When advertising becomes a weapon ...
“And all Israelites had to go to the Philistines to sharpen their own coulters, and their steps, and their axes, and their picks”
(First Samuel 13: 20)
(First Samuel 13: 20)
From the epigraph it is obvious that any business, whether it is plowing the land or cutting down trees, requires its own tools, and this has been the case for thousands of years. Only now, the crude and primitive tools of biblical times have been replaced by the elegant keyboards of computers and laptops. Accordingly, ancient swords ended up in museums, and modern swords took their place. drones and rockets. And today advertising is exactly the same weapons, which were once the wrenches and clubs in the hands of the robbers! Only those took away the estate by force, and modern advertising takes away ... in other ways. And of course, everyone today knows that there is advertising. But what it is, and not advertising in general, but the most powerful in the world - “advertising on the Internet”, few people know. And if so, then the readers of the VO need to tell about it. So, consider the main tools of online advertising that exist in Russia at the moment.
Yeah, everything on the Internet is not what it seems. You think that pretty girl corresponds with you, and this is ... another pervert maniac or vice versa. You are offered to buy drone at a discount, and they send ... a china goat. With a hint!
1. Contextual advertising - implies the placement of text and graphic advertising materials on the so-called contextual sites. In this case, the message can be either text or even an article containing a hyperlink, or an advertisement. The main feature of contextual advertising is the similarity in subject matter with the information on the Internet pages on which it is displayed. For example, if a site visitor reads an article about modern materials for interior decoration of a house or floor coverings, then the advertising of a self-leveling floor manufacturer will be more effective here than on pages with other topics.
Contextual advertising is divided into several types:
Banners and texts. For their placement, pages are selected that in the context plan coincide with the advertising message. Special attention is paid to this method, since it is he who is the least annoying to users, since they believe that it can bring them real benefits.
When placing a banner advertisement, a text or a graphic image, a standard size for the Internet which are 600h90 pix, pix 240h400, 728h90 pix, pix 468h60, 300h300 pix, 120h600 squeak 120h240 pix....... Undoubtedly, emphasizing your individuality and the desire to stand out, you can create banners of any size, but it is necessary to take into account the possibility of integrating it into the design of the site, chosen as an advertising platform.
Banner ads can be placed to the right, left of the main content of the page, at the top or bottom of the page, or in the text itself as an insert, but the latter option causes negative for most users.
Advertising in search engines. This type distinguishes the placement of text-graphic materials next to the results of the query, or on the websites of the partners of search engines. Today, the most popular platforms among advertisers to place such advertisements are Google AdWords and Yandex.Direct. The display of certain advertising messages will depend on the search query of the computer user. When a person inserts a word or expression into the search box and presses the corresponding button, the advertising module pops up, informing about services or products that are similar to the query entered by the user. These messages look like search results, only marked “advertising” and take up a few lines before the search results and a few at the bottom of the page. Until recently, contextual ads were also placed on the right side.
Geo-contextual advertising is another advertising option that has been popular lately. Under this type of advertising understand two types of advertising: first, advertising in mobile phones, taking into account the location of users; and secondly, advertising on special search engine services - web maps. In the latter case, the user sees advertising messages when viewing a part of the map, taking into account the context of the request. For example, you can ask about the location of all the shops or cafes in a certain area of your city.
Ah, who hasn't seen it today? This advertisement has become habitual, well, just very familiar. People often do not pay attention to it, however it is, and it costs money.
2. Display advertising is the placement of text, graphic, text-graphic or audio messages on sites that position themselves as an advertising platform. In many characteristic indicators, this type is similar to advertising in print media. The only difference is that the banner has a hyperlink that enables the transition to the advertiser's resource, the possibility of using animation, as well as the function of a call from the banner to the specified contact phone using WOW-call technology, to a large extent extend the effectiveness of such media advertising to the Internet audience. The objectives of advertising such a plan are to increase user interest in products when using various network communication tools. Display advertising is more focused on the visual perception of the message. As a rule, it has several types:
Streamers (top line) - ad units located at the top of the page above the site logo or above the main information. The name of the banners was given by analogy with advertising signs stretching across the streets.
Richmedia (Float, Reach-media) - flash banners with animation and sound. Ad units pop up on top of the viewed page of the site with the ability to close it by clicking on the corresponding icon - “cross”. Quite often advertisers, creating such banners, resort to tricks: they mask the closure icon or it appears after a few seconds, which increases the time it takes to view an ad unit.
Pop-under is an advertising module, by clicking on which, the user sees a page with an advertisement in a new browser window that does not overlap the main content of the page.
Pop-up (Pop-up) - similar to the previous type of banner, just overlapping the image of the site, opening in a separate browser window over the previous one.
