Internet advertising is simply the buying of ad space on the internet. The profound changes that the internet had on humanity since it’s birth has fundamentally changed the way marketers see consumers and created a new discipline of marketing and advertising.
Why do companies use the internet to advertise?
Consumers are always connected to the internet one way or another weather on their phone, tablet, laptop or other device. The internet is the information superhighway where data is aggregated, organized, analyzed and acted upon. The immense amount of data that is collected about consumers can be used by companies to target their ideal customers in a cost effective manner.
Forms of Internet Marketing
Display Advertising – Display advertising is the practice of advertisers purchasing banners on websites and mobile devices. Generally, the buying and selling on desktop is known as display and the buying and selling on mobile devices is known as mobile display.
Email Marketing – Email marketing is conducted through the aggregating and solicitation of emails lists and databases of online users. Companies who collect data and aggregate large lists of targeted email addresses sell them to marketers who advertise products or services to these prospective consumers. Thankfully, the law has caught up to the internet and created basic laws that prevent spam such as CAN-SPAM and permission levels.
Search Marketing – Search marketing involves purchasing key words on search enginges or organically driving users to a landing page through inbound marketing and SEO keyword optimization tactics. The internet is filled with so many pages and search engine algorithms aim to optimize paid and organic keywords to bring the most relevant information to a user.
Social Advertising – Social advertising is when marketers send their message out on the social networks such as Facebook, Twitter, or Instagram. Advertising on a social network offers a marketer powerful targeting capabilities such as seeking out users based on specific demographics or interests.
Programmatic (Real-time Bidding) – Programmatic advertising, also known as real time bidding or RTB is the automated buying and selling of digital media for display, mobile devices and video. Programmatic technology utilizes algorithms and advanced ad serving technology to generate the most revenue possible for publishers and highest scale/lowest cost for advertisers.
Native Advertising – A type of advertising where the ad experience follows the natural form and function of the user experience in which it is placed. Generally speaking these ads oftentimes outperform standard ads as they are more closely related to what the audience is already viewing. Here is a list of the top native ad networks.
These are the basic internet advertising definitions that every marketing should understand for their foundation of knowledge when advertising online.