10 things every leader should know about online advertising

According to Vlad Popa (photo) (vladpopa.ro), client service manager at InternetCorp, a very important factor in choosing where to display the advert is the targeted percentage of audience the respective site reaches. “The selection of the web page from a directory of sites is site affinity and the terms the affiliate offers. Generally, marketers seek higher reach at a low cost”, says Popa.

On the other hand, Bogdan Nitu (LinkedIn profile), managing director at interactive communication agency Webstyler, says that an effective ad planning should include websites with relevant page content. We come across with a variety of behavioral patterns, and the web sites for carrying the campaign are selected according to the feedback we expect from the users.

Adrian Mihaltianu says the biggest mistake in ad campaign planning is choosing a website that his client or his boss usually accesses. “Or general websites, with million of users and views that are already suffocated with adverts”, said the representative of MB Dragan.

A smart marketer will firstly look at the keywords people use to search for the product or service he wants to sell, and then he will ask for the user demographics of the niche sites. The marketer will then analyze the content quality elements and traffic data (bounce rate, unique visitors). Furthermore, if he chooses social networking sites, he would have access to the consumer profiles.

“After six months of trials, each advertiser will create a «must-have» list and a «websites to watch» list”, said Laurentiu Pop (LinkedIn profile), deputy managing director Httpool Romania.