Online Advertisement


In general , advertising could mean “ any paid form of non- personal  presentation and promotion of products, services or ideas by an identifiable individual or organization." It can be a message designed to promote a product or service or an idea.
If I ask the question,  what is advertising?,  what will readily comes to mind is that commercial advert you last saw on TV, listen to on radio, read on newspaper or flyers.

ADVERTISEMENT COULD MEAN DIFFERENT THING TO DIFFERENT PEOPLE. For instance, to  onliners, advertising is that advert they usually encountered at their Facebook fan and profile pages, advert from tweets on twitter, that banners, images or text usually placed on the top, bottom and sidebars at blogs, websites, online stores, payment solution platforms etc.

Online advertising could be described as a communication methods adopted by either business organizations or individuals to attract the attention of the online community to their product and services through the use of websites or blogs. Advertising is different from publicity. The purpose of publicity is to use online media and platforms to expose a product or service to the world without actually Paying for it. Payment is what differentiate publicity from advertising, therefore , for  any online communication to be regarded as advertising it must be paid for in the online media.

Advertisement on radio or television is called a commercial. While every advertisement online regardless of the medium use is usually referred to as ad.

The sponsor of an advertisement is referred to as advertiser or sponsor who may advertise his product or services directly through buying of spaces on blogs and websites or may decide to employ the service of advertising agency or platforms. The advantage of using advertising agency is that the ad will be placed in many platforms or sites at a go, and at a very affordable charges.

In offline, the radio or television house is paid according to the time the advertisement takes to broadcast. This period of time is called a slot and the advertising company is the sponsor who buys airtime on the radio or television. In online, slot is still relevant, but the airtime, radio and television may be replaced with ad space, podcast and YouTube respectively. Though, there are online radios and televisions but not as popular as podcast and YouTube among online dwellers.

Every online ad has its own target which is the particular group of people it aims to attract and persuade to buy the product or service. Advertisers may mount campaigns which are described as special efforts to advertise products or services in advertising. This may include buying numerous ad spaces in online newspapers and magazines, blogs and websites, podcast and YouTube and on  social medias.

Online ads may be in the form of images, banners, in text ads, text etc. which are usually placed in easily visible places especially at the sidebars, and top header.

Sales landing page is another form of campaign to improve the sales of a product.

Online advertising agencies such as Google and Facebook help you to spend your budget wisely by allowing you to chose the age, sex bracket, geographical location as well as the interest of whom your target should be.

Online advertisement may take many form depending on the choice of the advertiser. The advertiser may decide to buy slot or ad space directly from the blog or website owners where he will be charged a certain fee for a certain period of time. The fee differs depending on the location of the ad on the blog or website page.

Advertiser on the other hand may decide to go through advertising agency like Google and Facebook. In this case, he may be charged what is known as cost per click (CPC). The ad agency will place the ad on publisher’s blog or websites. The advertiser will be charged a specific amount as specified by him, every time someone clicks on his ad placed on the publisher’s  site. The advertising agency also charged Cost Per Mile (CPM), which means you will be charged whenever  1000 people/visitors  view the ad placed on publisher’s  site.

The most famous among this type of ad is Google  Adsense for publishers whereas advertisers applied through a program known as Google Adwords.

Some of the leading  online advertising agency are Google Adwords, Facebook, chitika, bidvertizers, adbreeze, infolinks, clicksors, eleavers.com, bloggingclicks.com.


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Learning from successful online entrepreneurs using Jerry Yang and David Filo (The Yahoo! Boys) as a case study


Reflecting on how they started and their achievement so far will definitely help us to look beyond our present and focus on how to constantly expand to meet our current as well as future demand.

Brief history of the Yahoo! Boys
Jerry Yang was born in Taipel Taiwan on November 6th,1968. Yang along with his mother and brother moved to San Jose, Calorina after the death of his father when yang was just two years old.

Yang attended sierramont middle school and later piedmont hills high school. He obtained his B.s and M.S in electrical engineering from standard university.
                                     
