How about putting it this way – instead of talking about whether Banner advertising is dead or not, we should be talking about what is it that advertiser community is losing if they think Banner advertising is dead and are keeping it out of their advertising budget. Let us start with what we at ThePublisherNetwork.com start our conversation with any new client: Whats your campaign objective?

Branding?
According to a research study done by Journal of Consumer Research, repeated exposure of your brands or products can generate a positive feeling among the consumers. Banner ads job is precisely the same. Familiarize consumers with your products similar to TV ads! The advantage with Online Banner Ads is that it does deliver measurable results and unlike TV ads don’t interrupt the user, right when they are completely into the content and that too with no option left to close the ad.

Performance?
Untill recently, “Banner Advertising” in the Internet Marketing world was compared with “Branding” of Traditional (offline) Advertising. This isn’t the case anymore! Rise of user generated content on internet, Blogs and social media, and how Banner ads are used on Blogs or Social Channels is quite a proof. Targeting options available with Banner advertising campaigns is something that is second to none among the other advertising options on Internet.

Targeting Options

• Contextual: A contextual advertising system scans the text of a publisher website for keywords and display advertisements to the webpage based on what the user is viewing. What else an advertiser can ask for, an interactive banner ad right where the user has got the relevant content.
• Behavioral: Users’ browsing behavior is captured and analysed by variuos tools used by publishers and advertisers. The idea is to make sure the user gets the most relevant advertising experience.

Other Targeting Options:
• Banner ad-sizes: Most of the internet users across globe are learnt to read from left to right, top to bottom. Clickable rectangular banner ads are placed across a web-page in various sizes for grabbing attention. Most popular Banner Ad Sizes are: 728×90 (the huge, top of page banners), 300×250 (the large square box banners), 120×600 (the tall skyscraper banners) and 468×60 (traditional banner)




• Banner Ad Formats: The next phase in traditional static banner advertising that mapped the success of Banner advertising. Popular in this phase of web advertising are the ones that you see on just about every web page now – Tower ads, inline ads, sliding ads and video based ads. The sliding ad and pop-up ads are more aggressive in this new cult of Banner advertising that are used to grab users’ attention.
• Choose banner placement on web pages – top, middle, or bottom
• Target by industry/topic | Target by Country/Geography
• Target by Demographics (gender/age)
• Set Frequency Cap: Specify time of day or day of the week / month for the ads to appear
• Set Daily Budget Cap: Specify how much you want to spend per day
• More about Targeting

In the Paid advertising part of the Internet Marketing world, it is estimated that 70%-85% of traffic comes from banner ads and not search engines (organic + inorganic) or anything else. Did you ever ponder on it, that if your focus has been shifting lately from Banner ads to PPC (Search Engine Marketing) / SMM (Social Media Marketing), you are actually losing out to 95% of the money making opportunity.

Dual benefit of the Banner ads –

• Banner ads get you some of the most targeted, interested users you can possibly get from any other medium. As Internet marketer, you do realize that by advertising on sites that are relelevant to whatever you’re promoting, you’re already narrowing down the market to those that may actually buy and further when your banner creative is at work, those people click, you are narrowing it even more to get the best ROI of your marketing dollars.
• No other advertising medium but a well designed and promoted banner ad can leave an impression of your brand in a user’s mind. Not every time one is on net to buy something. But when they are looking to buy a product or service in your segment, s/he will directly look for your brand if at all you have been displaying your ads and have left your brand’s image/message in a users head/heart (emotional buying v/s logical buying behavior).

Let’s consider the most ideal campaign objective for a marketer: Advertising Goals are to drive demand for the product/service, improve brand awareness and gain maximum exposure during the course of the campaign. Online Banner Advertising does all of it and more.

Nearly 65% of users are using social media as component of their regular work routine, including reading blogs, visiting business profiles on sites like Facebook or LinkedIn or using Twitter to hit upon information and/or exchange a few words in relation to  business-related matters. Its interesting to know who uses social media as a resource for bring about their dayto-day everyday jobs at work, how much  experience they have using social media for business in this way, the resources they bring into play largely frequently and how constructive they find these  resources. To get a logic of business social media use by people in different profession levels, roles, industries and company sizes, according to a analysis  every Manager could have indicated that they use social media as a business information resource but not all of them did – a few only worked for companies concerned in social media projects. The Managers were less likely to exploit social media as a business resource than regular,  while middle managers such as Directors and Section Heads were more likely to exercise social media in this way. For job roles using social media to  find business-relevant information is visibly not limited to high-tech facet of the business – in fact, people working in the IT section  were significantly less probable than those from other departments to make use of social media in this manner.

