Hi, Now a days, internet advertising is becoming an essential element in the media mix. Whether it is BMW or Spierman or StyleSpa, each and every industry is exploring internet to promot the brands online. But still why the share of inhternet is lower than other media? The basic problem is perception of advertisers! Advertisers don't want to build their brand online but they want online sales, whereas inernet could be the best tool for Brand Building. If the objective is clear in the advertiser's mind, he can plan much effective campaign. I mentioned BMW, Spiderman and Style Spa because the way they planned their campaign. The objective was Brand Building but each of them used very different and innovative ad format and the ROI(Return on Investment) amazed everyone. So the online advertising game revolves around Targeting and campaign planning. With the help of Ad Networks and Ad Servers you can choose out best suiable web sites for your product as well as targeting options. Your comments??
Why would you say that? I see dozens of online advertising campaigns every week who's purpose is branding.
Well you are right when you say advertising works online. Heck it changing the future. I do feel however that some companies are interested in branding.
It definately works for publishers!.. if you read this thread : http://forums.digitalpoint.com/showthread.php?t=29824 you will know how well it works for some!
Not sure I follow you. Internet advertising has been going on for many years now. Even the big companies caught on by the turn of the century. As to branding, it is as important as ever and many companies use the Internet to brand all the time. For example, online mini-games.
surely, there are few companies who have understood the importance og internet. But still majority of the advertisers wants to deal on CPC/ CPA or CPL basis. This is enough to show what they want from internet!
One of the primary reasons why Internet spending still lags is it is a relatively new medium. Even more importantly, though, advertisers are, as a whole, a group of scaredy cats willing to take little risk or chance. Why do you think they continue to spend billions of dollars in a medium like television where ad rates are set by ridiculous and nonsensical rating periods that are entirely unnecessary. The big advertisers are led around by the nose by tradition and the status quo. But you do see some big companies devoting more and more of their budgets online. I believe Ford will be spending 25% of their ad budget online this year. I consider that fairly significant.
A lot of large companies are shifting large chunks of their marketing budgets to online medians. Why....because it makes sense and the roi is there. branding is huge part part of it...regardless of what the opening posted would lead you to believe. Seeing as the person who started this thread represents a PPC marketing company I would expect them to be a little biased though...
In the beginning, companies where very hesitant to devote any of their advertising budget to the Internet because tracking statistics was archaic and not solid. Whereas other mediums such as Radio and TV have solid statistical tracking methods (or at least acceptable ones). Advertisers of these mediums can see CPM cost easily and reliably. Let's not forget how you the Internet really is. While being developed in 1969, it was not available for public use for some time. In fact, it was not until 1994 when the Internet as we know it really came into being thanks to the Mosaic browser. The public version of the Internet we use today is 11 years old. Look at Radio and/or Television and see where those two were at 11 years into their creation. As to the original posters comments about only a few Internet companies understanding Internet advertising, not to be too mean, but you should participate more into the real advertising world. The Internet is not some novelty that only a few sages understand. Again, I am not trying to be mean. Perhaps in India, this is all new. In America (and I am sure elsewhere), those of us in the Advertising & Marketing industry are quite Net savvy.
Yes, these things are pretty new in India. And thats why advertisers are not willing to take many risks. But interestingly, they want to advertise on more known portals such as Yahoo!, MSN or Rediff (Irrespective of the nature of the product) whereas there are many other web sites which can give them best target audience. Our ad network consists of more than 100 sites(considerably good number in case of Indian market) but still, we more deal with top 25-30 sites only. Advertisers doesn't want to spend on the sites they don't know! Anyways...whats this news is all about? Microsoft is planning to extend its new online advertising system, MSN adCenter, to deliver ads across a variety of the company's products and services, including exploring ad-supported software and adding in behavioral targeting.
Ah, well stating you are referring to companies in India in the original post would have been good. Over here in America, we are much further along as a whole--according to what you are saying about India. As to advertisers only advertising on websites they know, this is the same with any medium. If you were to start up a new TV channel or radio station, you would have to try and attract small advertisers unless you had major connections. The more seasoned companies normally won't bother until you prove yourself in the industry.