Mode Of Advertising

                                 

We can categorize the mode of advertising into two parts:

1.     Online Advertising or Digital Advertising.

2.     Offline Advertising

Online Advertising or Digital Advertising:

When we see an advertisement through internet (www) then we can call them as online advertising. This is a form of advertising which uses the Internet to deliver promotional marketing messages to consumers. It’s the fastest, easiest way to reach millions of potential customers.

This includes:

Ø Email Advertising

Ø Social Media Advertising

Ø Display Advertising

Ø Mobile Advertising

Ø Search Engine Advertising

Email Advertising:

It simply means that your printed adverts documents are mailed directly to the consumer. Companies usually collect a list of customer email addresses from service companies to send direct promotional messages or a special offer. A direct mail can be a fantastic way to engage the customer.

Social Media Advertising:

Social Media Advertising is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.

Facebook is one of the biggest players in digital advertising. In terms of ROI (Return on Investment), more than 95 percent of social media managers say Facebook offers the best return, followed by Twitter and Instagram.  One of the major benefits of this type of advertising is that advertisers can take advantage of the user’s demographic information and target their ads appropriately.

Display Advertising:

Display Advertising is a type of online advertising that includes banner ads, rich media and more. Display advertising is an online form of advertising that the company's promotional messages appear on third party sites or pages. The main purpose of display advertising is to support a brand awareness and it also helps to increase a purchase intention of consumers.

Banner:

Banner advertising is a rectangular graphic display that appears in the top or bottom of a website or down the right or left sidebar. Banner ads are image-based rather than text-based and are a popular form of website advertising. Standard sizes of a banner ad:

Rich Media:

Rich Media is a digital advertising term for an ad that includes advanced features like audio, video or other elements that encourage the viewers to interact and engage with the content.

Other Rich Media creatives types Interstitial:

Interstitial:

A creative that either floats on top of a page's content or appears as a full screen ad during natural transition points in mobile apps.

Push-Down:

An expanding creative that pushes down the content of a webpage when the creative expands, moving the webpage out of the way to display the ad.

         VPAID:

VPAID stands for Video Player-Ad Interface Definition. A VPAID creative is displayed in a publisher's in-stream video player (like the YouTube player), and typically includes video content. Studio supports VPAID linear creative, which appear before, between or after the publisher's video, and fill the entire video player.

Some Advantages of Rich Media ads:

1.     Higher interaction rate: Advertisers can more effectively capture the attention of customers by prompting them to interact with the online ad.

2.     Higher performance levels: Research has shown that click-through rates for Rich Media ads were approximately five times higher than Non-Rich Media ads.

3.     User experience: Rich Media ads do not force the user to leave the site, which means for site owners it keeps their site traffic around for a longer period of time.

Mobile Advertising:

Mobile Advertising is a method of advertising that appears on mobile devices such as smart phones, tablets or PDAs that have wireless connections.

The earlier mobile advertising took place via text messages, but has quickly changed to mobile web and in-app advertisements. Many apps offer a free version that can be downloaded at no cost, but they can earn a lot of money by advertising in those apps. Such advertisements can be removed by purchasing a full or premium version of the app. Mobile versions of websites also have advertisements in the video player or in web banners.

Search Engine Advertising is usually a part of a marketing or branding strategy. One of the primary objectives of SEA is to increase the click-through rate since the number of clicks on a website can quickly be increased through the posting of advertisement space.

Search advertising is sold and delivered on the basis of keywords. Consumers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant.