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Digg It - Chapter 13 - Online Advertising - Throwing a Banner into the Works
As you may have gathered from the title, the focus of this chapter is largely on banner advertising but don't for one minute believe that banners are the be all and end all of online advertising. "Banner advertising" is a bit of a misnomer - modern online creative advertising is about a lot more than just banners.
The Multi-Purpose Nature of Advertising
Advertising, whether online or offline, always has a number of objectives:
Building brand awareness
Creati
The Multi-Purpose Nature of Advertising
Advertising, whether online or offline, always has a number of objectives:
Building brand awareness
Creati
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ng consumer demand
Informing consumers of your ability to satisfy that demand
But when you really think about it, they can be distilled into just one action: Increasing Sales!
Advertising is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need and then satisfy that need. Create the demand. Then satisfy the demand.
Building Brand Awareness
Making people aware of your brand or product is an important long-term goal. O
Informing consumers of your ability to satisfy that demand
But when you really think about it, they can be distilled into just one action: Increasing Sales!
Advertising is based on the simple economics of demand and supply. Advertisers aim to stimulate a consumer need and then satisfy that need. Create the demand. Then satisfy the demand.
Building Brand Awareness
Making people aware of your brand or product is an important long-term goal. O
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
nce customers know about you, you've taken that first big step towards gaining their trust... and their patronage. It's a simple fact that the best known brands do more business. And therein lies the rub.
The ultimate goal is to do more business and sell more.
Building brand awareness is perhaps the key strong point of online creative advertising. It's largely visual, making it an ideal channel for promoting brand collateral.
Creating Consumer Demand
Bran
The ultimate goal is to do more business and sell more.
Building brand awareness is perhaps the key strong point of online creative advertising. It's largely visual, making it an ideal channel for promoting brand collateral.
Creating Consumer Demand
Bran
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d and product awareness is also about creating demand. Advertising needs to convince consumers about what they should want and why they should want it. Modern online advertising can provide a great way to communicate the USP's of your product, thereby helping stimulate demand.
Aspiration is a function of knowledge. You can't want what you don't know about.
Satisfy Consumer Demand
Once your consumer wants something, they need to know of your ability to satisfy that want.
Satisfy Consumer Demand
Once your consumer wants something, they need to know of your ability to satisfy that want.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
If your brand building has been effective, they know you exist. Now tell them how you can deliver what they need.
Driving Traffic and Sales
If your Online Advertising campaign doesn't drive traffic, then there's really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?
That's where the immediacy of Online
Driving Traffic and Sales
If your Online Advertising campaign doesn't drive traffic, then there's really no point in it, is there? All forms of online marketing need to drive traffic in the long term. But what about the short and medium term?
That's where the immediacy of Online
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Advertising comes to the fore. Unlike traditional media advertising, Online Advertising can turn the potential customer into an actual customer right there and then. What's more - you can track exactly how effectively your campaign does this.
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually ho
Payment Models
Depending on the primary goal of the campaign, different payment models can be used:
CPM or CPI
Paying for exposure. CPM refers to Cost Per Thousand and CPI to Cost Per Impression. This is usually ho
ucts have become life saving products for the pharmaceutical companies who doesnt have many innovative molecules in their product pipeline and have been inc
w a campaign would be priced when brand awareness is the primary goal. It's also how most banner ads are priced in South Africa.
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the ris
CPC
Paying for clicks. CPC stands for Cost Per Click. Normally associated with Paid Search Marketing, banners can be priced this way when the aim is to drive traffic. This is seldom used in South Africa.
CPA
Paying for acquisition. CPA refers to Cost Per Acquisition. This model means the publisher carries all the ris
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
k. The advertiser only pays when an advert delivers an acquisition.
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat
If you're into buying banner advertising, this is the best way to pay - if you're selling it, it's the worst way to charge. Not surprisingly, the CPA model is not commonly used for banner advertising and is generally associated with Affiliate Marketing. Of course, the lines blur when you're publishing an affiliate banner.
