The advertising & marketing industry is a multi-billion dollar business. In order to attract as many people as possible, companies will do whatever necessary to gain attention. In this article I will be discussing one of the most effective ways, which is through sponsored ads. Also, I will be going over other alternatives that advertisers use. The first form of advertising that I will discuss is sponsored ads. Sponsored ads are shown to a user based on a search term. For example, if a user searches for a product, the first ad shown to them will be for that product (Klein, 2012). This is an excellent way for companies to connect with their target audience. Many users are looking for specific products or services, so by showing them relevant ads, they will be more likely to click on it. Sponsored ads are also very convenient because they can be changed at any time (Klein, 2012). Companies can change the amount of money they are willing to spend on ads and the keywords they want to show up for. This makes it easy for advertisers to quickly change their strategy if something isn’t working. The next type of advertising that I will be discussing is display ads. These are the most common ads on the internet. They usually take up space on websites and are used to sell products. Display ads are usually not that intrusive and they appear on most social networking sites (Klein, 2012). These ads are great for attracting target audiences because they are shown on popular sites like Facebook and Twitter. Lockscreen ads are another type of advertising that is gaining popularity in recent years. These are relatively new and users have yet to become familiar with them (Klein, 2012). Typically these type of ads are used by apps or smartphone games. The final type of advertising that I will be covering is network ads. Network ads are what you see on TV or radio. These are the most expensive form of advertising because they are shown 24/7 on television (Klein, 2012). The main problem with network ads is that the viewer has no control over what they see. If you don’t like what you’re watching, you can’t change the channel.
A: Sponsored Ads vs Display Ads vs Lockscreen Ads
Sponsored ads are very effective because they are targeted towards specific users based on their search query. This makes it very appealing to advertisers because they know that the people who click on their ads are interested in what they’re selling. Display ads are less expensive than sponsored ads but they are still very effective. Users are generally not bothered by these types of advertisements because they appear on websites that they already visit frequently. Lockscreen ads are extremely effective but they have yet to catch on with the general public. Currently only certain apps and smartphones allow lockscreen ads. The users who have these apps installed have no choice but to accept the ad when it pops up. Thus far it seems as though lockscreen ads have been successful because many apps have been downloaded due to free promotions (Klein, 2012).
B: Why People Click On Ads
Many people click on sponsored ads because they want to buy something right away and save some time and money (Klein, 2012). Some people will even open up several tabs and search for related products so they can compare prices and decide where to buy from (Klein, 2012). This is why companies try to get their name in front of users as soon as possible after they start searching for products online (Klein, 2012). This way they know that users will already be familiar with them when they actually go online to buy something (Klein, 2012). People also click on display ads because they offer free information or try to persuade them to look at other content (Klein, 2012). This means that businesses pay less for these types of ads because there is no actual purchasing involved (Klein, 2012). People may also click on these types of ads because many times there’s a “video” button that viewers can press to watch a video about the product (Klein, 2012). This video is often created by someone who was paid by the company to advertise for them (Klein, 2012). People may also click on network ads because these add unique extra content to what they’re watching (Klein, 2012). For example, if a person is watching a football game, an ad for a sports drink would show up during a commercial break (Klein, 2012).
In conclusion, advertising & marketing is a very competitive market and companies need to do whatever it takes to get ahead of their competitors. Today’s consumers have become accustomed to seeing advertisements everywhere they go. They have learned to ignore them and continue with their activities without paying much attention to them anymore. The key to winning over potential customers is through sponsored ads which can be targeted according to a user’s interests. Display ads are also effective but they tend to bother users more than other alternative forms of advertisement because they appear throughout the day whether someone wants them or not. Lockscreen ads have yet to catch on but could potentially be a big hit in the future because people will always look at their phones when they see an ad pop up while using an app or playing a game. Overall, advertisers need to figure out what works best for them and use it in order to provide better service to their customers/clients/fans.