About: Online Advertising   Sponge Permalink

An Entity of Type : owl:Thing, within Data Space : 134.155.108.49:8890 associated with source dataset(s)

The online market potentially offers major opportunities for advertisers. Smaller businesses can place their ads in front of millions of people at a low cost. Technology makes it possible to measure the effectiveness of ads by counting the number of consumers who click on online offerings or watch online videos. Cell phones and other mobile devices give advertisers more access to more consumers for more hours of the day.

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  • Online Advertising
  • Online advertising
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  • The online market potentially offers major opportunities for advertisers. Smaller businesses can place their ads in front of millions of people at a low cost. Technology makes it possible to measure the effectiveness of ads by counting the number of consumers who click on online offerings or watch online videos. Cell phones and other mobile devices give advertisers more access to more consumers for more hours of the day.
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abstract
  • The online market potentially offers major opportunities for advertisers. Smaller businesses can place their ads in front of millions of people at a low cost. Technology makes it possible to measure the effectiveness of ads by counting the number of consumers who click on online offerings or watch online videos. Cell phones and other mobile devices give advertisers more access to more consumers for more hours of the day. In online advertising's simplest form, a commercial website rents out "space" on its site to another website which places a hot link banner advertisement in that space. The banner ad, when clicked, sends the user directly to the advertiser’s website. In this scenario, no matter who visits a particular website, that user will see the same advertisement, regardless of whether he/she may be interested in that product or service. However, many advertisers will pay a premium for the increased likelihood that users viewing their advertisement would be interested in the product or service offered. As a result, technology has developed to more accurately target online ads to the desired audience. Companies have increased ability to fine-tune ad strategies, with many now buying and adjusting media on a weekly or daily basis, rather than at set intervals during the year. Firms can also directly tout their products online, which has helped spur growth in so-called below-the-line marketing such as corporate websites, blogs, and e-mail solicitations. Below-the-line marketing appears to be crowding out some above-the-line spending, the term generally used to refer to media-based advertising. Despite the myriad websites and blogs, the online market is compressed. The top 10 ad-selling firms accounted for 71% of total online advertising revenues in the second quarter of 2009. Search advertising alone accounted for 47% of digital ad revenues in the first half of 2009. At the same time, the vast proliferation of ad-supported websites, online videos, blogs, and other offerings has created more supply than can be readily sold, helping to depress advertising rates in both online and in conventional media markets. Advertisers also are discovering that it can be challenging to connect with online consumers, who have more power to screen content via pop-up blockers, digital recording devices, and other technologies.
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