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Internet advertising

Planning and buying advertising on the Internet has one advantage over other media types and that is that the advertisement can be published practically within 24 hours of ordering it in case of ready-made documents. Thanks to the dynamic environment, the planning of the campaign is possible practically in real time. Of course, it depends on the chosen format and the free advertising space of the chosen website. The price of Internet advertising depends on the chosen advertising format and the associated marketing tool, which determines the price of the ad. The basic unit of standard formats for defining the price is:

  1.                   for Display advertising CPT = price per 1000 impressions (impressions),
  2.                   for video advertising CPV = price per 1 view of a video banner

For non-standard formats, the price is always determined individually. For performance campaigns, tools are used to purchase advertising space in the form of auction systems or programmatic buying.

The dominant position of Seznam.cz, which operates both as a search engine and a news website that covers information across the company, influences its share of the Czech market. However, another strong player in terms of search is Google, which is used by more and more people. The traffic of these two search engines is more than 70% (List, Google). The remaining 30% of the traffic to the websites, in terms of content, is shared between the following players Seznam.cz, Czech News Center, Mafra, Vltava Labe Media/AdActive, Economia. The Net Monitor research project is responsible for measuring website traffic.

In today's digital age, traffic to all websites continues to increase as more and more people spend their time watching video content and social networking sites in addition to absorbing information. While the trend was that the internet was for younger target groups, thanks to digitisation, the internet is increasingly being used by older target groups, including the All 60+ target group. The advantage of internet advertising is primarily timeliness, i.e. internet advertising can be launched almost immediately if the client has the ready-made materials. There is no need to guess which target group is online, as search marketing allows you to reach a given Internet user at the moment he or she is online and connected to the Internet. Another indisputable advantage is the fairly precise cost control and the large number of ways to reach the target group. Like every media type, the Internet has its drawbacks. Internet advertising requires a higher level of expertise compared to other "traditional media". The visibility of some banner ads can also be a minor disadvantage.

Internet advertising formats:

Display advertising (so-called full-screen advertising) - this advertising format is mainly used for image campaigns and the individual display advertising formats are differentiated according to the size measured in pixels (e.g. 300x250px, 300x600px, 900x200px, etc.). The following formats exist:

Horizontal stripes:

  • Full Banner
  • Leader board
  • Ahead


  • Square
  • Big Square

 Vertical Stripe:

  • Skyscaper

I-layer - a banner that consists of two layers, i.e., a base banner that is fixed on the page and a second banner (animation layer) that expands either automatically or when the mouse hovers over it

Sticked banner - a banner that is stuck to the bottom of the web page even when moving around the page, so it is necessary that this banner contains a cross to close the banner

Interstitial - a banner that is displayed across the entire browser window and is visible for 5 seconds, after which it closes automatically


Video banners - an advertising format that has recently been widely used, especially on social networks (Facebook (FCB), Instagram (IG), LinkedIn (In), YouTube (YT), Twitter, etc.)

Text advertising - this format is any paid or unpaid link/hypertext

In-text advertising - this format is part of the text of a web page, i.e. it is directly embedded in the text

Native advertising - a format that "looks" like editorial text, but is created by the client and used primarily for brand/product promotion

Mobile advertising - a format that is displayed on mobile devices (smartphones, tablets)

Direct mail - this format is mainly used by online stores. It is a separate email to a client who has ever visited the eshop's site and is therefore able to reach clients well with a business message.


Internet marketing tools advertising:

There are tools to price Internet advertising that runs in what is called real time. In general, this method of buying advertising in real time using auction systems is called Programmatic Buying:

RTB - or Real Time Bidding. This is an automated method of buying banner advertising. Its main advantage over the so-called guaranteed purchase is careful targeting. It is not buying impressions on a given position, but impressions to relevant users. The purchase is made using a real-time auction where you set how much you bid for the targeted impression.

PPC - one of the ways to pay for internet advertising. You don't pay per impression, but only for the user's click through to the landing page. This method is mostly used in search and content network. Search advertising is based on displaying text ads in search engines (Seznam, Google), where the user searches for a word or phrase related to your business. Advertising in the content network includes text or banner ads that are displayed on websites all over the internet. It depends on the keywords and topic of the website or the interest of the user you are targeting.

Media concepts:

1 Impressions - 1 ad impressions

CPT (Cost per thousand) - price unit per 1000 impressions (ad impressions)

CPV (Cost per view) - price unit per 1 view of a video ad

CPA (Cost per action) - price unit for a predefined action (registration on a website, ordering goods on an e-shop, filling out a form, etc.)

Footage - this unit expresses the length of the broadcast spot

Conversion - the action the advertiser wants the internet user to take on their website (e.g. an eshop has a conversion set as a completed order)

Sociodemographics - internet advertising can be targeted by age, gender, education, place of residence, size of residence, household income, etc. 

Behavioural targeting (targeting according to internet users' behaviour) - internet advertising is the only one that can also be targeted according to interests, i.e. targeting internet users based on their behaviour on the internet (if a user searches for e.g. furniture, the advertiser Ikea can target its ad to this user) 

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