SmartyAds LLC

The Internet is one of the most critical global advertising media markets and is attracting increasing attention from advertisers. This is due, primarily, to a significant variety of Internet resources, extremely high possibilities of their targeted segmentation, an increase in the number of services offered and a vast audience. Knowledge and optimal use of the opportunities provided by advertisers to the diverse Internet market make it possible to conduct advertising campaigns of the most different orientation, cost, and scale while achieving useful results.

Planning and conducting advertising campaigns on the Internet requires the advertiser knowledge of its features. Among the most important are the following:

Interactivity. The Internet is an interactive medium and therefore provides significant consumer involvement. Each Internet user has the opportunity not only to passively receive information, as happens in the case of using traditional media but also to interact with it actively, based on their interests and preferences, choosing the most relevant resources and content, entering into communication with other users and so on. Internet advertising has the same interactivity properties, that is, the user can directly interact with it. After seeing the advertisement, the user has the opportunity to go directly to more detailed information about the advertised offer. To do this, he has to click on the advertising medium, and then go to the advertiser's website, where the user can get this or that information about the advertisement object or perform the action that the advertiser needs.

Audience. In economically developed countries, the vast majority of the population has regular access to the Internet, and the total number of Internet users is comparable to the number of viewers, while individual groups of consumers spend much more time on the Web than in front of the TV. The rapidly growing Internet audience is an area of ??increased interest for many advertisers, as it is an active, educated and, as a rule, solvent part of society. At the same time, some advertisers may face the problem of a limited audience only by Internet users. This is because the user must have not only access to the Web but also the minimum set of knowledge necessary for working with a computer in general and with the Internet in particular. Therefore, the distribution of this type of media can be significantly limited in regions with poor infrastructure, as well as among certain social groups. So, in Russia, this barrier still separates a significant part of the country's population from the Internet. This problem is a severe obstacle for some advertisers, mainly if their advertising is intended for these groups of the community.

Targeting. The targeting mechanism allows you to select from the entire existing Internet audience only the part that meets the specified criteria, and show advertising to it. Distinguishing between direct and indirect targeting is customary. Direct targeting is aimed at choosing the target audience who are directly interested in the proposed product or service. Indirect targeting targets an audience that is targeted for products or services that are interconnected with the recommended type. The Internet allows you to provide more accurate than any other kind of media, the focus of advertising information on the target groups on various parameters (up to a specific recipient).