Key Advantages and Disadvantages of Online Advertising

Online Advertising is the best choice for brands looking for long-term, performance-oriented campaigns with high penetration. In fact, the term “high penetration” is an understatement as an Online Advertising Campaign operates on a global scale. However, just like any other media, Online Advertising also suffers from a few disadvantages. A good Online Advertising Agency understands both the advantages and disadvantages of the medium in order to create campaigns that set new heights in performance.

Advantages

Some of the unique advantages of Online Advertising have been discussed below.

Highest Penetration

There is no media that can compete with Online Advertising on the levels of penetration. An Online Ad posted anywhere in the world can be viewed from anywhere in the world. Thus, an Online Advertising Campaign essentially has a worldwide audience. The medium also offers ample opportunities for posting campaigns specially designed for the areas where they would be implemented. A properly implemented campaign on the internet can do wonders for your visibility.

Promptness

Online Advertising incites prompt action without the ad copy saying so. An Online Ad is clicked immediately if it is exciting enough. Thus, the response is generated on an immediate basis. Business houses all around the world will always have eloquent presentations on the importance of promptness.

Better reproductions of the creative visualizations are possible with Online Advertising. Thus, the overall impacts of the ads are much higher.

Maintenance Convenience

Advertisers and publishers are well accustomed to the toil that the maintenance of ads demands. Online Advertising provides options of setting alerts on the basis of time period and events and does away with the requirement of manual inspections. Next is its ability to produce fast and accurate analyses. These data are crucial in terms of making the urgent changes even while the Online Advertising Campaign is running and improving on the ads later at the stage of conceptualization itself.

Disadvantages

Even though Online Advertising presents increased efficiency, it also suffers from a few disadvantages.

Banner Blindness

One of the major disadvantages of Online Advertising is that it has been used to such extents that the users have developed a blind eye to most Online Ads. The Top Online Advertising Agencies across the world rely on innovative approaches to tackle this blindness.

Intrusive

Web Banners, if not placed systematically, can be intrusive and distracting elements for the internet users. There have been some horrible instances of agencies flooding sites with so many banners that it became virtually impossible for the user to work on them. Online Advertising Agencies need to understand that optimization rather than maximization is the name of the game here.

Developing the inherent advantages of the Online Medium and utilizing it in manners that the associated disadvantages do not act as hindrances are some of the important traits of a successful Online Advertising Agency.

The Dangers of Unethical Online Advertising

In a medium as fast as Online Advertising, getting results in a short time always seems to be a good idea. But the question, which is often forgotten in the rush, is “What techniques am I using to power my race to the successful results?” The crazy competition in the online markets and higher managements, that very often do not understand the natty-gritty of Online Advertising, turn a blind eye to the pitfalls that wait in the path of Unethical Online Advertising. The results are performance graphs of fast rises followed by faster falls.

In order to avoid a decay that is faster than the blooming, let us start with the first fact of modern Online Advertising: “It is a conversation between the brand and the consumer and not a one way announcement”. The platform of Online Advertising has snatched away the trumpet from the advertisers and replaced it with a communication device. The priorities have changed and it no longer works just to shout, “I am the best” with the highest volume (well, everybody says that, so what’s new about it?). The focus is to make the consumers and users say, “You are the best”. Creating a strong brand value has become a top agenda for Online Advertising Agencies. The way to do it is Online Reputation Management. Unethical Online Advertising techniques, when discovered, not only lead to penalties by the search engines but also lead to the Online Reputation of the brand taking a hit. Google had made its intentions amply clear when it introduced search results based on preferences. There was a distinct leaning towards intention based search results rather than simple keyword based results. Brands which carried on with unethical practices were soon penalized. A recent case, where a top brand was penalized with lowering of ranks for Unnatural Link Building showed that, no matter how big your brand is, following unnatural means to attain quick success will land you in an uncomfortable spot. The discomfort of the spot can be measured with the percentage by which the shares of the brand drop once the unethical means are discovered.

The undesirable effects of Unethical Online Advertising prove that the saying, “Slow and steady wins the race” holds true even for a medium characterized by the speed at which it functions. The Top Online Advertising Agencies unanimously agree that it is better to wait for some time before the results start showing than taking the quick path littered with the risks of unethical means. The question is, “Are the brands ready to show that patience?”