There is a huge gap between the western world and emerging economies such as Nigeria as far as  internet advertising is concerned.  While budgets for online advertising have steadily increased since the 1990s in many countries in Europe and America, it can only be said to be catching on in sub saharan Africa in very recent times. One of the primary aims of Prodigy Nigeria is to help bridge this divide, and bring tailor made online marketing communications solutions to companies operating in that region.

Clow & Baack (2010) classify online advertising into four different categories, namely; display or banner ads, classified ads, search & video ads.  For the purposes of brand engagement and integrated marketing communications, we prefer to make a slightly different categorization. Operationally, we see internet advertising as comprising of social media engagement, search engine optimization/ marketing, mobile apps development, CPC/CPM advertising in addition to display advertising etc.

The internet is such a huge resource, with news ways of utilising it emerging everyday. It appears that the extent to which we can engage people online is directly proportional to the extent with which we can innovate. Online advertising innovation also depends on the objectives of the brand, company or organization involved. For example, the way Barack Obama utilises social media for his electioneering campaign is different from the way Coca Cola does. Knowing how best to proceed is usually what makes the difference between a succesful internet marketing campaign and an unsuccesful one.

Prodigy Advertising works with clients to clarify their objectives before embarking on an internet advertising campaign. We proffer advice on strategy and media selection for optimal returns on investment and effective internet marketing campaigns. Our knowledge of the market equips us with key business intelligence and market insight which we make available for companies seeking our serivces as they engage with huge Nigerian online.

In our next blog post, we will be shedding more light on strategy and its importance in having highly succesful internet advertising campaigns.