Advertising on search engines

Résumé du document

Today, advertising is everywhere. We always think that there are some conventional media that we should use to promote products, services, brands or companies but, there is no real law to do that way. Moreover, some advertisers don't hesitate to use walls, poles, cars, wagons, and even tube stations. Why do we need to place adds in these locations? The answer is simple: we could create the most creative and interesting add on the earth, it won't have any real efficiency if the supports are not enough exposed to the targets. So, it is necessary to know where people use to kill time. Of course, the best is to target people's houses. Television is not so bad for that kind of strategy. But it has some disadvantages, TV is an expensive support where there are lots of existing advertisers, so the add could be drowned in the mass.

Extraits

[...] Besides, according to Forrester Research, in 2005, those ads looking like research answers generated 48 millions of euros of turnover in the United States and 1.4 millions in Europe. Taking into account the other forms of advertising on search engines, the profits should reach 2.2 billions of euros at the beginning of 2008 according to the Forrester cabinet. Those billions could represent the third of any kind of advertising investments near 2010. From 0.05 to 0.5 the click, those advertising results are placed in strategic location on the search engine layout. [...]

[...] According to Jupiter Research, the number of people who have an Internet connexion is estimated at 1.1 billion in 2006. In 2011, they think that figure will be 36% bigger. Of course the majority of those Internet users do part of the North countries where the purchasing power is interesting for companies. According to the figures of Médiametrie for September 2007, about 37% of French people use Internet as a medium of communication. In June of this year of them use Internet everyday: 12% more than 2006. [...]

[...] And this is all about: not being intrusive but researched by consumers. In the beginning of advertising on Internet, advertisers tried to create intrusive ads such as pop ups that would bring the information to the consumer during websites consultations. It has its own success until the saturation of many websites: the consumer didn't want to get connected on some sites because of the fact that they know that there are too many pop ups in there which were going to make the consultation very uncomfortable. [...]

[...] We could put fixed, animated or interactive graphics. The real edge is that it is possible to aim at the good target knowing which websites it visits. Besides, the potential customer gives full attention on what happens on his screen. - Sponsorship: On Internet, this technique consists in a partnership of the brand to a well visited website. We could note it physically by an image, a clickable link or by many contents supplied by the partner. - Classified ads: They look like written ads used by advertisers to incite the Internet user to contact the company. [...]

[...] This job behove companies like Google which have no other choice in order to still exist in the near future. References Les chiffres clés de l'Internet 16/10/07 French Government http://www.internet.gouv.fr/informations/information/statistiques/ Europe's search engine marketing forecast 2004 to 2010 11/03/05 Forrester Research http://www.forrester.com/Research/Document/Excerpt/0,7211,34197,00.html Word of Mouth the most powerful selling tool: Nielsen Global Survey 01/10/07 Nielsen Company http://www.nielsen.com/media/2007/pr_071001.html L'or caché des moteurs de recherche 04/07/06 Lefigaro.fr (Le Figaro) http://www.lefigaro.fr/ Un avenir prometteur pour la publicité sur Internet 30/11/05 Chambre du Commerce et de l'Industrie de Paris http://cyberclub.blogs.com/tic/2005/11/un_avenir_prome.html La pub vise les moteurs de recherche 27/04/05 - Lalibre.be (La libre Belgique) http://www.lalibre.be/article.phtml?id=3&subid=85&art_id=217442 Publicité sur les moteurs : 90% des annonceurs préfèrent Google 20/09/07 Orénoque Interactif (Web visibility solutions) http://www.orenoque.com/blogue/publicite-sur-les-moteurs-90-des-annonceurs- utilisent-google.html Sondage : Que pensez-vous de l'habillage publicitaire de site ? [...]