Online Advertising

Online advertising (also called online marketing or Internet advertising or web advertising) is a form of marketing and advertising which 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 advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

Global ad spending is expected to reach $600 billion US by the end of next year, according to eMarketer, and grow at an annual rate of about five per cent until the end of the decade. Much of that growth is being fuelled by digital advertising, particularly on mobile devices.

According to a report by PageFair and Adobe, more than 200 million people worldwide have downloaded software that can block virtually all online advertising. But on the other hand if the ads hadn't already become so intrusive there wouldn't be much demand for ad blockers.

The number of people blocking ads increased by more than 40 per cent last year, and it is estimated that blocking cost cash-starved publishers more than $22 billion last year.

People don't mind a subtle add or two but many web pages are so clogged with them that users have no other option then to run ad-blockers.

Relevant and not intrusive ad is a content too.

Examples of the bad ads:

  • Native advertising - ads that pretend to be a regular content
  • Popup
  • Popunder
  • Tricking people with ads that looks like menu items or download buttons
  • Autoplay ads with video and sound
  • Waiting while ad is shown with certain timeout and user is not able to turn it off

Descriptions of the good ad:

  • Ad should be labeled as ad
  • Ad should be relevant
  • Ad should not be intrusive or annoying

Does watching 30 seconds ad video before 10 seconds content video worth it?

Many people think that if they see ads on website - then the product is cheap.

A lot of people think that they pay for internet and they should not see ads at all.

Being online is like driving a car (though far less linear experience). That being so, online ads should feel like sign posts or billboards: it appears briefly in your peripheral vision as you pass, yet you register the message upon it effortlessly. Ads online need to feel this way.

People aren't diametrically opposed to ads - they're opposed to obtrusive ads. They're opposed to YouTube ads longer than the video you're trying to watch, or full-screen pop ups taking over, or 4 different buttons labelled "download" and only one of them real.

Majority of the internet is built on advertising. That's how content providers get paid. There are many site that's take it beyond usable but if people block them, advertisers will be force to become more intrusive. No advertising, no content.



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