A new version of display advertising has hit the scene, it’s an Internet Billboard, and it’s an entire website. It’s the kind of display advertising that the proverbial magician has pulled out of his hat. It’s no optical illusion though, it works.
Display advertising, which includes banner ads, digital video, rich media and sponsorships, garnered more than $4.4 billion in the first half of 2010, a 16% increase over the same period in 2009.
Internet Billboards is not simply a technology company, we are also a multi media, and an advertising company all rolled up into one.
The first online display advertisement — a simple, click-able image — appeared online over 16 years ago. If you fast forward to 2010, you’re likely to see display ads — image, text, video and rich-media formats — on most of the websites that you visit. These ads are crucial to the Internet. They provide information about thousands of products, services and businesses. They help to fund the web content and services that we all use. And they enable large and small advertisers to reach new customers, increase sales and grow their businesses.
However aside from the value of the ad itself they currently provide no other intrinsic value. I’ve watched display advertising evolve from a series of simple, static images, to the incredible creative units that we see today. The best display ads today are often like mini-websites with complex animations, stunning graphics or videos, interactive and social elements. As technology enables better ways of matching ads, they’re becoming more relevant to the audience that views them and the website that hosts them. In addition, they’re bought and sold across the web more seamlessly than ever before.
The display ads are not indexed by search engines or really sharable, although now some are, by adding a social media element, however for the most part even a dynamic rich multimedia advertisement needs to be placed on a high traffic website or in a complex network. So by no other intrinsic value I mean they actually do little to help increase the organic natural value of a company’s website, such as enabling links to be credited for search, giving a call to action, list building or even lead nurturing, not to mention creating valuable content on a regular basis that your audience will come back to view. We have taken the concept of display advertising to a whole new level by the concept of what we call inbound advertising. We give the client an entire website; a micro site if you will and wham, it reverse engineers the whole process. This site is called an Internet Billboard and the inbound advertising campaign is a comprehensive series of actions on our part to implement best practices all across the Internet marketing plane.
Did I mention we are a technology company, a multi media company and an Internet advertising agency all rolled up into one? Of course the major players want you to spend money on a constant basis to attract visitors, which is how they make their money, and I am not suggesting that this is not an effective and sound strategy for traffic generation because it is, but it’s bought and paid for. I am simply saying that you should do both to have the greatest impact and success in branding your company. An effective inbound advertising campaign includes all of the above and then some. In addition it is much more cost effective and when comparing apples to apples over time will produce a much higher return on the investment. Not to mention if you are a new company with limited resources that may not have the time or money to pay for fancy display advertising.
The reason why this is so important because branding a company effectively these days over the Internet has become a more intricate and complicated puzzle, and if you are missing a piece of the puzzle, you will not get nearly the same result’s and it will take much longer to build your business, for example getting tons of traffic does not necessarily equate to more business, you need an effective call to action and a compelling offer with a great lead capture system, these are all very important and included with inbound advertising. So you need a company that can do it all, and will help you do it all, did I mention Internet Billboards is a technology, multi media and an advertising company all rolled up into one?
Tags: display ads
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