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Web Media (aka: Online Advertising)

Web media is a broad term used to describe the business of planning, creating, buying, trafficking and optimizing paid advertising online. The creative in this channel is primarily banners of different sizes, pop-ups, pop-unders, skyscrapers, site take-overs and partnerships in various formats. Email and paid search, while technically web media, deserve their own web page.

Web media encompasses a number of different types of advertising opportunities:
  • Direct media buys with large publishers (Yahoo!, MSN, About.com, CNET, Etc.)
  • Direct media buys with category level niche sites (Mike's Hardware, Slipstick)
  • Indirect media buys with ad networks (advertising.com, TMP, Tribal Fusion)
  • Rewards program marketing (MyPoints, MetaRewards, CoolSavings)
  • Behavioral marketing buys (Claria, 180 Solutions)
  • Sponsorships & content partnerships
  • Local media programs (Citysearch, YellowPages, Verizon)
  • Something new that was just invented yesterday...
And a number of ways to buys media:
  • Cost per thousand impressions (CPM)
  • Cost per click (CPC)
  • Cost per acquisition (CPA)
  • Incented cost per acquisition (ICPA)
  • Cost per Download
  • Cost per Lead
  • Lead to Conversion
  • Pay per Call
And a number of different formats of ads:
  • Text links
  • Static banners
  • Animated gifs
  • Interactive banners
  • Flash
  • Super Rich Media (Point Roll, Eye Blaster)
  • Video

Needless to say, there is a lot to know in this particular channel. Brand Digital has been there for clients in all of these situations and can help you. Contact us.