Aerial Advertising – A Novel Concept in Advertising

There’s nothing exciting than having a banner airplane fly over a game or a concert or beach to announce your event, political candidate, or product. First and foremost, a banner airplane is naturally attractive. The announcement of its arrival with a buzzing sound surely gets the attention of at least 88% of the crowd.Aerial advertising is one of the most effectual and novel advertising mediums available today.Airplane advertising refers to banner towing at the back of an airplane. The banner may be as long as 120 feet with seven feet letters spelling out the message. Once the banner is made, it is dragged into the sky by a hook hanging from the plane. Airplane advertising with bright color and elegance in banners with messages which are small yet catchy and easy to read is a novel way to promote your business.To advertise on the sky or hire a banner airplane, you need to help of professional and experienced aerial ad agencies. As it takes some time to book your flight and prepare an innovative banner therefore you need to notify them in advance.Being a business person, you need to create a niche market for your brand. And the key to your businesses success & secure future lies in your effective, integrated marketing strategies. Aerial advertising by expert aerial ad agency enable you to get attention of thousand at a time.Moreover the quality of pilots as well as the ability of the plane they fly is crucial in this advertisement medium. Pilots must have a good background in the banner towing profession. If your banner is not properly visible in the sky then this novel advertising method is a dampener. So, experienced ad advertising agencies with their best staff can give you the best end result.Presently, aerial advertising seems the most feasible option for any enterprise that wants to gains the maximum exposure.Airplane advertising is cheaper than the other more popular advertising types. The company only pays for the moment the message was towed up in the air, according to the most appropriate time. Advertising in the sky is no longer just for small time companies who do not have funds to do full-blown advertising campaign even big companies are drawn towards this.As it’s unusual and provides a break from the usual, people pay attention to such advertising. They tend to retain it in their memory more than any other types of advertisement, because of its novelty factor.Also exceptional about this is that aerial advertising don’t invading or force on people’s privacy.Moreover most of aerial advertising agency charge standard fees which relieve you from surveying too many packages. So, shopping for aerial advertising packages is relatively easier compared to shopping for other advertisement mediums.

Save Advertising Costs by Measuring Advertising Success

Measuring the success of individual advertising campaigns is the most effective way to reduce advertising costs. By determining which media and formats work best, you can focus more of your budget on advertising that increases your return on investment (ROI) and cut the ones that cost you money.Advertising ROI is the cost of the advertising campaign compared to the resulting gross profit on items sold. For example, if you spent $200 on radio advertising and you sold 20 items and each item retailed for $25 and you made a $10 profit on each item then your gross income would be $500 and your gross profit would be $200. Your ROI is 100%, which means you broke even on your advertising campaign.This is perfectly acceptable because it didn’t cost you more money to advertise than the revenue the ad generated. If your goal was to increase sales, however, the ad is not quite a success.If it turns out that your newspaper ad has an ROI of 150% it might be a good idea to allocate more of your budget to newspaper advertising.As with all things advertising, to be successful you need to know your target audience. Experts say that they feel like a stuck record saying the same thing over and over again. But the truth is that if you don’t where and when to find your customers you’re going to waste your advertising budget. If you target your audience correctly then you should already be advertising in the media that bring you maximum ROI. It then comes down to measuring the effectiveness of individual ads.An article on SkalaCreative.com says that you need to have before statistics to effectively measure the success of a particular ad. This makes sense; it’s very difficult to determine if sales or new customers have increased if you don’t have anything to which you can compare the figures. According to the article, you should determine, on average, how many clients contact your service business over a specific period (30 days is deemed long enough), or how many customers enter your store, or how many unique visitors your website gets. You should also take into account your sales or profits for that period.Then you can run your ad and review the same statistics for the duration of the ad as well as a month after. This is because advertising doesn’t necessarily have an immediate effect, especially if your goal was relatively general, such as increasing sales or brand awareness, rather than selling a particular or promoting a sale.Compare the before and after stats and you should be able to determine if a campaign worked or not.This kind of measurement is somewhat indirect. There are more direct methods. For example you could send out customer surveys (which aren’t always reliable as people don’t always respond) asking how customers heard about you, which ads they found effective and which advertising media they prefer; you could also ask them these questions in-store. A more subtle approach is to include a coupon for a particular product in your newspaper ad, or give customers a discount if they tell you where they heard or saw an ad.If you want to save advertising costs it’s extremely important that you track and measure the success of your ads. You need to cut what doesn’t work and exploit what does.To assess the effectiveness of your advertising campaign, you can monitor sales, new customers, requests for information, phone inquiries, retail store traffic, website traffic, or click-through rates. Use these tactics to gauge the power of your ads:• Use dedicated phone lines to track phone orders. For example, if you mention a toll-free number in your ad, assign different extensions to particular advertisements.
• Compare pre- and post-advertising traffic on your website. Your Web host logs the hits on your site and should be able to provide you with daily, weekly, or monthly reports. If you maintain your own Web server, invest in software that generates easy-to-read traffic reports.
• When advertising online, the old metric of click-through rates (the number of viewers who click your banner ads) is not a reliable method of knowing whether your advertisements are working. While ad networks that sell ad space on the Web track click-through rates and can provide you with performance reports, the numbers you really want to know are how long people are spending on your site and how many pages they are viewing per visit. That way, you will know whether you have truly engaged your clients. Of course, if they purchase something from your Web site, then you know you really did capture them.

