29 June 2019

It’s High school all over again!!! 

The internet in many ways has made our lives a lot like being in high school all over again, while this is a broad statement, we will only be focusing on that part of high school which separates the popular kids from the not so popular kids and the academic over achievers from the middle of the roaders and this will be a six part blog series for the summer focusing on the growth of paid online advertising and the use of Facebook, You Tube, Instagram and Twitter (Branding). 

Like every society past present and future our very existence is dependant on a few vital things for our survival and advancement, these being food, shelter and clothing. Now the human condition is to always be innovating and advancing through technology and science.  In June of 1836, French newspaper La Presse was the first to include paid advertising in its pages, which allowed them to lower their newspaper price, extend its readership and this is where our story begins. Fast forward to 1999 to 2002, advertisers turned to pay per click and paid search and then in 2006 digital ads become hyper targeted. Since then online advertising has been growing at a feverish pace.

Remember when “surfing the net” meant traversing a minefield of unwelcome pop-up ads? When “digital advertising” referred almost exclusively to obnoxious flashing banners and random sidebar ads? 

AT&T paid Hot Wired $30,000 to place their banner ad on their site for three months. The ad enjoyed a click-through-rate of 44% — a number that would make most marketers balk in disbelief today. To put that in perspective, the average clickthrough rate on display ads today — 22 years later — is closer to 0.06%.

The user experience of paid search was suffering, and one up-and-coming search engine thought they could fix it. Google introduced AdWords in 2000, originally under a pay-for-placement ad model. Google wanted to create a sponsored search experience that generated revenue without compromising the quality and relevancy of search results.

While previous paid search models like GoTo.com relied on bids from advertisers to determine search rankings, AdWords introduced a Score model, which took into account an ad’s clickthrough rate when determining its placement on the search results page. Even if an ad had a lower bid, it would still appear above other less relevant paid ads in search results thanks to its high clickthrough rate. The Quality Score model is still used today.

Today paid advertising also depends a lot on social media accounts and the number of visitors and followers to those accounts.  Advertisers will pay influencers like the Kardashians tens of thousands of dollars to have a post on one of their platforms i.e. Instagram. In this case, the Kardashians would be the cool kids and this is where the high school analogy comes in. The more followers you have on your social media accounts, the more traffic you command, thus the more advertisers will pay to reach your audience.

It’s essential that your content is current, original and interesting this keeps visitors coming back and the chance of getting them as clients.

Over the next 6 weeks we will explore where online marketing originated and where it is going and also, we are going to explore the making of videos with your smart phone which will be good enough to post.

Source: https://blog.hubspot.com/marketing/history-of-online-advertising

Nexonta Technologies Inc.

On to the Next Level