Internet advertising 101

The key internet advertising terms explained Internet advertising offers various ways to reach your target audience in a more effective way. Here are some of the aspects of internet advertising to consider: Search engine optimisation, (SEO) People use search engines to find information on the internet. In order to generate traffic to your website, it is important to acquire a high ranking on the engine’s results page when relevant keywords are searched for. SEO is the part of internet advertising that takes into account how search engines work and what people search for, and then optimises the website, for example by improving the content, to achieve higher rankings. Pay per click (PPC) advertising Advertisers can also pay to have their links listed when users search for relevant keywords. These links are listed separately, usually on the right-hand side of the results page. When using the PPC model for internet advertising, the advertiser bids … Continue reading

Leo Burnett’s 9 predictions for the radical new world

By Ben Hourahine Leo Burnett’s futures editor reveals fascinating insights into what is forging the new communications landscape in 2009 — and how digital is at the forefront. New realism Economic conditions will profoundly affect our cultural context moving forward. The speculative and emotive era, which went hand in hand with rising affluence, is being replaced by a much more grounded social and creative phase. The Wire has burst the bubblegum aesthetic on TV and in Hollywood, deeper human narratives have already recast Batman and Bond as more realistic cultural icons. As our creative content becomes more tangible and honest in reflection, we will be forced to be more realistic about everything over the coming years. This applies both to our economic confidence and our cultural outlook. The human story will be one of value reflection and reassessment, as both our priorities and purchases are examined in light of what … Continue reading