Have you ever double-tapped on an image on Instagram, reacted to a video on Facebook, or clicked a search result in Google, only to realize afterwards that it was actually an ad?

Maybe you never realized it was an ad at all — you just thought it was a cute picture of a dog.

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A 30-second spot, a catchy jingle, and a clever slogan. But there’s more to advertising. An average human is exposed to around 5000 advertising messages in a day.

Advertisements come in many shapes, sizes, and forms. But what exactly is advertising? Why is advertising important? What are its advantages and disadvantages?

Let’s find out.

What Is Advertising?

Advertising is the action of calling public attention to an offering through paid announcements by an identified sponsor.

According to Kotler –

Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor.

According to the Advertising Association of the UK –

Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people.

Simply, advertising is a paid communication message intended to inform people about something or to influence them to buy or try something.

Characteristics Of Advertising

  • Paid Form: 
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When the CEOs of Facebook, Twitter, and Google testify later this week at a House hearing, a number of familiar policy reforms will be on the table. Antitrust. Section 230. Privacy legislation.

A new campaign wants to add another bold idea into the mix: “Ban Surveillance Advertising.” In an open letter posted today, the coalition defines surveillance advertising as “the practice of extensively tracking and profiling individuals and groups, and then microtargeting ads at them based on their behavioral history, relationships, and identity.” That business model is at the heart of how Facebook and Google make money. And, the letter argues, it’s harming society. It spurs an arms race for user attention, which in turn incentivizes algorithms that favor polarizing and extreme content and groups. It helps Google and Facebook dominate the market for digital advertising at the expense of the news media. In short, the letter concludes, the surveillance

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ASPEN, Colo., March 23, 2021 /PRNewswire/ — In a push to revolutionize brand-to-consumer engagement, SmartMedia Technologies is launching The SmartMedia Lab: a self-service platform that allows agencies and brands to create immersive mobile advertising campaigns using its proprietary non-fungible tokens (NFTs), known as SmartMedia Objects (SMOs). The SMOs can be distributed and attributed programmatically across display, social, search and CTV to drive deeper brand engagement and produce better business outcomes. With the release of SmartMedia Objects, SMT cements the notion that NFT technology is here to stay, and expands its application across the sales and marketing funnel.

The innovative campaigns that the SmartMedia Lab can produce are only made possible by leveraging the tenants inherent to blockchain and NFTs. As a company who has been at the forefront of NFT technology since 2018, the recent buzz surrounding NFTs comes as no surprise to digital pioneer and CEO/CTO of SmartMedia

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FROM CATCHPHRASES TO CASH

Of course, as tickled as advertisers are to know they’re writing catchy jingles, they don’t make TV commercials for the honor of giving us free new music. They want us to buy something. The crucial challenge for marketers is: What’s the best way to translate these memories into actions?

Some imagine a debate between two groups. The first group believes in raw persuasion. Its focus is on crafting a compelling argument that will encourage you, with the delivery of “new news,” to buy something right away. The second group believes in the power of engagement. Its focus is on creating a positive experience that will influence you over the longer-term. Here, the objective is to seed positive ideas and memories that will attract you to the brand.

But this distinction is largely a myth. Advertisers have little control over how audiences receive their message.

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Advertise without Discriminating | General Advertising Guidelines | Selective Advertising | Use of Fair Housing Posters | Publishers Notice | Advertising Regulations 

Advertise without Discriminating

Among housing providers, it’s common knowledge that putting up a sign in front of an apartment building that says “no children” or “adults only” would be discriminating against families with children. Housing providers also need to be careful not to use ads that say, “perfect house for couple,” or “Christian family preferred.” As a general rule, ads should not contain words that express a preference based on a protected class.

A limited exception applies to renting out rooms. For example, if you are a woman and you have rooms to rent in your house, your ad for roommates may prefer females and can may exclude males. But, your ad may not prefer white females over black females, nor may it prefer non-disabled females over

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Times Square in New York City.

Angela Weiss | AFP | Getty Images

This time last year, The Trade Desk CEO Jeff Green watched as advertisers started to pause every campaign they could. 

The ad tech executive said in the early days of the pandemic, digital advertising was at a disadvantage. It was easier for advertisers to flip the switch and pause spending as they tried to figure out what to do. But in the following months as marketing dollars started to turn back on, it became clear they were flowing online.

“Everybody becomes more data-driven and more agile during a recovery, because every dollar has to count,” Green said. “So that’s when that’s when it really accelerated for us. So we were disproportionately hurt in the first month. And we’ve been disproportionately benefiting ever since.”

The Trade Desk saw firsthand how certain pieces of the ad industry were catapulted

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Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. Today’s advertisers have a vast array of choices at their disposal.

The internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more.

Here are a few examples of what’s available for your media arsenal:

If you see an advertisement via the internet, then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the internet. Another avenue of online advertising is native advertising, which is the digital variation of the old print advertorials and sponsored content. There are many digital marketing strategies including placing ads on popular websites and social media

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