What's coming down the pike? Note that Doubleclick gets honorable mention. But it is the company that did Webpedia's site.
From Webpedia:
Advertising Bargains on the Net
Why Advertise?
As far as targeting goes, the Web is the best way of broadcasting your message to
the right people. For example, if your company is looking to sell space in dog
kennels, you could take the old option and place an ad in a newspaper. You may get
a little response, but not nearly as much as a cleverly targeted ad on Web sites
featuring the man's best friend might bring.
You can aim your ad based on the type of user you want. High profile Web
advertising companies can give you the option to let only people with a certain
browser, operating system, or domain see your ad. For example, Microsoft could
target ads for Encarta only to people running Internet Explorer with an .edu domain.
The Web is the only medium which can give you access to precise 'real-time'
statistics, showing the effectiveness of your campaign by monitoring clicks. Let's
say that halfway through the promotion you realize it's not all going to plan; you can
reassess your objectives without sacrificing time or paid for ad space.
The average Internet user is about 35 years old with an income of over $50,000. This
highly desirable and educated audience is enough to leave any top marketing
manager weak at the knees.
Next: Advertising Methods
Advertising Bargains on the Net
Advertising Methods
Link Exchanges - These are free services. Everyone is a winner in this form of
advertising; they all work in different ways, usually rewarding you for impressions of
random banners on your site. A well-designed banner will be of great benefit as the
traffic can be hard to come by. This kind of advertising is generally reserved for the
web hobbyist or non-profit sites.
Banners - This is the number one method of promotion on the Web. A banner is a
wide graphic that advertises a product or service that links to your site. The success
of this kind of advertising relies heavily on the design of the banner. This is where
advertising know-how comes into the equation. The price is usually listed in terms of
CPM or cost per mille (French for thousand).
Try to avoid advertising on a page with more than one banner on it; you are then
competing with the other banners for hits.
DoubleClick Network is the biggest provider of top quality banner advertising on the
Web: precision targeting and attractive CPM rates make it the most reputable
company of its type. Having already handled over one billion banner impressions, and
possessing the know-how of any top advertising house, DoubleClick is a great place
to look for any advertising campaign.
Direct Email - "Spam." Direct email may seem like a very cheap way of reaching a
large amount of people, but the vast majority of netizens don't even read the trash; it
is very annoying to the reader. No respectable company uses this method of
advertising. |
