Online Advertising Is the Future

Online advertising is the process of marketing through internet. It is the future of advertisements and without employing this strategy any business van hope to survive for long. Online advertising includes mail marketing, search engine marketing, social media advertising and many other types of display advertising (web banner adverting) and mobile advertising. Online advertising is a very large business and growing rapidly.
There are many types of delivery methods; one of it is display advertising which conveys its advertising message using visual text, logos, animation, videos or other graphics. The advertisers collect data of through many external websites to obtain a user’s online activities.It helps them to determine different user’s tastes and preferences and they target users according to that.
Another type of online advertising is pop up ads.they are the most common type of ads and found almost in every site.These ads pop up window displaying the ad without users approval automatically when a user open a website which contains the pop up ads.
Search engine optimization is another popular type of online advertising which aims at improving a sites search ranking by increasing the websites contents relevance to search terms. Search engines continuously change their algorithms to keep the websites ranking at top.
Social media marketing is commercial promotion done through social media websites like Facebook, Twitter etc. Companies promote their product through constantly updating the profile and attract customers by giving them offers.
The benefits of online advertising are that it includes less manpower and is very efficient. The cost of online ads is very less compared to offline ads like banners and hoardings. Online advertising reaps higher benefits keeping in mind the cost input is comparatively very less.
The advertisers can collect data on their ads efficiency.This helps them to analyze how many ads they posted and how many vies or responses they got. This is a very good feature of online ads as you can track your progress and if the ads are not paying off you can access and analyze what is wrong and correct. The records if positive will help to improve the advertiser’s moral.
The advertisers can narrow their search according to the user’s preference; it helps in making a list of people who will be interested in the product or service that the advertisers are campaigning for. Online advertising can reach every global market.
Once the ad is ready it can be deployed immediately, if there are any short comings the online ads can be edited or modified easily.

How Online Advertisement Helps in Your Business

The online market for products and services has been flourishing during the past few years. There are also some companies who are offering advertising programs for websites. This would give the needed attention and exposure for these blossoming companies. Advertising programs for websites does not usually come cheap; price range would only apply to those companies that are hitting the upper bracket in their profit trajectory. But there are also some advertising programs for websites that are made affordable for those businesses that are just starting to make a name for them.

There are a few online advertising agencies that are offering their services and can be contacted via the worldwide web. These online advertising agencies would give that much needed exposure for the business. This would certain give a boost in the profit column of a product or service. Since these online advertising agencies also have websites, business owners can contact their support groups in case they have any inquiries throughout the day. This is good since these businesses are located around the USA. Online advertising agencies would be the best for these businesses to ensure that their products are being exposed to the right market.

Advertising programs for websites are usually customized per the need of the business owner or the business itself. Advertising programs for websites should be unique per product per business as similarity might cause a bit of not that much positive reaction from consumers and would therefore affect the sales and profit for the product and might eventually be the cause of the dip in its demand on the market.

Some online advertising agencies have logs of what kind of designs and features the advertisement has gone through. This would make business owners to either make some changes or bring back a feature that its customers are looking for. Others might think that advertising programs for websites are complicated; this is only partly true as online advertising agencies are trying to make it easier for business owners. Online advertising agency USA is trying to save money, time and energy for the advertisers and business owners. This would ensure an efficient advertisement program for the product and a profit trajectory that would be beneficial for the business owners. This would mean that the program used by online advertising agencies have been effective and worthy of the time of online users which usually is very short due to the number of sites one can see at any given time.

Benefits, Concerns and Regulation of Online Advertising

Benefits of online Advertising

1.Cost
The low costs of electronic communication reduce the cost of displaying online advertisements compared to offline ads. Online advertising, and in particular social media, provides a low-cost means for advertisers to engage with large established communities. Advertising online offers better returns than in other media.

2.Measurability
Online advertisers can collect data on their ads’ effectiveness, such as the size of the potential audience or actual audience response, how a visitor reached their advertisement, whether the advertisement resulted in a sale, and whether an ad actually loaded within a visitor’s view. This helps online advertisers improve their ad campaigns over time.

3.Formatting
Advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey images, video, audio, and links. Unlike many offline ads, online ads also can be interactive. For example, some ads let users input queries or let users follow the advertiser on social media. Online ads can even incorporate games.

4.Targeting
Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising.Online advertising may use geo-targeting to display relevant advertisements to the user’s geography. Advertisers can customize each individual ad to a particular user based on the user’s previous preferences. Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures.

