you think about it watching an advertisement gets many of us depending on how good the video advertisement is. Say for instance you see a commercial of a tool that you need. You will automatically start looking at it and becoming interested but that is also the case for many advertisements but video advertisements have the ability to stick with you throughout the day pushing you to think about it more causing you to go and buy the product. Video marketing is a great form of marketing for the 44% so if you decide to video market be sure to make it something catchy that sticks with the consumer long after their encounter with the advertisement.
Urge to Click an Animated Ad?
Marketing via animated ads are usually unique in color, size, and animation and tend to grasp the viewer’s eye. Bringing attention to the animated ad can cause someone to click on it, one would think? But, not so! Consumer attention to a variety of real-world ads can be measured with eye-tracking, and animating ads show no difference when compared to a standard ad. Though, the results suggest that on average, animation has little or no effect on attention. They do show a strong interaction effect between animation and ad format, which suggests that the effect of the animation is conditioned by ad format.
This chunk of research shows that having animation in an ad has no effect on the amount of attention given towards a particular ad. This is suggesting that the format of an ad can bring more attention than animation. The format includes size, website color, and content.
Preference and Format of an Ad
Whether or not a consumer likes something is based on preference. A study stated, “the peripheral information-processing route has a positive effect on attitude towards the ad” [Beckmann]. This study suggested that ad liking had a positive effect on buying intention. This same study closely examined banner ads specifically. Banner ads are on a lot of websites that may or may not contain animation.
According to How Stuff Works “These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter, but they all share a basic function: if you click on them, your Internet browser will take you to the advertiser’s Web site”. This information greatly shows that the likeliness of a consumer clicking on ads depends on preference and format.
The most disturbing downfall for the online advertising business is ad blockers and pop-ups. According to PowToon “In fact, according to Forbes, 30-40% of client advertising is blocked by pop-ups, and businesses have huge losses due to the fact that more than a third of their ad time is vanishing. However, cloud-delivered advertising, for the most part, ameliorates this problem by putting ads directly in the video stream.”
Best Way to Attract Customers
The best way to attract customers to your business is to make advertisements stand out. For example, in the article “Investing in animated advertising can give you a much larger return for business while still providing a means to attract customers”. Hence, conveying the message through the right graphics and animation can be a win-win. More importantly, a well thought out online ad will be more promising than one that’s quickly put together.
Cost of Online Ads
The cost to produce and post an online ad on a website can vary. They may seem pretty expensive to create, but they do cost less than most commercial advertisements that require actors, sets, and all the recording equipment. It also depends on what kind of online ad it is. Whether it’s a banner ad, just a still image or scene, or a short animated clip or cartoon, the cost will be less than old traditional TV ads.
Seattle Online Advertising & Online Marketing
Online ads and advertising play a huge role on the internet. Whether you’re in Seattle or New York, our agency can help with any online ad campaign. They are on almost every site and influence people greatly to buy services and products. You don’t have to be an expert to make your own ad, but it does cost to post it. In addition, it also makes sense to understand key web design tips small businesses and professionals should be aware of, before starting any online advertising campaign.
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Besides providing SEO and online marketing to local businesses we also provide such services to small businesses in other states. For example, local cities include Seattle, Federal Way, Issaquah, Kirkland, Lakewood, WA, Monroe, Olympia, Tacoma and Bellingham, WA.
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Yes, on-page SEO and off-page SEO services are the best way to get your website visible online. But, you need to hire an SEO agency or SEO expert that knows what they are doing. We at Visualwebz work within guidelines set by search engines and understand terms like LSIGraph and how to incorporate structured data into websites! In fact, our digital marketing strategies coupled with web design get positive results for our customers. Also, our SEO consultant services are not only local in Renton, Kent, Seattle, Ballard, Bellevue, or other areas. In fact, our reach is beyond Washington and the USA!
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