10 things every leader should know about online advertising

Alina Apetrei, 22 Jan 2010

Romanian version

What does a cliché sound like? Online advertising makes it easier for advertisers to monitor the success of their marketing campaigns. More specific, in the online environment, the investment and the results it produces are very easy to track. Wall-Street lays down a set of guidelines for business leaders about the online advertising.

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Lesson 5: How to choose the best ad format?

Bogdan Nitu (photo) says that the any online advertising format may be effective, but what matters is how the format is used.

“One to one communication can work well, but so can banners. Since users are anything but conservatory, I’ve noticed users tend to accept new formats. In 2010, it seems that this will reflect over social networking sites”, he said.

According to Mugur Patrascu, there is no hierarchy of which formats work well in the online environment and which don’t. Rich media formats seem to be the next big thing.

In general, the most effective ad formats are the new ones because they drum up users’ interest, says Adrian Stanescu.

“Flash creatives or interactive formats will always return better results than the standard format categories. Generally speaking, leaderboards are the most effective formats, because they enjoy a bigger visibility”, said Stanescu.

However, Adrian Mihaltianu says advertising agencies used to TV and print advertising “continue to create junks for Romanian display”, based on the principle “the bigger and the more animated, the more expensive and inefficient”. Interstitials (web page advertisements that are displayed before or after an expected content page) overlays (banners displayed concurrent to the page content) and other similar formats that apparently return high click rates in reality “they just annoy the users”.

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