Based on the clients' goals and objectives and campaign strategy Yellow will assesses a variety of online advertising channels and ad delivery platforms to ensure the most effective and lucrative media mix for the online advertising campaign. A typical online advertising campaign may include sponsored links, graphical banner ads, sponsorships and rich media ads (animated banners and video ads).
Sponsored links typically appear in an 'Advertising Section' or 'Sponsored Links' area of popular vertical market web sites. Sponsored links not only drive qualified traffic to a web site, but often also result, through inbound links with keyword-rich anchor text, to higher rankings in the organic listings of the major search engines. Sponsored links can have a higher click-through rate then static banner display advertising because visitors are often more prone to click on a relevant, on topic, sponsored link versus a traditional banner advertisement. Sponsored links are often purchased directly from the publisher at a fixed rate per month with a minimum of 30 days.
When an advertiser has paid to "host" or "owns" a page or section of a website it is considered a sponsorship. With sponsorships an advertisers establishes a more unique advertising opportunity than afforded by typical rotating advertisements. Web users often have a more favorable view of advertising that blends into the content experience and they have a built-in advantage that it ties the advertiser to information, an event, or a venue that reinforces its brand in a positive, yet not overtly commercial manner.
Banner and rich media ads appear in fixed and guaranteed positions or floating on top of web pages with links to an advertiser's web site or landing page. They may also be served as multi-sized ads throughout a section of a site or as run of site (ROS) ads to be served throughout the entire web site. Banners are the most common type of online display advertising. They can be contextually, behaviorally, demographically and geographically targeted and retargeted, and come in static and animated form in a broad variety of square and rectangular sizes. Rich media ads typically include Flash ads, streaming audio/video, all of which are different types of display advertising media. Banner ads and rich media ads are used to generate targeted sales and leads and/or build brand awareness. They are offered in a variety of flexible pricing models, including pay-per-impressions (CPM), cost-per-click (CPC), cost-per-action (CPA), per lead or by revenue share pricing. Banner ad and rich media ad campaigns can have extensive reach through direct ad placement at vertical web properties or through ad networks and ad exchange network with thousands of publisher/affiliate web sites.