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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 Classified Advertising News
Village Voice Media GC Clashes with State AGs Over Prostitution Ads - Law.com
 Law.com | Village Voice Media GC Clashes with State AGs Over Prostitution Ads Law.com Her company publishes the online classified ad service, Backpage.com, which offers, among other things, ads for adult services (ie, prostitution). Various blogs in the past year have used the terms “corporate sellout,” “Village Voice pimp,” and “whore” ... McKenna: Backpage.com benefits child pimps |
India's Quikr $32M funding led by Warburg Pincus - MarketWatch
India's Quikr $32M funding led by Warburg Pincus MarketWatch By Khushita Vasant MUMBAI (MarketWatch) -- Indian internet and mobile classified advertising company Quikr Tuesday said its parent has raised $32 million by selling a stake to a clutch of investors led by private equity firm Warburg Pincus. |
Can a Value Investor Buy Facebook (FB)? - NASDAQ
Can a Value Investor Buy Facebook (FB)? NASDAQ I don't see any reason why advertising would be less effective in the future than it has been in the past. Or why it would be less effective online than offline. If you mean a certain kind of advertising - yes, a certain kind of advertising will be ... |
Adult services ads are targeted - Tucson Citizen
Adult services ads are targeted Tucson Citizen 19, 2012, under Arizona Republic News The online ads are short and simple, promoting girls like “Cinnamon” and her quest for a male companion. “French and black bored looking for fun plus seeking generous male I love,” read an ad posted Wednesday by ... |
Quick Response Codes made available for Classified Liners with AdPerfect ... - PR Web (press release)
Quick Response Codes made available for Classified Liners with AdPerfect ... PR Web (press release) This latest release of our Classified Advertising Solution builds on those principles, with specific focus on expanding our already impressive list of monetization opportunities for print and online classifieds,” announced Tim Fimmers, General Manager ... |