Advertising

through internet and mobile devices set the tenor for modern brand promotion. Customised and personalised in nature, these tools of brand promotion provide targeted and focussed brand communication on the target group. Modern

advertisers

find internet and

mobile advertising

options easy and hassle free. Launching an

online campaign

or

mobile campaign

is much easier and faster as compared to other advertising options via other tools such as television, radio, print media. Internet and mobile ads also suit the budget of marketers and advertisers. Affordable and quick to launch many advertisers at present switch to these two practices of brand promotion on a wider scale.

The numbers of net surfers are rapidly increasing day by day and people spend more and more time on the web for professional and personal reasons.

Online marketing

and

advertising

are widely used by a wide range of business or brand owners to promote their business or brand through the internet and mobile devices. To understand the core of internet advertising and mobile advertising, some related jargons of these advertising practices are explained below.

Online campaign

Also known as

internet campaign

,

online campaign

comes under

online marketing

. Online advertisers indulge in

online campaign

to promote their client’s brand or business. With an available resource and manpower, launching an online campaign is not time consuming. Every Internet campaign is launched through a particular website or websites so internet is the primary requirement to launch an online campaign for a brand.

Online Advertisers

Those professionals who devise, deploy and monitor online campaigns for brands are known as

online advertisers

. Online advertisers may be the brand owners or may present the brand message on behalf of the brand owners.

Online marketing

An

online marketing

campaign is monitored and launched by online

advertisers

and marketers.

Online marketing

is commonly known as search marketing. Search engine optimization, search engine marketing, social media optimization etc come under online marketing. These techniques are used to promote brands and to raise their rankings in the various search engine sites.

Affiliate marketing

Affiliate marketing

is a brand promotion practice in which an organisation or business holder rewards one or more affiliates for every customer or visitors who are directed to the owner’s site by the affiliate’s marketing efforts. Overlapped with other online marketing methods,

affiliate marketing

adopts only regular advertising methods such as organic SEO, paid SEM, e-mail marketing, display advertising etc.

Mobile marketing

The advent of Short message service (SMS) on mobile phones has resulted to an increased practice of marketing through mobile devices. Offering personalised and customised options of brand advertising,

mobile marketing

has become quite popular in India. A wide range of mobile advertisers and marketers practice various mobile marketing practices such as BULK SMS campaign, banner campaign. Unlike email over the internet,

mobile marketing

is considered more reachable and accessible to customers.

We frequently come across various terms in Internet advertising such as Adserver, Adserver India, Publishers, Online Publishers etc. In this article, brief notes about some of the frequently used online advertising terms are explained.

What is Adserver?

An

Adserver

is a computer web server that stores ads which are used in online marketing. The purpose of an ad server is to deliver the stored ads to website visitors. The content of the web server needs to be constantly updated so that the webpage (on which the ads are displayed) contains new ads. Through

ADSERVER INDIA

, larger websites have a third party company who organizes where their digital advertisements (banner ads, viral ads etc) will appear, the number of times the ad displays will appear and for how long. To put it in a nutshell, a digital company which serves the online ads to a particular website or websites is known as Adserver.

Importance of Adserver

ADSERVER INDIA

facilitates those advertisers who do not have time to go to other websites to display their ads but would like to place their ads in renowned websites. An ad server also helps in determining the ROI for an advertiser on a particular website by performing various tasks such as counting the number of clicks/impressions for an ad campaign and generating report. Adserver is of two types- local ad server and remote or third party ad server. A local ad server is typically run by a single online publisher which serves ads to that publisher’s domains. Remote ad server serves ads across domains which are owned by multiple publishers.

What is online publishing?

To publish means to distribute. A writer publishes his book from a publisher to distribute his work amongst his customers. Likewise, online publishing enables brand owners to distribute their brand communication (in the form of adverts) amongst the target customers.

Importance of Publishers/ Online Publishers in online advertising

By publishers in

internet advertising

, we refer to those experts who publish the various online ads such as banner ads, viral ads etc on behalf of their clients. The importance of

online publishers

is equally important as the publishers of books, journals, magazines etc. Any internet advertising campaign cannot be deployed without the help of online publishers. In brief, Publishers from the perspective of

online advertising

are those professionals who provide online services, products and advertising solutions to its clients.