New Media in Advertising: Internet Advertising

Internet advertisements or online advertisements offer the opportunity to combine the superior aspects of both traditional advertising and the interactive nature of the Web.. For example, the consumer can click on an advertisement he sees on the Internet, go directly to the advertiser’s page, examine the products or services on this page, and immediately perform a behavior such as purchasing the product or participating in a game or contest.

It is possible to consider internet advertisements in three different categories according to their costs (Odabaşı & Odabaşı, 2010);

Cost per view: In this type, cost is calculated based on how many times the ad is viewed by the audience.. Each refresh of the page counts as one impression and is usually calculated based on 1000 impressions.. The number of times the ad is viewed by the viewers is multiplied by the unit cost.
Cost per click: The most used method. How many times an ad is clicked, the cost is calculated based on this number of clicks.
Cost per action or action: It is a method in which advertising fee is paid if the user clicks on the ad and goes to the advertiser page and fulfills a desired behavior or action.. For example, if you want to go to the advertiser’s page and shop there for a certain amount, the purchases made by the viewer on the page after clicking on the ad are tracked, and if the desired purchase is made, the advertiser pays a fee.. It is a more profitable advertising method than other methods.

Apart from cost structures, it is possible to consider Internet advertisements under three main headings: impression-based advertisements, search engine advertisements and personalized advertisements (Plummer et al., 2007). );

Impression-Based Ads

Impression-based ads are the ads on websites. The content of these ads, which have different formats, can consist of text, images, video or audio recordings.

Standard banner ads are the oldest on the Internet. are advertisements. Banner ads are ads that are embedded or placed on a website and whose main purpose is to generate traffic to another website.. When clicking on banner ads, they redirect to another website.. Banner ads are generally priced at cost-per-view. Banner ads show similar features to traditional ads.. Banner ads have standard sizes just like traditional print ads.. Banner sizes, file sizes and approximate load times I.A.B. (Interactive Advertising Bureau) within the framework of the standards determined (Çalıkusu, 2009). Below are the standards set by the IAB in Picture 5.1.

INFORMATION : Banner ads are ads that are embedded or placed on a website and whose main purpose is to generate traffic to another website.

However, unlike traditional ads, it is easier to measure and track the success of banner ads.. These features of banner ads have played an important role in the development of paid advertising on the Internet.. All small and large websites have become able to receive advertisements on their pages thanks to banner ads.

Banner ads of different sizes have different strengths (Plummer et al., 2007);

Medium square banner: It is more suitable for visually rich and animated advertisements.
Standard banner: It is advantageous in terms of clearly revealing issues such as product image, benefits, features, price.
Vertical banner: User gives the opportunity to transfer the message as long as it slides down. It allows the repetition of messages about the brand.

Despite these positive features, the majority of consumers view banner ads negatively as they cause discomfort when viewing the content on the page.. Banner blindness has emerged as a result of consumers’ efforts to avoid this negative view and banner ads.. Banner blindness means that the consumer avoids what they perceive as advertisements on the page and ignores these areas.. Heatmaps are maps that help us see where users’ eyes are browsing on the website.. Rectangular sections at the top and right of the pages within the maps are banner ads.. As you can see, users have never looked at these parts of the page.

Rich Media Ads

Macromedia Flash, Java, dynamic With the development of HTML and animation technologies, advertisements on the Internet have changed from being text and visual-based to interactive rich media advertisements.. These new ads are interactive ads that give control to the consumer, allow the consumer to ask questions and request information, and can be personalized if necessary. They are interactive ads that allow people to ask questions, request information, and can be personalized if necessary.

Rich media ads also have different shapes, sizes and features (Plummer et al., 2007);

In-page ads: These are classic banner ads but have embedded games, animations, videos, registration forms or interactive marketing brochures.
Expandable ads: These ads are similar to classic banner ads however, these ads grow when hovered or clicked.
Floating ads: These ads stay in the displayed area on the page even if you scroll down within the page. yeast are ongoing ads. In other words, as you scroll down the page, these ads also scroll down.
Pop-up ads: These are the ads displayed in the window that opens in front of the opened page.. These ads are also among the types of ads with the highest tendency to ignore.
Transitional ads: These are ads that appear on page transitions.

