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A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • 유통과학연구
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    • 제8권3호
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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인터넷 유저의 능동적인 참여를 유도하는 게임성향 광고 콘텐츠 개발 과정에 관한 연구 (Research about development process of game tendencious advertisement contents that drive active participation of internet user)

  • 임우성;유석호
    • 한국콘텐츠학회:학술대회논문집
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    • 한국콘텐츠학회 2004년도 추계 종합학술대회 논문집
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    • pp.101-109
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    • 2004
  • 오늘날 디지털 기술의 발달로 인터넷이 대중화되었고, 인테넷 이용자가 증가함에 따라 인터넷을 이용한 광고가 증가하고 있다. 특히 인터넷을 이용한 광고는 시간에 관계없이 고객과 기업이 쌍방향(interactive) 커뮤니케이션이 가능하여, 제품의 특성이나 회사에 대한 이미지를 고객에게 능동적이고 효과적으로 제공할 수 있다는 특징을 가지고 있다. 이렇게 인터넷 광고는 시간에 상관없이 불특정 다수 인터넷 접속자에게 시선을 끌 수 있다는 주목도(Attention)와 쌍방향 커뮤니케이션이 가능하다는 매력(Charming)이 있어서, 인터넷 이용자가 보다 더 손쉽게 참여(Easy to Participation)를 할 수 있다. 현재 인터넷 광고의 주를 이루는 베너광고나 그 외의 광고는 인터넷 유저와 상호작용이 활발하지 못하다. 게임의 가장 중요한 요소가 상호작용이라는 점을 인터넷 광고에 이용한다면 더욱 효율적인 광고가 될 수 있다. 이러한 점에 착안하여 본 연구자는 인터넷 광고의 특성과 게임의 상호작용성을 토대로 하여 게임 성향의 인터넷 광고의 실제 디자인 프로세스 사례를 제시하고자 한다.

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치과 인터넷 홈페이지의 개선 방안 (Improvement in the Future of the Dental Internet Homepage)

  • 김빛나
    • 치위생과학회지
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    • 제3권2호
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    • pp.77-82
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    • 2003
  • 본 연구는 우리나라 치과관련 홈페이지의 특성을 분석하고 개선방안을 제시하고자 하는 것이다. 인터넷 웹 검색엔진에서 치과를 검색어로 하여 317개의 치과관련 사이트를 대상으로 하였다. 연구내용으로는 각각의 홈페이지를 직접 방문하여 특성을 알아본 후 일반 기업 및 병원 홈페이지의 특징적인 부분을 비교 분석하였다. 1. 치과관련 홈페이지의 특성 첫째, 치과포탈사이트에서 홈페이지 만든 경우 동일한 컨텐츠와 디자인을 가진 곳이 있었다. 둘째, 네트워크나 프랜차이즈화로 홈페이지 상에서 다른 병원이나 한의원 및 치과병 의원과 링크할 수 있도록 되어 있었다. 셋째, 주소의 일관성이 없었다. 넷째, 일반인들을 대상으로 치과상식 제공과 진료상담을 통한 정보제공 기능만을 하는 곳도 있었다. 다섯째, 치과홈페이지의 대부분은 단순하고도 정적인 화면만을 제공하고 있어 멀티미디어 요소의 활용이 요구된다. 여섯째, 주기적인 업데이트와 유지보수가 필요하다. 2. 치과 홈페이지의 개선방향 첫째, 치과홈페이지를 제작하는데 특화된 내용과 특징을 살리는 홈페이지 개발이 필요하다. 둘째, 3차원적 이미지나 멀티미디어 요소의 사용은 치과치료나 치과상식에 이해를 증진시키고 치과 홍보의 효과를 높일 수 있을 것이다. 셋째, 일반 기업이나 병원에서 사용하는 구인, 구매발주 시스템은 치과경영의 효율성을 증가시킬 수 있을 것이다. 넷째, 네트워크나 프랜차이즈로 묶인 치과병 의원들은 서로 상호 링크가 가능하도록 홍보용 배너를 제작하여 게재하고, 홈페이지 디자인을 통일하거나 공통된 로고를 사용한다면 이미지 확보와 홍보에 효과적일 것이다. 다섯째, 지도 검색기능, 인터넷 검사결과 조회시스템을 추가하면 편리할 것이다. 여섯째, 오락이나 게임 등 다양한 서비스를 제공한다면 치과병 의원의 이미지를 친화적으로 만들고, 재방문을 유도할 수 있을 것이다.

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