What are the best advertising media online?
IAB Spain publishes annually the Annual Study of Online Media in which it defines, on the one hand, online media: search engines, social networks, online shopping portals, online media and blogs / forums. And, on the other, within the online media are: online newspapers, online television, online radio, thematic portals and online magazines. In addition, the study recognizes the Internet as a means of communication at the same level as television, radio, the press on paper, film and magazines. But… What support is the best to perform branding thanks to its power of prescription? Analyze this becomes essential to know the possibilities offered by the digital environment when conducting advertising campaigns.
The reality is that search engines are the most used support regardless of age and sex; followed by the RRSS. However, we must take into account the public we want to visit and where it is located. Thus, it is worth noting that women and young people are more in social networks, and among users aged 31-45, the penetration of forums / blogs increases slightly.
You also have to consider the way ads are displayed, if they do so through a computer or mobile devices. And is that young people are more mobile, computer seniors and the tablet is installed after 30 years. For Spaniards, the computer and the tablet are used to connect to any support and the mobile to consult RRSS and Search Engines.
The most credible and perceived as less saturated supports are the search engines. The media and the portals are less credible and are more saturated publicly speaking.
The use that each user gives to the formats is also elementary. Although social networks are one of the most used media, it is not perceived as a support to discover and consult about brands / products. The Seekers, on the other hand, is the main support as a source of knowledge and information on brands / products. And Forums / blogs are more appropriate to know detailed information than to discover brands / products. In short:
ONLINE ONLINE ADVERTISING SUPPORTS
If the Internet is the medium, a web page is the support and the ads appear in the form of a banner advertising where the advertiser visually expresses the message he wants to convey. And these ads can be made on the following platforms:
1. Search engines
Google Adwords: Adwords ads show ads in the most used search engine in the world and millions of websites and programs associated with your network. This greatly increases the chances of getting clicks and impressions, something essential if you aim to grow your business. With this you can get more conversions than in social networks, more coverage and reach only users predisposed to loyalty.
2. Social networks
In general, in social networks there is a tendency to reject advertising. However, they are a very effective channel in the achievement of campaigns:
Pinterest Ads Manager: offers a series of advantages based on the targeting and segmentation of the profile’s own followers. You can segment by keywords that are not so specific, but serve to find new trends. But its strength is the 420 different types of interests it offers as a “great advantage” such as weddings, bricolage, cooking, art or travel, etc.
Instagram Ads: to be quite recent, it has a low cost and a very high level of participation. It has the same targeting options as Facebook. It allows you to make 4 types of ads: image mix, single image, image and video player.
Facebook Ads: is the most important social network today. It has a wide possibility of segmentation: by sex, age, work, interests, etc. From the Ads Manager panel you can follow the evolution of the campaign easily.
Twitter Ads: It allows you to choose between 5 types of campaigns according to the objective you pursue: to get followers, click to web campaigns, lead generation, interaction in the tweet and campaigns to get installations of an app. In addition, it allows remarketing campaigns. There is no text limit on images as it happens on Facebook with 20%.
LinkedIn Ads: has two advertising options, which are the advertisement or the sponsored content. Keep in mind that the display ads in this social network are small and easily ignored, so it is best that you opt for the sponsored content.
3. Online shopping portals, forums and blogs
You can enter ads on websites of online stores, forums and blogs through AdSense.
AdSense: is the best known service to place advertising and Google AdWords ads on private websites is Google AdSense, which has popularized this way to monetize web pages. In this way, Google pays web publishers for the ads that appear on their website based on user clicks or impressions, depending on the type of ad.
4. Online media
Most media use some programmatic platform to automate the process of buying advertising space. In this post you can see how El País uses the ad-exchanges AppNexus on its website.
There is a wide variety of systems to create ads depending on the objective, and another way would be affiliate programs.
Data source: IAB Spain