The article shows an overview of online advertising.
Keywords: advertising, online advertising, promotion.
В статье представлен обзор интернет-рекламы.
Ключевые слова : реклама, интернет-реклама, продвижение.
Overview
Advertising is a form of communication that has become indispensable in today's business world. Advertising comes in many forms, among the most popular is online advertising. Online advertising has established itself in a short time. This article is about the definition of this concept.
Basic concepts
Online advertising includes all forms of advertising that are done through the internet, and distributed on both computers and smartphones. ” According to Smith and Chaffey [1], online advertising is “the use of a company web site in conjunction with online promotional techniques such as search engines, banner advertising, direct e-mail and links or services from other web sites to acquire new customers and provide services to existing customer.”
Online advertising owes its rapid development to the technological advancements of the internet that have shaped the business world and the way of doing promotion. Online advertising is now a significant business sector with an estimated global turnover of more than 200 billion dollars in 2017 [2].
Types of online advertisement
Online advertising has the advantage of being able to be used to precisely target the best possible audience in terms of responses or reactions. many tools allow ads to be personalized to make them as effective as possible.
Advertising formats change and are more and more original. All this reflects the competition that reigns in the world of internet advertising. However, there are still some formats used in common by all websites:
- Banner ad-first appeared in 1994 (Hot Wire sold first Banner on the company's own site [3]), it is the use of rectangular based graphic display placed on the top, bottom, or sides of a website…
- Interstitial ad- they are full-screen ads. They are designed to first appear when loading a webpage or between content, for example during natural app transitions.
- Floating ad- an ad which moves across the user's screen or floats above the content.
- Expanding ad-an ad which changes size and which may alter the contents of the webpage.
- Polite ad-a method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed.
- Wallpaper ad-an ad which changes the background of the page being viewed.
- Trick banner-a banner ad that looks like a dialogue box with buttons.
- Pop-up-a new window which opens in front of the current one, display an advertisement, or entire webpage.
- Pop-under-a window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
- Video ad-actual moving video clips are displayed.
- Video game ad-ads appearing in online games.
Online advertisements are discussed according to two essential criteria: display ads and rich ads.
Display ads: here, ads consist of attractive elements (images, texts, videos, GIFs...). They are most often used for brand awareness by advertisers.
Rich ads: these are interactive ads. They allow in most cases after a click by the user to perform a specific action (final purchase, redirection to a seller's page, sending a message, etc.)
Pros and Cons of online advertising
Pros
— Online advertising is cheaper than many others media (for example it is possible to promote a product on Facebook for only 1 dollar per day)
— Internet offers an interactive way for advertising, allowing to consumer to react
— It allows advertisers to match consumers interest and show them ads they are willing to see. In this case, advertising campaigns are more effective.
Cons
There are also some disadvantages of using online advertisement:
— More and more users nowadays are no more ready to see online advertisements and use means to block them or simply avoid them.
— Online advertisements are becoming annoying and intrusive, they disrupted users from what he or she has to do and force them to watch unwanted advertisements in some cases.
— There is also a big concern about user privacy [4].
Conclusion
Online advertising offers possibility to reach audience effectively. As internet is becoming the most important market, every company should master online advertising to survive.
References:
- Smith, P.R. and Chaffey, D. (2005) E-Marketing Excellence: At the Heart of E-Business. Butterworth Heinemann, Oxford, UK.
- https://www.wuv.de/medien/werbemarkt_2017_online_ueberholt_erstmals_tv
- https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising
- https://www.forbes.com/sites/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/?sh=20124fa5355e
