Advertising Agencies Have To Adapt With New Media

Advertising agencies have dramatically changed over the last twenty years thanks to the Internet and online advertising. Most businesses realize the importance of getting online and using the hip new methods and processes associated with forms of Internet advertising.

Few could have imagined in the early 80s what role advertising agencies would take on today. The Internet has changed the way we live and do business. It has forever changed consumer habits. What was once the lifeblood of advertising, newspapers and magazines, is now on the decline and has evolved from direct response advertising to branding.

Advertising agencies have added such methods as search engine positioning, pay per click marketing and social media marketing to their arsenals. Not only do agencies develop video ads for television slots, they now create video ads for the internet and viral videos for YouTube.

Offline marketing has changed as well. Readership has dropped for many big newspapers and magazines. New services like transport ads have come into play. Even stationary billboards have gone high tech by playing full color video advertisements. There are more options today in offline advertising than ever before.

Advertising agencies have to create a larger variety of ads. They must design banner ads that are effective at getting clicks. They need to create videos that are accepted by social communities online that walk the fine line between advertising and entertainment.

Advertising agencies today have to be quick to adopt new trends since Internet media is constantly and rapidly changing. What works today may be ineffective next year.

Choosing the right advertising agency for your business will take a little work. You want to make sure you sign with a company that is on the cutting edge of adverting methods and not one that is stuck in the old methods of print media only.

It is more convenient for you if you sign with an ad agency that can handle your entire advertising campaign. They should be able to run PPC accounts, make YouTube videos and place print ads. It helps if they can design and create your ads for you. Having everything done by one company will help you stay organized and should save you money.

Look for an ad agency that has a strong reputation among its customers. View their portfolio of ads and go over their statistics. They should offer the ability to track and analyze the results you get from your ads as well.

Advertising costs must be cost effective no matter how you approach it. You need to be smart with your money and make sure the money you spend gets results in the form of a healthy return on your investment. That is why you need a strong agency that utilizes today’s latest advertising methods.

Click Fraudclearpath Technology

The increasing popularity of the pay per click advertising model has led to a new challenge: click fraud. Click fraud is basically a way to make money by causing others to lose money. Click fraud, in essence, is any kind of fraud involving repeatedly clicking on advertising with a malicious intention. There are different types of click fraud, but this problem has driven up advertising costs and generally cost merchants hundreds, thousands, or even hundreds of thousands of dollars more than they should be paying in click costs.

One example of click fraud is a way to cheat the competition. In this scheme, a company or individual will pay groups of people, usually foreigners, to click on certain ads all day for a set amount of money. This drives up advertising costs for the company whose ad is being clicked, thus harming their bottom line. None of the parties who are committing the click fraud intend to buy the products sold on the website whose ad they are clicking.

Another example of click fraud is dummy sites created for the sole purpose of creating phony clicks. By creating a site that posts pay per click advertising from publishers like Googles AdWords, creators of these dummy sites hope to drive up profits by increasing the number of clicks that appear on their sites. One way to do this is to click these links themselves, though most publishers have provisions in place to hopefully eliminate this kind of fraud. Another way would be to pay someone else, preferably someone overseas, to do the clicking.

There is simply not enough information to determine how common or how costly click fraud is because hard numbers are hard to obtain. Plus, determining which clicks are frauds and which are real can be a real problem for the publishers of advertising. Click fraud may constitute up to 20% of the PPC market, which drives up costs for advertisers. The problem is that PPC advertising works too well for some companies to give up on PPC as part of their marketing plan. While Google and Yahoo! both claim on to be vigilant in their search for click fraud, plenty of instances go unnoticed and slip through the cracks.

The potential for PPC fraud shouldnt be a deal breaker for most advertisers. The best way to keep from falling prey to PPC fraud is to be aware of the issue and exercise caution and vigilance. The following guidelines will help prevent PPC fraud from unnecessarily draining an advertising budget.

Use only search engine PPC providers. Search engine providers are particularly effective at identifying fraudulent activity, especially since these sites go to great lengths to monitor for and prevent click fraud.

