Advertising on the internet, or online advertising, involves display adverts that re-found on websites, search engine result pages, emails, social networks, and other ways in which advertisers make use of the internet. It should also be noted that online advertising is not just for computers, but also for mobile devices. 

Unlike other advertising platforms, online advertising enables the consumer to go from advert to merchant easily. They can do so with one click. These activities are highly trackable and measurable because of the connected nature of the internet. This also lets one target adverts, and track and gauge the efficacy of the campaign. 

What are the main objectives of online advertising? Generally, it aims to boost sales and improve awareness of the brand. It also helps in raising or sharing voice in the marketplace. Based on the theory of demand and supply, online advertising as the goal of stimulating a consumer’s need or demand and satisfying that need with the supply.

It also adheres to web user behavior. These advertisers strategize by placing their adverts where the potential customers will see them, as well as the content. Does it consist of several context? Such as images, texts, videos, interactive elements, and more?

We comprehensively discuss the objectives of online advertising.

Types of Display Adverts

Before talking about the goals of online advertising, what are the types of display adverts? The most common forms are listed below.

Pop-Ups and Pop-Unders

These types of adverts pop up or under the web page being viewed straight away. Then, it will lead them to a new window. These adverts were usually employed in the early days of online advertising, but audience annoyance became prominent, therefore giving rise to pop-up blockers.

Banner Adverts

Banner adverts are graphic images or animations on websites, usually in GIF or JPEG formats. They can also use rich media like Flash, JavaScript, HTML, and others. Banners can expand on mouse-over when clicked, so they are not always limited to the space they occupy.

Wallpaper Adverts

This type of advert, the wallpaper advert, changes the background of the web page being viewed and can be clicked on sometimes. However, the effect of this ad is a little bit tricky to measure. The reason behind this is there is no clickthrough. Also, its main purpose is branding.

Map Adverts

This is a type of online advertising that is on an online map, like Google Maps. These kinds of adverts are ideal for local businesses. Most of the time, these are based on keyword searches for the brand’s offering.

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Floating Adverts

This type of advert is shown in a layer above the content. However, it does not appear in a separate window. Users can decide if they want to close this advert or not. It’s actually recommended that a floating advert includes a close button. These types of adverts can be created in several ways. You can use DHTML or Flash to do this. These tools will help float in a layer above a website’s content. However, it only lasts for a few seconds. Then, the animation usually finishes with a banner advert on the page.

Objectives of Online Advertising

Here are the general objectives of online advertising:

Building Brand Awareness

Online advertising helps with making people aware of a brand or product, and that is an essential long-term goal for any marketer since customers will trust a brand that they already know about. If a brand is particularly well-known, it is bound to do more business. Their popularity enables them to accomplish their main goal. And the main goal is to sell more of what they are offering.

Usually, online advertising relies on visuals. It’s a great channel to promote brand imagery. This will help encourage people to get familiar with a brand’s colors, logos, and overall feel.

Creating Demand

When creating customer demand, three processes are taken into account. These are informing, persuading, and reminding. You inform them because they cant want what they do not know about. They need to be convinced on what they should want and why they should. 

Communicating the unique selling points (USPs) of a product is made easier with online advertising as it helps stimulate the demand and reminds customers about the product and why they want it.

Satisfying Demand

Now that a customer wants your product or service, the next step is for them to know how to satisfy that desire. Here, it is crucial that you show the customer how your brand or product will accommodate their demands.

To Drive Direct Response and Sales

The goal of digital marketing, or any form of marketing, is to drive traffic and generate more sales in the future. But it can also do this in short term or medium terms. Online advertising can turn a potential customer to an actual one at the exact moment, which traditional media advertising cannot do. It can also accurately calculate the effectiveness of the online advertising campaign.

Different Modes of Payment for Display Advertising

Now that you know the main goals of online advertising, we will discuss some of the different modes of payment for display advertising. We have listed them below.

Flat Rate or Sponsorships

Proprietors of websites with low traffic sometimes choose to sell banner spaces. They can sell this at a flat rate. But these can also be sold for a fixed cost per month. This is true no matter the amount of traffic or engagement. Most of the time, this is done if you are only interested in testing different niche markets or gathering data.

Cost Per Milestone

CPM stands for cost per milestone or thousand impressions. Here, the advertiser pays for every 1000 times the advert loads on the publisher’s web page. CPM rates for rich media adverts are higher than standard media adverts.

Cost Per Click

Now, let’s move on to CPC. It stands for cost per click. When the ads get clicks, this is the only time an advertiser will pay. This is regardless of how many times it has been viewed. This is normally associated with search advertising and display advertising.

Cost Per Action or Acquisition

CPA refers to the cost per acquisition. This means that the advertiser only pays when an advert gets some action after the user or potential customer clicks on it.

This is usually the ideal option for advertisers since they pay only when the desired objectives, which are mentioned above, are met. But it may be the worst type for the publisher because they are rewarded only when the advertising is successful.

© Image credits to Nick Collins

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