Online Advertising uses the Internet to deliver advertising messages in a variety of forms including: banner ads, websites, blogs, webcasts, podcasts, interactive media, social media and viral marketing.
Online ad space is purchased by media buying services based on criteria such as the ability to reach your target consumer, the cost of delivering your message, and the frequency that your message appears. Non-banner marketing is promoted through search engine rankings that find websites, blogs and podcasts based on popularity; paid placement that places search results in higher positions or in separate sponsored results categories; social networking that integrates advertising within social networks; word of mouth, where people tell others about sites on the web; and traditional advertising that directs people to a specific website.
An online advertising agency (sometimes referred to as an internet advertising agency or web advertising agency) is focused on creating advertising for the Internet. Advertising on the Internet usually appears as banner ads in a variety of shapes and sizes, but can also take the form of a link, website, blog, or podcast.
Online advertising agencies can create interactive media that allows consumers to interact with an advertisement; social media, which is designed to be part of social networks such as MySpace, Facebook or Twitter; and viral marketing, which is designed to encourage Internet users to pass along the advertising message to their peers.
A full-service web advertising agency can design and build banner ads and websites, and incorporate rich media applications like broadband video for advertising on the Internet. They can also create target-specific web content like blogs, webcasts and podcasts that make your website more relevant to consumers. Online advertising agencies can also provide analytic services like search engine optimization (or SEO, as it is sometimes abbreviated) that enhances Internet advertising’s effectiveness by improving a website’s visibility to search engines. Online advertising agencies are experts in digital media, and can help clients maximize returns on Internet ad dollars.