Saying Goodbye to Tradition With Online Advertising Alignment

Advertising alignment plays a very crucial role in consumer advertising. This actually provides efficient means in quantifying the exposure of advertisements to a certain audience. However, in the case of online advertising, new approaches should constantly be devised to develop new and exciting marketing strategies and probable results, which in fact, are very different from that of traditional advertising, such as through television or radio ads. Contrariwise, advertising measures to which traditional media planners are used to are now available on the Internet. In addition, the calculation of such metrics for particular buyers is quite easy. Distinct from other forms of media, every impression made on the Internet is logged and reached numbers are reported. On the other hand, it is much more difficult to look for necessary data online to predict the reach of advertising and the levels of frequency.In a traditional advertising measurement, there are three major types involved: audience reach, which comprises the percentage of people within a particular universe who are exposed to a specific advertisement at least once in an allotted period of time; the gross ratings points, which are the gross impressions of media divided by the residents of the audience reached; the frequency or the number of times an individual who has viewed the advertisement is reached by the company, and the effective reach, which is the number of people reached by the advertisement at a certain frequency, divided by the total number of individuals within that universe.A new meaning is assigned to such measurements as the audience reach, gross ratings points, and effectiveness reach, in lieu of online advertising. The online calculations of the gross ratings points are centered on the total number of impressions made on the site divided by the size of the audience. The total number of the household or the Internet universe can be the basis for the percentage of users reached by the advertisement.Aside from gross ratings points, target ratings points can also be used to calculate for a certain advertising campaign. Target ratings points are approximated by multiplying the predicted GRPs by the demographic components of the site. The site demographic components can be acquired from the demographics of the website data providers, such as the Media Metrix, Nielsen or NetRatings, comScore, and the @Plan.In measuring the total number of individuals who have seen the advertisement, the audience reach metric measure is used. With online advertisements, the summary and report are done easily through the number of visits, the number of unique visitors, and the number of page views for every website. But there is, however, a major difficulty encountered in predicting accurate reach numbers, which are necessary for the development of efficient advertising or marketing campaigns.Measurements of effectiveness reach enable the advertisers to do the math on the percentage of users reached at a target frequency level. Data on the number of users having multiple interactions with the product or service advertised is provided for by the calculation.Online advertising measurements typically include click-through rate, rate of conversion, number of unique visitors, traffic data of the website, and others. Marketers can opt to utilize a variety of online advertising payment methods, including Pay-Per-Click, in which payments are solely based on verifying click-through; Pay-per-Lead, in which payments are based on the qualifying leads, and Pay-per-Sale, in which payments are based on the qualifying sales. Most advertisers use a hybrid model which is basically a combination of several of the payment methods.Precise online advertising alignment measures are crucial for the development of an efficient and expectable strategy in marketing. Moreover, to reach more accurate results, measurements should be complemented with the website’s demographic estimations and historical user-level frequency information, which are available from the providers of online data analysis.