互联网广告就是在网络上做的广告。利用网站上的广告横幅、文本链接、多媒体的方法,在互联网刊登或发布广告,通过网络传递到互联网用户的一种高科技广告运作方式。与传统的四大传播媒体(报纸、杂志、电视、广播)广告及近来备受垂青的户外广告相比,互联网广告具有得天独厚的优势,是实施现代营销媒体战略的重要一部分。Internet是一个全新的广告媒体,速度最快效果很理想,是中小企业扩展装大的很好途径,对于广泛开展国际业务的公司更是如此。
特点:
一 主要表现形式
1、网幅广告(包含Banner、Button、通栏、竖边、巨幅等) 网幅广告是以GIF、JPG、Flash等格式建立的图象文件,定位在网页中大多用来表现广告内容,同时还可使用Java等语言使其产生交互性,用Shockwave等插件工具增强表现力。 2、文本链接广告 文本链接广告是以一排文字作为一个广告,点击可以进入相应的广告页面。这是一种对浏览者干扰最少,但却较为有效果的网络广告形式。有时候,最简单的广告形式效果却最好。 3、电子邮件广告 电子邮件广告具有针对性强(除非你肆意滥发)、费用低廉的特点,且广告内容不受限制。特别是针对性强的特点,它可以针对具体某一个人发送特定的广告,为其他网上广告方式所不及。 4、赞助 赞助式广告多种多样,比传统的网络广告给予广告主更多的选择。 5、与内容相结合的广告 广告与内容的结合可以说是赞助式广告的一种,从表面上看起来它们更像网页上的内容而并非广告。在传统的印刷媒体上,这类广告都会有明显的标示,指出这是广告,而在网页上通常没有清楚的界限。 6、插播式广告(弹出式广告) 访客在请求登录网页时强制插入一个广告页面或弹出广告窗口。它们有点类似电视广告,都是打断正常节目的播放,强迫观看。插播式广告有各种尺寸,有全屏的也有小窗口的,而且互动的程度也不同,从静态的到全部动态的都有。浏览者可以通过关闭窗口不看广告(电视广告是无法做到的),但是它们的出现没有任何征兆,而且肯定会被浏览者看到。 7、RichMedia 一般指使用浏览器插件或其他脚本语言、Java语言等编写的具有复杂视觉效果和交互功能的网络广告。这些效果的使用是否有效,一方面取决于站点的服务器端设置,另一方面取决于访问者浏览器是否能查看。一般来说,RichMedia能表现更多、更精彩的广告内容。 8、其它新型广告 视频广告、路演广告、巨幅连播广告、翻页广告、祝贺广告、论坛版块儿广告等等。 9、EDM直投 通过EDMSOFT、EDMSYS向目标客户,定向投放对方感兴趣或者是需要的广告及促销内容,以及派发礼品、调查问卷,并及时获得目标客户的反馈信息。 10、定向广告 可按照人口统计特征,针对指定年龄、性别、浏览习惯等的受众,投放广告,为客户找到,精确的受众群。
二 广告主类别繁多
2004年以来,房地产、汽车广告在互联网上的投放量大幅增加,但现今最受欢迎的广告为IT、手机、网络游戏等与互联网及数字产品相关内容广告,其中最具诱惑力的广告形式是以图像为主的流媒体广告。新的广告形式使企业方便的进行即时促销,又可以进行长期的品牌树立规划。
三 广告计费方式便利
在传统媒体上投放广告,往往“有一半的钱被浪费掉了,糟糕的是,并不清楚是哪一半。”通过CPM (COST PER ONE THOUSAND IMPRESSIONS即千人印象成本)计费方式、CPC (COST PER ONE THOUSAND CLICK-THROUGH即千人点击成本)计费方式,对于所投放广告的受众范围及所产生的效果进行详细的分析,是传统媒体的计费方式与评测效果无法相比拟的。
网络广告的分类和特点
横幅式广告(banner) * 通栏式广告 * 弹出式广告(pop-up ads) * 按钮式广告(button)
* 插播式广告(interstitial ads) * 电子邮件广告(E-DirectMarketing,EDM)
* 赞助式广告(sponsorship) * 分类广告(classified ads) * 互动游戏式广告(interactive game)
* 软件端广告 * 文字链接广告(text ads) * 浮动形广告(floting ads) * 联播网广告
* 关键字广告 * 比对内容广告
常见的记费方式包括:
* 按照千人印象成本(cpm)收费。 * 按照每点击成本(CPC)收费。
* 按照每行动成本(CPA)收费。 * 按照每回应成本(CPR)收费。
* 按照每购买成本(CPP)收费。
这些都是国际流行的收费模式。在中国和一些网络广告的发展中国家,则时常会采用以时间来购买的模式,如按每日投放成本收费,按每周投放成本收费等.