Online Video Ads

With the increase in Internet bandwidth, watching videos has become one of the most popular uses of the Internet.. The fact that videos have become so popular naturally attracts advertisements.

YouTube is one of the media that has a great influence on the development of such advertisements.. YouTube offers different types of advertising options as an important advertising channel.. These ad types are shown in Picture 5.3 below.

It is possible to collect YouTube ads under four headings (Gülcan, 2013);

In-stream video ads: In-stream ads, are ads that play during the viewing process of the ad before or after a video has started. Viewers have to watch 5 seconds of the ad before deciding whether they want to close the ad or watch it.. If the target is chosen correctly and an engaging video ad is used, viewers will be able to decide to watch the ad.. In-stream video ads do not pay if viewers do not watch the ad for 30 seconds or until the end of the ad.. No payment will be made if they choose to skip the ad.. The same amount is paid whether the ad video is 30 seconds or longer.. In-stream ads help with contextual (contextual) targeting, interest targeting, and demographic targeting.
In-slate video ads: YouTube’s In-slate video ads appear before videos that are 10 minutes or longer. Viewers can choose to watch one of three ads, or alternatively the usual ads during the video.
In-search video ads: In-Search video ads appear at the top or right of the page on the YouTube search results page.. In-Search video ads are similar to text ads (Adwords) in Google searches. The keyword strategies used when creating AdWords ads can also be applied to YouTube in-search video ads.
In-display video ads: In-display video ads appear alongside other YouTube videos or on other Google Display network sites that fit the targeted options.. Included as “If you liked this video, you might also like this…”.

In-Game Ads

In-game ad idea even older than the creation of video games. In-game advertisements, which started with the sponsorship of manual game consoles by brands, have changed and diversified with the evolution of technology and games.. In-game advertisements refer to advertisements within video and computer games.. In-game ads attract a lot of attention and constitute a rapidly growing advertising space.. The market, which was 34 million dollars in 2004, reached 1 billion dollars in 2014 (Wikipedia, 2015). It is estimated to reach 7.2 billion dollars in 2016 (Tassi, 2015). It is possible to collect in-game advertisements basically under four categories (Skalski et al., 2011);

INFORMATION : In-game advertisements refer to advertisements in video and computer games.

Advergame: Games that are structured around a specific product, service or campaign. The game itself is actually an advertisement. In this way, it is aimed that the consumer has a one-to-one relationship with the brand and spends more time with the brand thanks to the game.. In addition to increasing brand awareness, the promotion of products and services is also possible in a fun environment.
Product placement: The use and display of branded products in the game is under this category.. For example, different brands of cars in an auto racing game are included in product placement.. There are also different types of product placement;
- Sponsorships: For example, the NBA sponsors a basketball game.
- Brands as the main theme of the game: Brands of the products that form the basis of the game.
- Brand characters: For example, famous in the game the use of runners as game characters.
- Background images and advertisements: Here the use of images or products belonging to the developer of the game or a different brand in the background.
- Background music: In the background of the game music to play.
Real-world-like ads: These are, as the name suggests, real-life-like ads within games. For example, advertisements placed on billboards in the stadium or on the racetrack in a sports game are included in this group.. Cross-linking means that more than one brand strives to mutually promote each other.. Mobile game applications mutually advertise each other through their games.. In this way, the chance to reach more users at a much cheaper price is created.

Another issue to consider when evaluating in-game ads is the question of whether the ads are static or dynamic.. In static advertisements, the advertisement placed in the game cannot be changed later.. However, dynamic ads that emerged with the development of technology and the consumer’s need for interaction allow the advertiser to change and update the ads in the game and to target them according to time or geographical boundaries (Skalski et al., 2011).. Dynamic ads also allow the advertiser to track and edit the effectiveness of the ad simultaneously with the campaign.. Both product placement ads and real-world-like ads can be developed statically and dynamically.

Another medium where in-game ads come to life is virtual game worlds.. In other words, multiplayer online role-playing games refer to the interaction of a large number of players in a virtual game world (Hansen, Shneiderman, & Smith, 2010).. Second Life is the most popular game among such worlds with close to 1 million users.. Second Life is an Internet-based virtual world launched by Linden Research in 2003.. Second Life has become a virtual world with its own currency, a separate advertising marketplace where products and services are bought and sold.. Whatever brands do in the physical world, from product placement to advertising, they also do in Second Life.. Below is an image from Second Life in Picture 5.4.

