Advertising On The Internet

Copyright © Rahimah Sultan

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Since the advent of the Internet, advertising on the World Wide Web has been very popular. Many corporations, companies and businesses have taken advantage of this. You see ads on any web page you visit. Consumers can use any search engine and type a keyword relating to what they’re looking for, hit search and they’ll be provided with a huge list from which they can make a selection. This is a very cost effective and time saving method of advertising.

It’s become really easy for any business to have a personalized website by which they can advertise, directly interact with the customer and provide details about their products and services. Regular newsletters, offers and discounts can be placed on a site to increase visitor interest.

Internet advertising is classified into two categories, legal online advertising and illegal online advertising. Legal online advertising includes online advertising directories, search engine advertising, e-mail advertising and desktop advertising. Illegal advertising is more commonly known as spam. This is usually done by altering some system settings with the help of external applications after which pop-ups are sent to a particular network or computer. These applications are adware or spyware. Some are really harmful, the most notorious being Trojans, which are very hard to uninstall and remove from a system.

As technology improves, special effects such as vivid colors, multi-colors, various fonts and imaginative page layouts are used. Typically, Adobe Flash is used for ad designs.

The main types of advertising are banners and pop-up and pop-under ads. Banner ads are animations displayed on the website usually created in HTML or Eudora. There is a range of type and sizes of the ads. There are also trick banner ads that have an extra functionality of dialog boxes and buttons and are displayed as an alert or error message.

A pop-up is an advertisement displayed in a new window that covers up the active web page. A pop-under advertisement opens in another window that is under the active web page and can be seen after the present window is either closed or minimized.

Other types are:
Interstitial—displayed before directing you over to the desired page
Floating—floats across the page
Polite—downloads slowly without interrupting the normal functioning of the website
Expanding—enlarges and changes the contents of the page being displayed
Video—actual video on a site

There are a number of ways to pay for advertising. They include:

CPM (cost per mil)—advertiser pays for a particular number of people to whom the advertisement will be exposed
CPV (cost per visitor)—advertiser pays for the people to whom the advertisement was delivered
CPC (cost per click)—advertiser pays for the number of clicks made on the advertisement by the visitors
CPA (cost per action)—advertisement publisher bares all the charges of ad, but gets paid only if the visitor clicks on the advertisement and purchases a product or signs-up for a service
CPL (cost per lead)—similar to CPA, visitor doesn’t have to necessarily buy anything, but can simply apply to get regular newsletters and special offers
CPO (cost per order)—advertiser pays each time an order is placed

Online advertising is not only for products and services, but can also be used to promote charities and for education.

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