When display advertising graphic images are placed on advertising sites.
Banners - "raskhlop" - is an advertising template, which is used when using two flash videos. At the same time, one template is applied to a banner of a standard size, and the second one is used to expand it to a one hundred percent window size (full screen), that is, a picture with an advertisement increases or “opens” when the mouse cursor is hovering over it.
Imitation banners are advertising messages that pop up below on the left or right side of the page, disguised as alerts from social networks or instant messengers.
Depending on the degree of their dynamism or the way they are implemented, banners can be divided into types:
Static banner - a graphic image with the extension JPG, PNG or GIF. The advantage of this type of banner is the “low weight”, that is, the small file size is almost not affecting the speed of loading the site.
Flash banner or animated GIF - an animated banner that has moving, alternating illustrations and text. Such an ad unit attracts more attention than just a static image and provides a higher level of response. At the same time, an animated gif-file has a larger size (depending on the number of frames) than a static one, and can therefore slow down the work of the site or browser. The disadvantage for the advertiser of this type of banners is the ability to disable flashing in the user's browser.
Richtext (Rich Text Format) - ad units containing text or text and graphics.
Flash or JS-animation - banners that have elements of interactive interaction with the Internet user, provide visitors with the opportunity to fill out questionnaires, order forms, answer research questions, play by “clicking” on a banner. Rarely enough, advertisers insist on introducing sound into a flash banner, as this causes a negative reaction from users, and they close the tab, but this use case is also possible.
When placing banner advertising there are two payment options:
- for the number of banner impressions, meaning the number of banner impressions to site visitors. As a rule, the indicator is measured in thousands or in millions of pieces;
- for the number of clicks on the banner, meaning the number of clicks on the banner by visitors.
The advertiser independently decides which option will be most beneficial. At the same time, the rating of placing banners on websites can be expressed using indicators such as the price of one thousand impressions; price for 1 click (transition); price per day; price for the application or order.
CTR (Click-through rate) - the indicator of the banner clickability, defined as the percentage of the number of clicks on one banner or advertisement to the number of impressions. CTR is determined by the formula:
CTR = (number of clicks / number of impressions) * 100%
It is believed that the higher the CTR, the more effective the banner advertising will be. The average CTR of the banners is in the 0,5% -4% range, depending on the type, location, and aggressiveness of the ad. For example, if from the 200 banner views of the 8 banner users became interested in them and clicked on it, then the CTR would be equal to 4%.
The main advantage of media advertising in the Internet space compared to traditional types is the greater clarity of its targeting, i.e. audience segmentation, and orientation to a certain circle of users (target audience). That is, roughly speaking, the more clicks there are, the higher the advertising appeal of the site! Well, a demonstration of content or banners with the necessary advertising can be selected based on the thematic direction of the information platform, the geography of site visitors, as well as other factors known to advertising specialists.
Banner advertising.
3. Video advertising. Online video, like classic video advertising, is used by advertisers both to create brand awareness or a positive image, as well as directly to promote products and services. The undoubted advantage is its cost compared with the airtime on television. Online video advertising is beneficial in that it gives advertisers a range of tools such as targeting and detailed statistics that allow an advertising campaign to be made truly effective. Now on the Internet there are several formats of promotional video, different from each other, as a place of placement, and the way of display:
Preroll rolls. Video ads of this format are shown before watching the main video. Such materials are highly effective, as it is difficult for the user not to notice it, and is forced to watch it if he wants to see the main video. At the same time, this type of advertising is quite intrusive and sometimes causes a negative audience, so many sites and video hosting limit the number of hits per IP per day. In addition, some sites, taking care of their own image and popularity, allow users to skip advertising before the main video.
Post-rolls (Post-roll) or mid-rolls. This view is similar to the previous one, however, the advertising video in this case is shown to the user in the middle or after watching the main video. When using post-rolls, the probability of viewing by the user is less, however such advertising causes less negative.
Pause-roll banner. Advertising displayed in the player at the moment when the user pauses the main video.
An overlay is a kind of video advertising, however, it stands out a bit against the rest, since it is presented as a graphic banner. At the same time, the overlay is also demonstrated while viewing the content and is displayed in the lower part of the video viewing window. The advantage of this format is that it does not obscure the main video material and does not interfere with its viewing, but is nevertheless noticeable to the user. Like any other banner, the overlay has the ability to display video ads or go to the advertiser's website when you click on it.
Video-in-banner - a banner in which video content is used instead of the usual static or animated picture.
Note that among the considered advertising formats, most advertisers prefer overlay and Pre-roll.
