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Advantages

• Can track consumer behavior and purchases
• Trackable:  Electronic measurement is very precise.  Advertisers can track which PC was "exposed," which clicked through an ad, and what else they were exposed to during an online session.  The internet is unique among all media in affording follow-through sales response.  Technology now allows specific ad messages to follow users from site to site
• Mimics TV:  Digital sellers are increasingly offering daypart, day-of-week, cost-per-click and GRP-based advertising models, beyond direct response tonnage buys of early days.  Additionally, TV-style commercial advertising units are increasingly available, extending exposure and awareness of creative.  CPM modules and Reach/Frequency data is extending into the marketplace
• Bigger screens on phones provide more ad space
• Speedier operating systems improve the ad environment
• Targeted:  Most Web sites are highly appealing to specific demographics, mindsets, consumer interests, etc.  Keyword buys can even more precisely target narrow, specific audiences. Site-based media buys can:
  
  • Offer ideal environment and timing to generate results
  • Frequently provide ad recall, impact/sales lift indicators not offered by other media
  • Often allow product category exclusivity in exchange for sponsorships
  • Offer synergistic point-of-sale and other promotional tie-ins
• Enables geo-targeting of consumers in the vicinity of a business
• Can drive consumers directly to a Web site
• Engagement:  Consumers are active participants in two-way interaction with both content and advertising online
• Users are already online, easily directed to an advertiser's website
• Flexible and Unique: An advertiser can put up a mass-appeal direct-response ad or a slick, produced video – and, unlike TV, online video ad lengths are flexible and not required to fit into commercial pods
• Video ads increasingly available as smartphone use increases
• Cost Efficient:  Inexpensive to buy compared to traditional electronic and print media
• Consumers are attuned to interacting with their mobile device, will do so with advertising delivered on them -- nothing is more personal and connected to modern consumers than their mobile devices
• Connectivity has become a lifestyle for the American consumer,  Increasing availability of quality information, entertainment, audio, and video content keep users coming back for more, expanding opportunities for online advertisers to connect with them at all hours of the day or night
• Messaging reaches the consumer immediately and can be delivered at the point of purchase

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