Paid Media

In this weeks class we covered paid media (ads). Due to changes in consumer behaviour, marketeers are forced to use different techniques to sell their products or services. One of these techniques is paid media, they allocate spending in not only radio, television and print media but also in digital media in order to acquire impressions, views and clicks. There are three approaches that can be taken for this:

Fist we have Rich Media Ads: These ads consists of motion graphics, audio, video and the objective is that the user interacts with the ad. These ads cannot be intrusive or disturb the user, they must be the ones to decide whether or not they want to interact with your ad. On the bad side, these sort of ads are difficult to design and are not suitable for everybody.

Another form of advertising are Display Ads: Display ads are often referred to as banners. These graphical forms of advertising come in standardized sizes and can include text, pictures and rich media (interactive multimedia as mentioned above). They can be placed on websites, applications, newsletters, e-mails etc. Rich media is combination of text, audio, still images, animation, video, and it is made to allow users to interact and participate with the ad. Display advertising allows you to target your audience by selecting various options such as demographic, gender, age etc. You can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your return on investment (ROI).

Text Ads (Google Adwords): These are the simplest version of a clickable message and they are composed of three parts: a headline, display URL, and a description. This is Google’s main product and it is a pay per click service. These ads are considered to be very effective, fast and easy as Google is the most popular search engine in the world with over a billion searches every day. More people using Google, means more of your target audience will see your ads. You can set up a daily budget and change it based on the results your campaign obtains. Here is a Guide for Google Adwords: The Google Guide to Search Advertising.

Posted on November 1, 2012, in Advertising, Social Media and tagged , , , , , , . Bookmark the permalink. 1 Comment.

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