Search Engine Ads

Search engines have become an important medium for advertising.. As of the end of 2014, search engine ads have the largest share (38%) of Internet advertising expenditures (IAB, 2014). Of course, the fact that one of the most visited pages by the Internet user is search engines is one of the important reasons for this situation.

The use of search engines is increasing day by day.. 60% of internet users visit search engines at least once a day and make an average of two searches (Pew, 2005).. Another study shows that 25% of Internet users visit and search search engines many times a day (Plummer et al., 2007).. Although there are different search engines, the majority of Internet users use a single search engine, and a small number of users use more than one search engine together by evaluating different options.. Unlike foreign markets, Google has almost a monopoly as a search engine in Turkey.. The use of other search engines (Yahoo, Yandex, etc.) is quite low.

The reasons behind the popularity of search engine advertising can be summarized as follows (Plummer et al., 2007);

Measurement and control: Search engine ads provide the advertiser with the opportunity to measure, monitor and control that no other type of ad has been able to provide before.. Their capacity to provide a wide range of information such as how many people see an ad, how many people click on it, the time it takes to stay on the page after the click, and the cost of the ad is one of the most important reasons for the development of search engine advertising.
Keyword option: Search engines. There are many and different types of keywords that the advertiser can use.. This abundance of options also attracts advertisers to this field.
Electronic commerce: The increase in electronic commerce has also triggered the desire to be sought and found significantly.. Emerging pages make an effort to be easier to find. The easiest way to achieve this is through search engine advertisements.
Reaching the consumer: Major search engines offer the chance to reach the majority of Internet consumers or users.. Therefore, search engine ads, which give the chance to reach a significant part of users easily, are preferred.
Targeting: Search engines allow the use of many targeting methods together compared to other websites.. It’s easy to use not just targeting by keyword, but also geo-targeting, targeting by part of the day, demographic targeting, and behavioral targeting.. Thanks to these targeting methods, advertisements are also more cost-effective.
Reaching niche sites: The inclusion of websites that are specialized in certain areas, which are normally difficult for an advertiser to find, but which are specialized in certain areas, provides an important advantage to the advertiser.. Thanks to search engine ads, it becomes easier to reach the consumer, who is among the target audience and is a loyal user of these niche sites.

Search engine advertising is basically examined under two main headings; paid search and organic search engine optimization.

Paid Ads

There are three types of paid search ads;

Payment search ads: These ads, also known as pay-per-click (PPC) or cost-per-click (CPC) ads, are the types of ads targeted by keywords.. This type of advertiser sponsors specific keywords. When these sponsored keywords are searched, the advertiser’s ad is listed to the right of the search results or as ad links at the top/bottom of the page. These ads are text based and have a character limit on the display of the ad.. So they can’t be very long ads. On the other hand, the price of sponsored keywords in paid search ads is determined by a kind of auction.. The ad that pays the most for the keyword is likely to appear at the top. The price paid for the keyword in displaying the ads, as well as the rating of the advertiser site, etc.. topics are also. Google AdWords is the most known and most used example of this type in Turkey.. Picture 5.5 below shows Google’s paid search ads.

INFO : Paid search ads are the types of ads targeted by keywords.

Contextual targeting search ads: These are ads shown in the context of the content of websites. For example, Google’s AdSense ads are an example of this type.. Advertisers sponsor keywords as in the first category.. Websites and blogs are included in this system to receive advertisements on their own pages.. After all, ad systems ensure the display of appropriate ads with site content.. These are the ads shown under the heading “Ads by Google” on the pages.. The most important advantage of this type of advertising is that it gives the opportunity to reach niche sites, which the advertiser has a very difficult chance to find and reach, and therefore the viewers of these pages.

INFORMATION : Contextual targeting search ads content of websites

Paid listing: It is the effort of the advertiser to be included in the indexes of those sites by paying a certain fee to search engines or similar listing sites.. The fee paid may differ depending on the site.. However, the fee paid does not determine the order in the list.. For example, product or price comparison sites provide this type of paid listing service.. Since such pages usually perform search engine optimization, the brands listed on the pages rank higher in organic search.. Among search engines, Yahoo provides this service.