5.Coverage
Online advertising can reach nearly every global market, and online advertising influences offline sales.

6.Speed
Once ad design is complete, online ads can be deployed immediately. The delivery of online ads does not need to be linked to the publisher’s publication schedule. Furthermore, online advertisers can modify or replace ad copy more rapidly than their offline counterparts.

Concerns of Online Advertising

1.Banner blindness
Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain display ads (sometimes called “banner blindness”), and this problem is worse online than in offline media. On the other hand, studies suggest that even those ads “ignored” by the users may influence the user subconsciously.

2.Fraud on the Advertiser
There are numerous ways that advertisers can be overcharged for their advertising. For example, click fraud occurs when a publisher or third parties click (manually or through automated means) on a CPC ad with no legitimate buying intent. For example, click fraud can occur when a competitor clicks on ads to deplete its rival’s advertising budget, or when publishers attempt to manufacture revenue.Click fraud is especially associated with pornography sites. In 2011, certain fooling porn websites launched dozens of hidden pages on each visitor’s computer, forcing the visitor’s computer to click on hundreds of paid links without the visitor’s knowledge. As with offline publications, online impression fraud can occur when publishers overstate the number of ad impressions they have delivered to their advertisers. To combat impression fraud, several publishing and advertising industry associations are developing ways to count online impressions credibly.

2.Heterogeneous clients
Because users have different operating systems, web browsers and computer hardware (including mobile devices and different screen sizes), online ads may appear differently to users than the advertiser intended, or the ads may not display properly at all. A 2012 comScore study revealed that, on average, 31% of ads were not “in-view” when rendered, meaning they never had an opportunity to be seen.Rich media ads create even greater compatibility problems, as some developers may use competing (and exclusive) software to render the ads (see e.g. Comparison of HTML 5 and Flash).
Furthermore, advertisers may encounter legal problems if legally required information doesn’t actually display to users, even if that failure is due to technological heterogeneity.In the United States, the FTC has released a set of guidelines indicating that it’s the advertisers’ responsibility to ensure the ads display any required disclosures or disclaimers, irrespective of the users’ technology.

3.Ad-blocking
Ad-blocking, or ad filtering, means the ads do not appear to the user because the user uses technology to screen out ads. Many browsers block unsolicited pop-up ads by default.Other software programs or browser add-ons may also block the loading of ads, or block elements on a page with behaviors characteristic of ads (e.g. HTML autoplay of both audio and video). Approximately 9% of all online page views come from browsers with ad-blocking software installed, and some publishers have 40%+ of their visitors using ad-blockers.

4.Anti-targeting technologies
Some web browsers offer privacy modes where users can hide information about themselves from publishers and advertisers. Among other consequences, advertisers can’t use cookies to serve targeted ads to private browsers. Most major browsers have incorporated Do Not Track options into their browser headers, but the regulations currently are only enforced by the honor system.

5.Privacy Concerns
The collection of user information by publishers and advertisers has raised consumer concerns about their privacy. Sixty percent of Internet users would use Do Not Track technology to block all collection of information if given the opportunity.Over half of all Google and Facebook users are concerned about their privacy when using Google and Facebook, according to Gallup.Many consumers have reservations about by online behavioral targeting. By tracking users’ online activities, advertisers are able to understand consumers quite well. Advertisers often use technology, such as web bugs and respawning cookies, to maximizing their abilities to track consumers. According to a 2011 survey conducted by Harris Interactive, over half of Internet users had a negative impression of online behavioral advertising, and forty percent feared that their personally-identifiable information had been shared with advertisers without their consent.Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial or health status.

6.Trustworthiness of advertisers
People with bad intentions can take advantage of consumers’ difficulties verifying an online persona’s identity,leading to artifices like phishing (where some fake emails look identical to those from a well-known brand owner) and confidence schemes like the Nigerian “419” case.The Internet Crime Complaint Center received 289,874 complaints in 2012, totaling over half a billion dollars in losses, most of which originated with ads.Consumers also face malware risks when interacting with online advertising. Cisco’s 2013 Annual Security Report revealed that clicking on ads was 182 times more likely to install a virus on a user’s computer than surfing the Internet for porn. 7.Spam
The Internet’s low cost of disseminating advertising contributes to spam, especially by large-scale spammers. Numerous efforts have been undertaken to combat spam, ranging from blacklists to regulatorily-required labeling to content filters, but most of those efforts have adverse collateral effects, such as mistaken filtering.

