In the early 2000s, Facebook launched and brought in its hyper-targeted ads model that used user interests and demographics for advertising. Mobile advertising also started in the year 2000. The company started monetising in 2000 and paved the way for pay per click advertising and search engine marketing. In 1998, Google launched and brought a concept of minimal search engines. In 1997, pop-up ads were discovered and found wide usage all over the internet. Soon after, in 1996, Flash was introduced, which formed the framework for web advertising. The same year saw the development of HTTP cookie that helped the advertiser and publisher track user behaviour. Personal or non-personal: Ads on digital media can be highly personalised based on user activity over the internet or non-personal with a motive to enhance brand awareness.Data backed: Digital ads are backed by data of what they are about, whom they are targeted at, and how the target audience interacts with them.Goal-oriented: These ads are always backed by goals – to promote, sell, increase exposure, etc.Often, advertisers are even able to calculate accurate ROI of these ads. Measurable: Digital ads are highly measurable in terms of how many people view them and how many people interact with them.Paid form: Digital advertising, just like other forms of advertising requires the advertiser (also called the sponsor) to pay to create the advertising message and creative, buy advertising space or slot, and monitor advertising efforts.Digital advertisements come with their own unique set of characteristics.
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