Online advertising is a form of advertising that uses the internet to convey messages intended for product promotion to potential consumers. The most common methods used for this kind of advertising are through email, mobile advertising, display advertising and the famous social media. Online advertising involves the input of several stakeholders including but not limited to the publisher and the advertiser, the former’s main work being incorporating the advertisement to an online content and the latter’s job being providing the actual advertisement. This form of advertising has been growing significantly in the recent years surpassing the conventional cable and broadcast advertising. It has grown so much as to attract the attention of regulators due to increasing controversies that usually surround it. Advertising revenues have been declining as a result of these regulations prompting other advertisers to introduce pay walls.
The following are some of the online advertising delivery methods.
1) Display advertising
This method usually delivers its messages to consumer by use of texts, logos, photographs and so on. The advertisers usually target a particular niche of consumers with given characteristics. This is made possible by tracking the cookies associated with certain consumer’s devices to identify what actually suits them. As they collect data from several sites across the Internet about the activity of a given user, they are able to effectively capture the interests of that user and determine what would suit him or her, a method referred to as behavioral targeting. This allows them to give precise information to that particular user and raises the chances of closing the deal with the user. It is also possible for advertisers to target consumers who reside in a given locality through a feature known as geotargeting. This is made possible by use of IP addresses of the individual’s computer or even mobile phones.
2) Web banner advertising
This type of online advertising is where graphical adverts are made to appear within a webpage when someone is using the internet. It usually captures the attention of the website user and hence delivers the message to its intended target.
3) Text advertising
This is a method of advertising where texts are displayed on an advertising web page as hyperlinks. They usually deliver faster than most of the graphical adverts and prove much harder to block using advertisement blocking software.
4) Interstitial advertising
These adverts appear on the screen before the website user can get to read the contents that have been requested. They are usually interruptive and capture the user’s attention before he can access the actual intended content.
5) Floating advertisements
These appear on the requested web page and slowly fade away as the user accesses the requested web page.
A pop up ad usually pops up in a new window as the user is accessing the contents of the requested web page and may prompt a user to close the window after reading the information presented.
7) Expanding advertisement
This is a form of online advert that adjusts its dimensions based on given conditions and actions performed by a web page user. It could increase in size if the user moves the mouse or if the user spends a lot of time on a particular web page.
The above methods of delivery for online advertising are just a few examples that one can use to achieve profitable online advertising.