What is the main objective of advertising? To provide potential consumers the best advantage in your product or service? Encourage him to make a purchase? You are absolutely right. But secondary. The main objective of advertising is to increase your income. That is why in the professional environment with a puzzled look at those who say: "spend money on advertising".
1. Introduction to the topic
As in any business money in advertising invest, hoping for good results. The cost is a natural part of business, as the cost of purchasing new equipment or office rent. There are many nuances associated with calculation of the efficiency of the use of certain advertising media. Today the increasing importance of Internet advertising, compared to traditional television and radio advertising, advertising in print media has many advantages. With its help, we can more accurately answer the question: what and how we advertise, what the geography, the time of the show and the audience needs to be calculated our advertisement.
2. Types of advertising on the Internet.
All advertising on the world wide web today is divided into two types — passive and active. How to distinguish between them? Very simple. If payment for advertising is charged to the webmaster, who posted it on his site, then that is passive advertising. It can be conceivable banner size, pop up window, and sometimes popping out of nowhere image (the so-called Rich-banners). Sometimes, if you try to close them, instead, get on the advertised page. This is explained by their "efficiency". In recent years there has been a tendency for experienced users these ads just don't notice it, while others often ignore.
From a total collapse of passive is save developed recently flash technology, which makes it a little more attractive. But it is not a panacea. Over time, the situation can turn into a vicious circle: the performance of passive advertising in recent years falls, and in order that the site generates the same profit, and the webmaster puts it all more advertising. The abundance of this advertising, in turn, more frustrated visitors, and because of this, its effectiveness is even more reduced.
Need to say a few words about contextual advertising, which has a fairly high efficiency, and in recent years became a frequent guest on sites. But since it is context bound to the page where it is placed, the effect occurs only when the user is thematically interested in the page, and the page itself is tailored to this theme. In addition there is an unpleasant effect of competition, for example, when a site sells fridges, and advertising leads from this website to websites of other similar sellers. There is the enticement of the buyer.
Qualitatively new was the idea that the context should be focused not on the page and to the user viewing it. How to do it — read below.
3. To pay for everything
The solution was invented long ago. Need to interest the visitor in viewing the advertisement. How to do it? He is just paying for the view! Hence the definition of active promotion: if payment for advertising is charged to the user viewing itis active advertising.
You can argue that such a view would not be considered a target, and will be in some degree right. But here comes in the power of the psychological regularities that passive advertising played an indirect role, and most importantly, repeatability. If the ads show the person once, then most likely he won't remember, and I certainly don't notice details. If you show this ad a few times, and even better with a stable time interval, the person not only begins to know her, but starts to notice details. Thus, through time, the visitor becomes inappropriate from target!
4. What active advertising
At the dawn of the Internet appeared the so-called click clubs, working on the principle: I looked at your website and you look for mine. Since then, their title has outgrown itself, and the principle has changed dramatically. System of active advertising (SAR) has opened whole new trend in the advertising business, which, on the one hand, allows with minimal cost to advertise websites and enables Internet users to earn on viewing advertising. But in order for ATS to be really effective, they had to go through several stages of development.
First, it was necessary to answer the question of the advertiser, on what region and time display of the calculated advertising. SAR was introduced all kinds of targeting (setting) time and, very importantly, geography. Now you can show ads through strictly certain intervals of time, only during certain hours of the day, and only in the required regions.
Second, was given the answer to the second question: what we are advertising, and what the audience of our advertisement. Because the item determines the audience and Vice versa, certain audiences want certain products. Had to find the Golden mean between the advertiser and the user viewing the advertisement. And the solution was found. Active contextual advertising, but not intended for the site webmaster and to the user — this was the response of the ATS on this issue. Now you can advertise your website not just for a given temporal and spatial, but also thematically directed field!
5. What is active is
At the end of last century there were several ATS that offered the user to install the program. She held part of the monitor screen, and showing advertising banners. This, according to these ATS should not interfere with the user experience on the Internet. Many of these foreign SAR exist to this day.
They were replaced by the domestic system, which demonstrated no banner, and the site as a whole. With no additional software to install was not necessary. All advertising placed in a normal browser window, and in its upper frame navigation menu of the SAR. However, there is the system with the so-called auto-surfing where download site of the advertiser is carried out automatically and without human intervention. Such systems are used only to cheat counters, and sometimes form the wrong impression about active advertising. But, in theory, to call such systems ATS is not entirely accurate, because it does not perform the second important condition viewing ads should be made by the person.
Further technology development is the emergence of a SAR without the frames, i.e. the whole area of the monitor screen in them is given for the is, in fact, as an ordinary website. This site has a special banner (spot) through which you can get on another site, and from the second to the third, etc.
Now there are many varieties of ATS, combining different technical principles. The idea is that wherever the user has viewed the advertisement, in a browser, email client or even by SMS on your phone. The efficiency may be different, but the principle of charging payment for viewing ads everywhere the same.
6. The effectiveness of modern ATS.
An example of passive advertising — banner network. 1000 banner impressions costs an average of $ 2-3. Of this amount, tap on the banner, and then will visit the site on average 3 people (according to one of the largest banner networks lbn.ru). Thus, a single visitor will cost from 70 cents to 1 dollar. And despite the fact that this person simply will visit the advertiser's site!
SAR shows the entire site and thousands of such shows are about 1.5-2 dollar. Even if you consider that the website need to show one user in a 5-7 times, still the cost per customer is ten times less! Many ATS also offer additional services running on the website advertisers. Sample assignment: register on the site, and with its confirmation on real existing e-mail user. This approach allows for a relatively small amount of money to purchase real customers and quickly promote any project.
7. The prospects for SAR.
One view of advertising a website called SAR one "credit". The name stuck ever since the first such systems. "Credit" is actually the domestic currency is SAR, which you can buy, sell, transfer to other accounts to play on it and even put in a virtual Bank! Most interesting is that this currency does not depend on the dollar or ruble in SAR, there are shops in which sell goods for credits, and sometimes is carried out and the direct exchange of: goods for the view, or even exchange active advertising on the passive.
The prospect of the development of systems of active advertising stems from its determination. The client is profitable to look at paid advertising, the advertiser is profitable when the effectiveness of advertising is higher. Therefore, active advertising will gradually replace the passive, though completely displace the latter, technically more simple, will not work. Gradually, the SAP credits will begin to accept e-shops together with existing forms of payment. Will be a universal automatic exchange exchange of various forms of electronic money, one of the varieties will be the loans. Real banks will also appreciate this kind of money. The most important thing for the Bank is to ensure currency, but 1 credit is 1 advertising, i.e. advertising a universal unit that does not depend on fluctuations of the market!
Vyacheslav Gorchilin, 2007
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