Welcome to Online Advertising Guide
Online Advertising Revenue 2008 Article
. For a permanent link to this article, or to bookmark it for further reading, click here.
Online Advertising – Similarities with Print Ads
from:Sometimes it's easier to understand the new by comparing it with the old. That's easy to do with online advertising. As much as we all like to tout the net as a new media with new rules, many of the principles that have long governed print advertising are still in play online today.
Traffic. The goal of advertising, generally, is to be seen. Thus, well-trafficked locations are far more desirable than those who only get a smattering of visitors. In the era of newspapers, we spoke in terms of readership numbers. Today, it's traffic. It's the same idea.
Page Rank. Internet advertising is interesting because it occurs on two different levels. On one hand, it's a matter of being seen. That's when traffic matters most. At the same time, however, online ads feature links to the advertiser's site. The search engines utilize those links to determine a site's authority and presence within search results. Thus, there's search engine optimization value in advertising on sites the search engines consider authoritative, regardless of actual traffic levels. In print circles, prestigious publications that are read by decision-makers and industry leaders can charge more even when they have a smaller circulation. The same concept is at play online.
Ad Size. The Internet may be a new media for publishing, but the old rules still apply in some senses. Today we measure ads in pixels instead of column inches, but the age old reality that big ads cost more money is still true.
Site Demographics. If you're selling boats, you want to advertise on a website focused on boats. If you're selling a high-end product, you'd like to advertise on a site that caters to a wealthier demographic. Selling video games? You're probably trying to find a way to reach the younger set. It's been that way in print forever. People try to match their ad messages with publications whose reader demographics are a good match. Once again, there's “nothing new under the sun”.
There are many differences between old-school print advertising and online ads. The Internet's use of a pay-per-click model, for instance, represents a very interesting departure. So does the use of contextual advertising based on on-site and logged reader information.
Despite the differences, however, there is a great deal of common ground. The rules of advertising may be changing, but many of them remain intact online today.
Online Advertising Revenue 2008 News
List Monetization Plays Key Role in 21st Century Publishing Industry
SEATTLE, WA-- - Falling ad revenue has certainly thrown the publishing industry a curveball. The Newspaper Association of America recently reported that advertising revenue fell from $60 billion in the ...
Read more...Yahoo under Levinsohn seen shifting to content, advertising
SAN FRANCISCO (Reuters) - With two of its most distracting conflicts resolved in the past week and a half, Yahoo Inc hopes its new interim chief executive can focus on the biggest challenge of all: turning the company into an entertainment and information destination that wins back the advertising dollars flowing elsewhere. While ousted predecessors Scott Thompson and Carol Bartz were seen as ...
Read more...Acxiom Board of Directors Selects Advertising and Technology Innovators
Acxiom® Corporation today announced that Tim Cadogan, CEO of OpenX Technologies, has been named to the Acxiom Board of Directors, filling a vacancy on the Board. In
Read more...Diller Beats Google With Top Web Stock: Riskless Return
Billionaire Barry Diller'sIAC/InterActiveCorp (IACI), the owner of dating website Match.com andsearch tool Ask.com, delivered the best returns of any Internetmedia company worldwide, trumping Google Inc. ...
Read more...Google completes Motorola deal, heralding new era
Google has completed its $12.5 billion purchase of device maker Motorola Mobility in a deal that poses new challenges for the Internet's most powerful company as it tries to shape the future of mobile computing.
Read more...