Digital Advertising

Overview

Digital advertising methods are an integral part of digital marketing. They allow businesses and service providers to reach their customers anytime and anywhere, often in a cost-effective manner. Digital advertising can be personalized to maximize relevance to the target audience, and results can be measured accurately in real-time, unlike traditional advertising methods.

History

The history of digital advertising dates back to the 1990s with the advent of the Internet and commercial web browsers. The first clickable web-ad banner went live in 1994. This was the "You Will" campaign by AT&T and over the next four years, digital advertising spread across the globe.

Usage Types

There are several forms of digital advertising currently used by marketers and advertisers.

Display Advertising

Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Display advertising relies on elements such as images, audio and video to communicate an advertising message.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

Social Media Advertising

Social media advertising, the process of creating content and using targeted advertising on social media platforms to promote a product, service, or brand.

Mobile Advertising

Mobile advertising is a form of advertising that appears on mobile devices such as smartphones, tablets or PDAs that have wireless connections.

Measurement

Digital advertising allows for the measurement of ad effectiveness and engagement. Techniques include measuring the number of unique visitors to a webpage over a certain period of time, measuring the amount of ad impressions, click-through rates, bounce rates, conversion rates, ROI, and others.