Flat Rate
Sometimes, owners of lower-traffic sites choose to sell banner space at a flat
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rate i.e. at a fixed cost per month regardless of traffic or amount of impressions. This would appeal to a media buyer who may be testing an online campaign generally targeting niche markets.
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a long w
So What Exactly Are Banners?
In simplest terms, a banner ad is a hyperlinked image. The image carries the message and the hyperlink takes the visitor to the advertiser's landing page.
Of course it doesn't have to merely be an image. In fact, this form of advertising has come a long w
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ay since the early days of images that say "click here!" and drop you off at the homepage of the advertiser's website.
Banners can contain other forms of rich media as well and many use interactivity and sound to draw attention. The use of action scripts and technologies like Flash has taken this form of Online Advertising to a whole new level.
Types of Banner Ads - Size Matters!
As mentioned before, "banner advertising" is something of a misnomer. Banners come i
Banners can contain other forms of rich media as well and many use interactivity and sound to draw attention. The use of action scripts and technologies like Flash has taken this form of Online Advertising to a whole new level.
Types of Banner Ads - Size Matters!
As mentioned before, "banner advertising" is something of a misnomer. Banners come i
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
a variety of shapes and sizes. Perhaps calling it "rich media advertising" or "online creative advertising" is more descriptive.
If we break it down traditionally, banner advertising can be separated into various categories according to their size and shape:
Banners
o Full Banner: 468 X 60 o Half Banner: 234 X 60 o Micro Bar: 88 X 31 o Vertical Banner / Mini Skyscraper: 120 X 240 o Leaderboard: 770 X 60
Buttons
o Button 1: 120 X 90 o Button 2:
If we break it down traditionally, banner advertising can be separated into various categories according to their size and shape:
Banners
o Full Banner: 468 X 60 o Half Banner: 234 X 60 o Micro Bar: 88 X 31 o Vertical Banner / Mini Skyscraper: 120 X 240 o Leaderboard: 770 X 60
Buttons
o Button 1: 120 X 90 o Button 2:
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
120 X 60
o Micro Button: 80 X 15
o Square Button: 125 X 125 / 120 X 120
Rectangular ads
o Medium Rectangle: 300 X 250 o Square Pop-Up: Any size, but 200 X 200 is common o Vertical Rectangle: 240 X 400 o Large Rectangle: 336 X 280 o Rectangle: 180 X 150 and other variations
Skyscrapers
o Wide Skyscraper: 160 X 600 o Skyscraper: 120 X 600 o Half Page Ad / Super Skyscraper: 300 X 600
While the sizes above indicate the generally accepted dimension
Rectangular ads
o Medium Rectangle: 300 X 250 o Square Pop-Up: Any size, but 200 X 200 is common o Vertical Rectangle: 240 X 400 o Large Rectangle: 336 X 280 o Rectangle: 180 X 150 and other variations
Skyscrapers
o Wide Skyscraper: 160 X 600 o Skyscraper: 120 X 600 o Half Page Ad / Super Skyscraper: 300 X 600
While the sizes above indicate the generally accepted dimension
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
s of ads, rich media technologies mean the ads themselves can expand beyond the allocated area of page real estate. Expanding ads, that "pop-out" on mouse-over, overlay ads that appear on top of site content, and ads that incorporate interactive elements have become very popular.
But Why Banner Advertising?
In previous chapters we went on and on about the value of marketing tools that focus on giving consumers what they want when they're looking for it. Now, all o
But Why Banner Advertising?
In previous chapters we went on and on about the value of marketing tools that focus on giving consumers what they want when they're looking for it. Now, all o
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
f a sudden we're changing course and suggesting a method of interruption marketing? What's that about then?
Horses for courses - and some campaigns are just better suited to visual means.
You're promoting travel packages. What stirs more emotion - an image of a tropical paradise? Or the words "tropical paradise?"
Want to build your brand within a specific sphere? Why not brand, through banner advertising, the websites of every major player in that niche?
Runni
Horses for courses - and some campaigns are just better suited to visual means.
You're promoting travel packages. What stirs more emotion - an image of a tropical paradise? Or the words "tropical paradise?"
