Online advertising, also known as digital advertising, e-advertising or e-advertising, was originally...
Online advertising, also known as digital advertising, e-advertising or online advertising, originally referred to promotional banners in image or text format, now known as display advertising. Today, online advertising is defined as actions aimed at promoting a product, service or brand to Internet and mobile users. On the Internet, it's important to differentiate between advertising and communication. The two are distinguished by whether or not payment is involved. If we take the example of social networks, some actions (posts on an account) are communication, while others (paid ads) are advertising.
There are many online advertising channels:
You can advertise via Google, with Google AdWords, by buying keywords and appearing in the ads that appear following Google searches. If you're in competition with one of your competitors on these ads, Google will evaluate the order in which your ads appear, based on various criteria, as it does for SEO.
There are also Display ads, the most widely used. Today, it's even possible to use "programmatic" advertising, i.e. to automate the purchase of advertising space for Display advertising. You can display your ad in three different formats: a banner, a skyscraper, or a website ad. The ad you create can be displayed in two different ways. Either it works by contextualization and appears, thanks to Google's algorithm, on sites according to their content, theme, topic... or you've already targeted the sites on which you'd like to appear in your targeting criteria. In some cases, you'll need to contact certain websites directly, or their advertising agencies, who sell their own advertising space.
Youtube is an increasingly important channel not to be ignored. With more than 2 billion users a day, you'll get a lot of exposure. You can opt for an overlay ad (a banner that appears in the bottom frame of the video) or a graphic ad (appears above the list of video suggestions). Alternatively, you can opt for deactivatable or non-deactivatable videos. The former are the most commonly used and are ads that appear before or during video viewing, deactivated after 5 seconds. Non-deactivatable ads have a maximum duration of 30 seconds, but be warned: they can sometimes be counter-productive by annoying viewers. If they last less than 6 seconds, they're called bumper ads and are very effective.
Facebook also offers its own advertising service. Through Facebook Ads, you can promote your page on the social network to a wider target than just your subscribers. On Facebook, you can, of course, target your audience based on their interests, online behavior, socio-demographic criteria... You can publish your ads with photos, videos, carousels...
On Linkedin, you can also post your videos if you work in B2B. You can promote sponsored content to targets defined according to socio-demographic or job criteria... You can also publish an advert like on Google Ads, or carry out sponsored Inmail. This involves sending private messages to linkedin members if they connect with you.
On the social network Instagram, you can also promote your products or services through sponsored stories or collection ads.
As you can see, there are many channels on which you can communicate and advertise online. This list is not exhaustive, of course, but represents some of the main channels.
However, it's complicated to manage all channels without using a dedicated platform when we have to manage advertising across all these channels for a network comprising several points of sale. Centralization within a single, locally-resonant platform is your solution.
This is the case, for example, of The Ramp, a SAAS solution specially designed for store networks, which lets you manage all your online purchases and advertisements, not only on Google but also on many other platforms such as Facebook Ads, Linkedin Ads, Instagram Ads, Waze, Youtube Ads, numerous premium sites... Thanks to this platform, you can distribute all your online advertising to your customers and prospects, throughout France, with precise geographical zones per store or franchise for your advertisements.
Do you have questions about other marketing definitions? Read this article to learn more about local marketing, digital marketing, marketing campaigns, advertising platforms, marketing strategies, marketing automation, catchment areas, communication, google my business, and more.
Online advertising represents all actions aimed at promoting a product, service or brand to Internet and/or mobile users.
You can advertise via AdWords, Display ads, Youtube, Facebook, Linkedin, Instagram, Waze...
We know that it's difficult to manage all the advertising on these many (and not just one) channels without using a dedicated platform when we have to manage advertising on all these channels for a network comprising several points of sale. Centralization within a single, locally-resonant platform is your solution.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.