Network Advertising – Most commonly used by independent companies that connect advertisers to websites that want to host advertisements. This list is not comprehensive by any means but will give you an idea of the main things to consider when developing a strategy. Network also known as programmatic advertising
CONS
1.Cost
The Online environment is different to offline you have to adapt to new strategies and budget decisions can be harder to plan, ads payment and cost can outweigh the benefit of being online.
The unexpected costs soon add up like PPC and Ad Fraud which can be expensive to remedy, and can seriously damage your brand reputation. Have to pay for management of ads or online strategy in exchange for cutting back on offline marketing which may be successful
2. TIME
Don’t expect instant results right away things take time, click through rates will be disappointing at first but that is to be expected for smaller businesses.
3. Brand Reputation
You have to protect your brand reputation don’t be tempted by fast money by using advertisers that may not be legitimate, this can harm your brand reputation and result in lost revenue and wages.
4. Privacy
People want their privacy maintained online now more than ever, so be wary of the amount of people that will use ad blockers when using search engines. If they can’t see it you are wasting your money!
PROS
1. customer target
A main benefit of using online ads is you can choose who can see them by; contextual/ geographic/ behavioural. If you can show the right group of people the right ad you will generate a lot more business than choosing a mass advertisement option.
2. Can gather data
Data is considered a dirty word after the revelations of the past few years, it doesn’t have to be like this though! You could be completely transparent with the data you are collecting about your customers and why your collecting it.
You can use data to see your consumer base and from that refine your advertising to boost your sales. If you decide to go with direct action ads they can measure who sees the ad and how long for and what area in the world they are etc.
You can use Direct Advert for statistical analysis so you gather all the data from consumer to then use better targeted campaign’s like email marketing etc.
3. Personalise your strategy
Your two main objectives of Network Advertising; Direct Action & Branding they can both be used in sync meaning your offline advertising would take a smaller strategy payment depending on the size of your budget.
You can cater your strategy to completely suit your business needs, with network advertising the more specific you are the better your results will be.
4.Reinforced Ad
It is what it says simply reminding the consumer you exist. You can choose the increments of how often they see the ads whether it is; every day, once a week or in a months time. A reminder at a time when they are most susceptible to an ad like night time or during their lunch break can mean the difference of adding a new customer to your portfolio!
As I said this is not a comprehensive list, if you would like to see a more detailed analysis of Network Advertising please let me know!
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