In today’s world, the lines between industries are blurred. Many companies, both large and small, utilize multi-disciplinary strategies to succeed in today’s ever-changing economic environment. One such company is SeventySeven, a multi-platform advertising agency that helps businesses grow through effective marketing strategies.
Founded in 2014 and based in Phoenix, Arizona, SeventySeven specializes in digital marketing, social media, and mobile advertising—areas which they believe can be highly lucrative within the growing field of virtual commerce. As the name would suggest, the company is heavily oriented towards supporting and investing in the development of future generations of digital marketers and entrepreneurs.
However, with this comes a significant amount of responsibility. As a digital marketing agency that focuses on online advertising, they must adhere to the evolving set of industry guidelines that govern the practice of digital marketing today. In this article, we will examine whether or not SeventySeven can successfully utilize online advertising along with another popular advertising format known as native ads.
What Are Online Ads And Why Should You Care?
If you’re reading this, it’s probably safe to assume that you’re familiar with the concept of online ads. Launching a successful online marketing campaign is, in many ways, a simple process. All you need is a web browser, a microphone, and a piece of software that can help you create ads and place them on various digital properties. The simplicity of the process belies the amount of knowledge that one must possess in order to execute a successful online marketing strategy. Before you begin, it’s important to understand what types of ads your target audience might be more or less receptive to, and it’s also important to understand the legalities surrounding online advertising.
Broadly speaking, there are four different types of online ads that you might run into. They’re all fairly common and, to some extent, interchangeable. However, depending on your target audience and the nature of your product, you might want to consider investing in one type of ad over the other three. Here’s a brief description of each one:
Display Ads
Often appearing as simple, white, oblong boxes with text or images, display ads are what most individuals think of when they hear the term ‘online advertising.’ The goal of a display ad is to compel the reader to click on the ad or engage with it in some way. The most popular websites with display ads include Facebook, Instagram, and YouTube. Because they are quite passive and don’t provide a lot of value to the user, these types of ads are generally cheaper to run than the other three.
Text Ads
Also known as ‘text ads,’ these types of ads appear as a series of sentences or short phrases that are frequently accompanied by a link to a website. While most people think of text ads when they hear the term ‘online advertising,’ they have actually been around for much longer than the display ad. In fact, the first ever text ad was published in the 1960s.
Like display ads, text ads usually appear on websites and can be used to advertise both commercial and non-commercial products. Unlike display ads, however, text ads are much more targeted because of their ability to precisely match prospective customers with certain products. Because text ads are so targeted, they are generally more expensive to run than the other three types of online ads.
Mobile Ads
With more people switching to mobile phones both faster than expected and for longer than expected, mobile ads now appear on more websites than ever before. Launching a successful mobile advertising campaign can be quite the challenge, especially if you want to target the right audience and ensure that those people actually see your ad. Fortunately, with a little bit of research, you can create a custom audience that is specifically suited for the mobile platform you’re utilizing.
For example, if you’ve noticed that a lot of your website traffic originates from a specific country, it might be a smart move to target mobile ads at people in that country.
To learn more about mobile ads and create effective strategies, check out this informative article from HubSpot.
Product Ads
While most people think of online ads when they hear the term ‘online marketing,’ product ads actually exist outside of online marketing circles. In many ways, product ads are just like traditional ads with the following significant differences:
- They are usually tied to a specific product or service rather than an individual or a brand.
- They frequently appear in the form of an illustration, a picture, or a simple diagram.
- They are frequently more engaging because they include additional information about the product or service.
- They are frequently tied to a specific occasion (like a sale or a limited time offer) rather than an individual or brand.
- Because they are often tied to a specific product, they are usually more expensive to run than the other three types of online ads.
Additionally, some people also consider Google Ads to be a form of product advertising, especially since a lot of information can be found in the ‘About’ section of a Google Product.
Video Ads
Video ads are all the rage these days, especially since video content is such an important part of social media. The goal of a video ad is to persuade the viewer to click on the ad or watch the video. However, because video content is so important to the social media world, the cost of video ads tends to be a little higher than the cost of the other three types of online ads.
The good news is that you can use various tactics to reduce the cost of videos. For example, you can use tools like YouTube’s ‘Brand Safety’ tool which helps you ensure your videos aren’t flagged for potentially inappropriate content.
Additionally, you can also look into buying older videos that have already been viewed. The key is finding a source for quality, affordable videos that can still be effective.
The takeaway from all of this is that video ads are quite versatile and can be used for a variety of purposes. In many ways, video ads are similar to traditional ads with the following significant differences:
- They use entertaining or interesting content to draw in the viewer
- They frequently appear in the form of a short video (like a ‘Viral’ video)
- They are usually more engaging because they include additional information about the product or service
- They are frequently accompanied by dramatic text
- Since they are often attached to a specific product or service, they are usually more expensive to run than the other three types of online ads.
- They can be quite the challenge to create, especially if you’re brand-new to video
In summary, while many people think that online ads are simply a matter of putting up an ad and waiting for the “right’ people to see it, the truth is that there are a variety of different strategies that one must consider before launching an online marketing campaign. In the next section, we will examine whether or not Native Ads can be used to effectively advertise online.
Can You Do Make Money Online Advertising on Native Ads?
As mentioned above, Native Ads are another popular type of online ad; however, they differ from the others in that they are designed to look like editorial content.
The goal of a native ad is to replicate the aesthetics of a well-written national newspaper article, a well-written blog post, or a beautifully shot professional video. Essentially, native ads aim to make the user feel like they have landed on an “opinion leader’s’” website or on a “thought leader’s’” YouTube channel.
When done well, native ads can be quite the attractive and engaging form of online advertising. Additionally, native ads can also appear to be more trusted than other types of online ads because they often appear to be endorsed by prominent individuals or brands.
However, in order to create a successful native ads campaign, one must understand a number of things regarding the ‘form’ of the content.