Online advertising or how to attract cybernauts to a site
Par Sébastien Ganzer | 9 Dec 2008 | 19H14
Web presence is all about visibility if you want to target correctly and attract visitors. However, the number of sites and pages never ceases to increase, so how do you ensure that your site will be sufficiently visited and by the right people?
Unlike on the streets of a real city, the likelihood of walking past a window, however attractive, and popping in on the off-chance is much lower on the web.
The number of visitors to a site can be generated by its general renown but also through its clever appeal to various tools such as research engines, links on partner sites, the purchasing of advertising space or email campaigns.
Online advertising is very much in the ascendancy. In 2007 it became the third most important medium of advertising with a 14% market share behind television (27%) and the press (30 %), according to a TNS Media Intelligence survey.
One of the most important factors to bear in mind when managing a site is undeniably search engines and referencing. Simply featuring in these engines is not enough, you have to be at the top of the list. For a site to have its sponsored link feature at the head of a list after a particular word search it has to take part in an online auction. AdWords, created by Google, is today the most used and is considered to be the most efficient. In parallel the AdSense service analyses the content of partner sites and determines as a result the ads that will be displayed there. This system, representing 40% of the market, constitutes the main online advertising support.
Banners out, videos in
Banner advertising, whether animated or not, is still an important vector but has shown yearly decline. The choice of promotional media is determined above all by campaign objectives: profile, product launches, visibility development, increasing visitors, etc. The major general-interest portals and their broad coverage capabilities stand out here. These have become very powerful vectors of communication capable of reaching up to 50% of cybernauts in several weeks.
More community-based targeting for specialised information sites enables them to reach narrower bands of the population, defined by their shared interests, needs or professions. Through his or her motivations to visit a site, the target is more receptive to the message, on the condition that it is suitably adapted.
The video format for advertising is expanding fast however. A study by the Carat group, the biggest communication group in the world, shows that when it comes to memorisation, a 30 second video spot is more effective on the web than on television. The rate of clicks on “rich media” adverts is, according to the survey, 5 times superior to classic advertising.
When it comes to assessing the results of ad campaigns, Internet has one major advantage over traditional media because viewing figures can be readily monitored; free tools such as Analytics, also developed by Google, give all click and source statistics for pages viewed and purchases made.
At Futuroscope, a number of means of Internet advertising have been used. According to Yves Petit, webmaster at Futuroscope, “the most effective way is to diversify your approach: the banner is not enough these days, the sponsored link is a must, and you have to use new channels such as blogs and Web 2.0.”
Unlike on the streets of a real city, the likelihood of walking past a window, however attractive, and popping in on the off-chance is much lower on the web.
The number of visitors to a site can be generated by its general renown but also through its clever appeal to various tools such as research engines, links on partner sites, the purchasing of advertising space or email campaigns.
Online advertising is very much in the ascendancy. In 2007 it became the third most important medium of advertising with a 14% market share behind television (27%) and the press (30 %), according to a TNS Media Intelligence survey.
One of the most important factors to bear in mind when managing a site is undeniably search engines and referencing. Simply featuring in these engines is not enough, you have to be at the top of the list. For a site to have its sponsored link feature at the head of a list after a particular word search it has to take part in an online auction. AdWords, created by Google, is today the most used and is considered to be the most efficient. In parallel the AdSense service analyses the content of partner sites and determines as a result the ads that will be displayed there. This system, representing 40% of the market, constitutes the main online advertising support.
Banners out, videos in
Banner advertising, whether animated or not, is still an important vector but has shown yearly decline. The choice of promotional media is determined above all by campaign objectives: profile, product launches, visibility development, increasing visitors, etc. The major general-interest portals and their broad coverage capabilities stand out here. These have become very powerful vectors of communication capable of reaching up to 50% of cybernauts in several weeks.
More community-based targeting for specialised information sites enables them to reach narrower bands of the population, defined by their shared interests, needs or professions. Through his or her motivations to visit a site, the target is more receptive to the message, on the condition that it is suitably adapted.
The video format for advertising is expanding fast however. A study by the Carat group, the biggest communication group in the world, shows that when it comes to memorisation, a 30 second video spot is more effective on the web than on television. The rate of clicks on “rich media” adverts is, according to the survey, 5 times superior to classic advertising. When it comes to assessing the results of ad campaigns, Internet has one major advantage over traditional media because viewing figures can be readily monitored; free tools such as Analytics, also developed by Google, give all click and source statistics for pages viewed and purchases made.
At Futuroscope, a number of means of Internet advertising have been used. According to Yves Petit, webmaster at Futuroscope, “the most effective way is to diversify your approach: the banner is not enough these days, the sponsored link is a must, and you have to use new channels such as blogs and Web 2.0.”
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