电子网络广告的主要特点
电子网络广告是新生代的广告媒介,它是随着国际互联网的发展而逐步兴起的,它具有传统媒介广告所有优点,又具有传统媒介所无法比拟的优势。电子网络广告可以分为广义和狭义两种,广义的电子网络广告指企业在互联网上发布的一切信息。包括企业的互联网域名、网站、网页等;狭义的电子网络广告一般指建立一个含广告内容的WWW节点,目前多为标题广告,用户通过点击这一含超联接的标题,将被带至广告主的WWW节点。电子网络广告主要有以下特点。
(1)传播对象面广。网络广告的对象是与互联网相连的所有计算机终端客户,通过互联网将产品、服务等信息传送到世界各地,其世界性广告覆盖范围使其它广告媒介望尘莫及。
(2)表现手段丰富多彩。电子网络广告采用文字介绍、声音、影像、图像、颜色、音乐等于一体的丰富表现手段,具有报纸、电视的各种优点,更加吸引受众。网络广告制作成本低、时效长以及高科技形象将使越来越多的工商企业选择网络广告作为重要国际广告媒体之一。
(3)内容种类繁多,信息面广。网络广告的内容大到飞机、小到口香糖均可上网做广告。庞大的互联网网络广告能够容纳难以计量的内容和信息,它的广告信息面之广、量之大是报纸、电视无法比拟的。如报纸广告的信息量受到版面篇幅限制;电视广告的信息量受到频道播出时间和播出费用的限制。随着我国计算机的普及和发展,越来越多的国内工商企业和个人在国际互联网上建立站点或主页,打出广告,推销自己,推销产品,使网络广告信息量激增。据报道,仅求职方面,欧洲现在每天约有400万人上网查看招聘信息和在网上发布自己的求职信息。1998年网上招聘的广告费用为1.05亿美元,据估计,到2003年网上招聘广告费用将达到17.4亿美元。
(4)多对多的传播过程。报纸广告基本是一对一的传播过程,电视传媒则是一对多的方式,而互联网上的广告则是多对多的传播过程。之所以这样,是因为在互联网上有众多的信息提供者和信息接受者,他们既在互联网上发布广告信息,也从网上获取自己所需产品和服务的广告信息。
(5)具有互动性。所谓网络广告的互动性是指工商企业或个人将广告信息内容准备好,放置于站点上,所有网络用户都可以通过上网及时查看,获取广告信息,即人—机—人模式。例如,一家公司通过网络广告将公司产品信息传播到世界各地的互联网计算机终端客户,当受众之一的个人收到该信息后,对该公司的产品产生了兴趣,开始在网上交互查找该产品信息,以期获得更多的有关信息。进一步而言,此人可通过电子邮件、网络电话、网络传真等向该公司询问各类有关问题,得到满意答复后,可通过电子商务手段实现商品购买。由于信息时代信息播出和查询功能的空前提高,商业企业所拥有的无形资产不是拥有多少客户,而是客户和营销人员之间的高度信任。传统的销售渠道中间环节过多,既增加了广告成本,又减慢了商品信息传递的速度,难以满足飞速变化的市场需求。而利用网络广告可将产品信息几乎在生产的同时,就可同步传递到用户网中,等于在同一时间对无数受众做了广告宣传。如山东省的许多乡镇企业将自己农、副、土、特加工品在互联网上发布广告后,获得了国外大量定单,开拓了国际市场,为国家赢得了外汇,而这在过去几乎是不可能的。
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Competitive advantage over traditional advertising
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.
