Types of Online Advertising
Advertisements displayed as simple, text-based hyperlinks are known as Text Ads. As their name suggests, text ads they do not include graphic images. Text ads are sold on non-search websites and can be served either by individual websites, or a publisher’s own ad servers. Client example: Humana Health Insurance
Graphical advertisements featured on websites are known as Display Ads. Display ads are often available in many standard shapes and sizes, including: banners, leader boards, skyscrapers, large boxes, and other sized graphical ads. Display ads use eye-catching visuals to quickly grab catch the attention of website visitors browsing the pages on which they are featured. Display ads are sold on non-search websites and can be served either by individual websites, or a publisher’s own ad servers. Client example: Blair Clothing
Advertisements that appear to “pop up” in a new window as users browse a website are known as Pop-Up Ads. Hover ads, floating ads and slide-in ads ads are all considered pop-up ads. (Sometimes these ads are also known as Pop-Under Ads, depending on whether they are displayed over or underneath the current web content being browsed.) The use of Flash and DHTML ads has risen in recent years in an effort to counter the increased usage of pop-up blockers.
Flash / DHTML Ads
These kinds of ads incorporate Flash animation or other motion graphics. Ads may be animated display ads in more traditional shapes and sizes, or, as of late, they can be sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site.
Interstitial ads appear between web pages that the user requests. For example, an interstitial ad may appear after you click on a link in an excerpt to view the full content of news story. Because interstitial ads load in the background and do not interrupt the users immediate browsing experience, they are a preferred method of delivering ads with rich media, streaming video, and/or large graphics.
With the popularity of online video watching, video ads have become a viable means of distributing rich advertising content. Currently video ads can either be content created entirely by the advertiser, or “in video” ads that will show your ad within a video. Major search properties like Google (through YouTube), MSN, Yahoo, and AOL all offer advertising on their video websites.
Email Ads (Classified Ads & Newsletter Advertising)
Ads that are distributed by a publisher through email blasts to opt-in audiences are known as email ads. Advertisers can individually sponsor a publisher’s email newsletter or they can purchase classified ad space. Client example: Baltimore Area Convention & Visitors Association (BACVA)
On-Site sponsorships are ads (typically just a company’s logo) that can be bought on individual websites. Sponsorship ads typically appear in an area on the website reserved for sponsors and often noted as such. Client Example: Connections Academy
Advertisements in editorial form that appear to contain objectively-written opinions are known as paid editorial ads, or “Advertorials”. Online advertorials are typically featured on publisher’s websites and promote products and services related to the website’s content. Some ad networks will develop, optimize, and write your advertorial and place it on their ad network. Client example: International Federation for Animal Welfare (IFAW)
When ads are served based on related content a user is currently reading or browsing online, it is known as contextual targeting. For example, if you are reading an article on a news website about sports, you may see contextual ads for sports gear, memorabilia, or game tickets. Contextual ads are purchased through major search properties like Google, Yahoo, MSN, and through many other contextual ad networks. Ad relevancy is typically determined by algorithms that will assess the appropriateness of the ad in relation to the displayed content. Client example: IFAW
When ads are served based on user behavior, it is known as behavioral targeting. Behavioral targeting is based on a variety of online factors such as recent online purchases, searches, and browsing history, as well as demographic details such age or gender. For example, if you recently visited a real estate website, you may see behavioral ads selling mortgages. Client example: Connections Academy
Geo-Targeting / Local Advertising
When ads are served based on a user’s geographical location, it is known as geo-targeting. For advertisers interested in targeting users within a specific locality or region, geo-targeted online advertising is an effective solution. An increasing number of websites now offer geo-targeting capabilities. Local advertising also includes network buys through radio, television and newspaper websites, as well as localized search engines and directories such as Yahoo! Local, Google Local, and AOL City Guide. Client example: BACVA
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