The future of the Internet-advertising

August 20, 2007 on 1:08 pm | In Advertising

Computer and Internet technologies develop so quickly and successfully, that more and more aspects of business are moved from the real world into the virtual world. This process has not passed by the advertising.

Some companies have already started to redistribute the budget in favour of advertising on the Internet, gradually reducing volumes of traditional kinds of promotion, for example, work at exhibitions or the outdoor advertising as they carry out the functions not so effectively.

At first sight it seems, that the Internet-advertising doesn’t differ from usual advertising. What the difference, whether you have seen a banner on some site or an advertising board on some street? The announcement in the newspaper or in one of numerous thematic catalogues?

However advertising on the Internet is much more flexible and convenient tool. If you have paid attention to this or that company on the Internet, then, having visited its site, you can learn a lot about it. The street advertising cannot carry the same volume of information. Besides in a network there is also a contextual advertising which the user sees in reply to search on the certain keywords. Its advantage is that it “comes across one’s eyes” when the user is most of all interested in the goods or services and he is ready to make the order. And such advertising pays off more quickly, in fact the company pays only for transition of the user to a site, instead of for its display.

The Internet-advertising as a special kind of business has started to develop recently. Some experts speak that there are no special market researches which would show efficiency of such advertising. But the largest representatives of this industry, such as “Yandex. Direct” or “Begun”, have started to publish financial reportsand to make independent audits.

And soon the first serious estimations of productivity the Internet-advertising will appear. Though many companies, carried out own marketing researches, have already come to conclusion, that feedback from such advertising really serious. Some companies have already started to redistribute the budget in favour of advertising on the Internet, gradually reducing volumes of traditional kinds of promotion, for example, work at exhibitions or the outdoor advertising as they do not carry out the functions so effectively.

Here is the brief review of kinds of the Internet-advertising:

Banner advertising

The oldest kind the Internet-advertising, became already traditional. Represents the link in the form of the static or animated advertising image/inscription. Advertising through banner networks (purchase of displays) is practised, it’s simple - you place a code causing loading of a casual banner of a banner network on the site, in exchange other sites will show your banner for as many times minus the commission of a network (about 10 %), at the majority banner networks there’s a repayment of displays but the prices are different and one can’t earn big money using this system, unless he has 2-3 thousand visitors a day.

Contextual advertising

Contextual advertising is very effective method of the report of the information up to a target audience in fast terms. Usually it is paid on cliques (transitions), instead of on displays, the advertiser pays only for target visitors. The quantity of the spaces on advertising platforms is strongly limited, and announcements of those advertisers who has appointed a bigger price for cliques will be shown. Therefore in competitive subjects the price for one clique is very big. A huge plus to your site is that it has any certain subjects: in this case visitors click on announcements much more often.

Contextual advertising in search machines

Idea is simple up to ingenious - in parallel results of search by the inquiry set by the user commercial announcements (adhered, certainly, to this inquiry) stand out.

Advertising in dispatches

Often many underestimate this kind of advertising though, owing to thematic dispatches, it allows to address easily to a target audience. By the way, it’s rather cheap and effective.

Search optimization

Complex of measures on increase of positions of a site in search systems on the set keywords differs from contextual advertising by smaller expenses (the truth, in long-term prospect). It’s not a direct advertising, however helps to involve target visitors (i.e. solves one of the main tasks of advertising on the Internet).

There are also others not the traditional (forbidden) kinds of the Internet-advertising, it’s a kind of spam. The following methods refer to it: mass dispatch of mail, a spam through ICQ, mass posting of advertising messages on guest books, forums, a search spam and other.

As you see, there are many kinds of the Internet-advertising, therefore it is necessary to assume, that it will exist and develop in the future very actively, probably there will be any other forms of advertising or laws of the market will change. To speak that it will supersede an offline advertising, is not necessary, but that fact, that it already became the effective tool of promotion is obvious.

© 2007 Pavel Ustianovsky, All rights reserved