A Report on Online Advertising

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Case Details:

Report Code : BREP037
Report Length : 42 Pages
Period : 2002 - 2006
Organization : Google, Yahoo, Microsoft, MSN, America Online (AOL)
Pub Date : 2007
Teaching Note : Not Available
Countries : World
Industry : Online Advertising

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Introduction

Since 1994, the Internet has emerged as an important medium for advertising. Online advertising has enabled marketers to target specific customer segments, gather information, assess sales potential, and ensure product/service exposure across geographic boundaries.

The Internet has the capacity to reach a global audience faster than any other medium. The multiple forms of online advertising tools used by advertisers over time have been aimed at developing exciting, interactive, eye-catching advertisements that can draw consumers'attention while at the same time increasing their brand or sales online.

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Thus interactive advertising has become a cost-effective solution for driving sales. The increase in the number of Internet users worldwide has also given a tremendous boost to this medium.

Over 80% of all searches on the Internet in 2005 were done through search engines like Google, Yahoo!, and MSN.

Considering the advantages of online advertising, advertisers have begun diverting a greater share of their advertising budget to online advertising.

Pay per click (PPC) search-based advertising has emerged as one of the most effective ways of promoting business online.

This has enabled marketers to drive instant and relevant traffic to their website.

Types of Online Advertising

Online advertising consists of an array of formats including display advertising or banner ads, sponsorship, e-mail advertising/opt-in email advertising, search, lead generation/referrals, classifieds and auctions, rich media, skyscraper ads, pop-up / pop-under ads (interstitials), floating ads, and search engine advertising.

(Refer to Table – I for advantages and disadvantages of online advertising and to Exhibit – I for the format of Internet advertising agreement)...

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