4. Advertising formats

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Definitions:
• Display – banners, buttons, pop-ups etc

• SEM – Search Engine Marketing for this survey was defined as including payper- click campaigns  and search engine optimisation
• Email marketing – eZines, email campaigns

• Online listings – such as those in paid-for directories
• Rich media – video, Flash, other dynamic interactive display advertising
• Social media networks – Bebo or Facebook and others
• Microsites – campaign sites, usually single purpose
• Viral marketing – content or campaign designed to be passed along
• Affiliate marketing – revenue-sharing through third-party sites

Another survey among Irish businesses shows their appetite for online advertising – and points to similar trends to those shown in the AMAS/Marketing Institute study published in the last edition of State of the Net.

The survey, from specialists Results International, gives valuable insights into the type of advertising formats favoured by businesses. The findings – shown in this website mockup – indicate that traditional online advertising formats are dominant but that many marketers are experimenting with different formats.

Over a third, for instance, are now using rich media and social networks as part of their online marketing mix.

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