Financially Responsible Marketing

Part 2: Are you up to date with your online Advertising Terms?

Posted by on Nov 10, 2011

This week we continue our list of the newest wave of terms to infiltrate the world of online advertising.  As the technology advances, so do the programs, systems and acronyms associated with the platform of online advertising.

  • Retargeting

Did you visit a website but didn’t buy anything, sign up for a newsletter, or complete the function the website owner wanted you to do?  The website owner can try to win you back by ‘retargeting’ their ad at you on another site.  It’s not a bizarre coincidence, but perhaps a little creepy that a website is stalking you…..

  • Dynamic Creative

Ad systems are smart. They can serve up a specific ad to you based on your likelihood of finding it useful, so why not customize the appearance of that ad?  This can be as simple as having a male or female targeted version of the ad, or a geographically customized version if it knows your city, or as complex as including your favourite sports team or even your name.

  • Geofencing

Several ad companies are working on location-based advertising, in particular ads sent on your mobile device.  Geofencing is the idea that a virtual ‘fence’ or boundary is set up around a particular location.  Once you enter the geofenced area, you may qualify for a specific discount or promotion:  imagine walking past a Starbucks and receiving a coupon on your mobile for $1 off a latte.

  • HTML5

Most multimedia online ads use Adobe’s Flash plugin for display, although most mobile devices don’t support Adobe Flash.  In response the industry is adopting a new technology called HTML5 which allows for multimedia (or ‘rich media’) content and ads without Flash.

  • Closing The Loop

Attributing a sale directly to an ad is the holy grail for advertisers.  Although possible with e-commerce, most commerce isn’t online.  As mobile payments continue to develop, advertisers could be achieving new ways to ‘close the loop’.  Through technologies such as ‘near-field communication’, cell phone users can make a payment by simply touching their mobile to a sensor, and simultaneously ‘close the loop’ for advertisers.

Are you and your marketing team up to date on the newest platforms and systems associated with the ever-changing environment of online advertising, and is your online advertising agency making some of these newer technologies available to you?