Advertising – The Digital Dimension
Marlboro Man, Dancing Nirma Girl, Raymonds, Tiger Woods, colorful newspaper half pages, these all evoke our advertising image. Advertising agencies like Ogilvy & Mather, Dejavu, Lintas and their creative directors were the kings that could make or break a brand. They still do to a great extent, but the rules of the game have changed.
The evolution
In its infancy, Rich Media ads were in experimental mode while the industry was still struggling with a common standard and required a very specific programming skill to support an ad. Due to the size of media files and complex programming, websites were skeptical to host them, less performance is dragged and slow dial-up connections make adoption even more difficult.
But as this baby grew, rich media ads became more of a fixture in the web ecosystem. Although standardization still has a long way to go, the basic formats and technology have become mainstream. “Rich Media” online advertising had come of age and the fact was that it got attention.’
In the blink of an eye, major advertisers, who invest almost 60 billion dollars in the television advertising segment, began to take notice of the phenomenon of online advertising. All industry insiders knew of this Cadillac’s potential in the world of interactive, dialog-based advertising.
Rich Media The advertising catalyst
Pay-per-click, Pre-roll, Post-roll, Inline, Scroll sounds like retail jargon, but in fact, they are the kind of online video advertising. A smooth advertising campaign can be launched with a clever idea, a good network, the use of Web 2.0 tools such as blogs, bulletin boards, social networking sites (MySpace, Facebook, etc.), video and audio podcasts, and a online video ad strategy companies like AdBrite, Brightcove, Motive Interactive, b5Media, etc.
Rich media has transformed web advertising into an artistic science with unfathomable possibilities Video, audio, interactive features, in-game ads, enabled metrics and thought-provoking concepts. As rich media advertising expands its horizon and reach, the new generation of advertisers faces challenges of a different kind, which many may call the problem of abundance.
* How to measure audience engagement and brand impact
* What are the correct metrics for a particular audience age group? for example, ad interaction time, ad display time on the page, various levels of user engagement, message association and purchase intent, etc.
* What is the appropriate technology in the domain of Rich Media?
* How much exposure for an ad is optimal for the greatest impact? Watch out for the annoyance factor
Why the Change?
There has been an increase in the internet video ad segment from $500 million to $4 billion (quarterly revenue) between 1997 and 2007. This graph is getting steeper due to the following reasons
* Online advertisers are increasing exponentially (includes agencies, startups, content creators)
* Spending money online is getting safer and easier
* Presence of high-quality Internet television channels and content aggregation, which are turning television audiences into television viewers. Advertisers can reach a comparable audience size on the Internet compared to television.
* Audience shift from print and audio (radio) media to the Internet
* Anywhere, anyhow, anytime content demand Internet-based television is the right platform and advertisers are lining up to be a part of this revolution.
Digital Ad Species Consumers are 8 percent more likely to view the full 15-second ad than 30-second ads. Video content generators can use any of the new ad placement strategies like pay per click, pre-roll, post-roll to monetize their video content. Some of the current monetization methods are
Banner ad – Includes an image, often placed at the top of the page.
Advertising on Blogs – Ads designed for positioning on Blog sites. Companies include federated media and blogads.
Contextual advertising: advertising directed to the content of a web page. Contextual ad programs include Google Adsense, Vibrant media, Kontera and Tribal Fusion
Cost per action (CPA): advertising that is billed to the advertiser per user action (product purchase mortgage application). Examples are Amazon & Indeed.
Cost Per Click (CPC): Ads are billed on a Pay Per Click basis. The web publisher earns the revenue for each click the user makes on the ads. For example, Google AdSense
Cost per thousand impressions (CPM): advertising (usually banner advertising) that is billed for every thousand impressions, regardless of whether the user clicks on the ad. Companies include DoubleClick, ValueClick, and many more.
Interstitial Ad: An ad that plays between page loads. Companies include Tribal Fusion, DoubleClick and many more.
Contextual advertising in the text: the web page contains keywords with double underlining. When the user hovers over this keyword, a text ad appears. When the user clicks on this ad, it takes them to the advertiser’s page. Companies include Vibrant Media, Kontera, Tribal Fusion
RSS Announcement An announcement included in RSS feeds. Companies include Feedster, Feedburner and Yahoo!
The best place for your commercials
Video viewing pattern is one of the focus areas for advertisers, but the dominant categories tend to shift due to changing socio-economic conditions. More than 62 percent of consumers are most likely to stream news clips, followed by movie trailers (38 percent) and music videos (36 percent) (for the first half of 2007). Therefore, consumers are streaming more news clips, UGC (user-generated content), and sports clips compared to the dominant category in 2006: music videos.
Rules of the game made by consumers
“In an era where consumers control their media experiences, rich media delivers more valuable and engaging experiences than most standard online advertising. When executed well, rich media can exponentially outperform content blocks. standard ads.
The Internet technology landscape is defined by the citizens of the Internet. This new audience brand is the architect, as well as the consumers of social networks (blogs, wikipedia, podcasts, bulletin boards, etc.). Measuring the likes and dislikes of the online community is on the priority list of all organizations and advertising agencies. Conversation and dialogue with consumers have become the mantra of this new advertising era.