Online advertising is a generic term, referring to the use of any Internet medium in order to promote a product or a brand. It can refer to video, social media advertising, online media buying on networks or premium websites, but also on mobile, online content calendars, etc.
The tools for developing an online advertising strategy are many, and we believe the first step is to define what your main KPI or objectives are. Is it about engaging with the audience? Is it about creating awareness? Is it about lead generation?
Social media is great for engagement, while premium display formats completed with an outdoor advertising campaign will be the best for awareness.
Lead generation is always more challenging to achieve but it can be done with high-spend volume, creative visuals and key visuals with a call to action on display banners.
The banner sizes vary, from a standard format such as the MPU and leaderboard to highly interactive ones such as overlay, push down banners or even microsites. As this form of advertising encompasses everything that is online, it also integrates email marketing, search engine marketing and search engine optimization.
Despite online marketing being a form of unwanted distraction and presenting one continuous challenge that the industry faces as a whole, that of ad blocking, the industry keeps renewing itself with new ways to keep engaging with viewers.
As a result, our content marketing and social media marketing spending are continuously increasing while marketers choose to buy banners in bulk and high volume.