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Solutions
for Advertisers
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Why Advertise Online?
The Internet is fast becoming an essential component of any
major ad campaign.
As measured by Nielsen//NetRatings in its 2003 Spotlight on
Advertising Report, top cross media advertisers such as Ford
Motor Company, Johnson & Johnson and Verizon Communications
strengthened their online ad presences by at least 30% from
2001 to 2002. Media mammoths AOL Time Warner and Walt Disney
Company each increased ad spends by 28% during that period,
while DaimlerChrysler increased online ad spending by over 400%
as part of a major Dodge campaign. |
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What online
does better than offline
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Messaging
Ads using rich media as well as large interactive ad units are becoming
standard offerings of Web publishers, giving online advertisers
the ability to feature more information in ads, thus making messages
more relevant to target audiences.
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Better
Targeting
Web advertisers have the capability to pinpoint consumers in ways
that traditional media could only dream about. They can isolate
target markets by zip code or city, by demographics and personal
interests, by the context of site content and even by the time of
day. |
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Control Over Reach and Frequency
The Web enables advertisers to determine reach and frequency of
their ads to achieve specific campaign goals more strategically
than offline ever could. Advertisers can increase frequency through
surround sessions, limit it through frequency caps, and better control
reach through the refined targeting capabilities offered online. |
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Immediacy
Online ads enable direct response like never before. Consumers can
immediately click to learn moreabout a product, register for information,
or even buy it right there on the spot. |
Diminishing
Returns Recovery
In addition to reaching otherwise elusive consumers, advertising
on the Web can jumpstart overall cross media campaign results when
offline ad returns begin to diminish "by touching the same
consumers in a complementary environment," according to the
McDonald's 2002 Cross Media Optimization Study. |
Real-Time
Optimization
An array of technologies is now available for advertisers to test
and optimize online ads in real time during a campaign run. Not
sure which creative will appeal to which market segment? Want proof
of an ad placement's performance before it's too late? Online ad
optimization can make it happen. |
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Tangible Tracking and Measurement
The Internet takes the guesswork out of measuring campaign results.
Unlike traditional media, just about any aspect of an online ad
can be tracked, from number of ad impressions to intricate consumer
interactions with the creative. Plus, as previously mentioned, even
branding impact can be assessed. All of this makes for tangible
evidence of ROI when it comes time to measure campaign results. |
