Web Advertising

Recent researches have showed that consumers spend more time surfing the net and less time watching television or reading newspapers. This new trend has given birth to a new way of advertising: web advertising.
In order to keep their profits high or to increase them, in order to attract more customers and to strengthen brand awareness in consumers’ minds, many companies decided to advertise their products online.

Ads online are cheaper and most effective that TV ads, for example.
Moreover, the advertiser is able to track the amount of time people spend looking at the ad.
Another advantage of web advertising is that on the Internet a company can show its “uniqueness” without any constraints, due to the fact that until now the Internet is not regulated. For this reason, ads that have been banned from the TV and are considered illegal can be put on the web; this is the case of some Nike’s ads as well as some Virgin’s ads.
In addition to this, online ads can be personalized and can become interactive, adding clips, games or videos.

While banners are in decline (only the 3% of consumers click through), other ways of web advertising work incredibly well:

• Affiliate marketing: cross promote each other products, for example amazon logo and a coffee shop.


• Viral marketing: an online word-of-mouth. Gmail strategy of recommend a friend works very well.


• Chat-rooms: you can promote your product on facebook, myspace or youtube.


• E-mail advertising: can be customized. People tend to respond better to e-offer made via e-mail.

It is assumed that if you search information on the Internet you have already an intention to buy. It can be for this reason that web advertising works very well.