Which agencies buy online advertising

Online advertising opportunities

Digitization is advancing incessantly, and thus the relevance of online marketing in the general marketing mix is ​​also increasing. But which measure makes the most sense for your company and why?

Online advertising continues to grow even in times of crisis. More and more companies are investing ever larger amounts in online advertising. It is precisely the special properties and advantages that make online advertising so attractive, even when budgets have to be cut and costs saved. The medium of the Internet with its increasing number of users, increasing duration of use and interactivity continues to contribute.

Advantages of online advertising:

The success of the various advertising measures can be precisely measured using the click rate or the page impressions
Scatter losses can be avoided or drastically minimized
Effectiveness can be guaranteed by a payment method such as cost per click (with Adwords)
Costs can be precisely calculated and controlled
Target group-oriented advertising becomes possible

This report is intended to give you an overview of the numerous online forms of advertising. It also explains how they work and what specific goals they are used to achieve.

Email advertising

With this form of online advertising, customers or those who could become one receive an e-mail in which a link is integrated. This link can simply lead to the start page of a company's website or, as a result of an action, to a special subpage (also called a landing page). Here there is the possibility of connecting evaluation software so that it can be seen how many users have followed the integrated link. A newsletter is simply a regularly recurring e-mail, which can then be sent weekly or monthly. The most important thing for the success of e-mail advertising is to offer really interesting content that is tailored to the customer. In addition, the user should be addressed personally by name. If attention is paid to quality, both in terms of content and programming, this is a very good instrument for retaining customers and creating incentives to buy.

Banner advertising

A very well-known and widely used tool is online advertising with banners. This includes a graphic element that conveys an advertising message. An ad server can measure how often a banner is clicked on or how often it has appeared. Favorable opportunities for smaller companies are banner exchange networks. For example, if two companies offer complementary products, they place banners on their websites for the other company. There are also affiliate programs. These are so-called partner programs in which the affiliate acts as an intermediary and provides sales partners with advertising material. Dealers can then advertise their products on the sales partner's website.
There are different types of so-called embedded banners. This means that the banner is integrated into a website. The problem with this type of online advertising is that users hardly notice it. This is due, among other things, to the flooding of many Internet pages with banners. Therefore, it must be checked beforehand which form makes sense.

Types of banners:

Skyscrapers are advertising banners that are placed at the top and usually on the right or left side. This gives them the advantage that they can still be seen when scrolling on the website.
At first glance, content ad cannot be recognized as advertising; the user thinks that it is the content of the website. The advantage is, of course, that the user is more willing to read the message - but there may be a negative reaction if the user identifies the content ad as such.
Rectangles are banners in a rectangular shape that, like print ads, are placed at certain points on a website and must first be clicked away. There are many other standards and exclusive formats.
In addition, banners can be animated or static, videos can be integrated and links. In general, banner advertising is not very effective as most users tend to feel disturbed by it. Here, too, quality over quantity applies.

Pop-up or pop-under advertising

An additional window opens here, which either overlays the actual website (pop-up) or remains in the background and is often only seen when the actual page is closed. The advantage here is that it is more likely to be seen by users; on the other hand, software that suppresses these pop advertisements has become widespread. In addition, websites that immediately attack their users with advertising have a rather bad image, which can also be carried over to the advertised products.
In general, attempts are made to counteract the extremely poor click rates for banners. This is done using new methods such as Flash technologies, special placement methods with JavaScript and using complex animations.


Targeting is understood to mean the various options for customizing advertising. For example, different advertisements can be placed depending on the region, time of day or browser, thus minimizing wastage. There are different types of targeting - the most important ones in the online area are now briefly explained below.
Geo targeting is when users are divided according to the location from which they access the Internet. For example, content from websites can also be displayed specifically for visitors from a certain city, for example. In this way, advertising messages can only be displayed to users from a certain environment.
Time targeting means that advertising is only shown at certain times of the day. This has been practiced for a long time in the TV sector. What is important here is precise knowledge of your target group and not too narrow a limitation so that this can also be reached.
Contextual targeting is widespread on the Internet. Advertising messages are displayed when certain keywords are entered. This means that only users who are really interested in the topic can see the advertisement.
Demographic targeting works on the basis of information from user profiles. A distinction must be made here between “global on website” and “user group specific” targeting. The former only includes general information on a website, such as the percentage of women among its users. With “user group specific” targeting, a website is once again differentiated according to the profiles of registered users and this information.
Behavioral targeting is a newer form of targeting which differentiates according to the individual behavior of users on the Internet. Depending on which websites they prefer to stay on or which search words are used, the appropriate advertising messages are displayed.
Basically, a targeting mix usually makes sense and one should not forget that the basic requirement for successful targeting is precise knowledge of the respective target group so that the right users can actually be reached.


Adwords are advertisements that are displayed to the right of the search result by search engines. There is also the option of buying the first “top” places in the search results. The advantage here is that the advertisements are linked to certain search words ("keywords") and are only displayed if a user is interested in them and searches with one of the assigned search words. Google is the undeniable market leader here, which is why this article focuses on Google's Adwords program.
The payment of these Adwords works with "Pay per Click". This means that the companies placing the advert only have to pay if someone really follows the link in the advert. However, the cost per click is not set by Google. Here, Google has come up with an auction system. Advertisers have to indicate how much they are willing to pay for a click for a certain search term. Depending on this, the order is then determined. However, the qualitative aspect of the website is also included. This means that if, for example, a website has landed on the first place, but is very rarely clicked, it moves steadily downwards in the order. The costs do not decrease in this process. As a result, a fifth-placed person pays more per click than a first-placed person.
Thus, those with a good placement are rewarded at a fair price, who really use keywords that match the content and offer users quality websites. In principle, search engine marketing will become more and more important in the future and companies should adapt to it and improve and expand their skills.


With the Google AdSense Tool, companies have the opportunity to generate additional income. This works by the operators of websites registering with Google and making their pages available for advertisements. Then the pages and subpages of Google are searched for content and advertisements that match the content are selected. These advertisements are (as already explained with Adwords) auctioned in real time, so that the highest possible price can be achieved for the provider.

Layer Ad

This is an advertising medium that overlays the actual content of a page in the browser window and closes itself again after a while. However, the user could also click away himself or use software that suppresses this so-called hover ad. Companies should consider whether they really want to use this tool, as the click-away rates here are three times as high as with other types of banners. Here advertisers often try to prevent clicking away by placing the famous "x" barely visible.
In general, the classic forms of advertising are also transmitted to the Internet. There are some online marketplaces on which videos can be placed, for example special advertising or image films. The same goes for the sponsoring known from the offline sector. Web sponsorship simply finances a non-commercial online project. Furthermore, one speaks of site branding when the image of a brand is transported via the website and the entire website follows a line. The classic medium of the Internet is also present on the Internet. The only difference compared to offline radio advertising is that it is possible to track exactly how many users were able to hear the advertising message.
Basically, especially in the online area, the principle applies to take well-considered measures and seize the opportunity to address your target group directly - with virtually no wastage.