Online Advertising
According to Terry S. Semel, chief executive of Yahoo!, in
a New York Times article at the end of 2006, the UK is almost
two years ahead of the US in terms of online advertising.
According to the Internet
Advertising Bureau in 2006 the online advertising market
was worth over £2 billion, up 41.6% on the previous
year. With its market share also reaching 11.4% it has shown
itself to be a strong performer in an otherwise depressed
market.
There have been many factors for this, including the growth
of Broadband with 10 million households now using it; how
long people use the Internet, where on average 25% of an Internet
user’s day is spent online; and the growth in online
retail spending, which has increased 57% year on year to over
£30 billion in 2006.
While Internet advertising is now the second most consumed
media after TV, not all the advertising on it is the same.
Display Advertising: This accounts for almost
a quarter of all online advertising. In general it is also
the most expensive type of advertising. As such it is crucial
to get your message right. A poorly designed or implemented
campaign will not deliver the best results and as such can
be a costly exercise. Our team of designers can help you make
the right decisions and ensure you get the right result.
Search Advertising: This area has many names
for this and is more commonly known as Pay Per Click (PPC).
With search engines such as Yahoo! and Google bringing in
paid for results and introducing us to terms such as Adwords,
this has rapidly become the single largest area for advertising
online and accounts for almost 60% of all spend, accounting
for a total of £1.2bn. The simple reason for this is
that unlike more traditional advertising mediums, PPC is designed
for the end user to create advertising campaigns on their
own. It also has opened the door to businesses that wouldn’t
have considered spending money outside of their local paper
or Yellow Pages. Now they can go onto Google and with a few
clicks and a credit card number can have their own campaign
driving traffic to their website. PPC can be a fantastic add
on tool to a traditional media campaign where key phrases
or tag lines in your creative can be used online to drive
interest directly to your site.
The biggest problem with this medium is competition. As more
and more people start to do this, competition for those certain
keywords crucial to your business increases and the cost for
bidding on them goes up. This is where an agency can help,
by careful construction of more complex keyword campaigns,
we can ensure you get more leads for your money and don’t
find your adverts offline more than online.
Naturally there is also plenty of competition to provide
campaign management services and there are literally hundreds
of companies out there offering services to help advertise
online, however as our team are all Google
certified
we can ensure you get the right advice by people trained by
the largest online search engine. This gives you peace of
mind that we can structure the right combination of keywords
for your campaign and ensures you will not be paying more
than you need to for them.
Classifieds: The easiest way to understand
this it to look at a newspaper. In most papers at the back
you will have topics such as jobs, homes, motors and then
practically almost anything else in between. You therefore
have sites that have grown to service these key areas, sites
such as Autotrader online, fish4homes, monster.co.uk etc.
As a market sector it makes up the rest of the online spending
and accounts for £379m in 2006. Like any other medium,
there are good and bad websites in this market and our experience
can help you negotiate the best prices with them, as well
as help you weed out the bad ones. |