Regulation of Online Advertising

1.Consumer protection laws
In general, consumer protection laws apply equally to online and offline activities.However, there are questions over which jurisdiction’s laws apply and which regulatory agencies have enforcement authority over transborder activity. As with offline advertising, industry participants have undertaken numerous efforts to self-regulate and develop industry standards or codes of conduct. Several United States advertising industry organizations jointly published Self-Regulatory Principles for Online Behavioral Advertising based on standards proposed by the FTC in 2009.European ad associations published a similar document in 2011. Primary tenets of both documents include consumer control of data transfer to third parties, data security, and consent for collection of certain health and financial data. Neither framework, however, penalizes violators of the codes of conduct.

2.Privacy and Data Collection
Privacy regulation can require users’ consent before an advertiser can track the user or communicate with the user. However, affirmative consent (“opt in”) can be difficult and expensive to obtain. Industry participants often prefer other regulatory schemes.
Different jurisdictions have taken different approaches to privacy issues with advertising. The United States has specific restrictions on online tracking of children in the Children’s Online Privacy Protection Act (COPPA) and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental consent before knowingly tracking kids. Otherwise, the U.S. Federal Trade Commission frequently supports industry self-regulation, although increasingly it has been undertaking enforcement actions related to online privacy and security. The FTC has also been pushing for industry consensus about possible Do Not Track legislation.In contrast, the European Union’s “Privacy and Electronic Communications Directive” restricts websites’ ability to use consumer data much more comprehensively. The EU limitations restrict targeting by online advertisers; researchers have estimated online advertising effectiveness decreases on average by around 65% in Europe relative to the rest of the world.Many laws specifically regulate the ways online ads are delivered. For example, online advertising delivered via email is more regulated than the same ad content delivered via banner ads. Among other restrictions, the U.S. CAN-SPAM Act of 2003 requires that any commercial email provide an opt-out mechanism. Similarly, mobile advertising is governed by the Telephone Consumer Protection Act of 1991 (TCPA), which (among other restrictions) requires user opt-in before sending advertising via text messaging.

5 Tips for Success With Online Advertisement

Here’s a trivia to get started: Did you know the clean, slick, and forever simple white background Google homepage is all of that for a reason? Apparently, the simplicity of its homepage design is attributed to the lack of HTML knowledge of Google’s co-founders Sergey Brin and Larry Page.

Since we are hovering on the topic of Google, have you ever wondered what an online advertisement on the Google homepage would be worth? A whopping $10 million! Yes, that’s the cost of one ad on home page of the world’s most visited website Google, as confirmed to Business Week in an interview given by Marissa Mayer, Google’s former Vice President, and currently President and CEO at Yahoo. Now to shell out that much money even for guaranteed success is definitely out of budget for many businesses. Instead, here are some quick and cost-effective online advertisement tips for success with online advertisement that modern enterprises operating in this digital age can benefit from:

Select your advertisement platforms – Being everywhere all the time is a flawed strategy most online advertisers adopt. Know where your target audience is by carefully selecting a portfolio of online platforms where you are most likely to benefit from online advertisement. Maximum impact with as little spend has to be the mantra for success in the online world.

Leverage the power of Google AdWords – There is no denying the fact that the route to online search is the first option most consumers of products and services exercise. And Google is the de-facto leader when it comes to search engines. Therefore, leveraging the power of online advertisement via Google AdWords is a definite way to grow your business and be easier to be found for your targeted audience.

Explore Social Media Ad Opportunities – Social Media platforms like Google+, Facebook, and Twitter are extremely popular mediums used by online advertisers for tailored ad campaigns. Use it if you can get the intended audiences for your business.

Anytime bankable PPC campaigns – There is no better way to drive traffic to your website featuring your products and services than by opting for a Pay per click or PPC campaign. As an advertiser using this medium all you have to do is propose a set of keywords that will be displayed in the form of advertisements whenever a search engine user queries the keyword matching any word on the list.

Measure the ROI of your online ad campaigns – Now that we have already outlined some important online advertisement platforms, measuring the effectiveness of these campaigns also holds the key. Google Analytics is arguably the best and free to use tool to measure web traffic impact once you have an advertisement campaign running. Use it to measure the Return on Investment (ROI) from your online ads.

A methodical approach to online advertisement can boost the fortunes of your business in real quick time. Keep these simple tips in mind to revisit your existing online ad strategy or create new winning online ad campaigns and make them a grand success.