In this article, we have summarized the types of Internet advertising and how to use them for each purpose in a way that is easy for beginners to understand.
1. What is internet advertising?
Internet advertising characteristics
Internet advertising is gaining momentum, replacing TV ads, radio ads, and newspaper and magazine ads.
It is important to understand the characteristics of Internet advertising in order to take full advantage of it as a venue for advertising and publicity.
(a) Target can be narrowed
"While I was researching a new condo, a lot of real estate-related ads started popping up." I think there are a lot of people who have had such an experience that YouTube ads "flow frequently".
The first feature of Internet advertising is that, unlike mass advertising, it is possible to narrow the distribution of users.
For example, you can narrow down users with the following elements.
- Region (where you live, where you are from, people who have visited the area in the past, etc.)
- Age
- Sex
- Attributes (single/married, student, business owner, raising children, looking for a new job, etc.)
- Interest
- People who have visited your site before
If you have a clear target in mind when setting up your ad, you can tell your customers, for example, "Advertise cat items to people who have cats" or "Distribute ads only to people within a 2km radius of the store". You can advertise to people who will most likely be.
(b) You only pay for clicked ads
The second key feature is the "pay-per-click" model, where advertising costs are incurred only after a click is made.
There are no ad fees when the ad is shown, and fees are only charged when a user is interested in and clicks on the ad, so there's no wasting money.
By the way, apart from pay per click, there are also cases where you can choose between "type per impression" where the ad is charged every time the video is shown 1,000 times, or "type per view" where the ad is charged each time the video is played . I have.
(c) Effectiveness can be measured and improved in real time
The third feature is the ability to measure and improve advertising effectiveness in real time.
Changes can be made at any time during the serving period, such as making corrections to ads that respond poorly or narrowing the target to an age group that responds well, while observing user response (click-through rate, video play time, etc.) for each ad. is. If you do it right, you can get the best results at the lowest possible cost.
2. Types of internet advertising
What is internet advertising?
Since internet advertising began to spread until now, various advertising methods have been created. Here are the four main types of ads.
Ad types (1) Search ads (list ads)
About 40% of the domestic Internet advertising market is "search ads" displayed on search engines such as Google and Yahoo!.
The greatest strength of search advertising is that it can directly approach "users looking for services and products".
Ad Types (2) Display Ads
Next to search ads, display ads, which can display banner images and other images on various websites and smartphone apps, are the most popular.
The website administrator prepares the frame for displaying the banner on the site in advance, and the ads are displayed through a service called an "ad network".
It may be easier to understand if you think of it as similar to billboards in the city, advertisements on public transport, and ad slots in newspapers.
Ad types (3) Video ads
Video advertising is one of the fastest growing markets in recent years. It often streams while watching videos like YouTube.
Video ads are often distributed on YouTube, Instagram, Twitter, and TikTok, and are attracting attention as an alternative to TV ads.
Ad Types (4) SNS Ads
SNS ads are displayed among general user posts on SNS such as Twitter, Facebook, Instagram, and LINE. Ads can be distributed as a single post, just like the posts of celebrities and friends that users are used to seeing, so it's possible to draw naturally without ads.
3. Internet advertising delivery method
How to serve internet ads
I will briefly introduce what steps you should take to actually distribute Internet advertising.
(a) Choose a medium to distribute ads
There are different mediums that deal with Internet advertising, such as Google, Facebook, and Yahoo!, and depending on which you choose, the services you can provide and the delivery formats will also change. The five main advertising media are:
Web advertising media Google
Ads may be delivered to Google search results screens, Google services such as Google Maps and Gmail, various web media and personal sites linked to Google, and YouTube.
Facebook web advertising Media
Ads can be delivered mainly to Facebook and Instagram.
Web advertising media Twitter
Ads can be delivered on Twitter.
LINE web advertising media
Advertisements can be sent to various services provided by LINE, such as LINE talk list screen, timeline screen, LINE NEWS, LINE leaflet, LINE manga, etc.
Web advertising media Yahoo!
Ads may be submitted to Yahoo! search results screen, Yahoo! News, and websites affiliated with the Yahoo! ad network.
(b) Create an ad account
You can create an "ad account" for the medium where you want to distribute ads.
Creating an account for any media is free. Rest assured that the amount of money will be generated once the ads start serving and clicks occur.
(c) Create an ad campaign
Within campaigns, there are also "ad groups (or ad sets)", where you can create creatives that will actually serve.
In a campaign or ad group (ad set), specify the distribution period, budget, age group, gender, region, interests, etc. targeted users for distribution.
3. Set advertising content → Check → Start distribution
After uploading the images and videos used in the advertisement to the management screen, preparing the ad content, including the text used in the ad and the redirect URL, there will be a media check.
This review is complete in a few hours for most media, and if there are no problems, distribution can begin immediately.
Even after the distribution has started, you can change the images and text, and change the distribution target at any time. By checking ad reactions in real time and making improvements, you can achieve great results even on a small budget.
4. Conclusion
We have introduced the characteristics and types of Internet advertising, as well as the general flow to ad delivery.