This issue focuses largely on the basics of online advertising. We discuss how some ad creators have lost sight of conventional wisdom, causing the creative to suffer, and provide some helpful reminders to bring the quality back up. We then present a basic overview of rich media display advertising and pay-per-click search marketing to give you an idea of how it could benefit your business. Finally, we list some interesting trends that are occurring with online advertising and marketing.
We hope you find some useful information in this issue, and as always, we welcome your feedback.
Tony Brinton, Creative Director & Editor in Chief
Don’t Forget the Basics
Of all the forms of online advertising, display ads (i.e. banners, boxes, badges, buttons, etc.) are receiving the most scrutiny from critics. Because the average click-through-rate is dreadfully low - approaching zero - some experts site poor concepts & content as the cause and are calling for a creative renaissance. If you think your online ad creative could stand improvement, it may help to just do a simple review of the basics.
Getting Rich in Advertising
In today’s economic climate, marketers are faced with enormous challenges of managing slashed budgets and trying to deliver measurable results. Despite these increasing challenges, I see many companies sticking to the status quo of traditional media. Unfortunately, sticking to old methods while competitors are extending their marketing dollars through new innovative tactics is going to land many companies into bankruptcy. Companies that have been in business for decades such as Wickes, Circuit City, Levitz and others are examples of old-school businesses not adapting to the current economy. Obviously many factors are at play, but marketing and advertising are major components to the success of big brands. Today, many new tactics are available thanks to technology. Let’s explore one tactic that can help extend the life of your budget; online display advertising through rich media.
Read the ArticlePay-Per-Click Can Produce Amazing Results
It’s a known fact that Google accounts for over 70% of all search traffic on the Internet. Though YouTube has recently risen to the number two spot, Yahoo makes up the majority of the remaining search traffic. It naturally follows then, that most Internet users looking for information (not videos) can be reached through either Google or Yahoo at any given time. This presents an amazing opportunity for marketers.
Read the ArticleTrendwatch
There are some interesting market dynamics and trends in online advertising to keep an eye on in 2009. Traditional online display advertising needs a boost and some are calling for a creative renaissance, the behavioral targeting debate continues, and emerging media shows promise with some interesting applications.
Read the Article