Vigilance in tracking results can also help identify problems. Watch the numbers closely, especially at the beginning of the campaign, and notify the PPC provider immediately if the ad begins receiving an unusually high number of clicks especially clicks that do not lead to a sale.

Set a daily, weekly, or monthly ad budget with the PPC provider. When the budget is exhausted for that time period, the ad should be removed. This will prevent a websites entire operating budget from being drained by click fraud.

Aside from click fraud, other challenges to PPC advertising strategies include the cost and longevity of a PPC campaign. Some keywords are extremely popular and thus competitive. Competitive keywords tend to cost more per click and can quickly drive up advertising costs. Longevity is another issue. Unlike SEO techniques, which will improve a sites volume of traffic for years, a PPC campaign is only a viable source of traffic as long as the site continues to pay for the campaign. When a website decides to end a PPC campaign, the traffic from the campaign will stop.

Brief Notes About Some Frequently Used Online Advertising Terms!

We frequently come across various terms in online advertisingsuch as Adserver, Adserver India, Publishers, Online Publishers etc. In this article, brief notes about some of the frequently used online advertising terms are explained.
What is Adserver?
An Adserver is a computer web server that stores ads which are used in online marketing. The purpose of an ad server is to deliver the stored ads to website visitors. The content of the web server needs to be constantly updated so that the webpage (on which the ads are displayed) contains new ads. Through ADSERVER INDIA, larger websites have a third party company who organizes where their digital advertisements (banner ads, viral ads etc) will appear, the number of times the ad displays will appear and for how long. To put it in a nutshell, a digital company which serves the online ads to a particular website or websites is known as Adserver.
Importance of Adserver
ADSERVER INDIA facilitates those advertisers who do not have time to go to other websites to display their ads but would like to place their ads in renowned websites. An ad server also helps in determining the ROI for an advertiser on a particular website by performing various tasks such as counting the number of clicks/impressions for an ad campaign and generating report. Adserver is of two types- local ad server and remote or third party ad server. A local ad server is typically run by a single online publisher which serves ads to that publishers domains. Remote ad server serves ads across domains which are owned by multiple publishers.
What is online publishing?
To publish means to distribute. A writer publishes his book from a publisher to distribute his work amongst his customers. Likewise, online publishing enables brand owners to distribute their brand communication (in the form of adverts) amongst the target customers.
Importance of Publishers/ Online Publishers in online advertising
By publishers in internet advertising, we refer to those experts who publish the various online ads such as banner ads, viral ads etc on behalf of their clients. The importance of online publishers is equally important as the publishers of books, journals, magazines etc. Any internet advertising campaign cannot be deployed without the help of online publishers. In brief, Publishers from the perspective of online advertising are those professionals who provide online services, products and advertising solutions to its clients.

In text ads the newer version of contextual advertising

The conventional way of pay per click advertising has become pass as no more is the idea of an advertisement appearing on the side of search engine an option that works as expected and there is always a desire for something more that will draw instant attention. This is where contextual advertising comes into prospect and acts like a breath of fresh air for the ad publishers.

Contextual advertising

Actually contextual advertising is basically a form of pay per click advertising where the ads get displayed like banner ads or pop-ups on other websites that share the same keyword as the keywords used in your advertisement. Contextual advertising is supposedly a favorable way of advertising as it is considered a source of targeted audience and the click rate as well as conversion rate too is supposedly higher here. With contextual advertising whenever people type a keyword on the search engine, they get to view your advertisement as well as the content of the website. With this mode of advertising there are dual benefits, not only the publisher gains clicks but also the website publishing the ad gets traffic.

