Column VOL.5: Formats of Internet Advertising

Advertising" is the most commonly adopted form and comes in a wide variety. This time, I will introduce "text ads.

Text advertising refers to advertisements composed solely of text, which set a URL within a website and guide users to a specific page through clicks. These ads can be placed in relatively small areas on a page and are utilized in search advertising, which is a type of listing advertisement. When advertising on portal sites or news sites, pricing is determined based on the media's value and expected effects, taking into account factors such as the page or category where the ad will be placed, the duration of the placement, the monthly visitor count, page views, and user segments. Text ads have the disadvantage of being less noticeable compared to banner ads or display ads that use images. However, they offer advantages for advertisers, such as lower costs, ease of creation, and the ability to differentiate through textual expression. For example, when attractive phrases like "quickly" or "for free" are used, visitors to the site might think, "Maybe I’ll take a look?" and click on the text ad without realizing it is an advertisement. By using compelling words that attract attention, while narrowing down the target audience and providing clear introductory text, it is possible to increase the number of visitors to the advertisement.

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