Evolution of Online Advertising
The Evolution of Online Advertising in both length and breadth ever since the first clickable ad that was sawed in 1994. At the time it began, it was just about Internet, now a host of other platforms such a mobiles, digital watches, dynamic billboards and of course the social media phenomenon are latching on this wave.
In 1994, also with the coming of the first banner ad, one saw the many other companies following suit. A company named HotWired launched banner ads from 14 companies. Each banner ad had the same dimensions – 468 pixels wide by 60 pixels deep. One of the very first of them belonged to AT&T, and the ad cried, “Have you ever clicked your mouse right HERE? You will”. And bang on, everyone did.Thereon the first ad server NetGravity came up in 1996, Google AdWord in 2002, first YouTube ad in 2005, and the first Facebook ad in 2007.
The fact that there’s been fast growth in digital space has been essentially driven by the consumer, who wants to consume more and more content in more and more variety at a very fast pace. That’s the reason why the slow paced internet of Netscape days only two decades back, has been replaced with faster technologies that have enormous content and entertainment riding on them.
An average consumer today spends media six to nine hours online vs. four hours of watching TV, moving from screen to screen, media to media. Online Advertising is trying to match to this media consumption behavior and evolving alongside.
Evolution of Online Advertising in Data and Targeting
The marketer has more than sufficient information about the audiences, hence slicing and dicing of the audience for target marketing becomes easier. There is a host of techniques and technologies that help marketers get customized such as advanced data, behavioral tracking, targeting capabilities of digital ad platforms, marketing automation tools, and social media sites. Earlier on marketers could have access only to traditional demographic data, but now they can segregate consumers on the basis of location, behavior, content viewed, industry, segment/persona, browser, device, and more. Marketer today can trace the consumer from his first point of contact with the brand, say a Facebook page.
Online Advertising becomes the Rich Media
As the name suggests it is a format in which a web page displays advanced technology such as streaming video, interactive ads, dynamic ads that change by mouse rollovers, downloaded applets (programs) that interact instantly with the user.
Programmatic ad buying implies the use of software in Online Advertising space. Programmatic advertising makes rich ads more effective by the right use of placement. Kellogg propelled a campaign with Google to encourage an expansion in their retail sales.Their primary KPIs were visibility, focusing on index and frequency. Visibility was measured with DoubleClicks Active View which demonstrated that with the dispatch of their crusade, the perceptibility rate expanded more than 70% because of programmatic’s capacity to improve towards the particular objective. Google is another one latching on Programmatic strategies to expand more into mobile and video in future.
Remarkable step in the Evolution of Online Advertising: Native Advertising
Often online users get bogged down by irrelevant and disturbing ads popping on their screens out of nowhere. A kind of online advertising emerged that aims to solve this issue. Native advertising is one such kind, that is a sort of a contextual advertising, matching with the form and function of the platform upon which it appears. Native advertising looks like the content that appears on the page.
This involves leveraging data on diverse channels for the benefit of one another. There is a lot of synchronization in the different campaign as they form a part of one cohesive campaign.
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