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Online advertising is a form of Advertising utilizing the Internet and World Wide Web in order to deliver Marketing messages and attract customers. Examples of online advertising include Contextual Ads on Search Engine Results Page s, Banner Ad s, Advertising Network s and E-mail Marketing , including E-mail Spam . But convergence is also driving the evolution of other forms of online advertising, resulting in information/content that is not limited by geography or time. The emerging area of Interactive Advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. But it is quite clear that given a choice, television audiences would prefer uninterrupted viewing of content. Online video directories for brands are a good example of interactive advertsing. As a complement to television advertising, online directories allows the viewer to view the commercials of a number of brands for a particular product or service. After this, if the advertiser has opted for a response feature, the viewer may choose to visit the brand’s website, or interact with the advertiser through any of the other touch points - email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial. PURCHASING VARIATIONS The three most common ways in which online advertising is purchased are CPM , CPC , and CPA .
RICH MEDIA ADVERTISING The display advertising portion of online advertising is increasingly dominated by rich media, generally using Adobe Flash . Rich media advertising techniques make overt use of color, imagery, page layout, and other elements in order to attract the reader's attention. Some users might consider these ads intrusive or obnoxious, because they can distract from the desired content of a webpage. Some examples of common rich media formats and the Terms Of Art used within the industry to describe them:
In addition, ads containing Streaming Video or Streaming Audio are becoming very popular with advertisers. EMAIL ADVERTISING Legitimate Email advertising or E-mail Marketing is often known as "opt-in e-mail advertising" to distinguish it from Spam . AFFILIATE MARKETING Affiliate Marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc). Today, this is usually accomplished through contracting with an Advertising Network or Affiliate Network , such as Performics , Hydra Network , Commission Junction/BeFree , Primeq , LinkShare or Motive Interactive . Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate enormous volumes of low cost brand exposure and provided at the same time small Websites a way to earn some supplemental income with their Sites. Refer to Affiliate Marketing to find out more about this advertising model and compensation structure. CONTEXTUAL ADVERTISING Many Advertising Network s display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website. Another newer technique is embedding keyword Hyperlink s in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website. ADS AND MALWARE There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as Spyware or Adware . They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively Trojan s. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs. SEE ALSO
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