The First Banner Ad Online
Online marketing brings new levels of reach targeting and accountability and has moved into the mainstream
. Online advertising has become the solution to marketing problems at a level that other media haven been able to do.
The numbers back this up as shown by IAB and PricewaterhouseCoopers September report that online ad spending in the U.S. totaled dollar 2.37 billion in the second quarter a 42.7 percent increase over the same quarter last year. This shows the seventh consecutive quarter of growth and the market today is growing at more than 20 percent per year.
Companies are spending at a level that is really pretty interesting. Consider Ford Motor Co Tom Green the advertising manager of its truck division just finished a new season of marketing campaigns. Mr. Green says we gave digital as much thought and attention as any other medium. Look at the numbers he says 80 percent of people who buy a Ford vehicle go to our Web site first. Half of all truck customers use online shopping sites. You be crazy as a marketer not to take this medium seriously.
That much attention and spending is the fact that Internet usage is now firmly in the mainstream and broadband usage has grown by leaps and bounds.
According to Forrester Research 64percent of U.S. households are online with nearly 20percent or 23.1 million homes using broadband. Nielsen NetRatings which measures individual users rather than households reported that 51percent of July users connected to the Internet by broadband vs. 49percent by narrowband an industry first.
Online advertising also allows two-way interaction between advertisers and their targets providing a real time feedback loop that invaluable. A marketer can establish and maintain a two way dialogue with a consumer online and no other form of advertising can do this as effectively.
For large advertisers such as Procter Gamble Co. online lets them interact with groups of consumers more directly than ever before. This is demonstrated by being able to engage with a million consumer database on a monthly basis through their Club Olay program.
Online advertising supports an almost endless variety of messaging formats from banner ads and e-mail messages to more elaborate interactive vehicles and microsites. It the capability to combine the motion and animated visuals of television with closeup and personal interaction.
The results of online advertising campaigns can be measured precisely making publishers accountable for the promises they make and marketers accountable to management for the success of their programs. Yet even though online advertising has asserted its strengths, real-world marketers have made online just another medium in their standard marketing mix.
Marketers are on the cusp of a big trend now made possible by the familiarity and true use of the internet as an advertising medium. This is the starting point where the future growth in online advertising is just beginning to come into view. Where will you go from here.
by: rajneeshchandna
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