                                       
                                      :David Filo and Jerry Yang

David Filo on the other hand was born in Wisconsin in 1966, about two years before yang was born, but when he was six old, he moved to moss bluff, Louisana with his family. He attended Sam Houston High school. He earned the Dean’s Honour Scholarship and graduated with a B.S in computer engineering from the Tulane University. He later went to Stanford university, where he meet his friend, to obtain his M.S in electrical engineering.
They became fast friends at Standford university. One day, both grew bored with their doctoral thesis, so, they quickly looked to other things to get them engaged.
It was 1994, Filo and Yang started putting together a ‘hot list’ of their favourite sits to make it easier for them to locate the cool pages they saw something interesting. They named their hotlist “Jerry’s Guide to the world wide web” they started spending more time on it. Before they knew it, their database were been used by people all over the world.

In the first month alone, traffic to the Stanford university website, where the duo hosted their site, doubled and kept increasing every month to the extent they were later told to move their thing off Campus as their traffic were crashing the Stanford website.
It was then they realized they have to turn their website into a full time business.
They seek for and among other offers, decided to work with Michael Moritz, a venture capitalist with Sequoia capital.

In 1995, they rename the website, “Yahoo”. They later added the exclamation mark to make it Yahoo! Because the name was already trade marked for barbecue sauce. The word “Yahoo!” mean “Another Hierarchical Officious Oracle.
Yahoo! Started as a web directory but with intense growth, it began acquiring other companies like Rocket mail, classic games.com, egroups and other search engines such as inktomi and Aitavista.

Yahoo! Abandoned its Google-powered search results in 2004 to start using its own technology with time, Yahoo! Increased it mail account storage capacity, launched Yahoo! Messenger and acquired sites such as flickr and delicio.us.
Today, Yahoo! Continue to grow into one of the largest online companies as well as a good exemplary for young online entrepreneurs.

What to learn!

Education
Filo and Yang are educated elites. They are intellectuals and engineers. Though, education is not a paramount to succeed online but can give you an added advantage over your competitors.

Work full time
It was not long before they realized they needed to make their online business a full time business. You can never reach great height online if you are working part-time. Your success online is directly related to the amount of time you invested.

Be self dependent
Yang and Filo are M.S graduate but they utilised the opportunity to stand on their own. Instead of spending your precious time waiting for that paid job, why can’t you think of standing on your own, especially by starting your own online business.

Start raw
The Yahoo! Boys started with their raw talents about internet. Their initial name “Jerry’s guide to the world wide web” backed this point. They later moved on to allied with a venture capitalist, adopted the name Yahoo! Acquire other online ventures, disengaged from Google powered search results and move on to become one of the greatest online adventure. All these would not have been possible if they are waiting to be sophisticated before starting.

Identify your idea
“I think that it’s always possible to have a great company if you have great ides” says yang.
Filo and Yang found their idea while still students. Try to identify or create your own idea, with little hard work and creativity, who knows may be you can achieve online more than Filo and Yang.

Employ great employees
Yang says, “A lot of the credit goes to the smart and great people that have since joined Yahoo! Because they took it upon themselves to make Yahoo! Great” if you must succeed on your online business, you have to employee smart people and motivate them to give their best.

Do what you like
Filo says “I mean I work all day and sometimes all night, but I like people I work with and I’m doing exactly what I want to be doing”. It is important to choose a niche you love when starting an online endeavor. The only way you can succeed online is by doing what you really love. If you like music, open a music website, if you love sport, create a sport website. If you like selling stuffs, open an online store, have website or blog where you sell products or better still, be an affiliate marketer.

Choose the domain name you love
The Yahoo! Boys love the domain name they choose which make it easier for them to turn Yahoo! Into a branding behemoth. The name you give to people is the name you like. You cannot do well online if you choose a domain name you are not fond of.

The time is now
“ the time is now” says Yang. “The internet is still young, the opportunities ahead are tremendous, and I’m really ready to rally our nearly 12000 yahoos around the world to help seize them”.
Like yang, I believe that the internet is still young. This is the right time to start your online business to seize the tremendous opportunity ahead.

Don’t go in for fast money
The internet is not a place to make fast money as many people assumed. Like in the real world, you have to walk your way to the top through hard work and perseverance. The principle also help the Yahoo! Boys as David Filo says “We’re not in this for fast money. Really, what we want is to be part of this industry.”

Always stay competitive
Yahoo! Boys use all their available resources to stay competitive through intense review of their business, constant examination of strategy and culture, invention of new things, making wise decision and offering of free services.

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