INTERNET ADVERTISING

 The Internet facility has developed  in the early 1960 in USA.  It was a means of supercomputer communication for researchers and for the US Department of Defense s across the country.

 Until in 1990s, the Internet   mostly used by academics, military researchers, and scientists around the world .

At present, Internet the fastest growing medium in history, offers incredible opportunities for a wide range of people in both business and advertising. 

Type of Internet Advertising :

Ads on the Internet can take a variety by forms.

Most advertising on Internet can be classified as 

• websites, 
• banners, 
• buttons, 
• sponsorships,
• Meta ads, 
• classified ads, and 
• e-mail ads.

 

Websites: 

Some companies consider their whole website as an ad.

Website typically consist of a home page and an indefinite number of subsequent pages that users can visit for further information. A web page refers to a single HTML (hypertext markup language) file, which, when viewed with a browser, may actually be several screens long.  Some companies use their website like an extended brochure to promote their goods and services.

 Banners : 

The ad banner is the basic form of web advertising. A banner is a little billboard that spreads across the top or bottom of the Web page. At present one comes across larger banner ads that can dominate the screen or even provide television commercials. When users click their mouse pointer on the banner, it sends them to the advertiser‟s site or a buffer page.

Buttons: 

These are similar to banners. They are small version of the banner those often look like an icon usually provides a link to an advertiser's home page. Since they take less space than banner, they are less expensive.

Sponsorships : 

A form of advertising on the Internet that is getting popular is the sponsorship of Web pages. Corporations sponsor entire sections of a publisher‟s Web page or sponsor single events for a limited period of time, 

usually calculated in months. In exchange for sponsorship support, companies are given extensive recognition on the site. 

Interstitials : 

This is a dynamic form of Net advertising. It is a catch all term for a variety of animated ads that pop up on the screen while the computer downloads a website that the user has clicked on. 

There are now many types of interstitials including pop-up windows, splash screens, superstitials, etc. Meta

Ad : 

Used in search engines (such as Yahoo, Google, etc.), a met ad is an advertisement displayed on the results page of a search, specific to the searched item. Meta ads are also referred to as keyword advertising. This method enables an advertiser to target a specific audience. 

For example, if a user searched for the term “handicrafts and handlooms”, the Meta ads displayed might be for handicrafts and handlooms items.

Classified Ads : 

Another growing area for Internet advertisers in the classified ad websites. Some of these websites offer free classified advertising opportunities because ad banners of other advertisers support them. 

They are similar to newspaper classified ads. You can search for homes, cars, jobs, toys, shoes etc. 

E-Mail Advertising : 

Advertisers can send e-mail advertising to customers who have asked for it. It is similar to direct mail advertising, and therefore, it is the most effective form of internet advertising. However, there is too much of span via the e-mail. 

Span refers to unsolicited, mass e-mail advertising for product or service that is sent by an unknown entity to e-mail addresses.

Advantage of Internet Advertising:

1. Interactive Medium : 

It allows consumers to directly interact with an advertiser, thereby establishing future relationships.

2. Enormous Audience : 

With an audience of about 500 million people world wide (some estimates put the figure at 1 billion people), the internet is the only true global medium, providing information and commercial opportunities that are immediately accessible around the world. 

3. Immediate Response : 

Products and information are available on demand made by the consumer, thereby, providing instant feed back for the advertiser.

4. Selective Targeting : 

Advertisers can reach the right target audience, especially through the Meta ads.

5. Proximity to Purchase : 

It may be the greatest advantage of Internet advertising. Purchasers can be targeted right wither they are, right at the moment when they are considering of making a purchase.

6. Affluent Market- 

Internet medium enables to reach the affluent market of the society.

7. Provides In-depth Information : 

 Commercial websites provide detailed information about products or services to the Internet users seeking information.

8. Reaches Business-to-Business Users : 

The Internet medium can reach to B2B users when they are still at work, not only business related information, but also consumer products advertising while they are working.

 

 Disadvantages of Internet Advertising:

1. Lack Mass-Media Efficiency : 

Internet is not a mass medium as the case of radio and television. Therefore, it may never offer mass media efficiency. 

 2. Slow Downloads : 

The downloading of websites is very slow in many parts of the world, including India. The ads that pop up in between only irritate the Internet users.

3. Problem of Span : 

There is too much of Spam via the e-mail. Therefore, e-mail users do not consider going through even the responsible ads.

 4. Problem of Online Purchases : 

In India, most consumers would like to physically inspect the goods before purchases. That is not possible in online advertising.

 5. Untested Medium : 

There is hardly any research to test the effectiveness of Internet advertising. Therefore, a good number of markets in India do not give much importance to Internet advertising