Online Advertising

Online advertising opens up new avenues for the entrepreneurs for communicating and corresponding with the target markets with specific interests by harnessing the potential of World Wide Web. By positioning an advertisement on a website it provides the flexibility of customizing the message, information access, sales potential, creativity, exposure, speed, and reach to a global audience. Its extensive exposure is what tempts the webmasters to market his/her products online. Marketers who are versatile and flexible to experiment traditional marketing strategies with electronic environments stand the chances of creating a mutually advantageous conjunction of distinct business participants. And it’s often seen that traditional marketers are categorizing their markets based on conventional targeting method where geographic, demographic, psychographic elements are decided in accordance to when, where, and how to reach their target market. This individualization according to the consumer’s need gives him an access to extensive information and products in the matter of a simple click.

Internet has the best dynamic and multimedia tools for presenting interactive information with pictures, animation, sound and text. It becomes apparent when we come across numerous web tools such as banners, rich media, and interactive broadband commercials attracting surplus consumers’ attention, and at the same time enhancing their brand or sales online. Precisely the interactive potential of ‘cyberads’ has the main advantage for vendors to establish personalized dialogues with customers.

The consumers’ attention in this virtual world of perpetual information and opportunities is particularly highlighted and enhanced by the visual mainstream, because here they have a choice in what and where to by, and as the possibility to compare prices and products and take factors such as service and support into consideration. Moreover, the consumer has become independent and with his own discernment can choose from a whole host of suppliers without any social or regional restriction. With the increase in B-2-C communication, even the advertisers are motivated to take a hold of new strategies to reach the consumer.

Where ever an entrepreneur is positioned, his/her marketing effort has to face a challenge and compete with opposing advertisements. Here the thumbnail rule of being successful is the more straightforward and to the point approach is, the more chance there is for the advertisement to stand out amongst the clutter. The sole aim of an advertisement is to generate sales by generating traffic regardless of what the product or service is, who's offering it, selling a benefit, and suggesting a course of action for the viewer.

Tip:-
(1) Bright colors attract the interest of viewers, while subtler, amalgamated tones lend category and limit to the design. It is important that the colors chosen for an online advertisement should blend with the image of the company.
(2) Pictures grab viewers’ attention. The power of images is that people don't read pictures. They simply view and absorb the advertising message by taking a quick look at it. One good picture is equivalent to thousand words. Moreover, incorporating text into online advertisements consumes a lot of kilobytes.
(3) Banner advertisements:- Measured at 468x60 pixels or 120x600 pixels, the banner ads in its two-third of domain contains a picture and the main advertising points; and the remaining third is committed to minimal copy and call for action clickable buttons. Other layouts include square advertisements, pop-ups, pop-unders, interstitials, and overlay ads.

Every good package is not always a bundle of surprises. Same is the case with online advertising. It has measurement problems, audience characteristics, websnarl, clutter, potential for deception, costs, limited production quality, poor reach and lack of Intrusiveness; kind of disadvantages attached to it.

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