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February 1, 2006 |
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By: Louise Rijk - Bio - Blog |
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| Fixed Placement Advertising:
| | Beyond Search Engine Marketing
Often businesses that have successfully implemented search engine optimization and pay-per-click search advertising are looking for ways to expand their online direct response advertising effort beyond search engine marketing. This issue of our email newsletter will explore fixed placement advertising using the currently available online display advertising techniques and technologies.
Fixed Placement Advertising
 Fixed placement advertising consists of the placement of paid text ad links and banner display advertising in pre-defined, guaranteed locations on a web site home page or internal page. The placement of advertising is typically executed through ad agencies, in-house media buyers or business owners via direct ad placement or ad networks.
Key to successful fixed placement media planning and buying is a continuing awareness and understanding of the target audience, the online media technologies and the online display advertising techniques that are available.
Text Ad Links
Text ad links typically appear in an "Advertising Section" or "Sponsored Links" area of popular vertical marketing web sites. Text ad links not only drive qualified traffic to a web site, but often also lead, through inbound links with keyword-rich anchor text, to higher rankings in the organic listings of major the search engines. Text ad links are usually purchased direct from the publisher at a fixed rate per month with a minimum of 30 days.
Banner Ad and Rich Media Campaigns
Banner and rich media ads appear in fixed and guaranteed positions or are floating on top of web pages and have links to an advertiser's web site or landing page. Banners are the most common type of online display advertising, and they come in static and animated form in a broad variety of square and rectangular sizes. Rich media ads typically include Flash ads, streaming audio/video and shoskeles all of which are different types of online display media.
Banner ads and rich media ads are used to generate targeted sales and leads and/or build brand awareness. They are offered in a variety of flexible pricing models, including pay-for-impressions (CPM), traffic (CPC), actions (CPA), per lead or by revenue share pricing.
Banner ad and rich media campaigns can have extensive reach through direct ad placement at vertical web properties or through ad networks and CPA ad networks with hundreds of affiliate web sites.
Direct Ad Placement. Agency media buyers or online marketers at companies that manage their online media campaigns in-house typically are in charge of the execution of direct placement banner ad campaigns. The ad agency media buyer or in-house marketer works directly with the publishers' media representative to launch their campaigns. In-house marketers with small budgets may also use a self-serve ad placement system at one of the larger Ad Networks to launch an online banner ad campaign. In-house marketers often provide their own ad creative directly to the publishers.
Online Ad Networks. Ad Networks use proprietary technology to serve, track and report on the distribution of online creative using an efficient, interactive marketplace. Ad Networks usually work directly with an advertiser acting as an aggregator of advertising inventory for primarily high profile web sites. In a market where access to quality media is limited, Ad Networks offer advertisers increased reach into quality media environments and to a certain extent targeting through behavioral targeting. Ad Networks now also increasingly offer performance-based pricing, usually for left over inventory, as an alternative to CPM pricing.
CPA Ad Networks. CPA ad networks act as brokers between web publishers or affiliates and media buyers. They are a cost effective alternative to running a direct placement banner ad campaign on brand-name portals or high profile specialty web sites or using an online Ad Network for campaign execution and management.
While online Ad Networks primarily deal with high profile web properties that primarily accept CPM advertising, CPA ad networks typically place banner advertising on smaller sites as well. CPA ad networks provide instant access to a large number of web properties, which are effectively affiliates of the CPA ad network, capable of generating millions of impressions in a matter of days. Despite of the fact the some CPA ad networks have been able to attract large advertisers; there is still a general perception that CPA ad networks cater to a lower level advertiser.
CPA ad networks primarily work according to the cost per action model in which affiliates get paid when someone clicks on an ad or performs a pre-determined action.
The CPA ad network makes money taking a cut from the commission. The CPA ad network takes responsibility for the daily routine of record keeping, communicating with the affiliates and also pays the affiliate commission.
In the CPA model, the advertiser does not have a relationship with the web publishers or affiliate. The advertiser does not know who is promoting the business online and where the ads are placed, which may be a negative when branding is the objective. Therefore, it is important to be very careful selecting a CPA ad network.
Fixed placement advertising offers online marketers and media buyers at large and small companies a number of good options for online advertising beyond search marketing at a wide range of price points.
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Advanced Media Productions, Inc.
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