The Advantages of Web Advertising
Advertising permeates the World Wide Web, just as it pervades television, radio, public space, and print publications. However, the form, presentation, and content of web advertising can differ significantly from other types of ads. Compared with television and print media, web-based advertising can be media rich and far more interactive than any other type of advertising. Web ads are also more diverse than print, television, or radio ads. For example, web advertising ranges from simple sponsored text blurbs such as those contained in the sidebars of any Google search to animated banner and pop-up ads to Flash films complete with sound. Web ads also put the viewer closely in touch with the source vendor in a way that print, television, or radio ads cannot. With a web ad, the viewer can, and is even encouraged to, connect directly with the company website to make a purchase. Moreover, with the World Wide Web, ads can be targeted to individual viewers in ways that can never be done through less personalized media. However, in spite of such media richness, web advertising also has limitations not present with television and print ads. For example, marketing campaign continuity cannot be established with Web-based ads in the way that
Because web technology is still evolving, advertisers must keep abreast of the latest software applications. Everything from keyword generation to graphic design can be facilitated by using software. File formats used in ads include simple GIF images to Flash films. Web designers need to consider the range of browsers available, not all of which support the same types of media or animation. Moreover, not everyone uses high-speed Internet services, and some ads may be too slow to load to be effective. Ad files should be small enough to load fast in the browser, and should be as colorful and media rich as is necessary or possible. One of the web advertiser's most effective marketing tools is the set of keywords embedded in website programming codes. Such codes can facilitate the targeting process and help advertisers select markets and audiences effectively. A comprehensive health-related website, for example, will attract advertisers in the pharmaceutical, health products, and other related industries. With good keyword usage, an advertiser can discover hidden niches. The most basic web ads are those that are in plain hypertext. Coded in HTML, these ads are effective insofar as they do not bombard the viewer with unwanted sounds or visual imagery and may therefore put off fewer people than a pop-up. On the other hand, because of their unobtrusive nature, hypertext ads such as those
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