Web advertising agencies are companies that help businesses market their products and services on the web. These ads can take a number of different forms, from simple text ads placed alongside search results to multimedia presentations tailored to specific websites. Web advertising is a competitive field, one in which heavy hitters such as Google and Microsoft are participants. To stay ahead, advertising agencies must stand out through skillful branding designed to attract specific customers.
Services
Ad agencies can offer a variety of different services. While some merely place ads, other agencies help design ads. And, when designing ads, some agencies may promote their ability to design technologically sophisticated advertisements, while others may emphasize their SEO optimization. When branding an agency, a business owner should give consideration as to what client needs its wishes met. With good branding, when people think of the agency, they will know just what services it can provide.
Clientele
While some large advertising agencies are pitched to all clients, big and small, most firms choose to specialize in a particular type of client. For example, an agency may pitch itself as specializing in the web marketing needs of small businesses, individuals or nonprofits. Or, an agency may brand itself as fitting clients with a particular image of themselves. For example, an agency may brand itself as an agency that understands clients that want to be working on the cusp of new Internet technology.
Social Networking
Nearly all Internet advertising firms worth their salt have some experience leveraging social networks, such as Facebook, MySpace and Twitter, for their clients. The savviest web firms are able to brand themselves as performing a particular function for their clients on social networks. For example, an agency may brand itself as being especially adept at creating and marketing viral content. Or an agency may boast of its ability to create Internet "personalities" for companies.
Partnerships
In many cases, web agencies will have contracts or partnerships with certain web managers that agree to allow them to place advertisements on their sites. Often, web agencies will trumpet their ability to place ads on certain sites to potential clients who may wish to have their ads seen by the sites' visitors. The ability to advertise on a specific kind of site -- say, ones that appeal to a particular type of web user -- can be integrated into a company's branding strategy.
