Vol.29 – How to Deliver Consistent Message by Online & Offline Media (Advertising 2)

In the previous article Vol.28: How to Deliver Consistent Message by Online & Offline Media (Advertising 1), objective of advertising and important point in online and offline advertising then possible methodologies of delivering consistent message by offline media advertising was briefly discussed. Possible methodologies of online advertising are the topic of this article.

1. What is online advertising? (recap)

Wikipedia defines online advertising as a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Some of the examples include search engine results pages, banner ads, Rich Media Ads, Social network advertising, e-mail marketing and affiliate programmes (affiliate marketing).

2. What is the competitive advantage of online advertising over traditional offline advertising?

One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time, attributing to the characteristics of the Internet explained in the previous article Vol.22: What Distinguishes Internet/Web From Traditional Media? This means that interactive advertising is a fresh yet promising challenge for marketers and advertisers

Another benefit is the efficiency of advertiser’s investment (i.e. ROI = Return on Investment). One reason for this is the fact that online advertising allows for the customization of advertisements, including content and posted websites, enabling targeted advertising. For example, AdWords, Yahoo! Search Marketing and AdSense enable advertisings shown on relevant webpages or aside of search results of pre-chosen keywords. Another reason is the payment method. This deserves much explanation and discussion therefore the author would like to come back to this topic if necessary in one of the upcoming article. Whatever purchasing variation is selected, the payment is usually relative with audiences' response. Whether online advertising can be effective leveraging the competitive advantage or not depends on the ethics as well as quality of strategy, planning and execution of online advertising.

3. How can the core message be consistently and effectively delivered by online advertising?

With so many different kinds of online advertising, it is impossible to discuss all of them one by one; therefore, the author would like to select a few major ones. Having said that, similarly to offline traditional media, the underlying concept is “one-source multi-use” based on the characteristics of the media.

Many online advertising being targeted and interactive, and some uses advanced technologies yet some can be rather plain (e.g. visual only, text only), the game rule in online advertising is quite different from that of traditional mass advertising, meaning requirement (KFS = key factors for success) are quite different from those of offline traditional advertising. Also, marketers and advertisers need to be extremely selective in which online advertising(s) to adopt and effectively leveraging Internet technologies.

1) Search Engine Result Pages

Excellent choice of trigger key words and phrases that are relevant and to-the-point are requirements of successful online advertising of search engine result pages. Being a targeted, interactive advertising without visual and audio factors, KFS of this kind of advertising is extremely different from those of traditional mass advertising. Simply put, requirements of this advertising are all about SEM (Search Engine Marketing) including SEO (Search Engine Optimization) already explained in the previous article Vol.11: How to Successfully Drive Web Users to Web Contents.

2) Banner Advertising

Eye-catching and creative visual/icon, well planned layout/design and catch copy are requirements of successful banner advertising. The requirements might be similarly to those of printed media (especially flyers) but the biggest difference is the fact that banner advertising is of limited space so core message needs to be concentrated in that limited space with visual and catch copy. In addition, banner advertising are not only of still pictures and there would be additional requirements for banner advertising with animation and so forth.

For example, if the banner uses flash technology for animation, the animation (speed, how it moves) needs to match with the total branding and core message. In fact, marketers and advertisers need to think in depth whether such technology use is truly necessary because such advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, targeting non-late adopters.

In a case of floating advertising, an advertising that moves across the user’s screen or floats above the content, the speed of movement and design matching with the content underneath needs to be considered. Similarly to banner advertising with animation, this kind of advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, not targeting late adopters.

3) Wall Paper Advertising

Visual is the only way to deliver the message, so eye-catching and creative visual is the requirement of successful wall paper advertising. This kind of advertising is about image building and delivery in two dimension online world.

4) Interstitial Advertising

Eye-catching and creative visual, well planned layout/design and catch copy plus text are requirements of successful interstitial advertising. This is a full-page advertising that appears before a web user reaches their original destination, so the requirements are basically the same as a web page.

One thing marketers and advertisers need to study is where to place this advertising, or relevance. If this advertising and destination are of no relevance and/or branding of the two are completely different, the message would be inconsistent leading to negative effect.

5) Rich Media (Video Advertising)

Excellent image building and scenario are requirements of successful video advertising. This kind of advertising is similar to banner advertising except that actual moving video clips are displayed instead of a static or animated image, so requirements are basically the same with those of TVCF.

In fact, many marketers and advertisers use the same clips for both TVCF and online advertising, and they need to check how the same clips would look like in different media/hardware. After all, TV sets and PC displays are rather different and how people enjoy TV and PC are different.

6) E-Mail Marketing

Excellent headline with trigger words, well developed scenario and text are requirements of successful e-mail marketing. This is usually text-oriented so requirements are basically the same as those of text-based web pages.

Points to take into account include timing of distribution and effective use of DB (Data Base) of subscribers (i.e. DB marketing) for effective targeting. For example, in advertising products and services targeting business person, business-like style e-mails in business hours in weekdays would enforce delivery of consistent message under consistent branding.

In the case of advertising toys and related services targeting children for example, distributing casual and friendly touch e-mails with creative design at weekends, long holiday seasons or at a particular timing of the year (e.g. before Christmas, during summer holiday) would enforce delivery of consistent message under consistent branding.

7) Affiliate Marketing/Programme

All requirements mentioned in above online advertising are requirements of successful affiliate marketing/programme, because affiliate marketing encompasses all factors of online advertising mentioned above; it integrates all aspects of online/web marketing and advertising. This is because affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small and large publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up etc). A book can be written about affiliate marketing/programme; therefore, the author would like to refrain from discussing into details.


Now that brief discussion of delivering core message consistently and effectively by advertising, offline and online, is complete, in the next article, delivering core message consistently and effectively by web contents will be discussed.