Media Advertising Must Adapt to Survive in 2009

Broadcasters, marketers and media buyers agree that, because we now live in a video-on-demand world in which consumers control what they watch and when, the broadcast advertising model is broken. And while the media industry is still sorting through their predicament on television, perhaps the even more troubling news is that, due to the tough economic conditions the world faces going into 2009, all indications are that online ad spending will dip over the next year. What can media companies and advertisers do in this floundering ad ecosystem? The short answer: they will have to change the way advertising is bought and sold, measured and delivered.Traditional television audiences are eroding. In October, the four biggest broadcast networks reported declines in audiences between the ages of 18 and 49. Many analysts believe that those eyeballs are moving from television to online. Advertising Age, in a study on social networking and its impact on television, found that 25% of users of social networking sites like Facebook indicated they were spending less time watching TV because of the time they were spending online. And more than a third of all 12 – 64 year olds online indicated they used social networking sites regularly. With audiences being siphoned away from television, and using time-shifting digital video recorder (DVR) technology like TiVo to skip ads while they are watching TV, advertising dollars to be had in the broadcast medium are on the decline.So media companies should simply follow their audiences online, right? The picture is not that clear. The current economic climate is eroding ad spending across the board. TechCrunch indicates that in the third quarter, Google, Yahoo, Microsoft and AOL collectively eked out only a 0.6% increase in online advertising revenue quarter over quarter. MediaPost.com reports that, while online ad revenue is up 11% year-to-date, compared to last year’s growth of 26%, growth has all but stalled in 2008. They predict that 2009 will be the first flat year for online ad spending since 2003. Others offer an even gloomier outlook. In a survey of attendees at AdTech New York, private equity firm Halyard Capital found most predicted digital-marketing budgets would be down 10-20% in 2009.And even worse news for media companies: rates that advertisers are paying for digital ad space, as traditionally measured by cost-per-thousand impressions (CPM), are trending downward. According to research by Morgan Stanley, the average CPM for a banner ad has dropped from $3 to $1 over the past decade. Consensus seems to be this is because of the proliferation of available inventory (places on the internet to display these ads). In China, advertisers are paying as little as $.05 CPM because of the rapid explosion of inventory. And MediaPost predicts that this decline in the rates advertisers are paying will extend to online video advertising in 2009, which is an area that has been enjoying a two year spike in CPMs.But what about those social networks to which television viewers are being drawn? Do they offer hope? Halyard Capital found that 68% of those surveyed believed social networks are in the “strongest position to expand” among the alternative marketing channels over the next two years. Advertisers see vast potential in social networking as a channel in which to better target advertising to consumers because of all of the personal information being shared. And content providers see opportunities to tie together traditional media and social networking. Broadcasters are starting to incorporate community features into their online video players. Companies like Joost are tapping into social networks like Facebook for social video sharing.At first glance, then, social networks seem to offer promise as an advertising haven in an economic downturn. Sites like Facebook, MySpace and YouTube boast a tremendous number of pageviews, a higher than average number of pageviews per user, and a longer average time-on-site. In a CPM-driven world, this massive pool of pageviews represents a virtual treasure trove of “inventory,” because of the sheer number of eyeballs. The problem, however, is that the data shows that the actual performance of ads on these social networks is absolutely dismal. Click-through rates on these sites are 10 to 100 times lower than the average for banner ads, which were already in the 0.1 percent to 1 percent range.According to Dr. Augustine Fou, Senior VP of Digital Strategy at MRM Worldwide, a digital marketing agency, the very nature of social networking sites make them unsuitable for traditional advertising:”While the largest Web 1.0 sites (Yahoo, CNET, New York Times, etc.) were content sites that aggregated massive audiences and supported large numbers of pageviews, the largest Web 2.0 sites are social networking sites. The nature of these two types of sites is very different. Users go to Web 1.0 sites and portals to read content or do e-mail by themselves. Users go to Web 2.0 social networks to interact with others and are usually so immersed in socializing they are even less likely to see, let alone act upon, ads, despite the large number of pageviews generated per session. This may partially explain the dramatically lower click rates for ads on social networking sites. “Ted McConnell, general manager-interactive marketing and innovation at Procter & Gamble Co., postulates that social networks are not only ineffective channels for advertising, they are wholly inappropriate places to market in which attempts to do so alienate consumers. McConnell poses the question to advertisers: “What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?” He makes the point that “social media” is not really “media” at all. Media is a one-way communication that contains blank spaces that constitute inventory for advertising. Social networking is a dialog between consumers, in which advertising becomes disruptive. Consumers were not intending to create media, they were intending to talk to someone.If television ad revenue is on the decline, digital ad spending on the whole is trending downward, and social networks are failing to deliver on their promise to reach consumers, what can advertisers and media companies do to weather the storm? Advertisers must ensure that they are getting the best return on investment they can on their remaining ad spending dollars. Instead of paying for the biggest number of eyeballs they can, they should focus on advertising best positioned to make a conversion. Online, this likely signals a needed shift from a CPM model, where advertisers pay for the number of folks who will see an ad, to performance-based measurements. An ad model based on performance would have advertisers paying only for clicks or other targeted consumer actions.McConnell predicts that as the economy worsens, the fortune of performance-based advertising will rise as impression-based models falter. “‘Spray and pray’ is a little harder to do when you’re under economic pressure,” he said. “So performance-based advertising will gain share over CPM.”And according to Dr. Fou, “in the Web 2.0 advertising landscape, many advertisers have already moved beyond the cost-per-impression (CPM) model to a more measurable and accountable cost-per-click (CPC) model (e.g., Google Adwords) in which they only pay when users click through, no matter how many times the ad is displayed. Some have even moved to the next step of cost-per-action (CPA), where the advertiser does not pay until the user does the desired action-e.g., make a purchase. “How can media companies respond to the demand for performance-based advertising? It is no longer enough to simply make inventory available, now these companies must ensure that the advertisements will be effective. This means that it will be more important than ever to target the right advertising to the right consumer at the right time. And media companies will have to work directly with the advertisers to ensure that advertising is tightly integrated with the content in a way that provides the right context and timing for the message.One channel that offers some interesting promise for targeting of content is mobile. 62% of AdTech’s attendees responding to the survey by Halyard cited mobile as the advertising platform that will grow the most in the next two years. Mobile has the potential to target a consumer at exactly the right time and the right place. Imagine walking into a drug store and receiving a coupon by text message on your mobile phone for an over-the-counter pain reliever. That is the power of location-based advertising, made possible by the proliferation of global positioning system (GPS) technology on mobile phones, that allows providers to know exactly where you are. This is not science fiction – companies like Loopt and NAVTEQ are already starting to serve up location-based ads on a handset near you.And while social networks may not prove to be the holy grail in providing a channel for advertising, their vast potential for understanding and targeting consumers may still be the key to effective advertising in a performance-based world. Dr. Fou explains that “By redefining social networks as ‘the collective conversations and actions of customers, evidenced online,’ marketers can instead use social networks as places to do research-e.g., test messages with real customers in a real environment, listen to how customers describe their products or services to peers, or get ideas for new products or how to improve current products. And finally, advertisers can identify influencers, mavens or ‘heavies’ on social networks (the ones who are most active in talking, posting or sharing) and let them beta-test and write about their product or service.”Not only can social networks help advertisers better identify, understand and influence their targets, they have the potential to exponentially extend their reach. According to Advertising Age, there is “emerging evidence that mapping the online relationships among consumers — creating so-called social graphs — can be just as valuable as traditional targeting and segmentation in predicting how people will respond to marketing messages.” The idea is to not only market to your identified target consumer, but market to the other people in that consumer’s social network. The theory is that advertisers should associate “consumers who are already connected and share values and beliefs, a concept called homophily.” Yahoo and several small start-ups are starting to prove out this theory.Finally, there may still be hope for television. In early November, Dish Network struck a deal with advertising technology firm Invidi that involves the creation of “advanced receivers” capable of “targeted advertising delivery” and “dynamic commercial insertion.” According to Advertising Age, what this means is “[r]ather than bombarding millions of TV viewers with the same ads for things many of them may not be looking to buy, marketers could in the next two to three years send different ads to different households — making certain, for example, that Procter & Gamble wouldn’t have to pay for Pampers ads watched by a couple with no wee tykes and General Motors wouldn’t have to show ads for its Hummer vehicles to a house full of Prius enthusiasts.” Industry experts believe that if consumers are presented with highly relevant advertising, they are far less inclined to skip the ad on their DVR.