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Internet Advertising

The Internet began in the 1960s as a means for researchers and the military to communicate via supercomputers. It grew commercial in the 1990s and is now the fastest growing medium, offering opportunities for advertisers. There are many forms of Internet advertising including websites, banners, buttons, sponsorships, interstitials, meta ads, classified ads, and email ads. Internet advertising allows for interaction, a huge audience, immediate response, targeted audiences, and proximity to purchase. However, it also lacks the efficiency of mass media, can be slow, has problems with spam email, and online purchases are untested in many markets.

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100 views

Internet Advertising

The Internet began in the 1960s as a means for researchers and the military to communicate via supercomputers. It grew commercial in the 1990s and is now the fastest growing medium, offering opportunities for advertisers. There are many forms of Internet advertising including websites, banners, buttons, sponsorships, interstitials, meta ads, classified ads, and email ads. Internet advertising allows for interaction, a huge audience, immediate response, targeted audiences, and proximity to purchase. However, it also lacks the efficiency of mass media, can be slow, has problems with spam email, and online purchases are untested in many markets.

Uploaded by

Kez Max
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INTERNET ADVERTISING

 The Internet facility has developed around for some 30 years. It actually
began in the early 1960 in USA, where the US Department of Defense
saw it as a means of supercomputer communication for researchers and
military facilities across the country.

 Until it commercial Ad in 1990s, the Internet remained as  linked


computers  mostly by academics, military researchers, and scientists
around the world to send and receive electronic mail, transfer files.

At present, Internet the fastest growing medium in history, offers


incredible opportunities for a wide range of people in both business and
advertising. For advertisers, there is a whole new world of potential
customers.

Type of Internet Advertising :

Ads on the Internet can take a variety by forms.

Most advertising on Internet can be classified as websites, banners,


buttons, sponsorships, interstitials, Meta ads, classified ads, and e-mail
ads.

 
Websites: Some companies consider their whole website as an ad.

Some companies use their website like an extended brochure to promote


their goods and services.

Website typically consist of a home page and an indefinite number of


subsequent pages that users can visit for further information. A web
page refers to a single HTML (hypertext markup language) file, which,
when viewed with a browser, may actually be several screens long.

 Banners : The ad banner is the basic form of web advertising. A


banner is a little billboard that spreads across the top or bottom of the
Web page. At present one comes across larger banner ads that can
dominate the screen or even provide television commercials. When users
click their mouse pointer on the banner, it sends them to the advertiser‟s
site or a buffer page.

Buttons: These are similar to banners. They are small version of the
banner those often look like an icon usually provides a link to an
advertiser‟s home page. Since they take less space than banner, they are
less expensive.

Sponsorships : A form of advertising on the Internet that is getting


popular is the sponsorship of Web pages. Corporations sponsor entire
sections of a publisher‟s Web page or sponsor single events for a limited
period of time, 

usually calculated in months. In exchange for sponsorship support,


companies are given extensive recognition on the site. 

Interstitials : This is a dynamic form of Net advertising. It is a catch


all term for a variety of animated ads that pop up on the screen while the
computer downloads a website that the user has clicked on. 

There are now many types of interstitials including pop-up windows,


splash screens, superstitials, etc. Meta

Ads : Used in search engines (such as Yahoo, Google, etc.), a met ad is


an advertisement displayed on the results page of a search, specific to
the searched item. Meta ads are also referred to as keyword advertising.
This method enables an advertiser to target a specific audience. 

For example, if a user searched for the term “handicrafts and


handlooms”, the Meta ads displayed might be for handicrafts and
handlooms items.

Classified Ads : Another growing area for Internet advertisers in the


classified ad websites. Some of these websites offer free classified
advertising opportunities because ad banners of other advertisers support
them. 

They are similar to newspaper classified ads. You can search for homes,
cars, jobs, toys, shoes etc. 

E-Mail Advertising : Advertisers can send e-mail advertising to


customers who have asked for it. It is similar to direct mail advertising,
and therefore, it is the most effective form of internet advertising.
However, there is too much of span via the e-mail. 

Span refers to unsolicited, mass e-mail advertising for product or service that is
sent by an unknown entity to e-mail addresses.

Advantage of Internet Advertising:

1. Interactive Medium : It allows consumers to directly interact with an


advertiser, thereby establishing future relationships.

2. Enormous Audience : With an audience of about 500 million people


world wide (some estimates put the figure at 1 billion people), the
internet is the only true global medium, providing information and
commercial opportunities that are immediately accessible around the
world. 
3. Immediate Response : Products and information are available on
demand made by the consumer, thereby, providing instant feed back for
the advertiser.

4. Selective Targeting : Advertisers can reach the right target audience,


especially through the Meta ads.

5. Proximity to Purchase : It may be the greatest advantage of Internet


advertising. Purchasers can be targeted right wither they are, right at the
moment when they are considering of making a purchase.

6. Affluent Market- Internet medium enables to reach the affluent


market of the society.

7. Provides In-depth Information : I. Commercial websites provide


detailed information about products or services to the Internet users
seeking information.

8. Reaches Business-to-Business Users : The Internet medium can reach


to B2B users when they are still at work, not only business related
information, but also consumer products advertising while they are
working.

 Disadvantages of Internet Advertising:


1. Lack Mass-Media Efficiency : Internet is not a mass medium as the
case of radio and television. Therefore, it may never offer mass media
efficiency. 

 2. Slow Downloads : The downloading of websites is very slow in


many parts of the world, including India. The ads that pop up in between
only irritate the Internet users.

3. Problem of Span : There is too much of Spam via the e-mail.


Therefore, e-mail users do not consider going through even the
responsible ads.

 4. Problem of Online Purchases : In India, most consumers would like


to physically inspect the goods before purchases. That is not possible in
online advertising.

5. Untested Medium : There is hardly any research to test the


effectiveness of Internet advertising. Therefore, a good number of
markets in India do not give much importance to Internet advertising

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