We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

The Online Advertisement Market - Research Paper Example

Comments (0)
Summary
Online Advertising Market Online Advertising market has grown around the two key modalities: search and display advertising. Online advertising first came into being in 1994when a web magazine called Hot Wire sold an ad banner to AOL which was displayed on its web page (Kaye & Medoff, 2001)…
Download full paper
GRAB THE BEST PAPER
The Online Advertisement Market
Read TextPreview

Extract of sample
The Online Advertisement Market

Download file to see previous pages... In 1996, Procter and Gamble executed a deal with Yahoo! in which the basis of revenue calculation was number of clicks on the advertisement instead of number of views which was the norm of the day (Google and Yahoo news, 1996). This basis of compensation was quickly picked up by the media contemporaries since it provided a more focussed approach similar to the ones employed for direct response of the prospect through mail and telephone solicitations. It came to be known as CPC or Cost per Click method of online advertisement compensation. Inspite of its rapid popularity, CPM still remains the basis of many advertisements placements, particularly in the display ads segment. Online advertising revenue has steadily increased its share in the advertising industry both in absolute and percentage terms. For example, in US alone, the online advertising industry has grown from 3.2% in 2000 to 8.8% of total advertising, and from 8.1 billion in 2000 to 21.7 billion in 2007 (data derived from Interactive Advertising Bureau Press Releases 2000-2007). From connecting computers in government offices, internet has come a long way since 1994 when it was opened for public for the first time. Internet users figure has jumped from 0.4 % of the world population in 1995 to 29.9% in 2010 (IWS, 2011). According to Coffman and Odlyzko, internet traffic almost doubled every four months in 1995- 96. The growth after that has been doubling on a yearly basis since then till 2001 (Coffman & M.Odlyzko, 2001). Main reasons for such drastic growth of internet are the ease of access and usability of internet, huge inventory of data and excellent connectivity instantly. Internet growth is a phenomenon which has not only changed the way individuals work but has also deeply impacted the culture and commerce of countries. The advent of social networking and entertainment in internet arena has further increased the scope of internet users. Before comparing print and online advertisement, it is imperative to focus on the relationship between content and advertisements published through the two mediums. In print media, the ad is essentially locked with the content i.e. the ad is visible only for that particular day’s content. However, in internet medium, even if the content changes, the ad would still be there. This means that the chances of showcasing an old ad in print media exist only in retrieval of archives. However, the ads in internet are always current, unless it’s the reproduction of archived prints. The relationship or the non-existence of relationship between content and ads has encouraged several journals to open their archives for free which results in increased traffic to the website, thereby increasing its ad revenues (Kohler, 2006). This has changed the way print media looks at ads on its digital editions. Major differences that exist between print media advertising and online advertising are in terms of geographic reach, demographic targeting and ongoing revenues. While the ads in print media have limited geographic reach, online advertising is virtually everywhere. Also, print media ads have limited capacity to customize themselves based on geographic targets than online media. For example, it is nearly impossible for a newspaper to serve a different edition for every city of the world while it is very much possible to serve online ads based on the user’s location. Also, online ads can be updated irrespective of the content, as they ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Online Newspaper Industry in Hong Kong
According to the paper electronic press has the ability to attract the readership from both the domestic and the overseas readers leading to no geographical limitation for the online newspapers. With the increased internet usage, the newspaper has also become online to attract the customers by getting involved with some popular technical ground such as internet. This reports aims to offer an insight into the online newspaper industry of Hong Kong.
20 Pages(5000 words)Research Paper
Advertisement for LibraTech
Everyone in the world today seeks a way in which he or she can do all his businesses very fast and accurately. Every individual seeks accuracy, speed, efficiency, and compression of data to enhance security and portability.For instance; the generation of today is seeking a way in which it can handle its studies and all readings in general without having to carry around heavy and bulky books.Many individuals are also bugged by the fact that they have to stay in the libraries when they want to gain accessibility to a certain book or when they want to read some specific manuals.What people are looking for is mobility and convenience.People want a reading version whereby they can access all the n
5 Pages(1250 words)Research Paper
Online entertainment
Naturally, the television itself has existed in widespread usage for over half a century. However, the revolution of the Internet has shifted the focus and the available means by which individuals can entertain themselves within the current environment. As a function of this fundamental shift, realizing that the Internet has a profound effect upon the way in which people are passing their time and entertaining themselves is not, in and of itself, a sufficient level of realization.
13 Pages(3250 words)Research Paper
The effect of advertisement on consumer behaviour
The research paper is aimed at studying the effects of advertisements on the Qatari consumers in the age group of 18-26 years. The data and information, on consumer behavior of the age group of 18-26 years and the way it has been affected by advertisements in Qatar, have been collected with the help of questionnaire and secondary sources.
10 Pages(2500 words)Research Paper
Effectiveness of various mediums of advertisement in the automobile industry in North American consumer market
With so much competition in the market industry, it calls for the need of marketers to be creative and original as illustrated by the two automobile companies; BMW and Audi. These two had to put in strong emphasis on their brands by allocating vast resources for marketing budget on magazines, advertisements in video, and the internet.
6 Pages(1500 words)Research Paper
The affect of Advertisements in print news in both online and print editions
As we reside in a world of digital age, everything is becoming advanced and so are the processes of business becoming advanced such as advertising, marketing and other such functions. The
4 Pages(1000 words)Research Paper
Market Segmentation
oes into the marketing of each product is rather extensive as companies try to figure out who to sell their product to, how much to sell their product for, and how to go about pushing their product into the forefront of the public’s increasingly short attention span. One of
2 Pages(500 words)Research Paper
Online Privacy
Indeed, every website we are visiting registers our information about us. For example, our IP address. Moreover, research that we do without thinking could also be supervised. The debate in the United States about the privacy of citizens opposes the fact that,
12 Pages(3000 words)Research Paper
Using internet newsgroups for online market research
I will use newsgroups to market my boots specifically through networking which will enable me to create personal contact with other forum members. Participating in various discussions will
3 Pages(750 words)Research Paper
Online news
The newspapers took many forms; such as the daily posts, weekly magazines and the monthly magazines. All these papers retailed at convenient prices that common citizens could afford without much struggle. The traditional print media was
6 Pages(1500 words)Research Paper
Let us find you another Research Paper on topic The Online Advertisement Market for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us