One-to-one approaches
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally. This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.[citation needed]Appeal to specific interests
When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.[citation needed] These marketers typically segment their markets according to age group, gender, geography, and other general factors.[citation needed]Appealing to specific users can be achieved through behavioral targeting which refers to the use of behavioral patterns and putting up the relevant content suitable to the viewer's interest obtained from the user through cookies and other tools and contextual advertising which refers to the publishing of advertisements and ads based on the context the user in. For example if the user is searching for coffee, the search engine publishes ads related to coffee.
Niche marketing
In conventional niche marketing, clusters of consumers (the niche) are identified in order to more economically and efficiently target them.[20] Similarly, niche internet marketing attempts to create a more direct advertising message for those who are seen as most likely to buy the product being advertised (see Target audience and Conversion rate).[citation needed]Niche internet marketing focuses on marketing products and services which are, or can appear, tailor-made for a specific subset of consumers who are expected to buy the product or service with a specific motivation. The online advertising message (or product web site) can then be similarly tailor-made to target that assumed motivation.[citation needed] In combination with search engine optimization, the niche internet marketer can attempt to increase the likelihood that their product's advertisement (or site) will be seen by customers in the relevant niche.[citation needed]
Geo-targeting
In Internet marketing, geotargeting is the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.[citation needed]Types
Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.- Floating ad: An ad which moves across the user's screen or floats above the content.
- Expanding ad: An ad which changes size and which may alter the contents of the webpage.
- Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
- Wallpaper ad: An ad which changes the background of the page being viewed.
- Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
- Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
- Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
- Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.
- Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
- Mobile ad: an SMS text or multi-media message sent to a cell phone.
- Superstitial: An animated ad on a Web page from Enliven Marketing Technologies. It uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in 2004, which then changed its name to Enliven in 2008.
- Interstitial ad: a full-page ad that appears before a user reaches their original destination.
- Frame ad: an ad that appeared within an HTML frame, usually at the top with the site logo. As the user browsed the site, the frame would not change.