The Benefits of Web Advertising
Online advertising offers a unique combination of scalability,
cost-effectiveness, desirable demographics, highly targeted marketing, a rapidly
growing audience and unmatched tracking capabilities. Ad banners combine the
benefits of broadcast, print, and direct mail advertising, making them a great
tool both for branding and for driving transactions Here are more details about
these benefits and other things online advertising can offer:
•Scalability. Like television commercials, it doesn't cost very much to increase
the reach of an online ad campaign. There's no need to print additional copies
of a magazine or to create and send direct mail pieces. Expanding the size of
your ad campaign can be as easy as sending an email or clicking on a Web page.
•Hot demographics. The online community is more affluent, better educated,
younger and more willing to spend money than the population at large - even as
more and more people go online.
• Targeted messages. Unlike broadcast and print
media, the Internet allows advertisers to target exactly who will see their ads
and in what context. Web publications serve every conceivable audience, from the
mass market to obscure niche groups, making it easier for advertisers to find a
receptive market for their products and services.
• Broad and flexible reach.
While the Net can't yet match television's market penetration, the size of the
online audience is growing very quickly. More importantly, because you buy
online ads by the impression, you can buy as much or as little of that audience
as you desire.
• Deep content. Unlike commercials or print ads, a Web ad banner
is only the beginning of the process. While your banner might present only your
branding message, interested prospects can always click on it to go directly to
your Web site. Once there, they can access as much material about your company
and products as you care to present.
• Cost-effective. Partly because you pay
only for exactly what you're getting, online advertising can be extremely
competitive with other forms of advertising. If you buy 1,000 ad impressions,
for example, you know that exactly 1,000 people will see your ad. In addition,
changing economic conditions have forced many Web sites to reduce the cost of
online advertising, making it more affordable than ever.
• Detailed tracking and
measurement. Compared to online advertising, traditional media advertising is
like shooting in the dark. Many Web sites allow advertisers to gather detailed
information on who saw an ad, when, in what context, how many times and so on.
Better yet, you get this information instantly, allowing you to adjust your ad
campaign and make it even more effective.
• The ability to extend the
transaction. Traditionally, advertising was a one-way mechanism. Apart from
techniques like toll-free numbers pitched in infomercials and mail-in coupons
inserted into print publications, there was no way for customers to act on the
information in the ad. On the Web, though, interested customers can click, learn
more and actually buy on the spot. There's simply nothing more powerful.
online ad technologies. The old-fashioned, static banner ad is giving way to a
new generation of ads that use animation, video and even built-in e-commerce
capabilities.These ads can deliver more information to customers and make it
easier for them to learn about your company's products.