Online Advertising

[Tulika Sheel]

What is your thought on Online Advertisements? How successful you think it can be? Do you see any change in the pattern of buying behaviour of people?

[Michel Eek]

Online advertising is growing around 10% a year and is becoming a mature business. A brands still ' believe' that online is the most effective in terms of action campaigns. But slowely more and more branding budget is going towards online. The effective 1 on 1 communication with online advertising combined with modern techniques like behavioural targetting makes online a true and reliable source.

[Jeffrey Stewart]

Absolutely there is a shift to more spending for online advertising. I think there are several factors that cause this.

First is that even though broadcast is offering more targeting than ever, online advertising can be extremely targeted, thus more relevant messages can be deployed.

Second, online advertising response can be directly be measured rather than inferred. This is usually done by having the call to action to go to a landing page, call a specific toll free number, etcetera.

Third, variations of messages can easily and inexpensively be created and then have those variations tested for response.

Fourth, most online advertising has evolved to a pay per click model. So they are lower risk and ultimately better return on investment than traditional broadcast advertising.

For an example of spending shift take a look at a blog post of mine that talks about a recent article on Oracle.

http://www.trekk.com/blogs/stew/default.aspx?id=3250

And let me know what you think!

[Kelly Gomez]

Absolutely, online is reliable, easily tracked, highly targeted, and even available on an "as wanted" basis by consumers. I love that online ads don't even have to be shown unless I want to see them and click to play them on certain sites (even though I sell them). It is definitely a more buyer friendly media than when it first surfaced in that you can purchase high traffic times, specific pages, individual groups, etc. In terms of the actual ads....video seams to be what is really getting a consumers attention at the moment. So, if you have already produced a TV commercial, make sure you have rights to use it elsewhere and stretch your dollars by editing it and using online too. In terms of success, it depends on what you are considering success. If you thinking of success as a purchase being made, then that depends on what you are spending and what your return is. If you are looking more at branding, then you need to know the impressions you are buying and what your cpm is and how that factors down.

[Philippe Deltenre]

The impact can be impressive if the campaign is good. Dynamic logic proposes market norms measuring the average impact of online campaigns: http://www.dynamiclogic.com/na/research/MNquarterly/

Rich media, user initiated formats and video gave a serious boost to online advertising: it's now much more entertaining and efficient.

Jeffrey makes an excellent point about the instant measurement and the optimisation capabilities of the online campaigns. Now, the media agencies have to use these capabilities :)

[Adrian Kos]

Online comes in handy when vetting different creative executions for inclusion in press and other offline media. Step 1: Run a series of creative across a network. Step 2: Monitor response differentials across these creative. Step 3: Run with the most responsive in a press or outdoor medium. Response and interactivity information gleemed from online will go a long way to boost offline media effectiveness. Ciao Adrian

[Philippe Deltenre]

Adrian Kos said:

Online comes in handy when vetting different creative executions for inclusion in press and other offline media. Step 1: Run a series of creative across a network. Step 2: Monitor response differentials across these creative. Step 3: Run with the most responsive in a press or outdoor medium. Response and interactivity information gleemed from online will go a long way to boost offline media effectiveness. Ciao Adrian

This is a very interesting approach. It's a quiet original use of online from my POV.

[Tulika Sheel]

THANK YOU ALL FOR THE RESPONSES, VERY THOUGHT PROVOKING :)

[Michel Eek]

I believe it can be effective especially when you are still studying your targeted audience. You then need to have a very broad range of viewers. Let's say you run a campaign over network, and after some time you optimize it. Every single step in this process you need to measure the results. This is a very effective way to make a good definition on who your targeted audience is. But again, you need a very broad network to get this effectively done.

Philippe Deltenre said:

Adrian Kos said:

Online comes in handy when vetting different creative executions for inclusion in press and other offline media. Step 1: Run a series of creative across a network. Step 2: Monitor response differentials across these creative. Step 3: Run with the most responsive in a press or outdoor medium. Response and interactivity information gleemed from online will go a long way to boost offline media effectiveness. Ciao Adrian

This is a very interesting approach. It's a quiet original use of online from my POV.