Welcome the to first OnlineAdvertising.ie blog post.

When explaining the features of Online Advertising, I often feel it is so superior to it’s “offline old man” (bespectacled, wooly jumper wearing, slippered old fella) that to refer to this super-efficient, new school of digital activities simply as another form of advertising, is to do it an injustice.

I believe online advertising mediums such as Search Engine Marketing, Social Networks, Online Videos & TV, Blogs & Online Newspapers have so much more to offer both advertiser and consumer, that they warrant their own title; so I have decided to relabel them as “Advertising 2.0″.

“What is Advertising 1.0 then?” I hear you ask. Advertising 1.0 is what we know as “Traditional Advertising”, or “Offline Advertising”, basically all advertising pre-internet(could PI usurp BC?)! Most popular mediums include TV, Press, Radio & Outdoor.

So what are the differences between the 2?

Here we go:

1. Context of Adview- Advertising 2.0 is interaction-based advertising while 1.0 is interruption-based advertising. Lets face it, nobody turns on the TV or radio to see or hear advertising. There are numerous locations online where relevant useful advertising is welcomed by the user.

   

2. Measureability- In Advertising 2.0 every section, of every campaign in 100% measurable. This facilitates calculation of Return on Investment and the Ongoing Optimisation of campaigns.

   

3. Pricing - In advertising 2.0 costs only accrue when an advertisee indicates their interest in the product by clicking on the ad. This is obviously a superior model than pricing based on adviews alone.

   

4. Distance from Point of Adview to Point of Purchase/Contact- The 2.0 advertisee can navigate from point of adview to point of purchase/contact within seconds. This solves the “Leaky Bucket Syndrome” found between adview and purchase/contact in Advertising 1.0.

   

5. General Campaign Objective - The thrust of Advertising 1.0 has traditionally been brand awareness. Due to it’s advantageous features, Advertising 2.0 is more direct and is geared towards increasing sales and enquiries.

   

As you can see Advertising 2.0 is a more efficient and better value way for companies to grow their business.

Every year an increasing proportion of the Irish population move an increasing portion of their lives online (shopping, banking, socialising, working etc). This demonstrates that beyond the above stated advantages, “Advertising 2.0″ is now an essential part of every businesses marketing mix.

Get More Online,

Alan

Got anything too add? Disagree? Please pop your thoughts in the comments. We’d love to hear from you.