Make Money Online ADVERTISING Intro to Online Advertising

Intro to Online Advertising

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Intro to Online Advertising

Almost two decades ago, Congress passed the Telecommunications Act of 1996, which deregulated the then-nascent internet and unleashed a new world of online possibility. The internet was no longer the exclusive domain of academics and the military; it was open for business. And businesses wasted no time in staking their claim to this new frontier.

Today, there are more than 1.94 billion websites, and counting. That’s a lot of competition for attention. So how do you make sure your website doesn’t get lost in the shuffle?

One way is to use online advertising.

What Is Online Advertising?

Online advertising is a form of marketing that uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other forms of advertising, online advertising often involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

Why Use Online Advertising?

The internet has become a central part of our lives. We use it for entertainment, socializing, news, shopping, research—almost everything. Not surprisingly, then, we are also exposed to a lot of advertising online. In fact, according to a study by eMarketer, adults in the United States spend an average of 12 hours per day with digital media—and more than half that time is spent interacting with ads.

That’s a lot of potential exposure for your message! And because you can target your audience very precisely—by age, location, interests, even purchase history—online advertising can be much more effective than other forms of marketing and much more cost-effective than traditional media such as print or television advertising. For example, according to Google AdWords benchmarks released in 2016, advertisers saw an average return on investment (ROI) of $2 for every $1 spent on AdWords search ads—a total ROI increase of 20% year over year since 2013.1

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