by Online
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons.
When software is used to do the purchasing, it is known as programmatic advertising.
Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.
In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television. In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016. And research estimates from 2019’s online advertising spend puts it at $125.2 billion in the United States, some $54.8 billion higher than the spend on television ($70.4 billion).
Many common online advertising practices are controversial and, as a result, have been increasingly subject to regulation. Online ad revenues also may not adequately replace other publishers’ revenue streams. Declining ad revenue has led some publishers to place their content behind paywalls.
Mobile Advertising
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site.
It is estimated that U.S. mobile app-installed ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6bn in 2016, and over $6.8bn by the end of 2019. Other ways mobile advertising can be purchased include working with a Mobile Demand Side Platform, in which ad impressions are bought in real-time on an Ad exchange. Another report has indicated that worldwide mobile digital advertising spend would reach $184.91 bn in 2018, $217.42 bn in 2019 and $247.36 bn in 2020 and $500 bn in 2025.
Types of mobile ads
- Click-to-download ads: The user will be directed to the Appstore or Google Play
- Click-to-call ads: The user will call to a phone number after clicking the button.
- Click-to-message ads: The user will be directed to an SMS application to message the advertiser.
- Image text and banner ads: A click opens your browser and re-directs you to a page
- Push notification
- Pin pull ads: Mostly common in Playrix ads
Gaming Advertising
Advertising in video games is the integration of advertising into video games to promote products, organizations, or viewpoints.
There are two major categories of advertising in video games: in-game advertising and advergames. In-game advertising shows the player advertisements while playing the game, whereas advergames are a type of game created to serve as an advertisement for a brand or product.
Other methods of advertising in video games include in-game product placement and sponsorship of commercial games or other game-related content.
In-game advertising is similar to product placement in films and television, where the advertising content exists within the universe of the characters. These forms of product placement are common, which led to the advertisement technique being applied to video games to match evolving media consumption habits. According to the Entertainment Software Association in 2010, 42% of gamers said they play online games one or more hours per week. Game playing is considered active media consumption, which provides a unique opportunity for advertisers. The principal advantages of product placement in gaming are visibility and notoriety. A single in-game advertisement may be encountered by the player multiple times, and advertisers have an opportunity to ally a brand’s image with that of a well-received game.
In flight Advertising
In-flight advertising is advertising that targets potential consumers aboard an airline. It includes commercials during in-flight entertainment programming, advertisements in in-flight magazines or on Boarding Passes, ads on seatback tray tables and overhead storage bins, and sales pitches by flight attendants. Ads can be tailored to the traveler’s destination, or several of the airlines destinations, promoting local restaurants, hotels, businesses and shopping.
Boarding passes advertising
Boarding pass advertising relies on the use of targeted advertising technologies. When the passenger checks on-line he has the possibility to click on the various ads and suggestions suggested on the boarding pass. When travelers print their boarding passes, the ads will automatically be printed, too. Fliers can, however, click a box to prevent the ads from being printed if the company is so compassionate as to allow it.
The ads are used by airlines to increase revenue and for advertisers to target travelers down to their departure city and destination. Sojern was one of the first companies to partner with such airlines as Delta Air Lines to offer boarding pass advertising technology.
Evolution
Inflight advertising began in onboard magazines as a way to increase ancillary revenue for airlines and pay for inflight content. Today, inflight advertising is set to increase as airlines are investing heavily in content and connectivity and utilizing media sales to offset costs.
In Store Advertising
In-store adverting is the act of marketing to customers while they are inside of a brick-and-mortar business or commercial property. It actively promotes products and services at the point-of-purchase when customers are highly interested and engaged.
Usually, when retailers plan their marketing, they focus on how they can use outside messaging to bring customers into a store. But in-store advertising is a strategy that focuses on using on-property messaging to engage customers that are already in the store.
Brands can create custom animations, videos, and interactive in-store advertising content and display it on:
- Digital wait-boards
- Digital menu boards
- Video walls
- Interactive kiosks
- Wayfinding screens
- Personal devices (through the use of WiFi marketing)
In-store advertising effectively:
- Encourages impulse buys by highlighting cross-sells, up-sells, and related products.
- Introduces new products and effectively explains their features and benefits to customers.
- Promotes sales by making it easy for customers to notice current promotions.
- Supports cross-promotions by showcasing similar or related products and services.
- Informs customers by helping them find information they need to guide their purchasing decisions.
- Reminds customers about information and promotions they saw on your digital platforms before they arrived to your store.
- Captures customer contact information by encouraging shoppers to enter their email address or phone number.
Interactive Media
Interactive media normally refers to products and services on digital computer-based systems which respond to the user’s actions by presenting content such as text, moving image, animation, video and audio.
Development
The analogue videodisc developed by NV Philips was the pioneering technology for interactive media. Additionally, there are several elements that encouraged the development of interactive media including the following:
- The laser disc technology was first invented in 1958. It enabled the user to access high-quality analogue images on the computer screen. This increased the ability of interactive video systems.
- The concept of the graphical user interface (GUI), which was developed in the 1970s, popularized by Apple Computer, Inc. was essentially about visual metaphors, intuitive feel and sharing information on the virtual desktop. Additional power was the only thing needed to move into multimedia.
- The sharp fall in hardware costs and the unprecedented rise in the computer speed and memory transformed the personal computer into an affordable machine capable of combining audio and color video in advanced ways.
- Another element is the release of Windows 3.0 in 1990 by Microsoft into the mainstream IBM clone world. It accelerated the acceptance of GUI as the standard mechanism for communicating with small computer systems.
- The development by NV Philips of optical digital technologies built around the compact disk (CD) in 1979 is also another leading element in the interactive media development as it raised the issue of developing interactive media.
All of the prior elements contributed in the development of the main hardware and software systems used in interactive media.
Advantages
Intuitive understanding
Interactive media makes technology more intuitive to use. Interactive products such as smartphones, iPad’s/iPod’s, interactive whiteboards and websites are all easy to use. The easy usage of these products encourages consumers to experiment with their products rather than reading instruction manuals.
Effects on learning
Interactive media is helpful in the four development dimensions in which young children learn; Social and emotional, language development, cognitive and general knowledge, and approaches toward learning. Using computers and educational computer software in a learning environment helps children increase communication skills and their attitudes about learning. Children who use educational computer software are often found using more complex speech patterns and higher levels of verbal communication. A study found that basic interactive books that simply read a story aloud and highlighted words and phrases as they were spoken were beneficial for children with lower reading abilities. Children have different styles of learning, and interactive media helps children with visual, verbal, auditory, and tactile learning styles.
Relationships
Interactive media promotes dialogic communication. This form of communication allows senders and receivers to build long term trust and cooperation. This plays a critical role in building relationships. Organizations also use interactive media to go further than basic marketing and develop more positive behavioral relationships.
