Six Internet Advertising Tactics

Unlike other parts of the Internet, on-line advertising has been pioneered by the mass media advertising agencies. The problem with this, is that it does not follow the metric consistent with the Direct Marketing's best practices -- another force addressing accountability and targeting. This phenomenon took place because large agencies could appreciate the mass medium potential of the Net.In 1998 according to Internet Advertising Bureau, online advertising expanded above the one billion-dollar level, up from $900 million in 1997. Today there are about 600 web sites that sell advertising, of which there are approximately 60 that control the majority of the on-line advertising dollars.

If you are not aware of the types of paid communication that are used on the Internet, here's a list that perhaps you will find helpful.

1. ADVERTORIALS: Advertorials are a form of paid advertising created to take advantage of the look and feel of a particular web site. They attempt to take on the editorial look while communicating a specific message or content.

2. SPONSORSHIPS: Sponsorships are portions of a web site occupied or purchased from another company, product or service and placed on the other company's web site. These are larger units than a banner ad, and the company, product or service is complimentary to the web site they are on.

3. INTERSTITIALS: Interstitials appear between Web site pages. As the new page loads, an interstitial will quickly convey some message about the company or product or services.

4. POP-UPS: Pop-ups appear when a web site page loads, as a window sitting on top of the page itself. They are intrusive areas that attract attention while the page is coming on the screen.

5. GAMES: Games are an attempt to lure visitors into interacting with the information found on the web site, product or service. The game is for those visitors who enjoy something other than research.

6. BANNER ADS: Banner Ads are those graphic blocks with brief copy attempting to attract attention to get the visitor to find out more about the company, product or service -- a kind of electronic outdoor billboard.

There will be more techniques and some could argue that there are already others, but these tend to be the main ones. If you would like to find out more about any of these, please contact us.

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