Media advertising on the Internet is any advertising message that contacts the user through image, sound, video, text, or all four elements. This is a generally accepted definition.
There are two main types of placement: static and dynamic.
Dynamic – ads are only shown to a specific audience, depending on the targeting settings. Ad inventory is purchased through specialized sites or through programmatic, payment is made for clicks or displays (or almost anything, but only for measurable indicators that can be used in further analysis).
Static – ads are shown to all visitors to the site, payment is based on placement time (not clicks or displays). This is an outdated model of placement, when the advertiser directly negotiates with the interesting site.
The understanding of contextual and media advertising is now in use:
Contextual advertising (context) is, simplistically, pay-per-click text that is placed on a search page.
Media advertising is, very simplistically, a pay-per-view banner that is placed on various sites.
But, in fact, media advertising can be contextual at the same time. If you’re confused at this point, that’s okay, let’s sort it out.
Media advertising (dynamic) is a type of contextual advertising. Every day, the user searches for certain products, information of interest, visits various sites, reads the news and just surfs the Internet. Based on user data and actions (in their context): interests, history of visits, searches, gender, age and income – will be shown ads that, according to advertising algorithms, may be of interest or useful to a particular user.
Static media ads are not contextual, as it is shown to all visitors, without exception, and in the future we will not take it into account. And what is called a contextual – is, in fact, contextual and search advertising (text ads in the first lines of search results).
Now we can give a more precise definition: media advertising is a dynamic advertising message, which is an image (static or moving), video, text or sound, can be shown at different advertising sites (sites) only to those users who fit the description of the target audience advertised product.
Typically, this type of advertising is associated only with banners (display ads), but the concept is somewhat broader and includes more formats
Types of media advertising
The most common types of media advertising:
- banners.
Static or moving images of varying sizes, most often containing text, sometimes sound. The main secret of banner advertising is not to tell all the information, to interest the user without telling him all the information. - text and graphic blocks.
The main difference from banners – this type of advertising is masked by the design of the site, which levels some of the irritation of users and causes more confidence in the message. - Video ads
Video ads that are placed on major video hosting sites (youtube, rutube, vimeo), entertainment or news portals. The main formats: - Native advertising
Represents useful information with an advertising message and can include text, images and video. Placed on any site with an established audience, it fully copies the design and layout, often without distinguishing from the rest of the page content. On news sites it is positioned as news, on entertainment sites – as an ordinary post, sometimes it is marked “advertising”. - Advertising with TV-sync.
A relatively new type of advertising, which synchronizes ads on TV and Internet.
A user is watching TV, sees an ad and pulls out his/her smartphone to read the news, visit social networks, watch a video or do something else, until the TV program starts again. TV-sync takes into account what programs the user was watching during a certain period of time and based on that information, shows certain ads on the mobile device.