The online advertising network is an essential tool of Internet advertising. Internet is being seen as the most feasible advertising medium these days. Its effectiveness depends on the fact that it has comprises of all the essential parties to make promotions. It has advertisers, agencies, publishers and users. This network works to fulfil the demand and supply need of information. It helps in creating awareness and brand promotion with utilizing this need.
The way an online advertising network works, is revealed here in. The Internet users have an inclination to search for information, which may be related to products and services. As gathering information is the most elementary step in buying decision making process. In India alone, there are over 1 billion searches conducted every month by the collective user base that amounts to around 46 million (IAMAI). The search pattern suggests that advertisers need to understand the importance of advertising through Internet. Still there are over 40,000 advertisers that targeted Indian users in 2006 (IAMAI).
So, when the demand of information and comparison is there, advertising is required to supply the same. The advertisers or marketers, devise strategies to create awareness among the target audience or the users looking for such information. Now, online ad agencies come efficient to design and develop these interactive ads. The ads are quite attractive and informative. These agencies also help in publishing the ads like rich media ads, video ads, banner ads, flash video streaming ads etc. When it comes to publishing these ads, publisher website comes in handy.
These publisher websites are judged on various parameters before placing the ads. These parameters are like web analytics, relevance of publisher’s keywords, relevance of content and web space over the portals. In addition to it, the rotation of ads and targeting over the online advertising network is done strategically. Now, when a user require information, he is likely to come across publisher websites, which are placed high on SERP. The user’s demand for information is then satisfied with ads. These ads create brand awareness and a brand image that is helpful in influencing the buyer in decision making process.
The Internet advertising has come a long way with online advertising network and banner ads. The strength of this network lies in the collaborative efforts of the associates involved in it. Such a system comprises of agencies, publishers and agencies. This coordination gives rise to a structure, which acts like an advertising platform for the advertisers and revenue generator for the publishers. It helps the advertisers to gain more return on ad spend.
An adequate return on ad spend is only possible, with an association with online ad agency that provide high end solutions. The services must include a wide publishing of banner ads over an online advertising network. Such a system helps targeting the relevant customers. Targeting the intended market for online ads are done by Geo-Targeting, Connection type, Network/Browser type, Capping, Day and Time. Moreover, online ad agencies are proficient in doing this targeting. They scan a few factors about the publishers like traffic, relevance of key words, content, theme of website, credibility of the portal etc.
The online advertising network is set for growth due to the increased usage of Internet and rising interest of advertisers in this medium. The worldwide ad spend was $18.6 billion in 2005, which is expected to grow $34 billion in 2008. This indicates a growth in penetration 7.3% in 2008, as compared to 4.7% in 2005. No doubt that Internet is becoming the most feasible medium of advertising. Moreover, the banner ads are interactive and attractive. The Internet advertising agencies develop and publish rich media ads to attract the traffic on publisher websites.
The benefits of online advertising network revolve around reaching the targets and revenue. Not only the advertisers maximize revenue through it but also publishers generate good revenue. After all, this is the strength of this system, which enables the associates to derive profits from it. Also, the users get good information and comparison of the products. It helps the business organizations attain a rapport for the brands they own. No doubt, that brand positioning becomes higher with this efficient system of advertising. This effective platform will help many important sectors of economies for multi dimensional growth.
Seeing the need of extensive and effective advertising, a system is devised for fast growth. This efficient system is online advertising network. This set of connections consists of advertisers, publishers, agencies and users. Now, it is a realistic network formulated to serve the demand and supply, which is beneficial for each of its associate. It is useful for making swift paced promotions over a large audience. Moreover, it is effective for brand promotion and brand revitalizing.
The advertising agencies coordinating this system provide B2B solutions to advertisers and publishers. The online advertising network encompasses the flow of information about products, services, brands and organizations. It is an effective medium for creating awareness. It is an extensive platform for the advertisers, which enables them to get business leads and impart awareness to the audience. The most important benefit of this system is the organization of relevant traffic towards ads. It is done through different techniques that are discussed below. Geo-Targeting is done to reach the audience according to geographical locations and IP addresses.
It can also be targeted according to Network/Browser type, which finds target market by IE, Firefox and MAC etc. In addition to it, few agencies use type of connections like broadband and narrowband. It is because of the low streaming capacity of narrowband, which can add to ad spends but less responsive. Then another good option is to limit the campaign according to the particular day and time. Lastly, Capping can be done to limit the frequency of user viewing the ad. These methods are essential to keep the right approach towards target audience in an online advertising network.
The advertisers in an online advertising network enjoy growth due to the simplicity of this network. This advantage enables the advertiser to get response within less time and cost. The planning related to placement of ads and their rotation is done by agency. An agency makes efforts to drive the relevant traffic to the ads. The attractive rich media ads are traffic pullers. The growth in usage of Internet has made it a viable advertising medium. In this way, advertisers get maximum ROAS in comparison to other media.