What is Digital Advertising?

Posted by Nikita on April 24th, 2021

Any advertisement you see on the Internet is classified as digital advertising.

Advertising is a communication tool to publicize a product or service whose purpose is to influence the consumer and increase the probability of sale.   When we talk about digital advertising we focus on the Internet as an advertising medium.

At Miss Digital we know that the Internet is the main means of reaching the 21st-century consumer. And we are 100% convinced that this channel must be integrated into the communication strategy.

The most important thing is to understand what the business objectives are, how the target audience behaves, the appropriate message and responding to the budget, selecting the best combination of media, channels and advertising formats.

What is Digital Advertising for?

Digital advertising should serve to make yourself known, persuade the target audience, work on sensations and perceptions, arouse curiosity, provoke interest and increase the probability of sale.

However, advertising by itself is not effective. A good advertising campaign will be effective as long as ...

• Be well targeted to impact the right person.
• Contains the right message, we have understood the needs of the target audience and we offer a solution.
• Creativity arouses interest. A good ad attracts attention, is credible, has an effective call to action.
• The campaign is \"placed\" in the right medium, that is, where our target is.
• We have labels that allow us to measure the results and correct them practically in real-time.

How to integrate Digital Advertising into your media plan?

When developing an advertising campaign in the digital environment, it must be taken into account that it has to be aligned with business objectives. You have to convey the correct message with a good CTA, always determining the most appropriate means to \"place\" our ad.

These means always have to be integrated in the following way:

• Own means.
• Paid media.
• Earned media.

How to buy spaces for Digital Advertising?

1. Purchase of spaces directly from the media

It consists of the placement of a banner in a specific medium. The medium determines the format and placement of the banner within your site. We will facilitate creativity based on the technical indications that they indicate to us.

This type of advertising is usually common for large brands in which they develop Branding campaigns for a certain period.

This type of advertising is similar to comparing space in offline newspapers and magazines. Smaller companies can reach agreements of this type with blogs related to their brand or activity.

2. Programmatic Advertising (Real-Time Bidding)

The advertiser buys the advertising space or impressions through real-time auctions (RTB) in which agents and platforms participate.

These advertisers decide the bid price for a specific user or audience profile, so it is essential to have done a prior study to establish those profiles.

What stands out in this type of advertising is its segmentation power, since different audiences can be created based on the behaviour and interests of the user.

Thanks to the technology used, it is possible to know the response of the users, measure their impact in real-time and modify the campaign when necessary, optimizing the results.

3. Google AdWords

The Google universe is infinite, as are its possibilities. Thanks to the Google tool we can determine the amount that we are willing to pay and, by entering an auction system, the winner will be shown where, when and the type of client they want.

The platform is highly interactive and always encourages \'do it yourself, but that \'easy\' way can cost you more money and time in the long run. We always recommend hiring a specialist who knows how to use the tool and who perfectly integrates the business strategy into these advertising actions.

4. Advertising on Social Networks

Social networks have a tool to create advertising campaigns within their platforms. The segmentation and learning capacity of these networks has been evolving very quickly, trying to facilitate the steps for advertising management as much as possible.

Before generating a campaign, we must be clear about our target audience and whether or not they are a user of that selected platform. It is important to select a professional who can understand our needs and manage our campaigns appropriately.

If the public and the network fit together and, if we actively listen, we will be able to take advantage of all that data that the network offers on the target, optimizing all the investment.

5. Native Advertising

If you want your Marketing Plan to be effective, Native Advertising is something essential that you have to work on. It is a form of advertising in means of payment that adapts so much that, in a non-intrusive way for the user, we can impact it.

Therefore, we can say that it is not perceived as advertising due to its integration into the medium. Therefore, the content must be of high quality and offer value to the user.

Thanks to this type of advertising, we can generate more new traffic, visibility, a good user experience and knowledge about the interests of the target.

How to choose a good professional and creative digital marketing agency to do Digital Advertising?

A good professional has to keep up to date with what is happening in this ever-changing sector. Here are some points to help you select a good professional:

• We can go to networking.
• Take some training that helps us know what we need.
• Read books specialized in advertising and marketing.
• Subscribe to a blog specialized in the subject.
• Participate in forums and groups.
• Follow professional accounts on social networks.

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