Online advertising is a marketing approach that entails using of the internet as a medium to attain website traffic and delivering the marketing messages to the right and the targeted consumers. It is also properly known as digital advertising. It is further used in formulating the usage of cyberspace for the publishing of the ideas & intentions associated to launch of a product or the service, brand and the masses to bridge easily. It further assists vendors for promoting their products & services over a wide area of geographical locations & demographics. The advertising may be informative or promotional but is mostly used to target and standardize the message to the majority of customers. The key benefits associated to use of online advertising include measurability, targeting, speed, coverage, and formatting, etc.
Some of the key companies currently operating in online advertising, the market is Amazon.Com, Inc., Quora Inc., Facebook Inc., Aol, Inc., Google LLC, Baidu Inc., IAC/InterActiveCorp., Microsoft Corp., Linkedin Corp., Yahoo Inc., Twitter Inc. IBM Corp., Oracle Corp., SAP AG, Salesforce.com Inc., Adobe Systems Inc., Aplicor LLC, ComScore Networks Inc., Lithium Technologies Inc., eBay GSI Commerce, Demandware Inc., LongJump CRM, Attensity Corp., OpenText Corp., Percussion Software Inc., StrongMail Systems Inc., Zoho CRM Inc., Netsuite Inc., SugarCRM Inc., Sitecore Inc. There are numerous vendors and data scientist technologies which collect the data on the user’s important personal data & initiating personalized, targeted advertisements based on their choice, like and interest, or the usefulness related to the customer. In addition, the commercial companies including large & small scale are very enthusiastic about the social media campaign and platforms and further looking at new ways to acquire new and more consumers.
Based on the format, the online advertising market can be segmented into display advertising, mobile advertising, lead generation, in-app advertising, classifieds advertising, rich media, digital video advertising, and others (rich media advertising & lead generation advertising). Based on the type of delivery methods, the market can be segmented and analyzed into interstitial (text ads), email advertising (chat advertising), display advertising, Search engine marketing (SEM), Adware, and content marketing. Display advertising is defined by the web banner advertising that includes trick banners, floating ad, frame ad or traditional banner, trick banners, pop-ups or pop-under, etc. The Online Advertisement Market Research based on the compensation techniques can be divided into CPM (cost per mile), CPE (cost per engagement), CPC (cost per click), CPV (cost per view), attribution of ad value, CPI (cost per install), and fixed cost. Based on vertical, the market is split into education, Banking, Financial Services & Insurance (BFSI), automotive, healthcare, industrial, retail, media & entertainment, Consumer Packaged Goods (CPG), transport & tourism, telecommunication & Information Technology-Enabled Services (ITES) and others.
The widespread development of the online advertising market is primarily driven by a shift from print media to online advertising, followed by time spent online and the evolution of communication technology. However, some of the challenges associated with the market are flexibility issues, lack of communication between publisher & advertiser. The online advertising market is further expected to provide new opportunities associated to use of mobile applications, video advertising or video streaming, and social media. Additionally, the regular technical advancement coupled with ascending digital spending is anticipated further drive the market.
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Ankur Gupta, Head Marketing & Communications