Online advertising – definition and meaning
Online advertising refers to using websites and other online venues as an advertising medium. In other words, adverts on the Internet. In online advertising, promotional messages appear on the screens of online laptops, desktops, tablets, smart TVs, and smartphones. This type of advertising has existed for about twenty-five years, i.e., ever since the Internet started becoming popular.
We also use the terms Internet advertising, web advertising, digital advertising, and online marketing with the same meaning as online advertising.
Online advertising – explosive growth
Since the early 1990s, the size of the global online advertising market has grown exponentially. In fact, today it is a standard for multinational corporations, SMEs, and individual people. ‘SMEs’ stands for Small and Medium-Sized Enterprises.
Regarding online marketing, Techopedia.com makes the following comment:
“A major advantage of online advertising is the quick promotion of product information without geographical boundary limits.”
”A major challenge is the evolving field of interactive advertising, which poses new challenges for online advertisers.”
Online advertising – channels
Marketing and advertising experts say that online advertising is the same thing as traditional advertising, except that it is considerably more complicated. It is complicated because of the technology.
With online marketing, advertisers can display their promotional material in software, websites, and videos. The adverts may also appear in mobile apps. In fact, there are countless types of online ads and channels.
When we talk about advertising channels, we are referring to venues where adverts can appear. Here are a few of them:
A text ad is som text with a hyperlink. If you click on the hyperlink, it takes you to a website or an advertiser’s landing page. Text ads commonly appear inside the text of blog posts.
However, they may also appear on their own, i.e., as a separate piece of text from the post.
Display ads appear alongside the content. In most cases, they contain promotional material relevant to the theme of the webpage or article.
For example, display ads promoting lawn mowers are more likely to appear on webpages with a gardening theme.
Display ads usually appear in emails, webpages, and apps.
Advertisers display banner ads prominently on a webpage. They were once extremely popular. We can still see them on webpages and apps. However, they are less common than they were.
Online advertisers overused banner adds. In fact, they used them so much that they created ‘banner blindness.’
Banner blindness occurs when viewers become immune to banners. In other words, when viewers mentally block out the banners.
A native ad is a piece of writing that appears in an online publication – it looks just like part of an article. However, it is not. It is a paid ad that the advertiser has placed.
The aim of a native ad, just like any other advert, is to promote a service or product.
Some advertisers place their native ads too discreetly. In other words, you cannot tell whether they are part of the text or an advertisement. You cannot tell until you click on them.
In fact, many readers today complain that some text ads appear like part of the blog. This is sneaky, they say.
On most blogs, however, the native ad will an indication that it is promotional material. For example, you may see the phrase ‘Sponsor’s Message’ before the ad.
An affiliate link is a specific URL that has the affiliate’s username or ID. Advertisers use affiliate links to record traffic that a promotional campaign sends to the advertiser’s website. This is all part of an ‘affiliate program.’
In affiliate marketing, the advertiser recruits affiliates to sell its goods or services online.
If you sign up to a provider’s website, they send you a specific link to their site. You then place this link on your website. When visitors to your site click on the ad, they go to the advertiser’s site.
As an affiliate, you receive a commission. Your commission may be according to the number of referrals or sales. In other words, how many people you send or how many orders the advertiser achieves from your referrals.
Social Media Ads
Social media ads appear on websites like Facebook, i.e., online social media networks. Most of them look like regular social media posts or ‘tweets.’
Most social media ads are relevant to the user’s interests.
In-app advertising refers to ads that appear in a software app. They may be native ads, text ads, display ads, or a combination.
This type of advertising has become increasingly more popular over the past five years. In other words, since the upswing in mobile sage, marketers have taken advantage of in-app advertising.
Video ads appear before you watch a video footage online. In websites like YouTube and Vimeo, such ads are becoming more common.
In fact, video ads are just like traditional TV ads. However, the advertiser can monitor the effectiveness of a video ad better than a TV ad.
For example, with a TV ad, I do not know what the viewer does after seeing the advertisement. With an online video ad, if the viewer clicks on the advert, I know about it. I also know where the viewer goes, i.e., which web pages they visit.
Email ads appear as either texts, display ads, or native ads on emails.
For the advertiser, having a direct line of communication with individuals is great. Thus, email advertising is one of the most effective advertising methods there are.
“Online advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.”
“It includes email marketing, search engine marketing, social media marketing, many types of display advertising, and mobile advertising.”
Video – is online advertising creepy?
In this TEDx Talks video, Dr. David Stillwell, from the Psychometrics Centre in Cambridge University, talks about online advertising. Is it creepy? He says it doesn’t have to be.