Want to build your brand within a specific sphere? Why not brand, through banner advertising, the websites of every major player in that niche?
Runni
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ng a competition? Keep your target market's eye on the prize
Launching an exciting new sports car? Images with a call to action - "test drive it now" - or interactive rich media that highlight all the exciting new features as you mouse-over that part of the car on the image
Interactivity
Since banners can contain rich media, they offer levels of interactivity that other forms of advertising can't reach. Get your target market to not only see your banner, get them
Launching an exciting new sports car? Images with a call to action - "test drive it now" - or interactive rich media that highlight all the exciting new features as you mouse-over that part of the car on the image
Interactivity
Since banners can contain rich media, they offer levels of interactivity that other forms of advertising can't reach. Get your target market to not only see your banner, get them
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
to play with it too. Interaction builds a bond and improves the chances of the consumer remembering your brand tomorrow.
Animations, games, video, flash - and you thought banner ads were just hyperlinked pictures. Modern Online Advertising is able to bring together a number of other online marketing tactics:
A few years ago, flash micro sites were all the rage - now the same functionality can exist right within the ad
Viral Marketing: clever viral marketing games or "se
Animations, games, video, flash - and you thought banner ads were just hyperlinked pictures. Modern Online Advertising is able to bring together a number of other online marketing tactics:
A few years ago, flash micro sites were all the rage - now the same functionality can exist right within the ad
Viral Marketing: clever viral marketing games or "se
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
nd to a friend" functionality - again from right within the ad
Video - check out video previews from within the ad
Targeting
Online ads can further directly target your intended market by various means:
Geo-Targeting - Online Advertising has the ability to target by country, province or city, and can even drill down to IP address
Network / Browser Type - Markets can further be targeted via networks / browser types such as Firefox, Internet Exp
Video - check out video previews from within the ad
Targeting
Online ads can further directly target your intended market by various means:
Geo-Targeting - Online Advertising has the ability to target by country, province or city, and can even drill down to IP address
Network / Browser Type - Markets can further be targeted via networks / browser types such as Firefox, Internet Exp
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
lorer, MAC etc
Connection Type - Users can be segmented on broadband or dial up connections
Day and Time - Chose any time of day, any day of the week. This usually depends on the client objective of the campaign or the product itself
Capping - Limiting the amount of times a user sees a particular ad
Measurability
Banner ads, like all eMarketing tactics, are measurable. Track click-through rates and you get an idea of exactly how m
Connection Type - Users can be segmented on broadband or dial up connections
Day and Time - Chose any time of day, any day of the week. This usually depends on the client objective of the campaign or the product itself
Capping - Limiting the amount of times a user sees a particular ad
Measurability
Banner ads, like all eMarketing tactics, are measurable. Track click-through rates and you get an idea of exactly how m
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
any people are responding to your call to action. Some publishers even have the ability to do post-click tracking i.e. you can track the user all the way to a sale if that is the purpose of the advert.
Similarity with Traditional Media
eMarketers regularly bemoan the fact that it's sometimes difficult to educate the market on the value of Internet marketing techniques. Traditional buyers of advertising have been conditioned in a certain fashion and have come to understand advert
Similarity with Traditional Media
eMarketers regularly bemoan the fact that it's sometimes difficult to educate the market on the value of Internet marketing techniques. Traditional buyers of advertising have been conditioned in a certain fashion and have come to understand advert
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ising in a certain way.
Banner advertising goes a long way towards bridging the advertising divide. Ads have a set size, they can look very similar to print ads and they occupy a particular bit of real estate in a publication with a particular number of eyeballs looking at it. It's easy to understand and it does the things buyers are used to expecting advertising to do.
Bottom line - if done correctly, online advertising also builds your brand, and increases your sales!
Banner advertising goes a long way towards bridging the advertising divide. Ads have a set size, they can look very similar to print ads and they occupy a particular bit of real estate in a publication with a particular number of eyeballs looking at it. It's easy to understand and it does the things buyers are used to expecting advertising to do.
Bottom line - if done correctly, online advertising also builds your brand, and increases your sales!
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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