Among those used as any kind of social media to hit upon trade-related information, here is what are most popular ones:

- Attending webinars or listening to podcasts

- Reading ratings/reviews for business products or services

- Saving business-related links on social bookmarking sites

- Participate in discussions on 3rd party web sites.

The fast development in the number of general and niche online business communities over the past 10 or more years and more absolute indexing of online community content by general search engines may combine to give rise to a state where business community visit a large number of business-related online communities or forums in a given month but actually participate in very few. This is an attractive area for potential research. The typical user uses nearly six different social media resources or sites for business information.

When your hard work and original articles appear elsewhere, it can do serious damage to you, your reputation, and your search engine ranking. It’s important for everyone to know that anything you have written is copyrighted. You can register a copyright, but you don’t need to in order for it to be illegal for someone to copy or reproduce your work without your permission. Any written text, painting, drawing, musical composition, photograph or computer program, be they published or not is protected by copyright law. Unfortunately, just because your work is copyrighted doesn’t mean it is safe. Some individuals don’t know that copyright laws apply to the internet, and others simply don’t care.  Source: http://www.researchcopyright.com/four-steps-to-combat-website-plagiarism.php

Screenshots of how DreamAdNetwork.com gets the best possible rank on Google.com with the content taken word-by-word from our website for which we ourselves worked so hard to achieve…

DreamAdNetwork.com/privacy

DreamadNetwork.com Home page:

We have sent our first Show Cause Notice to Dream Ad Network team and waiting for the positive response on the same. We would need the party in question (we found someone claiming Dream Ad Network as his own on Twitter) to remove/change the content and should not be anywhere closer to ours’ along with an explanation. We are ready to remove this post and not go ahead with the legal action if we receive a positive response in next 24 Hours.

Publishers need to be more innovative in terms of not only maintain the traffic flow onto their web property but also should always look for technological advancement to attract more traffic. There have been arguments, especially after the recent economic slowdown, about how display media should be bought and what direct value does it add to the ROI goals. In my opinion, Publisher need to look beyond CPM advertising and work on Revenue Share to attract more Advertiser Sign-Ups… Basically how Google works and maintains number 1 positions, as a traffic source … Only when a USER clicks… they get paid (PPC)

A) Offer your clients various Ad-options to chose from:

- Online Display Advertising (Banner/Popunders)

- Lead Generation

- AdSense

- Rich media

- Direct Sales

- Subscriptions

- Sponsorships

B) Offer clients various Cost Models to fit into their media plan:

- CPM (Cost Per Thousand) / CPV (Cost Per View)

- CPC (Cost Per Click)

- CPL (Cost Per Lead)

- CPA (Cost per Acquisition)

- Rev Share

C) Be part of Online Ad Networks/Traffic Exchanges as these are the places where you get most of the advertisers…

D) Have Flexible/Customised rate cards

What could advertisers do to make their online advertising more effective?

Advertisers and/or the Agencies they hire, need to do a lot –

- Need to always look for fresh ideas of how to be at right place and at the right time.

- Strong Media Planning – Media Mix (Display/PPC/Email/Social Media Marketing/Contextual etc.)

- Look for genuine traffic sources under each of the above category, where they not only get volume assurance but also the experience and technological capabilities to target audience and optimize better. Rate each traffic source on five important aspects (in Order): Audience/Reach/Technology/Pricing.

- Based on the objective of the campaign and offer type, select vertical specific traffic or run campaign on relatively cost effective traffic from Online Ad Networks under RON category.

- Try different traffic sources to reach deep and vast as much as possible.

- Use of innovative ideas in the creative used to attract audience actions

- Create Landing pages with Relevant and to-the-point information

- Measurability of Delivery against goals… Post Impression/Post click tracking

- Plan better for future campaign… Its better to have a balance of the same traffic source already worked with (if you have seen performance or scope of performance) along with trying new ones in every media plan rolled out for a campaign.

- No traffic is bad, based on what the offer is… The Best approach is to try various Display Ad Options (Banner/Popunders/Contextual/Email etc.) under Different Cost Models. (Know more about how Various Cost Models Work…)

Basic logic behind how Google’s AdSense works — automatically analyze the content of web pages to dynamically determine which ads are the most relevant ones to be served there. If you are on a site gathering information about Next generation Notebooks, they show you ads for retailers who sell them — without the publisher or the advertiser (or even the Online Ad Network) having to explicitly specify anything. This is simply contextual advertising, and if this is done using Semantic Technology, its nothing but Semantic Advertising.

Semantic Technology: encodes meanings separately from data and content files, and separately from application code. Semantic technologies are “meaning-centered.” They include tools for: auto-recognition of topics and concepts, information and meaning extraction, and Categorization.