Purchasing variations
The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.
CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.
Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[1]
Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.
Floating ad: An ad which moves across the user's screen or floats above the content.
Expanding ad: An ad which changes size and which may alter the contents of the webpage.
Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
Wallpaper ad: An ad which changes the background of the page being viewed.
Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.
Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
Mobile ad: an SMS text or multi-media message sent to a cell phone.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.
E-mail advertising
Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.
Affiliate marketing
Main article: Affiliate marketing
Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc). Today, this is usually accomplished through contracting with an affiliate network.
Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.
Contextual advertising
Many advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.
Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.
Behavioral targeting
In addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.
Ads and malware
There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.
Ad server market structure
Given below is a list of top ad server vendors in 2008 with figures in millions of viewers published in a Attributor survey.
Vendor Ad viewers
Google 1,118
DoubleClick 1,079
Yahoo 362
MSN 309
AOL 156
Adbrite 73
Total 3,087
It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3,100 million. The above survey was based on a sample of 68 million domains.
网络广告
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狭义的网络广告又被称为在线广告或者互联网广告;而广义的网络广告除了包括以计算机为核心组成的计算机网络为媒介的广告行为外,还包括其他所有以电子设备相互连接而组成的网络为媒介的广告行为,例如以无线电话网络,电子信息亭网络为载体的广告行为。在一般未做特殊说明的情况下,现在各资料所谈论的网络广告全指狭义网络广告。
狭义网络广告与传统广告有很多类似的地方,也分为很多不同广告形式,拥有多种计费方式。
常见的广告形式包括:
横幅式广告(banner)
通栏式广告
弹出式广告(pop-up ads)
按钮式广告(button)
插播式广告(interstitial ads)
电子邮件广告(E-DirectMarketing,EDM)
赞助式广告(sponsorship)
分类广告(classified ads)
互动游戏式广告(interactive game)
软件端广告
