There are tremendous ways of buying digital advertising: search-engines, premium publishers, advertising networks, advertising exchanges, social media, local publishing and digital television. Programmatic buying is becoming the future trend of advertising. Websites like Yahoo, AOL, youtube get really high ad rates online, while vice media is suffering from traffic plummets.
Objectives of online advertising differ from period to period. If you look into the purchase funnel, you can see that it’s from awareness, opinion, consideration, preference to purchase. So these will be the objectives of online advertising depending on which stage they’re in.
Advertising rates are mainly priced on the traffic. Traffic is the no.1 important issue in Internet. More traffic means more exposure and more potential conversion. However, gaining traffic demands the site to be fascinating or useful because users don’t come here to see the ads. As for the sites which get the highest ad rates online, in fact most of them are dying. Their maintenance is just based on their strong history.For example, those web portals were people’s homepage in the past. So they had large traffic. But nowadays people get to any website by the entrance of searching engine. The old web portals like Yahoo or AOL will be dying if they still don’t com up with new idea that attracts new users.
The best channel to do online advertising is transforming from traditional ways to doing it on smart phone. Just compare the time that people spent on their phone to the time they watch TV. And on smart phone, people spent most of their time on social apps. This is where the traffic goes now. So I expect this will be the main trend of online advertising in recent decades, until new things that grab traffic appear.
