Desktop Advertising Explained

Desktop Advertising Explained

Desktop Advertising Explained


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Home Page > Advertising > Online Promotion > Desktop Advertising Explained

Desktop Advertising Explained

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Posted: Nov 23, 2009 |Comments: 0
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Online Advertising

With the advent of the internet, advertisers have found a cost effective and instant method of communication. It is now easy to reach a large number of people situated in different corners of the world at any given time using online advertising techniques. India is also warming up to internet advertising and it is estimated that by 2010, 10% of its total advertising spend will be on online advertising methods, which comes out to be Rs. 3600 Crores*. Interesting to note here is that only 7% of the Indian population has internet access as of now.

Conventional methods of online advertising such as e-mail marketing, search engine marketing, banners on websites, etc are so far being used widely. For a user to come across one of these advertisements, they have to either visit a webpage or search for a keyword and relevant advertisements are displayed to them.

What if these online advertisements could impact the user at the first point of interaction with the internet, that is, right at the desktop of the user? Without the user having to do any activity to trigger the advertisement and without causing any irritation to the user. This is where the challenge of Desktop Advertising comes in.

Desktop Advertising

To put it simply, desktop advertising is advertising straight on the users desktop by means of a simple installable application. The advertisements run on the desktop background or as a widget in one corner of the screen and do not come in the way of the users work.

There is tremendous scope for desktop advertising. It is still at its nascent stage, at least in India. What online advertising eventually does is bring down the cost of usage for the end-user. Most web services run free of cost because of advertising. We get access to high quality information, can watch and upload our favourite videos, save pictures on virtual webspace, send instant emails, get accurate and instant search results for free because of advertising displayed on the pages. To bring advertisements to the desktop means that ultimately the cost of running the internet itself can be brought down tremendously.

Different from Adware

Unlike adware, which are mostly also used as spyware, the Desktop Advertising softwares do not run or get installed without the permission of the user, does not extract any personal user information and does no’t randomly pop-up and disturb the users workflow. They run quietly on the desktop background and offer an organised and usable platform for advertisements. In addition to that, Desktop Advertising softwares also have the potential to tremendously bring down internet costs for the end-users.

For an advertiser to reach the desktop of a consumer, the user has to install some software onto their computer. This could be in the form of a widget or a simple desktop application.  It sounds a little intrusive but it doesn’t come without its advantages for both the consumer and the advertiser.

– What the User gets

By having the little piece of software on the desktop itself, the user can get up-to-date information about his/her favourite brands, get to know about exciting money saving offers and have real-time communication with the advertiser. The advertisements are usually interactive and always relevant to the user. The advertisements are present constantly on the desktop without interfering with their internet usage and depending on the service provided, can ultimately bring down their cost of using the internet.

– What the Advertiser gets

The advertisers get undivided user attention, an opportunity to reach the right message to the right consumer at the right time and real-time communication with a large number of consumers at the same time. Desktop Advertising gives advertisers the power to create a more effective and impactful communication with end-users. Since internet users are mostly young, educated and have sufficient purchasing power, reaching out to this audience effortlessly is a huge boon for corporations.

The webspace for advertisers is already becoming a cluttered medium. Much like television advertisements, they appear as a by-product of some other primary information such as on the side of a webpage or next to search results. Desktop Advertising applications have the ability to create a primary dedicated space for advertisements and having other user-friendly information as the secondary content.

You might question if we really need anymore advertising space and that too a dedicated platform just for advertisements considering the general attitude people have towards advertisements. However, the fact is that consumers are becoming increasingly picky these days. They do not want to go out searching for information, they want information filtered and served to them. So if they have access to relevant and up-to-date information from advertisers, its more of a benefit to them than a hindrance.

Desktop Advertising can turn out to be a very powerful tool in the field of online advertising if implemented constructively and effectively and can eventually change the way internet is provided and used.

*source:  http://www.watblog.com/2008/06/16/online-advertising-expenditure-to-be-36-billion-by-2010-in-india-zenithoptimedia-report/

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