Online Display Advertising, Essay Example

Online advertising is a form advertising that uses the internet to deliver messages to consumers when promoting products. It is also known as internet advertising. Online display advertising is an ad that includes images and texts in a movement or channel and interaction between channels offering the functionality. Today, many people and businesses are adopting the use of internet in advertising. This is because of the rapidly changing technology. In every activity performed in the business, internet is incorporated. For example in a production company or department, internet is incorporated from acquiring raw materials to the supply of finished goods to the final consumer. This has reduced movements of employees and businesspersons from one place to another. It saves money and time. Customer does not need to travel overseas to buy the products he/she needs (Goldfarb & Tucker 2011, p. 398). This is because the products are displayed using online display marketing where the customer will choose and decide whether to buy or leave the product. When a customer chose to buy the product, he/she would make order online, and they will communicate online to a certain time that the product is received.

Online display advertising relates to offline display advertising. I agree to this statement as per the two posts. This is because the only difference is the use of the internet. The online one is using the internet while the offline one is not using the internet. Offline display advertising was the main method of advertising before technology advancement and innovations. Online and offline display advertising relates but online is mostly preferred. This is because the marketer will post the product together with the explanations about it and wait for the customers to contact. On the other hand, offline advertising or print media needs the marketer to be present when presenting the products. The customers will ask questions on the spot as the marketer is presenting the product. This shows that online advertising is cheaper and saves time as compared to offline display advertising. A company or organization should employ both offline and online advertisement methods for it to succeed (Braun & Moe 2013, p. 762). This is because there are some areas where online display advertising fits while in other places offline display advertising is preferred due to circumstances. For example in urban areas, online display advertising works well more that offline display advertising. On the other hand, in some parts of rural areas offline display advertising is preferred. Online and offline advertising represents in that both of them contain images and text in the advertising content.

As per the two posts, there are three types of online advertising. They include; search advertising, social media advertising, and display advertising. Display advertising is the use of banners and billboards ads where the products advertised are posted on them such they can repeatedly be presented online or after a particular program as per the target population. Search advertising is whereby the results about products are obtained from different search engines are displayed online as an advertisement to influence more buyers to buy the products. These include the comments from the public on their satisfaction of the products. Social media advertising is whereby the products are displayed on the media web pages like twitter, facebook, histogram, and even youtube (Brajnik & Gabrielli, 2010, p.977). This is the best method online display advertising adopted currently worldwide. This is because most people are registered on the social media, and they visit the pages frequently that they can access the advertised products. Though it is the best method of advertising, the offline method should be considered because not all people have been transformed to the digital age (Goldfarb & Tucker 2011, p. 402). This proves that both online and offline advertising describes in that each of the two is useful, and it cannot be abandoned. In this case, target population factor should be considered to choose the advertising method to apply. This is because social media cannot be used to reach the old people, and the offline method cannot be used to reach the youths.

Online advertising can be used in the form of text ads and pop ups. Information about products can be sent to customers as messages through email. This is more convenient as it can be done on the mobile phones without spending more funds and time moving to places to get a computer. In addition, on the search engines and social media web pages, ads can be posted. The ads are designed and posted in a manner that it pops up when a customer or any other person access the web pages (Braun & Moe 2013, p. 758). The customer will be attracted to the pop up containing more information about the product, which will influence the customer to buy. Currently, youtube is the best method of online display advertising. Most people are visiting various types of information about products and solving other problems. For example, the singers, manufacturers, and innovators post their products on youtube inform of movies and songs. Even young children can access some information on youtube, and they grow expanding their experience on the uses of the internet as a form of online advertising method. This is because internet has been introduced as one of the curriculum subjects in schools even lower primary.

From the text, display advertising is the overall method where all the other methods are compared. This is because from both the online and offline advertising methods; display is incorporated and compared with others (Goldfarb & Tucker 2011, p. 396). The marketer should do greater research before choosing the ads to incorporate on the display. Target population or group is necessary because the ads should include the products together with what the targeted populations like or interested in doing. For example, when targeting youths, the products should be posted on youtube in the form of movies where the youths are attracted and at the same time, the product is marketed.

In conclusion, online display advertising and offline display advertising relates, and no one of them should be abandoned when advertising products. This is because both of them work in different places and in differently targeted populations. For example, offline display advertising is best in rural areas and for the elderly while, online advertising is best for the youth and the transformed community to the digital age. The company will succeed when it applies both advertising methods in that it will reach all customers irrespective of age and geographical areas.

References

Brajnik, G., & Gabrielli, S. (2010). A Review of Online Advertising Effects on the User Experience. International Journal Of Human-Computer Interaction, 26(10), 971-997.

Braun, M., & Moe, W. W. (2013). Online display advertising: Modeling the effects of multiple creatives and individual impression histories. Marketing Science, 32(5), 753-767.

Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.