Online advertising is a rapidly growing segment of advertising spend, with the potential to shift how all advertising is spent. It is becoming a serious force in dealing with other types of advertising media, and its possibilities are limitless. It is also attractive to advertisers because of its cost-effectiveness.
Online advertising is simply Internet advertising. For those interested in such a strategy, there are several options and some have found a way to advertise online through things that don’t seem like traditional advertising mediums. While the effects of online marketing are still being studied, it is a rapidly growing segment of the advertising dollar.
As more people turn to the Internet as a source for daily news, socializing and communication, more advertising spend is likely to be spent. In fact, over a five-year period from 2006 to 2010, online advertising is expected to increase from 6% of all advertising dollars to 12% or more. This could mean the start of a fundamental shift in how all advertising spend is spent.
Online advertising is also quickly becoming a serious force in dealing with other types of advertising media. Newspapers and magazines around the world are facing a number of different challenges, including lost ad revenue. Many attribute some of these struggles to online marketing, which not only plays into the publicity, but the audience as well. This is especially true of the young adult male audience, which is a target audience for many advertisers.
However, newspapers and magazines are not the only media outlets that handle smaller revenues. What’s remarkable about online advertising is its ability to cross the spectrum. For example, online ads can look like television commercials or print ads. The possibilities are limitless. Furthermore, because of hypertext linking, advertisers have the power to transport potential buyers directly to their website or to a website that sells their wares.
In some cases, online advertising may not look like advertising. There was a case where a video was posted on an online video-sharing site purportedly showing popcorn being popped by radiation emitted by cell phones. Although this was later revealed to be a hoax, the company that put the video online received a substantial amount of free or near-free publicity. The company sold headset devices to help limit an individual’s exposure to radiation.
Online advertising is also attractive to some advertisers because, with some types of advertising, there is no payment unless there are results. With click-through advertising, the advertiser only pays if a user clicks on the ad. This type of strategy can make advertising very cost-effective, particularly for those who don’t have large advertising budgets.
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