March 29, 2024

Online ads

 

In today’s Digital Era it is no surprise that online advertising has continued to increase at a rapid pace. What is surprising is a rather large, 18% increase from Q3 of 2011 to Q3 of 2012.  The Interactive Advertising Bureau announced their numbers in a press release December 19th.  This is the biggest quarter on record for the online advertising world.  Companies spent $9.3 billion on online advertising in this one quarter alone.

Interactive digital marketing contributed to a portion of these gains as companies are seeing positive results from mobile advertising.  This medium allows advertisers to engage and interact with consumers on a personal level that surpasses previous advertising options.  Traditoinal media like print or radio is only able to present one message to a wide group of people.  It is the equivalent of throwing a wide net into the sea.  Digital and interactive advertising allows companies to be more selective and customize messages for their consumers, making it much more effective.

The retailer Cache is a perfect example of a company using interactive digital advertising to reach consumers.  They offer customers a free mobile app with push notifications.  Consumers use the app to browse products and the company sends them messages (push notifications) based on products they recently viewed.  Rather than sending out a blanket mailer or email blast, they can send Sarah in Illinois a coupon for 10% off the pants she was eyeing rather than a standard 20% off sweater campaign that she may have no interest in.  The digital world provides customization like never before and retailers are clearly enjoying it.

More money is also being spent on things like website development, content management, and unique forms of online marketing.  EMarketer predicted that mobile ad sales will also increase by 180% within the next year.  This increase in spending is a definite sign of dollars shifting from traditional media placements to digital ads of all types.  Companies are realizing that with so much revenue coming from online sales, or their company’s online reputation, it makes sense to spend advertising dollars that generate the most ROI.

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