Discovering New Online Ad Types

Like it or not, journalism obtains a large amount of its funding through advertising dollars. Therefore, with the field constantly changing, it remains important for advertising to keep up with new journalistic mediums. Unfortunately, advertisers have, much like in the newspaper industry, simply utilized online advertising as a new way to offer the same old thing. However, in a recent article for the Online Journalism Review entitled "Moving Beyond Traditional Display Advertising: Its All About ME," Dave Chase describes three new methods being embraced by hyperlocal Web sites that follow the simple ME principle.

First, what is the ME principle? According to Chase, the inability measure their effectiveness renders the current banner type ads useless. Thus, the first letter of the ME principle stands for measurable. Secondly, these ads must be Easy for businesses to offer (the second part of the principle).

In his article, Chase describes three types of innovative online advertising currently working on independent hyperlocal Web sites. Internet coupons top the list, with several new features built in, such as the ability to share with friends or send to a mobile phone. Next, group buy offers, in which a business, such as a restaurant, would offer a discount if a certain amount of people buy in. Lastly, is the idea of a "deal of the day" in which visitors to a Web site can then visit a local business to receive the exclusively online deal. It should be pointed out that Simpson's own Holy Grounds Coffee shop utilizes this technique with daily Twitter specials. Since all three of these advertisements would exclusively exist online, businesses would have no trouble in judging their effectiveness.

I found this article to be very interesting and important for communications students, as many of us may someday find ourselves working for a small hyperlocal Web site or a local newspaper where these advertising tactics could be applied. Having an understanding of the techniques of the business not necessarily taught in class can only give us an edge on the competition. In addition, in this developing field there is limitless opportunity for creative ideas. These new advertising techniques provide excellent examples of how simple ideas can change a professional field.