The 5 Popular Myths About Online Advertising
Online advertising is a far-reaching concept used to define the paid advertising that producers put on their websites to allow them to provide you content and services for free. But what most people perceive about is a specific type of online advertising that is tailored to your probable interests by companies endorsing their products or services.
Basically, the free content you adore may be used to help serve ads that you would find more informative, significant and interesting. Checking out a blogger’s website? You might get some ads for blogs popping up soon, too. Browsing an article about photography? You’ll probably see ads for photography shortly after.
And before you start comprehending that, let us disclose a few of the most common fallacies we hear about online advertising.
1. It’s horrible and scam-like.
It doesn’t have to be if you use behavioral targeting and think about your niche. Are you using the right message, is the creative clean and crisp? Your online ads shouldn’t look like junk mail.
A poll commissioned by the Digital Advertising Alliance (DAA) found that 75% of consumers surveyed that they favor the current internet model where the majority of content is free despite the ads.
In addition, more than 75 percent said they should be able to choose the types of ads they see and how they are produced. Consumers want control over their ads. Marketers and agencies need to ensure they can deliver valuable, relevant, persuading and engaging advertising.
2. It’s unnecessary if I’m a local business.
This is definitely not true! Digital offers a unique proposition for local advertisers and marketers, especially because smartphones and location-based apps offer augmented ways to target the right customers.
3. It’s very expensive.
Like all forms of advertising, there are cheap and costly ways to achieve your goals, reach the right audience and get your message across. The benefit of digital is that you can reach thousands of highly-targeted people at the same time; meaning, it might actually cost a lot less to run an online ad campaign versus other media. In addition, targeting can make your campaigns more effective without an enormous uptick in price.
4. It’s complex.
You don’t have to be an expert to strategize and execute a digital campaign. As with other forms of advertising, objective always dictates strategy. Upright planning is the key to a successful ad campaign, along with audience development and research. Do your assignment and start small. Make realistic and specific goals that can be quantified. Google Adwords and social media advertising are often among the first online ad media marketers begin with.
5. Banners are dying.
While it’s difficult to argue that banners are exceptionally effective, marketers should still consider using them in the correct context. Banners can be successful as part of an overall digital campaign, but creativity and media placement are critical.
Consider that conversions are tough to achieve with any display ad, but banners do offer a stress-free and cheap way to introduce your brand to prospects. Plus, do you think billboards are going away any time soon? Probably not.
Photo credits to Davies Moore.
About Camille Jacinto
Jack of all trades. Interested in MAFIA: Music, Arts, Film, Independence and Anything Intellectual. Currently writing for an events and advertising company.