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• Promote Your Busines Online with Barbara Gordon of WhatsWhat.ie - 25 Feb 2009

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Today we are joined by Barbara Gordon of WhatsWhat.ie and we will discuss how you can promote your business online without even having to build a website!

The show is sponsored by ICS Skills, who bring you Equalskills the fun and exciting way for complete beginners to learn all about using computers and the internet – for young and old.

As we are learning, the internet is part of our lives with over 50% of the population connected.

Recently, more and more advertisers are getting excited about the web and, as the market prepares for take off, a range of digital media agencies and internet sales houses have been established to seize the blossoming business opportunity.

So why is online advertising becoming so popular and what are the best ways to invest your advertising money online?

Facts Section

• A recent study by Microsoft showed that the average consumer spends 0.8 hours a week reading a newspaper but 2.7 hours a week online. Yet over 60pc of total ad spend in Irish economy goes on newsprint.

• However, according to market researcher eMarketer, the Irish online advertising market will grow by 40% year-on-year over the next five years, driven primarily by search and display ads. 

• There are a number of reasons why advertisers are warming to the web, chief amongst them the fact that it is the most measurable of all media . And, in a world where there is immense and growing pressure to deliver results from advertising, measurement has become the bedrock of most major advertising decisions. 

• A variety of charging models are employed in the online arena. The most popular are:

  CPM (cost per thousand page impressions),
  CPC (cost per click), and
  Cost per unique user (the number of individual users who saw your ad). 

• But a fourth has come to prominence in recent times - CPA. Variously defined as ‘cost per action' or ‘cost per acquisition', CPA promises what advertising has never before been properly able to deliver - a definitive link between a consumer action and the viewing of a particular advertisement.

Presenter: Peter Lawless

Radio Station: Dublin City FM 103.2

Airtime: 25 Feb 2009, 1.30pm - 2pm

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