When creating video ads, you need to know that 10-15 seconds are considered the optimal duration of an advertising video on the Internet, but you should not forget that the viewer’s attention is lost after the seventh second, so the rule “the shorter the better” applies. As with any promotional offer, it should be clear to the audience and reflect the specific benefits of the product, with the main thesis being voiced in the first seconds of the video. And of course, like any visual content, video ads must be original and memorable.
Unfortunately, in addition to obvious advantages, video advertising has its drawbacks. First, a high “level of obsession” compared to, for example, the same contextual advertising. Secondly, the increased requirements for the user's Internet channel, that is, to view online video, you need fast access to the Internet. Thirdly, higher costs for the production of videos compared to, for example, banner advertising.
4. Teaser advertising is a marketing communication method built on the principle of pull advertising. This principle means that in order to attract the attention of the visitor, the so-called “plot” is used, that is, an intriguing phrase or picture that contains information about the product or service being promoted. The term "teaser advertising" is derived from the English word "tease" - lure, tease. The main task of the teaser advertising message is to draw the user's attention to itself, to wrap up his curiosity in favor of following the link. So, when creating a teaser advertising appeal, it is better to give preference to catchy, enticing headlines and bright images that stand out among the flow of information. This type of advertising is implemented through teaser networks (for example, WebsiteNet.Com, Direct / ADVERT, Mediatarget, RedClick.ru, etc.), which are partner sites and allow you to place ad units on your site. As a rule, teaser networks have an intuitively thought-out interface, flexible settings and allow you to select the necessary audience by subject or geographic coverage, to implement retargeting, geo-targeting, targeting by devices, telecom operators, etc.
Teaser ads are considered more effective than banner ads due to a large audience coverage at the lowest price per impression or transition. The best results can be achieved if such an advertisement is truly original and makes the users want to perform an action.
5. Advertising in thematic blogs and forums. A distinctive feature of this type of advertising on the Internet is its targeted nature, that is, advertisers appeal directly to users, which leads to a greater coverage of Central Asia and the effectiveness of circulation. In some cases, advertising on thematic blogs or on forums is “disguised”, that is, it does not look like a direct advertising appeal, most often it looks like a real user of a product. Everyone knows that consumers are more willing to buy goods "on recommendation", that is, those that are already used by people who are told in blogs or on thematic sites. Therefore, the advertising appeal is placed under the mask of "personal communications".
In general, advertising on a blog is divided into: banner and media. The main indicator here is high efficiency. Success depends on its originality - the more attractive and unusual the banner looks, the greater the chances of visiting the advertiser’s resource. At the same time, choosing this type of advertising, you should not forget about visualization - the user who has come to the site has the picture for a long time in memory, which, in turn, contributes to the formation of a favorable company image in his mind.
Contextual. This advertisement, as well as on other platforms, is shown depending on the interests of the audience. Contextual advertising on blogs or forums helps increase sales and is used along with banner advertising.
Textual. It is shown in the form of a text ad, which describes in detail the merits of a product or brand. In this case, the secret of success lies in the original memorable slogan. And do not forget about the dignity of the sites themselves for advertising - the advertiser's target audience is attracted to the portal, which is already a great advantage of blogs. On forums, text ads are placed either before or after the start of the discussion of a topic, or between user posts, which brings some effectiveness from the advertising appeal.
6. Advertising on thematic sites (bulletin boards, city and thematic portals). The undoubted advantage of thematic sites is a wide coverage of the audience. If a company operates in the B2C market, in one city or region, advertising on city portals provides an opportunity to increase both sales of goods or services and brand awareness. Thematic sites also provide an opportunity to work with the target audience, whose interests coincide. In both cases, animated and graphic banners are often used, as well as text ads that are close in content to the content of advertising sites. Here, various articles and reviews, as well as methods of guerrilla marketing, used in this case in the reviews and comments, are very effective.
Bulletin boards allow you to use both traditional advertising methods: animated and graphic banners, as well as the ads themselves. In the latter case, the user needs to create the appearance of appeal from a particular person, and not from an impersonal company, which will cause the greatest trust. Many users prefer to look for the necessary goods or services through bulletin boards, rather than through search engines, thereby protecting themselves from the flow of unnecessary information, including advertising. Therefore, if the product or service is simple enough to select and purchase, you must use this type of advertising. At the same time in the ad should emphasize the benefits of the goods and specify all contact details. Also, such sites allow for a certain fee to “keep” the ad in the upper terms of the search results and create VIP options. A big plus of popular bulletin boards (for example, Avito, “Yula”, “From hand to hand”, etc.) is also their position in issuing search engine results. Consequently, even if the user searches for a product through a search engine upon request, then the probability that he will find out about the company through an ad will be higher than through an un-advertised site.
To be continued ...
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