Given a question, semantic technologies can directly search topics, concepts, associations that span a vast number of sources. From the portal perspective, semantic technologies can be thought of as a new level of depth that provides far more intelligent, capable, relevant, and responsive interaction than with information technologies alone.

With HTML and a tool to render it, one can create and present a page that lists items for sale. The HTML of this catalog page can make simple, document-level assertions such as “this document’s title is ‘Widget Superstore’. But there is no capability within the HTML itself to assert unambiguously that, for example, item number XYZ is an Electronic Gadget with a retail price of $199, or that it is a consumer product. Rather, HTML can only say that the span of text “XYZ” is something that should be positioned near “Electronic Gadget” and “$199″, etc. There is no way to say “this is a catalog” or even to establish that “Electronic Gadget” is a kind of title or that “$199″ is a price. There is also no way to express that these pieces of information are bound together in describing a discrete item, distinct from other items perhaps listed on the page.

The Semantic Web takes the solution further. It involves publishing in languages specifically designed for data: Resource Description Framework (RDF), Web Ontology Language (OWL), and Extensible Markup Language (XML). HTML describes documents and the links between them where as RDF, OWL, and XML, by contrast, can describe arbitrary things such as people, meetings, or airplane parts. Tim Berners-Lee calls the resulting network of Linked Data the Giant Global Graph, in contrast to the HTML-based World Wide Web.

These technologies (RDF, OWL, and XML)_are combined in order to provide descriptions that supplement or replace the content of Web documents. Thus, content may manifest as descriptive data stored in Web-accessible databases, or as markup within documents. The machine-readable descriptions enable content managers to add meaning to the content, i.e. to describe the structure of the knowledge we have about that content. In this way, a machine can process knowledge itself, instead of text, using processes similar to human deductive reasoning and inference, thereby obtaining more meaningful results and facilitating automated information gathering and research by computers.

Semantic targeting makes a step ahead of Contextual Marketing by going deeper than keywords and understanding the page’s actual content, which results in intelligently placed ads and higher conversion rates and revenue. Various Publisher Ad Networks have integrated Semantic technology in their system which discovers, classifies and interprets text information automatically, builds detailed taxonomies in any language, and classifies content on publisher web pages into these taxonomies, a method of organizing content on a website.

**The content in above article is information gathered for you from differnt sources available on Internet**

Online Advertising demands you to be smart, flexible, and quick to meet the challenges. Experts empower you with solutions that go further, work harder, and deliver improved accountability and on the way Learn the market stats.

Other than the very popular challenges some of the hard tests that an expert in online marketing professional face:

Targeted audience – Maximum results with Minimum waste.

RON Ad placement – on complete network,

Channel Targeting – ROC campaigns,

Contextual Marketing – Focused Keyword/URL Targeting,

IP based Geographical and Area targeting,

Duration (Month/Week/Day/Hours of the day) Targeting…

Choices are endless. Let expert give you options

Transparency - Number of vendors for the same audience. There are various Traffic Sources:

-          Online campaigns across Premium Publishers like Yahoo, AOL, Rediff, MSN allows you to reach global audience.

-          Online Ad Networks in this context have been proven effective as Advertisers and Agencies get choices and better rates at single point.

Branded publishers don’t want the inventory they release to an ad network be identifiable by the buyer because they feel their direct-sales staff will be affected adversely, especially if the buyer is allowed to hand-pick the site. Ideally the media experts backed by targeting technology at an Online Ad Network, should be given authority to decide for offers/products to be on a site that is contextually relevant to the offers. Again it’s just not possible all the time. And so all the parties involved have to be aware and give the consumer some credit, and only the media-mix to reach most relevant consumer in the most cost effective manner is what works.

Pricing – Aiming the marketing goals various pricing models are involved in the Internet Marketing arena:

CPM – COST PER THOUSAND under RON and ROC – Cost effectiveness of CPM model not only works wonders for ROI targeted but adds value to consumers’ Search behavior.

CPC – COST PER CLICK with Text or Graphical Banner on targeted content rich sites with highly experienced optimization team in place.

CPA – COST PER ACTION – Performance campaign with ROI targets with range of online advertising options available.

CPL – COST PER LEAD – Pay only for Lead Generation, Sign-ups.

CPV – COST PER VIEW – Keyword/URL Targeting to provide relevant online advertising to the internet user while they are browsing the web, based on the relevant terms they use to look for information.

It all boils down to extensive experience focused approach and technological advancement to deliver results. Got queries, please write to

Email: sales@thepublishernetwork.com