How The Growth Of Online Advertising Is Affecting Traditional Advertising
From day one, the Internet impacted every part of our lives both professionally and personally
. One of the industries that has seen the biggest change is the advertising agency. There are many new venues available for marketing that were previously unimaginable. Advertisers now have access to brand new methods of getting exposure for their products and clients. Online advertising definitely seems to be the future.One way that Internet advertising has affected traditional advertising is the method of injecting an advertisement directly into another piece of media that the consumer is already interested in. This concept is not a new one, but the methods used are definitely revolutionary. Television has previously used this method in the form of commercials that appear between segments of a show. With the entrance of the DVR or digital video recorder, it is now possible for the consumer to fast forward or skip right over a commercial. A technique that came from online advertising is to inject an advertisement directly into the show that the viewer is watching. Product placement spots, where the characters on television shows use specific brand names of products, are everywhere now. This exposes products to potential customers without distracting them or taking away from the show. This placement means that when ignored during a commercial, the potential customer will still be exposed to the product during the show they are watching.
Due to these new processes of reaching out, mass mailings are going the way of the dinosaur. Since advertisements can be included on websites viewed by millions of viewers relatively cheaply, there's no reason to spend the huge amounts of money that mass mailings require. Online advertising is also much better for the environment, which is always a good thing in this modern, environmentally conscious world we now live in.
The Internet also gives brand new methods for reaching customers, previous as well as potential ones. One example would be the little video advertisements that are shown while users wait for an online video or game to load. Advertisers have a captive audience during these two examples. Because the player is anxious to get to the item they have selected, they are content to sit back and watch a few advertisements while their content is downloaded. This way feels different than television advertisements, because content on the Internet is not always instantaneous and most users are grateful to have something to occupy their minds instead of staring at a blank screen.
Another way Internet advertising has affected traditional advertising is that it's cheaper and can expose products to far more consumers. The entry cost is cheaper and millions of viewers worldwide, who spend multiple hours every day online, can see advertisements. The cost per view is much less when it comes to advertising online. Online marketing has also become a more targeted method. Product information can be placed on sites that relate to the services offered. Online advertising also provides far better conversion tracking in that advertisers can tell when users are actually actively trying to learn more about products as a result of their advertising.
Internet advertising has definitely had a big affect on traditional advertising and has opened up a whole new world to marketers.
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