Advertising and business models in web 2.0

The company Multplica, digital strategy and marketing consultancy, recently conducted a comparative study on income sources and business models of the 100 most important Internet 2.0 sites among which include Yotube, MySpace, FaceBook or Wikipedia itself. 

This study throws reflections beyond advertising as a source of revenue from web 2.0, partly because, although the growth of advertising online investment continues to grow, new questions and unknowns appear, for example; Is there enough advertising pie for everyone? Even so, advertising is undoubtedly the main source of income for web 2.0. 86% have it as the central axis of their business model.

In relation to online advertising, Advertising : The online advertising model consists of the insertion of focused and interactive campaigns. It is charged for the location, size of the banner and the page where the advertising element is present and for the number of times it is displayed and / or accessed.

  • Integrated formats (Banners ??): Those that are part of the web page occupying a space of it. The banners contain links that lead to a page determined by the advertiser, can be a particular site or for a specific campaign. The formats that make up this category are several: skyscrapers or skyscrapers (vertical banners), buttons and robapáginas.
  • Rich media & Video : Advertising banners that contain video, audio or use of multimedia vector graphics, and link to a specific page.
  • Sponsored links : Text advertising, whose location is normally associated with the topic related to the search results page of a specific search, or the topic of a page and its contents.

Payment for highlighting : Possibility of placing a banner or other advertising element on the homepage or alternative locations that allow highlighting the presence of this. Annual or monthly subscription: Payment by subscription or right to use certain functions of the site under the modality of annual or monthly payment. Payment for use : Payment for specific use or for an individual operation or service.

  • Payment for specific functionalities : Specific and punctual payment for a functionality or operation.
  • Payment by SMS : Payment for the use of messaging services in mobile telephony, to send or receive content.
  • Purchase of credits : Payment for credits that allow to buy products or other elements related to the interaction offered by the site.
  • Commission per transaction : Commission fee for conducting a commercial transaction on the site. As the sale of a product on a classified site, and sub-rates, a percentage is charged on the final price of product sold.
  • Sale of products : Online store where tangible products are sold and sold, not credits or subscription payments or other uses for the site.
  • Payment to users : Some sites offer incentives to users according to the activity in their space, or downloads of files, promotion of articles or share advertising income by the presence of these in the user’s space.
  • Donations : Refers to free donations as a way to allow users to contribute in monetary terms to the development or maintenance of the site, or its producers.
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