INFORMATION : Paid listing, inclusion in the indexes of those sites by paying a certain fee to the advertiser’s search engines or similar listing sites.

Organic Search Engine Optimization

Search engines use certain algorithms when listing websites. Using these algorithms, website designers or development experts design their websites according to these algorithms.. Thus, they strive to get the website to rank higher in search engines.. All these processes are called search engine optimization (SEO).. Search engine optimization expenses of companies are also considered as advertising expenses by the IAB.

Although paid ads make websites easier to see, websites also attach great importance to search engine optimization studies.. We can summarize the main reasons for this as follows (Plummer et al., 2007);

Cost reduction function: Thanks to search engine optimization, websites climb higher in search engines.. These sites listed in organic search results do not pay a fee for users to click on their pages.. But at the same time, the improvement of organic search results also leads to a decrease in paid advertising costs (cost per click).
Perceiving organic search results as valuable: Users are somewhat skeptical of paid search ads. Organic search results are perceived as more valuable.. For this reason, users also benefit from organic search results to ensure the accuracy and reliability of paid search ads.
Increasing brand awareness: Another contribution of organic search results is creating or increasing brand awareness.. Search engine optimization is of great importance for brands, as the consumer searching in a certain area will notice the brands that are in the top positions and that they do not know.

Personalized Ads

One of the important opportunities provided by the Internet as a new communication technology is the personalization of messages.. One of the oldest tools on the Internet has been email, and emails are perhaps one of the oldest tools of Internet advertising.

E-Mail Ads

The fact that e-mail is one of the most widely used tools by Internet users also intensifies the interest of companies in this tool.. Of course, low cost is another important element that attracts advertisers to this tool.. There are two different types of e-mail advertisements, with permission and without permission.. In unauthorized e-mail, no prior consent is obtained from consumers to send e-mails and these e-mails are considered as spam.. The very high rate of spam is one of the most important reasons for consumers to complain about e-mails.. In the permissive e-mail method, submissions are made by obtaining the consent and approval of the consumer.. Permission e-mails both positively affect the brand image and create more effective results (Özata, 2014).. About 5% of sent e-mails do not reach the other party due to problems in sending e-mails.. Another major problem is anti-spam programs and 10-40% of sent emails are blocked by these anti-spam programs.. In addition, consumers can take advantage of these programs to block mail from brands they have previously allowed.. The rate of e-mails being opened and read is between 2-10%.. 10% of those who read the e-mail come to the website. To summarize, the average response rate of e-bulletins is 3 per thousand.. For this reason, brands need to spend a lot of effort to overcome the obstacles in front of them and deliver their e-mails to their customers.

Therefore, there are some points that businesses should consider when sending e-mails;

Permissioned Email sending: Emails are an essential tool for creating and maintaining a customer-brand relationship.. Therefore, the brand must obtain permission before establishing this relationship.. Of course, it is not enough for the brand to get permission once.. In this relationship, the structure that will allow the customer to withdraw this permission at all times should also be established.. Therefore, in authorized e-mail management, it should not be forgotten that the power lies with the customer, and unsubscribe options must be given.. Therefore, it can be started first with the sending of the brand’s newsletters.. Afterwards, e-mail messages can be sent giving information about the brand and its products.. In the following stages, e-mails can now be sent about the transactions and customer service.. Branding should be emphasized in the e-mail contents, and after-sales support and loyalty issues should be addressed over time.
Compensation for losses: Of course, e-mail lists will decrease over time.. Losses of 25-30% per year can be seen as normal.. However, the success of email campaigns requires regular updating of lists and compensation for losses.. In other words, the process of creating new customers should be entered.. While doing this, it will be a more beneficial method for brands to create new customers through their own internal resources instead of buying ready-made lists from outside. It shows that they give within 60 days. The first emails sent are therefore very important. Continuing to receive e-mails by the consumer depends on the quality of these initial e-mails.. At this point, editing the e-mail on behalf of the person can be considered as personalization, and the message and suggestion can also be personalized.. Email messages associated with the person’s interests and needs will always have a higher response rate.. Appropriate segmentation of customers can also be beneficial in situations where it is difficult to fully customize.. In this way, suitable suggestions can be made for different customer segments.

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