New Forms of Advertising

New forms of advertising are emerging and they are overtaking traditional media like television, news papers, magazines, etc. because of a shift towards consumer internet as well as storage & hand held devices. World Wide Web is a new media & it’s a phenomenon. Web-based advertising prices dependents on the "relevance" of the surrounding web content and the traffic that a website receives.

Companies are experimenting and taking monetary risks to reach customers. In recent past some companies have proposed to place messages or corporate logos on booster rockets, satellites and the space stations. The effectiveness of subliminal advertising and mass messages still not clear to most advertisers.

As the mobile phone became a new mass media, mobile advertising followed the trend. By 2007, the market of mobile advertising had reached 2.2 billion dollars. Thousands of ads delivered on mobile phones everyday. Advanced mobile ads include banner ads, MMS pictures, video messages, advergames and various engagement campaigns. The feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses and uses camera feature of modern phones to gain access to web content.

The other new form of advertising that is growing rapidly is social network advertising. It is a kind of online advertising with a focus on social networking sites like Face Book. This is a relatively immature market. It has created ripples in western media due to its ability to provide demographic information of target market.

A few new breed internet startups relying on launching new forms of advertising to generate revenue. These forms can include product placements, sponsorships of various flavors, local advertising, interactive out-of-home, and lots of variations of mobile advertising. This is a tough business model considering how ad space is bought by major ad spenders on internet and other media. If this form of advertising is successful, they can aim to become new Google. But, most of entrepreneurs underestimate how much time it will take for revenues to ramp.

The alternative approach which is emerging on internet is to make sure that new form of advertising is closely parallels to an existing standard ad unit. 30 second online video ads, online leads and new variations of CPC have all been close enough to an existing ad unit that they have been able to tap existing ad budgets. So, the success of new forms depends on how they project themselves to advertisers and reach they provide.