Tag: paid advertising

  • Welcome to our 3rd installment of our blog series on the evolution of paid online advertising

    Welcome to our 3rd installment of our blog series on the evolution of paid online advertising

    In this blog, we will continue covering the early history of online paid marketing and advertising between 2006 up to 2010. In these formative years of online paid advertising, we’ve seen the growth and evolution of this type of marketing which started out as simply online branding for most small and large companies to where we’ve seen companies spending upwards of hundreds of thousands of dollars monthly in order to reach their target audience. As social media has grown so has the users searching online for what influencers are pedalling thus this created a wonderful opportunity for the growth of paid online advertising where companies could target a specific audience for a specific product or service.

    2006: Digital ads become hyper-targeted
    As social media platforms picked up steam in the mid 2000s, advertisers sought a way to integrate ad content in a way that was both effective and non-intrusive. Marketers wanted a plan of action to reach younger internet users who were increasingly unswayed by banner ads and spending most of their internet time on social networks.

    After previously resisting ads on its site, Facebook started working with advertisers in 2006 as a way to increase the young company’s profitability. They started with small display ads and sponsored links, and eventually moved onto ads targeted to a user’s demographics and interests. Despite some controversies along the way, Facebook has proven itself to be a targeted ad pioneer, changing the way that companies reach their desired audiences online.

    “Our strategy is much less about increasing the volume of ads and much more about increasing the quality of the content and the quality of the targeting to get the right content to the right people,” Facebook founder Mark Zuckerberg said in 2014.

    Targeting consumers with relevant ads — rather than bombarding them with a large volume of ad content — has become a standard practice for online advertisers, particularly on social media. Beyond Facebook’s targeting efforts, other social networks such as Twitter, YouTube, and Google+ focus on providing an advertising experience for users that doesn’t feel aggressive or impersonal.

    In real estate, the saying is Location, location, location but on the internet, the saying goes Content, content, content. The simple rule with online marketing is that your content has to be captivating and compelling. Researchers 3 years ago did what they do and researched and found that it takes about 22 seconds for an internet user to decide whether or not to click through to your website or ad or not. Today, that time for a user takes to decide whether or not to click on your ad is probably closer to a nanosecond. This is why it’s so important to develop attention grabbing quality content.

    I often have this discussion with clients who come into our office and want to build a website that appeals to them and I will say to them if you cannot create spectacular food for a dinner party that you intend to hold, then you should hire caterers especially if you want your guest raving about your party and come to your next event.

    From <https://blog.hubspot.com/marketing/history-of-online-advertising>

    Nexonta Technologies Inc
    On to the Next Level

  • A Brief History of Paid online Advertising Continued

    A Brief History of Paid online Advertising Continued

    We are continuing our blog series on the history of online marketing and we are sharing some excellent information written by Karla Cook for hubspot.com. Paid advertising is only going to get bigger and bigger and any company or institution who is not taking advantage of this targeted marketing tool are sure to get left behind. In order to understand the future of online paid marketing, it is important for us to see how it developed and its origins. The next two blogs will focus on the past 14 or so years to the present and then we will look at the future of online paid targeted online marketing and video production.

    Hot Wired devised a plan to set aside portions of its website to sell space to advertisers, similar to how ad space is sold in a print magazine. They called the ad spaces “banner ads” and charged advertisers an upfront cost to occupy the real estate for a set time period — very different from today’s pay-per-click model.

    WebConnect, an ad agency that specialized in online ads, began helping their clients identify websites their ideal consumers visited. Now, companies could place ads where their target demographics were more likely to see them.  This was nothing short of revolutionary in the digital advertising space. Not only were companies reaching more relevant audiences, but websites hosting the ads were also able to display banners that were more applicable to their visitors.

    WebConnect also introduced the CustomView tool, which capped the number of times a particular user was shown a single banner ad. If a user had already seen an ad a certain number of times, they would be shown another ad instead. Users tend to stop noticing a banner ad after they’ve seen it before, so capping the number of times a user sees an ad helped early online advertisers prevent “banner fatigue”. Ad frequency capping is still a common display ad tactic advertisers use today.

    1996: ROI tracking tools begin to improve 

    In 1996, banner ads plastered the internet, but advertisers still didn’t have a good process to determine if these ads were actually driving tangible results for their businesses. Marketers needed a way to more efficiently manage their display ad campaigns across multiple websites and report on how users were interacting with their ads.

    Doubleclick emerged on the scene as one of the first ROI tools for banner ad campaigns. They offered advertisers a new service called D.A.R.T (Dynamic Advertising Reporting & Targeting), which enabled companies to track how many times an ad was viewed and clicked across multiple websites.

    Craig Kanarick, one of the digital consultants hired to work on the campaign, remembers the team’s goal was to make an ad that didn’t feel like an ad, and actually offered valuable content to users. “Let’s not sell somebody something,” he recalled thinking, “Let’s reward them for clicking on this thing brought to you by AT&T.”

    The banner ad concept blew up as a way for websites to keep their content ungated and free for users, and it wasn’t long before other companies — such as Time Inc. and CMP’s Tech web — were seeking out advertisers to lease banner space as a sustainable way to scale their sites.

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

    Nexonta Technologies Inc

    On to The Next Level!!!

  • It’s High school all over again!!! 

    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

     

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