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Web Media Placement
Web media placement (WMP) is the online advertisement of products and services through banner and text ads, videos and audio files,
and rich media platforms such as QuickTime and Flash. Typically, WMP involves the creation and deployment of ads on web sites
containing content that is related to the advertised product or service. These web sites are compensated for their space allotment by the
advertiser. Companies have traditionally used newspapers, television, and radio as advertising venues; however, with at least 2/3 of all Americans now having access to the Internet, WMP is quickly becoming a key advertising medium.
WMP offers many benefits to the advertiser. To begin with, companies that use WMP can build and improve on their brand name. Consumers who are
unsure about a product or service from Company X versus Company Y will often make their final selection based on branding. Likewise, WMP offers
companies the chance to increase their visibility. This is especially true for companies that do not operate out of traditional "brick-and-mortar" stores, as
would be the case for a company that sells its products by mail order. WMP also results in increased market share; companies that present informational,
entertaining, and incentive-based advertisements are more likely to attract and retain a greater number of customers. Finally, successful WMP results in a
higher number of sales, which translates to an improved bottom line for the business.
There are many different pricing structures for WMP. Advertisers can be charged on a cost-per-mille (CPM) basis, which prices ads based on how many
thousands of times they are displayed. An ad may be charged a set monetary amount whenever a consumer clicks on it, which is also known as cost-per
-click (CPC) advertising. Cost-per-action (CPA) advertising is derived from CPC but involves the consumer performing a more involved activity, such as
filling out a survey or signing up for a newsletter. In some cases, advertisers such as mortgage loan companies or real estate firms may be charged per
generated sales lead. Alternately, some advertisers may pay no upfront fee for the advertising itself, instead partaking in revenue sharing with the host web site.
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Web Media Placement Players and Roles
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There are several key players who have defined roles in WMP. The advertiser is the entity that would like to advertise. Such entities can be individual persons, small
companies, or even large corporations such as Bank of America.
The ad is the informational piece that is advertised through web sites. Ads may be provided in the form of banners, or graphics, audio, or video files, or they may be rich
media or text-based. The media buyer is the person or agency that seeks out an appropriate advertising agency. The advertising agency submits bids to advertising networks
in order to locate and purchase space to run the ad. Advertising networks can be well-known online advertising giants such as Google or Yahoo; however, even news
organizations like CNN or MSNBC News now offer their own advertising networks. Some advertising networks may even post ads on other advertising network sites. For example,
The New York Times often places ads on ABCNews.
In order for all these WMP players to interact and integrate smoothly with each other, an advertising campaign is
planned and launched. The ad campaign is a defined plan for creating ad goals, identifying the target audience, creating the ad, buying ad space, displaying and tracking
the ad, monitoring ad-generated sales and consumer interest, and calculating the ad's return on investment (ROI).
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Types of Web Media Placement
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Traditional Online Media
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The most common type of WMP is through traditional online media. This is defined as the placement of ads on web sites in the form of prominent banner and text ads, video
and audio files, and rich media publications. The ads are placed on web sites that contain relevant subject content. When the ads are clicked, the consumer is led to the
business's landing page or general web site. Advertisers may negotiate directly with web site publishers when placing the ad and determining its price, or they may work
with third-party advertising networks.
Learn more about Traditional Online Media
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Social Networks
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Advertisers may wish to establish their presence on Web 2.0 platforms as well as the Web. Social network advertising is the placement of ads onto social networking sites
like FaceBook and Twitter, social bookmarking sites like Digg and StumbleUpon, and video posting sites like YouTube. The ads placed may take the form of traditional banner
ads, which typically are found at the top of the web page. Alternately, they may be custom ads that are designed with the social network in mind. For example, an ad placed
on YouTube may take the form of a video.
The advertiser may also design and place network ads that are less obstructive and more in tune with the specific social
media platform. Such ads are negotiated and priced directly through the social media platform's advertising network.
Application ads are a third form of social
media advertising. When designing an application ad, the advertiser seeks to engage the audience. Buttons, interactive games, and other features may be installed in order
to solicit viewer response.
Learn more about Social Networks media placement
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Contextual Advertising
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Contextual advertising is the placement of text, display, or video ads within the content of the web site in order to solicit consumer interest and response. Typically,
such ads are targeted to a very narrow audience and are launched in addition to traditional online media ads. Contextual ads may be keyword-targeted, meaning that they are
listed in response to keyword searches on search engines like Google and Yahoo. However, unlike typical keyword-searched results, contextual ads are not displayed on the
actual results page, but rather within the content of selected search results.
Advertisers may also perform targeted placement of a contextual ad. This means that
the ad is submitted to specific or themed web sites only, and web sites deemed to be irrelevant to the ad are excluded.
Learn more about Contextual Advertising
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