Should We Switch to Online Ad Agency?

With the advent of online advertising and promotions via the internet, the world of advertising has undergone yet another revolution - this time it was different. While development and growth is definitely one of the key aspects of this revolution, but this time, we see a paradigm shift in the medium that is being used.

From various offline media, now we have moved on to online media or more commonly called - the Internet. And with advertising through online media taking birth, we see the mushrooming of different online ad agency and ad networks. An online advertisement agency is more like any other traditional ad agency; however they devise their strategy around a more powerful media.

What are offline ad agencies? Offline ad agencies are nothing but the traditional ad agencies that strategize and develop promotional measures around the offline media like television, radio, print media and OOH promotions. On the other hand, online ad agency is an agency that does the same thing but around a different media called internet.

When there is such a big shift in media, obviously the media plan does not remain the same. The main differences - payment model, the reach and penetration and the target audience. Is online advertisement more beneficial? Should we now switch over from our traditional agencies to online advertisement agencies? Well, the answer to this depends much on the message that you want to communicate, the product or service or the concept that you want to sell and also the kind of target audience that is your potential or existing customers.

Is there some sort of a competition between online ad agency and traditional ones? To some extent yes - as increasing part of the population prefers internet over the TV or radio (especially the working population, students and the young generations), offline media is slowly loosing the grip that they enjoyed till some time ago. But, there have been certain cases and projects, which displayed the right kind of media mix where all the media (offline and online) have been used in a way that not only has helped spread awareness of the product, but also brought the product to the target audience.

Meenakshi Wali is the co founder of Rupiz Media Ad Network, a leading online media buying agency. She is heading a team of experts, which is into online ad agency, internet banner advertising, online web site advertising, web banners.