It's not just the technology that's moving quickly, it's the way the Internet is being used. People are becoming more Internet-savvy every day, finding new ways to search, browse and purchase. This continual change makes it incredibly difficult for media buyers to predict where the next key market will be, or where the best place to showcase their clients may be. There are some online advertising areas, however, that media buyers should be keeping an eye on:
1. Online Communities - Well-run online communities are turning into an ideal vehicle for advertisers. Sites that hook-up old school friends, or get together people with similar interests are advertiser-friendly for two reasons; firstly, adverts generate additional revenue for the site and secondly, adverts extend the range of services that the site offers to its members. It's a great spot for the advertiser, because people re-visit the site regularly.
2. Viral Marketing - As its name suggests, this is where the advert or promotion is extended beyond its original target audience, by encouraging that audience to spread the word itself. This can be as simple as forwarding a promotion to a friend, or linking the online advert to a high street retail outlet to draw the original user and their friends to the product.
3. Personalised Adverts - Although this may be a little way down the line, some of the really sophisticated advertisers, with large budgets, are looking at ways of personlising their ads to their users. Advanced web analytics can give the advertiser key data about the people using the site so, for example, a pharmaceutical company can email baby product details to one family and family planning details to another, or arrange for a product specific ad to pop-up when they know that someone meeting the product profile is online.
4. Broadband Expansion - The increase in take-up of broadband services, particularly in the home is a key trend for online advertising and media buyers. Faster downloads mean that advertisers can be more creative with their ads, as users don't get bored waiting for the advert to appear on their screen. Click-through times are also quicker, which encourages the user to move to the advertiser's own website.
5. Mobile Data Services - As more people are accessing data services from their phones, and as 3G phones become more affordable and more popular, media buyers will be looking for opportunities to link with mobile content providers to access the hand-held market. Campaigns could include mobile coupons, to encourage users to visit the website or retail outlet, or click-to-call services, where the product is advertised on the phone and the user can call direct from the advert to buy the product.
While some advertisers have only just caught onto the appeal of online advertising, those working in media buying are looking for the next opportunity. It may not be as easy as planning 12 or 24 months ahead for TV or print campaigns, but the pace of change in the market makes it an exciting challenge for any dedicated media buyer.
If you are looking for more Internet marketing advice then please do not hesitate to contact The Web Marketing Group.
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