These days
online advertising is becoming far more interesting than the traditional source
of advertisement due to:
1.
Localization: better local ad based targeting based on geographical location
2. The other
is COST PER ACTION rather than COST PER CLICK. Paying
for ads based on cost per action means that one does not pay the publisher
until he/she gets the action desired from the ad. For example, if an advertiser
wants its banner ad to drive someone to an online store to buy the advertised
product, then the company won't have to pay until someone actually clicks the
ad and completes the purchase.
Another
growth area is “branded entertainment”, where advertisers and broadcasting
executives thoroughly plan shows to achieve maximum brand impact. The stated goal
is to avoid traditional advertising’s pitfalls: “to tightly weave a brand or
product into content and to counter consumers growing habit of zapping, zipping
or otherwise avoiding traditional commercial pitches” (The New York Times, July
21, 2005).
CONCLUSIONS
The advertising industry is undergoing a momentous time of change worldwide. The crisis of the 30-second spot and the lackluster performance of traditional media like terrestrial television, print and radio are having a profound influence in advertising-supported media. In a way, the advertising industry is disrupted by technology. So they are terrestrial broadcasting, publishing and radio. Advertising follows consumers. And consumers are talking loud. They like good ads that travel increasingly around the internet. But they do not like excess. Technology makes increasingly difficult for advertising to appear as an interruption: consumers are more in control. A better audience understanding will help companies in those industries to develop advertising strategies that are relevant to consumers. The emergence of online advertising, innovative out-of home solutions and “branded entertainment” will continue to draw researchers’ and industry attention. This situation calls for a revamp in the way advertising media plans are laid out.
The advertising industry is undergoing a momentous time of change worldwide. The crisis of the 30-second spot and the lackluster performance of traditional media like terrestrial television, print and radio are having a profound influence in advertising-supported media. In a way, the advertising industry is disrupted by technology. So they are terrestrial broadcasting, publishing and radio. Advertising follows consumers. And consumers are talking loud. They like good ads that travel increasingly around the internet. But they do not like excess. Technology makes increasingly difficult for advertising to appear as an interruption: consumers are more in control. A better audience understanding will help companies in those industries to develop advertising strategies that are relevant to consumers. The emergence of online advertising, innovative out-of home solutions and “branded entertainment” will continue to draw researchers’ and industry attention. This situation calls for a revamp in the way advertising media plans are laid out.
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