Types and features of advertisements

Introduction

Hello. My name is Sakamoto, and I am a consultant.
Efficient advertising is very important for your marketing strategy. In this blog, we will discuss advertising in detail: what kind of advertising media are available, what are their characteristics, and how much do they cost.

Types of advertising media

Television advertising

Rates for television advertising are determined by the time of the ad.
The major advantages of television advertising are its ability to reach a wide audience and its strong influence through both visual and auditory means. On the other hand, it has the disadvantage of high cost, and furthermore, its effectiveness is difficult to measure.

Radio advertising

Radio advertising has the advantage of being able to target specific time periods, is relatively low-cost, and is easily targeted to specific regions and time periods. However, it also has the disadvantage of limited message delivery due to the lack of visual information.

Newspaper and magazine advertising

Newspaper and magazine advertising are designed to convey a message to a specific readership, and rates are determined by the number of pages and placement. It has the advantage of being able to precisely target a specific region and readership, but its disadvantage is that readership is declining due to the spread of the Internet.

Digital advertising (Online advertising)

Digital advertising is advertising delivered over the Internet, including websites, social media, and search engines. It has the advantages of broad reach, detailed targeting, and the ability to track and analyze its effectiveness, and it also tends to be cost-effective. However, they also have the disadvantage of being highly competitive and prone to being blocked or ignored.

Outdoor advertising 

Outdoor advertising utilizes billboards, transportation, and street furniture (such as bus stops and pay phone booths). It has the advantage of exposure to a wide audience and high visual impact. However, it has the disadvantage of high cost, and furthermore, it is difficult to measure specific effects.

Types of digital advertising

There are many different types of digital advertising, each with its own distinctive advantages and disadvantages. Some major types of digital advertising are listed below.

Search engine advertising (SEM)

We utilize platforms such as Google AdWords and Bing Ads to display ads related to specific search keywords. This has the advantage of directly approaching users who are highly motivated to purchase. In addition, the effectiveness of the ads can be measured and optimized in real time. On the other hand, costs tend to be high, and budgets can be especially high for keywords with strong competition.

Social media advertising

Deliver ads on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Advanced targeting is possible, and ads can be delivered based on user interests and behavior. Another advantage is the ability to use visual content to increase user engagement. However, the configuration and management of ads is complex and requires testing and optimization to achieve optimal results. In addition, the cost of driving users to the e-commercesite tends to be higher than for display ads, which are

Display advertising (banner advertising)

Refers to advertisements such as images and videos that are displayed on websites. It is easy to convey a visual message and is effective in increasing brand awareness. The cost of gaining recognition and directing users to an e-commerce site is relatively low. However, the disadvantage is that users tend to ignore the ads (banner blindness).

Native advertising

These advertisements appear in a form that assimilates with the content and are designed not to interrupt the user's experience. Because they are not easily recognized as advertisements, they have the advantage of avoiding user backlash. Because they look natural as part of the content, they are more likely to increase user engagement, but they also have the disadvantage that they tend to be more expensive to produce.

Cost of digital advertising

The following is a rough estimate of the cost of digital advertising for each of the advertisements. These figures are only a general guideline; specific costs will vary depending on the advertising setup and market conditions.

Search engine advertising (SEM)

CPC (Cost-Per-Click): generally $1 to $2, depending on the industry. In highly competitive industries, it can be $5 or more.
CPA (Cost Per Action): Again, depending on the industry, typically $20 to $50. It varies widely depending on the price of the product or service.

Social media advertising

CPC: Depending on the platform, typically $0.50 to $2.00.
CPM (cost per thousand views): generally $5 to $10.
CPA: Again, depending on the platform and industry, typically $10 to $30.

Display advertising (banner advertising)

CPC: generally $0.50 to $2.00.
CPM: Generally $2.00 to $10.00.

Native advertising

CPC: typically $0.50 to $2.00.
CPM: Generally $5.00 to $10.00.

While these figures are informative, current market prices may deviate from these ranges. When planning specific advertising strategies, we recommend checking the latest market information and, if possible, directly with the advertising platform.

How to find the market average of the cost of advertising

Several resources and data aggregation sites can be helpful in determining market averages for CPM, CPA, and CPC by country. However, the accuracy and currentness of the data provided by each site will vary from site to site, so keep that in mind when interpreting the data.

Statista

The site provides statistical information on various industries and markets, some of which is available free of charge. The paid version provides access to more detailed data and reports.

eMarketer

This information site specializes in digital marketing statistics and trends. It offers reports and data on a wide range of topics, most of which are paid for.

Pew Research Center

Although it mainly deals with information from the United States, it provides useful data for marketing, such as Internet usage and social media usage in countries around the world.

Google Ads Help

The official Google Ads support page provides information on Google Ads CPC and CPM averages.

Facebook Business Center

The official guide to Facebook advertising provides information on the average cost of Facebook ads and effective advertising strategies.

MOZ / Ahrefs / SEMRush

These SEO tools are primarily used for search engine optimization of websites, but also provide data on average CPC and search volume for keywords.

Summary

It is important to select advertising media strategically according to the target audience and advertising objectives. Consider a media mix that combines various media to develop an effective advertising campaign.