Web advertising comes under a strategic way of advertising a business. It is easy to advertise on internet but if not monitored properly, it can go out of hand also. The most important thing in advertising a particular business is the close supervision of rates. As stated in an article;
“Web advertising rates are a vital cost of doing business and an expense that can get out-of-control without careful monitoring or a carefully-crafted strategic plan. Successful companies, whether the sole proprietor who sells nothing but mushroom-shaped birdhouses or one of the Fortune 500 giants, understand the importance of designing effective marketing strategies that reach the selected target audience through a specifically chosen network of online publishers. (In the context of the internet, a publisher is a website or the owner of a website). Though the sole proprietor or small business owner may be more concerned with cheap internet advertising than their larger competitors, the management teams at companies of all sizes are putting their resources into establishing and maintaining an online presence. In a global economy, an online website is practically a requirement for a business to stay competitive. In addition, the growth of internet shopping over the past few years is phenomenal. Improved technologies provide additional security to warn consumers that the personal information, such as credit card numbers, that they enter into a merchant’s checkout system is secure.”
Companies make advertising plans and include different mediums in it. Today a very big chunk of marketing budgets is dedicated to social media, which is not only limited to advertising in fact discussion forums and internet blogs which are running on different community portals and companies websites.
Discussing web advertising rates, an article highlighted; current economic conditions have affected internet advertising rates, according to one industry index that collects and analyzes data from a sampling of website publishers. This data indicates that the effective cost per thousand impressions (eCPM) experienced a one-month drop of a dramatic twenty-three percent from March 2008 to April 2008. The CPM is the set amount that an advertiser negotiates to pay a publisher for hosting an advertisement. Software programs track the number of visitors to the publisher’s site that see the advertisement. These programs also include features that track whether the visitor clicked through to the advertiser’s website. The tracking feature continues to provide data on the number of people who actually made a purchase on the advertised website. This type of economic data can be important for marketing departments to track and analyze as management seeks to find the most cost-effective ways to reach the target audience with the company’s message regarding its products and services.