Online advertising is becoming a crucial part of the marketing mix.The rapid growth of broadband penetration has led a corresponding growth in consumer spending online and a shift in media consumption habits. Consumers are spending more time online, and are increasingly selective about the media they consume and the brand messages they respond to. Technological innovation has enabled online, more so than any other medium, to target highly relevant audiences and fully measure campaign effectiveness. For these reasons, online advertising is increasingly being recognised as an essential part of the marketing mix, for both brand building and customer acquisition purposes.
The pricing model
Advertising space is generally sold on two pricing models:
- CPM - Cost Per Thousand Impressions…an impression is a single view of a page in your site
- Tenancy - fixed fee for specified period of time
Why carry out online advertising via a network?
A network-based solution provides a number of significant advantages for both advertiser and publisher, including:
- Access for each to the other: networks provide the infrastructure, expertise, and business development resource to bring together advertisers and publishers to the benefit of both. Networks will match advertiser opportunities to relevant publishers based on audience-fit and brand conformity.
- Technological platform for ad serving, tracking and reporting
- Single point of contact for campaign management and transaction processing
- Significantly reduced administrative requirement
- Expertise and experience
The aims and benefits of online advertising to the ADVERTISER
- Engage with highly relevant target audiences in the online market
- Drive direct response (i.e. sales)
- Grow / reinforce awareness of their brand online
- Integrate with offline
- Tactical campaigning vs. ongoing
- Return on investment
