Chapter 13 – Online Advertising – Throwing a Banner into the Works

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As you may have gathered from the title, the focus of this chapter is largely on banner advertising but don’t for one minute believe that banners are the be all and end all of online advertising. “Banner advertising” is a bit of a misnomer – modern 먹튀폴리스 online creative advertising is about a lot more than just banners.

The Multi-Purpose Nature of Advertising

Advertising, whether online or offline, always has a number of objectives:

o Building brand awareness

o Creating consumer demand

o Informing consumers of your ability to satisfy that demand

But when you really think about it, they can be distilled into just one action: Increasing Sales!

Advertising is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need and then satisfy that need. Create the demand. Then satisfy the demand.

Building Brand Awareness

Making people aware of your brand or product is an important long-term goal. Once customers know about you, you’ve taken that first big step towards gaining their trust… and their patronage. It’s a simple fact that the best known brands do more business. And therein lies the rub.

The ultimate goal is to do more business and sell more.

Building brand awareness is perhaps the key strong point of online creative advertising. It’s largely visual, making it an ideal channel for promoting brand collateral.

Creating Consumer Demand

Brand and product awareness is also about creating demand. Advertising needs to convince consumers about what they should want and why they should want it. Modern online advertising can provide a great way to communicate the USP’s of your product, thereby helping stimulate demand.
Aspiration is a function of knowledge. You can’t want what you don’t know about.

Satisfy Consumer Demand

Once your consumer wants something, they need to know of your ability to satisfy that want. If your brand building has been effective, they know you exist. Now tell them how you can deliver what they need.

Driving Traffic and Sales

If your Online Advertising campaign doesn’t drive traffic, then there’s really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?

That’s where the immediacy of Online Advertising comes to the fore. Unlike traditional media advertising, Online Advertising can turn the potential customer into an actual customer right there and then. What’s more – you can track exactly how effectively your campaign does this.

Payment Models

Depending on the primary goal of the campaign, different payment models can be used:

CPM or CPI

Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually how a campaign would be priced when brand awareness is the primary goal. It’s also how most banner ads are priced in South Africa.

CPC

Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.

CPA

Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the risk. The advertiser only pays when an advert delivers an acquisition.

If you’re into buying banner advertising, this is the best way to pay – if you’re selling it, it’s the worst way to charge.
Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you’re publishing an affiliate banner.

Flat Rate

Sometimes, owners of lower-traffic sites choose to sell banner space at a flat rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.