Making Your Online Advertising Works - ADOI report

THE INTERNET, COMMONLY DESCRIBED AS “Online” has already changed the way we do business with one another. We’re still trying to figure out how to effectively use this new medium. One of the major problems in the relation to the online arena is the fact that there are basically no hard or fast rules. The online world is also very different from any other type of media use before. In advertising, it can help advertisers and consumers come together in ways that there are both meaningful and mutually beneficial. The biggest barrier to effective online advertising lies in its strategic planning.

Virtual Consulting, as a leading online consultant, understands the workings and concepts behind online advertising. They initiated a workshop to educate advertisers on implementing successful online strategies. Held at Manhattan Hotel Ballroom on December 3rd, 2008, more than 100 advertisers attended the workshop. Keynote speakers for the workshop included Nukman Luthfie, the Indonesian online advertising guru, Iim Fahima, Founder Virus Communications and Budiman Hakim, Founder & Executive Creative Director Macs909. The discussion centered on strategy, rationale, and case studies. In the first session participants were introduced to various studies on the impact and benefits of going online.

Nukman Luthfie stated that ad clutters on website would decrease the effectiveness of the ad itself. He gave examples of welcoming pages on Kompas.com with 19 display ads, and Detik.com with 15 display ads. This clearly shows that advertising online is not as easy as it seems. Nukman added that rather than prioritizing welcoming pages, advertiser would be better off utilizing contextual ads to grab the attention of specific targets.

Beside strategy considerations, Nukman also elaborated on online measurements to evaluate and built the necessary strategies. Iim Fahima shared her case on the Indonesia society online behavior and responses. Budiman Hakim, on the other hand, presented a review of the arduous journey that this new advertising medium traveled and its vast reach and significant impact on society.

Source: http://www.virtual.co.id/blog/virtual-corner/making-your-online-advertising-works-adoi-report/