Tupes of Online flds

Banner flds

Usually a horizontal bar at the top of the page that clicks through to a larger ad or to an advertiser's Web site. Contain color, graphics and often

Struscraper flds

Similar to banner ads, rc!r{L.h*r run vertically down the lelt or right hand side of the page. May remain in view as user scrolls down the page.

Buttons

Smaller ads of most any size or shape that can appear anywhere on the page.

Pop-Under

Smallwindow that pops behind the page.

Pop-Up ffds

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Similarly, lnterstitital Ads pop up when you go from page to page within a site.

By Peter Koeppel

messages more effectively, communicate on a more personal level, and measure responses with great accuracy. But as with any type of advertising, you must purchase and place Internet advertising effectively.

If you want to shift your advertising efforts to include online media, use the following tips to plan an effective strategy.

j,. r i1{,} i;' uour target

The first step for any advertising plan is identifying your target audience. Then develop a campaign strategy that will efficiently reach your target and attain an acceptable return on investment. But when dealing with Internet advertising, this may be more difficult than it seems.

The nature of the online medium fosters a convergence with other mediums. Over half the people online are also watching television simultaneously. And l5%o to 40Vo of people who purchase a product from a direct response television commercial or infomercial are making the purchase online rather than calling a toll-free number. So television and Internet are converging in a number of ways. Broadband connections even allow advertisers to deliver tv commercials to consumers online.

People tend to go back and forth between the two mediums, which expands your advertising horizons. Therefore, advertisers should develop strategies to integrate television advertising with Internet advertising to maximize their response and results. But this requires insight into your target audience's online habits.

Some of the more sophisticated advertisers who make media buys on the Internet use a technology called behavior targeting, which allows them to see which sites someone came from and which ads they clicked on. This anonymous information allows advertisers to customize their message to various site visitors, depending on what types of ads they click on.

{pnsideruour options

Many types of online advertising and marketing services exist, such as pop-up ads, pop-under ads, banner ads, rich media ads (which include flash ads), interstitials (a page inserted in the normal flow of content between a user and the site), and superstitials (a page that loads behind an active web site, meaning the user doesn't see the ad until it's totally downloaded and ready to run); streaming audio video; skyscraper ads; rollover ads that expand as your mouse runs across them; email sponsorship ads; newsletter and e-zine ad sponsorships; advertorial placements; search engine optimization, and affiliate programs where one Web site promotes another Web site's products in exchange for a commission and transactions are tracked through unique codes. Each of these options offers advertisers unique advantages for reaching their target audience.

A huge demand for Internet advertising on the major net portals, such as CNN, Yahoo, MSN, etc., exists. This demand has actually caused a shortage of time slots. As a result, companies who are interested in running their ads or commercials online should consider doing so on their own Web sites. Recent technology enables anyone who comes to your site to view your commercial regardless of what type of browser they have. So when a person goes to your Web site, the commercial automatically starts playing.

The complexity of all these online advertising options requires that you work with an ad agency that has a thorough knowledge of the medium. An experienced online agency can help you decide what Internet options are most cost effective and effective for your company.

ffmr*rporate into the budget

Any company can advertise on the Internet; you can even sell businessto-business products and services online. If you currently advertise in tv, radio, or print and you'd like to move into the Internet, try allocating 5Vo to l2%o of your budget towards online advertising.

However, not all online advertising is inexpensive. Some big brand advertisers pay $300,000 to be on popular Web sites for a day, which is equivalent to what you would spend for a 30 second primetime television spot on a major broadcast network. But Internet advertising, especially on the big sites, is very valuable.

Some companies put all their advertising online because they find it most efficient for generating leads or new business. But sometimes the quality of the online leads you're generating need to be qualified, since the Internet attracts a wide range of prospects.

Online advertisers like the measurable results they get from the Internet. Results are typically measured using some kind of tracking system. And typical means of measurement are cost per click, cost per impression, cost per acquisition, or cost per sale. This information allows an advertiser to see the effectiveness of their ads in more concrete terms than with tv or print.

Mpyrmsronline

Many companies are interested in moving their advertising campaigns online because this medium is very precise and the results are measurable. Plus, you can tell it works from the number of big brand advertisers who have recently taken their campaigns on the Net. But the online medium is also very complicated. You have to understand your target audience's browsing habits so you can effectively reach them. And to put together an effective Internet advertising campaign, you really have to understand how to use the different options. A savvy media buyer can help you navigate through your world of online advertising possibilities.

When you use these tips to develop an Internet advertising strategy for your company, you can keep in touch with the huge number of people who are spending more and more time online, and ensure you stay ahead of your competition.

- Mr. Koeppel is founder and president of Koeppel Direct, a leader in direct response television media buying, marketing, campaign management and creative strategies. He can be reached at www.koeppeldirect.com or ( 972 ) 7 3261 10.