Large resource or thematic site? Where is banner advertising more effective?
I came across a collection of myths of online advertising for beginners and professionals, which was composed by Alexander Klimov from the Agave advertising agency.
Indeed, people who are just beginning to learn the world of online advertising are often subject to wrong, but common among not very experienced advertisers opinions. This applies to both media and contextual advertising.
To the myths described there, I have one more, somewhat similar to “ Advertising on a well-known popular resource is much more effective than advertising in banner networks .” I would call my myth “ Advertising on a well-known popular resource is much more effective than advertising on narrowly themed websites .”
So ... Once I watched an interesting case. In the advertising department of the company engaged in the production and sale of products for women, the task was to carry out an advertising campaign on the Internet in support of the new collection. The head of the advertising department is an experienced specialist who previously worked only with offline channels. The advertising manager selected the platforms and types of advertising on the thematic sites with the desired target audience.
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As a result, the proposed advertising campaign was rejected because the sites were not too well known (in the opinion of the CEO, who approves every step of the advertising department). The whole budget was thrown at Yandex and Mail.ru. True, they were placed there with targeting by sex and age, because of which the cost of accommodation doubled.
Of course, the CEO "know better", but advertising in the context of the content of the site would be as effective as on large resources, and its cost would be several times lower.
It’s a pity, at that time there wasn’t yet any media-contextual advertising of the “Runner” in search of the Rambler . The task could be completed at lower cost, and the CEO would be satisfied. :)
Original posting on my blog .
Indeed, people who are just beginning to learn the world of online advertising are often subject to wrong, but common among not very experienced advertisers opinions. This applies to both media and contextual advertising.
To the myths described there, I have one more, somewhat similar to “ Advertising on a well-known popular resource is much more effective than advertising in banner networks .” I would call my myth “ Advertising on a well-known popular resource is much more effective than advertising on narrowly themed websites .”
So ... Once I watched an interesting case. In the advertising department of the company engaged in the production and sale of products for women, the task was to carry out an advertising campaign on the Internet in support of the new collection. The head of the advertising department is an experienced specialist who previously worked only with offline channels. The advertising manager selected the platforms and types of advertising on the thematic sites with the desired target audience.
')
As a result, the proposed advertising campaign was rejected because the sites were not too well known (in the opinion of the CEO, who approves every step of the advertising department). The whole budget was thrown at Yandex and Mail.ru. True, they were placed there with targeting by sex and age, because of which the cost of accommodation doubled.
Of course, the CEO "know better", but advertising in the context of the content of the site would be as effective as on large resources, and its cost would be several times lower.
It’s a pity, at that time there wasn’t yet any media-contextual advertising of the “Runner” in search of the Rambler . The task could be completed at lower cost, and the CEO would be satisfied. :)
Original posting on my blog .
Source: https://habr.com/ru/post/28350/
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