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
