By: Adam Hoyt

We live in an exciting time of growth for the Internet and the technologies that surround its usage. According to a report recently released by Media Audit, the past three years have seen the average adult double their time spent online and as a result of this, the Internet represents 32.5% of the "media day" for all U.S. adults compared to other media. LATAM Internet usage is growing at an exponential rate as well. Now more than ever, advertisers are looking to the fantastic potential to reach a vast number of consumers in increasingly precise and cost-effective ways. The choices between ad formats and their execution have also diversified and as such, it is vital to take into consideration the options available and to address the needs of particular advertisers and campaigns accordingly.

As we all know, the Web experience is not a linear one—it is fragmented across platforms and online ad decisions should be made accordingly. A typical online experience may take potential consumers from search engines or web portals through various channels to vertical sites and increasingly to social networking sites that are portals in their own right. When considering the optimal way to achieve both maximum reach and frequency to a particular audience, advertisers are best served by using a holistic approach that runs the gamut of available ad formats.

The particular goals of a campaign are important when assessing the budgeting of funds across formats, but it is now more important than ever to use a "hybrid" method whenever a campaign is launched. Search advertising can target consumers using key words and are effective as such; traditional banner ads are great for creating brand awareness; and the use of IP and behavioral targeting to follow consumers across platforms can be a fantastic way to stay with consumers, maximizing reach and achieving the desired actions of a campaign. Ad networks can also provide extremely cost-effective ways of reaching a desired audience by using "clusters" of related sites through CPC or CPA pay structures, delivering results that are accountable to budget and an effectively lower-cost CPM. Ad formats themselves should be diversified as well-from text to banner to newer formats such as rich media. The effectiveness of a campaign depends on all of this.

Ultimately, the job is about aiding the advertiser to reach their goals in the most effective and efficient way. Through a dynamic approach that is constantly changing and adapting, we can continue to accomplish this and to be indispensible assets to our clients.

For effective ways to implement online media, please contact your US Media Consulting Representative at 305-722-5500.