ONLINE ADVERTISING

Ad Network



Online Advertising

Introduction

Online advertising corresponds to advertising done on the web or through emails. It consists of search engines and directories, banners, pop-up, emails, newsgroups, affiliate programmes, viral marketing and the content of the websites. Some of these elements exist with variations. For instance, banners can be static, animated or interactive; emails can be in the form of a text or a combination of text and animation. (Fernando, 2008)

An advertising network or ad network is a company that connects web sites that want to host advertisements with advertisers who want to run advertisements. Increasingly Ad networks are companies that pay software developers as well as web sites money for allowing their ads to be shown when people use their software or visit their sites.

The Internet is the name for a group of worldwide information resources. The increasing popularity of the Internet as a business tool can be attributed to current size and projected growth, as well as its attractive demographics. It is clear that the costs, strategies and effectiveness of Internet marketing differ greatly from conventional marketing.

The Internet eases communication, corporate logistical concerns, globalizes local businesses, helps to gain and maintain a competitive advantage, aids in cost containment, enhances and assists collaboration and development, promotes information availability, encourages marketing efforts, assists in the transmission of data, and establishes a corporate presence in the progressive interactive world. (Schultz, 2007)

Discussion

In traditional media, the firm provided a message to the medium, which disseminates it to a mass market of consumers. Paid advertising may make the Internet sustainable inexpensive, like television, newspapers, and other traditional media. Advertising on the Internet may also provide practical incentives for attracting the attention of Internet citizens to the information they need.

The ad business is still recovering from the severe recessions of the late eighties, and layoffs and cutbacks have left advertising agencies without the resources to invest in interactive technologies. A few of the bigger agencies are formally and actively looking into interactive media. But most efforts are small scale and highly theoretical. Interestingly enough, coming late into the information superhighway could be especially dangerous for advertising agencies, which have traditionally held strong stances among the media. (Peter, 2007)

Most American adults do not know what interactive media are or how they could improve their lifestyles. Regardless of the future research conducted, it is clear that the Internet will provide a viable and cost-effective method of conducting business.

Online advertising inventory comes in many different forms. This inventory can be found on websites, in RSS feeds, on blogs, in instant messaging applications, in adware, in e-mails, and on other sources. Some examples of advertising inventory include: banner ads, rich media, text links, and e-mails. (This is not an exhaustive list.)

An advertiser can buy a run of network package, or a run of category package within the network. The advertising network serves advertisements from its ad server, which responds to a site once a page is called. A snippet of code is called from the ad server, that represents the ...