In text ads

Where we are discussing contextual advertising, we cannot miss on in text ads. Now these ads are supposedly an advanced form of contextual advertising and are most preferred by webmasters across the globe. In text ads appear to be less pushy and more targeted than any other form of pay per click advertising. Actually what happens here is that the keyword used by you and the publishing website is same and therefore the keyword becomes the source of advertisement. The keyword in the content of the website where you are publishing your contextual ad has double underline as well as a bubble .So whenever anybody moves the cursor on the keyword, the bubble gets display where there is precise information regarding the publisher as well as advertisement. If the viewers get impressed and interested by the information then they can click on the bubble and o through your contextual advertisement and if they are not interested then they can ignore it.

Advertising In New York City

Advertising in New York City can unlock the gates to millions of new customers, drive huge amounts of traffic to your site or gain your company or cause the exposure few other markets could provide. So lets review some of the best ways to advertise in New York City to jump start your marketing and advertising goals and deliver the results you need.

New York City is known for its Pennysavers and Penny Pinchers, which are free door to door circulars and also include online web communities. There are countless NYC focused websites and social networks that have high traffic and daily visits. With the right advertising plan you can reach millions of viewers a day without spending huge amounts of money. From Manhattan and the Bronx to Brooklyn, Queens to Staten Island advertising in NYC can be accomplished on a shoe string budget, or by hiring a world class ad agency.

Besides Pennysavers and Penny Pinchers, advertising in New York City can be accomplished by article marketing, blog marketing and message forums and classified site postings. Community centric marketing methods will provide you a better response, as NYC is known for it’s tight knit neighborhoods and want only the best information, not endless spammy sales pitches.

In NYC you need to engage your potential consumer, or those you are looking to inform. Advertising in New York City can produce great results, if done right. Community marketing giants John Thompson and Ginutis Sipas have obtained response rates higher then many of the professed top notch NYC ad agencies which require a six figure budget to work with. They have demonstrated how holistic and Guerrilla Marketing tactics, as well as many of the methods outlined above have returned tremendous results for their clients and their own business ventures.

Lets go over some of the many ways to to advertise. Bus advertising, which provides great street-level reads to a commuting audience and throughout metropolitan areas. As buses slowly cruise city streets, your message can be seen by both pedestrian and vehicular traffic on this large transit media. NYC is also home to endless Billboard advertising which is a very effective vehicle for reaching your audience.

Billboard ads are ‘in your face’ advertising! Then there is Wrapped vehicle advertising which can be used to target audiences in areas that are difficult to reach or where traditional outdoor methods are not as available. These eye-catching, moving displays are great for targeting specific events and a general market audience with head-turning results. Then of course NYC is famous for its street teams, which can deliver your message with a personal and human touch.

Another great way to advertise in New York City is to incorporate text messaging into your marketing plan and tap directly into millions in NYC daily life. Text-based advertising invites, engages and opens up deep communication channels with your target audience and it’s EASY!

The most important thing to remember when launching your advertising campaign in NYC is to have an advertising plan. Many times advertisers don’t have a plan, and they end up wasting lots of money on people who promise the world and deliver nothing! Developing an advertising plan assures that your marketing dollars will be spent wisely to target the right audience.

A fine-tuned advertising plan is the key to increasing awareness of your business, products and services, regardless of the size or type of your company. Reasons for advertising will ebb and flow throughout the life of your business. The easy, finite answer is so the business makes money and survives. Once you’ve determined your purpose for advertising, you can start shaping the plan. Research your target audience. It’s imperative to understand the habits of your audience to effectively advertise and maximize the impact of your marketing dollars. Will your customers only come from the west side of town? Do they respond to coupons? Are they online buyers, status buyers, relationship buyers?

Once your company is known, what else do your customers need from you or need to know about your services? Ask existing customers, study ad placement directed to the same audience and examine certain buying patterns for your product or service. These practices will help you customize a plan to reach your clientele. If your business constantly needs new customers, tailoring your advertising message and the way it’s delivered will assist with this goal.

Remember, a customer first has to be exposed to your ad often enough to remember it, then you have to wait for that customer to need what you sell. How soon will he or she likely need it? This is why businesses that succeed understand that marketing and brand awareness is a process that can never be shelved. The success of your business will greatly be determined by your marketing and advertising efforts.