Online advertising
Suitable for:
Medium to large organisations.
What is it?
On-line advertising includes a wide range of tools, e.g. websites, web banners, pop-up banners, social media adverts, newsletters, virals and spots posted online. Most of these are described elsewhere in this toolkit.
Benefits
- Online advertising is now the most popular and developing branch of advertising.
- It offers you a wide range of tools. Some of them you can use for free (e.g. social media).
Limitations
- If you opt for more complex online adverts you may raise the costs of a campaign.
- If you consider preparing online adverts (especially interactive pop-up adverts), ask professionals for assistance.
- Bear in mind the rules that apply to outdoor and print advertising.
Formatting your advert
- Be concise.
- Use striking pictures and slogans.
- Don’t forget about your logo.
Track its success
Use statistical solutions, for example Google Analytics or Matomo, to track the number and behaviour of visitors to your ads.
Healthy and safe working conditions Instagram advertisement
Ministry of Labour and Social Policies (Germany)
Germany
Instagram Advertisement for the National Action Plan for Business and Human Rights.
Shock or humour - Road safety advertisement
AWSR (Agence Wallonne pour la Securite Routiere)
Belgium
A campaign encouraging people in Belgium to drive slower. It featured two different videos about the dangers of driving too fast - one tackling the topic with humour and the other with shock. Viewers were encouraged to vote for the approach they found more convincing.
IGCS Promotional toolkit
International Gynecologic Cancer Society (IGCS)
International
Promotional toolkit for the 2016 IGCS (International Gynecologic Cancer Society) event in Lisbon, including for example banners and ads.