文字链接广告(text ads)
浮动形广告(floting ads)
联播网广告
关键字广告
比对内容广告
常见的记费方式包括:
按照千人印象成本(CPM)收费。
按照每点击成本(CPC)收费。
按照每行动成本(CPA)收费。
按照每回应成本(CPR)收费。
按照每购买成本(CPP)收费。
这些都是国际流行的收费模式。在中国和一些网络广告的发展中国家,则时常会采用以时间来购买的模式,如按每日投放成本收费,按每周投放成本收费等。
对网络广告的研究显示,50%的网络广告点击是由6%的用户产生的。而且这个点击群体是一个缺乏购买力的群体,也很少进行网络购物[1]。
互联网自1969年诞生后很长时间,一直扮演着在国防、科技、教育领域用于通信交流的单一角色。直到20世纪90年代初期万维网(www)的出现,才推动互联网在90年代中后期迅速形成一个跨越国界的全球性新型媒体。互联网以其特有的交互性,逐步确立了与报刊、广播、电视等传统媒体并列的第四媒体地位。联合国新闻委员会1998年5月举行的年会正式提出第四媒体的概念,对互联网的媒体地位给予正式确认。
自从1994年诞生至今,网络广告在美国的发展大致可以分为3个阶段。
市场规模逐年增长,移动互联网广告市场占比近7成
2012-2018年,美国互联网广告规模呈现出逐年上升的走势,其中美国2013年的网络广告营收428亿美元,首度超过广播电视;2018年,美国互联网广告市场规模为1074亿美元,同比增长18.81%;其中移动互联网广告市场规模为751亿美元,在互联网广告市场中占比69.93%。
2018年,美国零售业将继续主导互联网广告业务,其在互联网广告上花费约为235亿美元,较上年增长18.7%;占美国互联网广告支出的22%左右。零售领域在互联网广告的花费上远超其他行业,是因为在美国零售行业中,越来越多商家选择通过搜索获取流量,对于在美国市场进行零售的商家而言,产品商店、电商网站或者亚马逊站内搜索流量均至为重要。此外,对于零售行业,之前PC是主要广告平台,未来则会有更多向移动端转型。零售行业开始越来越多利用大数据技术,在社交媒体和用户互动方面做出改变。
同时,汽车行业仍将是美国第二大互联网广告消费者,2018年,美国汽车营销商在互联网广告上投入约136亿美元,较上年增长16.9%,汽车行业支出则占美国所有互联网广告支出的12.6%。
另外,金融服务是美国2018年上半年互联网广告增长主要推动力,广告预算增长了18%,其中电信行业在互联网广告中投入将持续增长。
Google和Facebook一直是美国互联网广告领域两大巨头,长久以来未有第三家企业能打破两家巨头的垄断,但随着系列负面新闻恶化影响以及政府对于Google和Facebook的监管趋于严格,2018年,上述两大巨头出现了强有力的挑战者。
目前,亚马逊占据了美国互联网广告5%的市场份额,仅次于Google以及Facebook,同时根据eMarketer数据显示,2018年Amazon互联网广告收入增长比预期强劲,同比增长约为10-12%,达到46亿美元,且数据同时显示,Google和Facebook两大巨头广告收入正在减少;根据这一增长趋势,到2020年,亚马逊互联网广告收入将占美国互联网广告市场7%左右。
在我们所见过的关于互联网新兴品牌的 广告 词中,哪些是你觉得很经典的呢?下面请欣赏我为大家带来的有创意的互联网新兴品牌广告词的内容,希望能够让大家有所收获!
有创意的互联网新兴品牌广告词摘抄
1. 品味非凡,感触不凡。
2. 领航极致人生,缔造完美生活!
3. 第7元素,不痛不快!
4. “醉”心时尚,品味“醇”真!
5. 敢“享”敢为,品味“醇”真!
6. 7的魔法,品质密码。
7. 要底气十足,喝第7元素。
8. 梦想将至,不七何遇?
9. 第七元素,女娲造人时的产物。
10. 启示录,引领极致人生。
11. 恣意狂欢今犹在,青春作伴不思巢。
12. 酒如人生,一品极致。
13. 喝的,酒是青春!
14. 青春之颠,元素之恋;人生之醉,元素之恋。
15. 非一般的元素,不一样的美酒。
有创意的互联网新兴品牌广告词欣赏
1. 第七元素,品味纯真!
2. 第七元素,为梦想注入新动力。
3. 第7元素,醉美人生。
4. 第7元素,年轻酒要燃烧。
5. 酒如音乐精致,第7才是极致。
6. 人生七彩路,只饮第七元素。
7. 第7元素,我的红颜知己。
8. 品尝极致生活,喝出心中新滋味。
9. 第7路线,创造无限。
10. 品尽今朝天下酒,第七元素霸九州。
11. 第7元素,挑战青春最极限。
12. 第7元素,为你冲出宇宙添动力。
13. 创造生活7迹——第7元素。
14. 年轻,“酒”要不同凡响——第7元素。
15. 点触之间,食尚无限——第7元素。
有创意的互联网新兴品牌广告词精选
1. 斟酌人生,你我为伴!
2. 第七元素,第七感觉。
3. 第7元素,青春酒要燃烧。
4. 我醉,故我在!
5. 七月七日长生殿,共饮第7元素时。
6. 能量,如7而至!
7. 第7元素,酒最人生。
8. 永远都是第一杯——第七元素。
9. 七星点灯,照亮追梦路。
10. 第7元素,极致有度。
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