Lindsey McBride


The Dawn of Digital Ads

Google is home to an abundance of information, whether you’re searching for the best Chinese food in your area or a streaming platform to binge your favorite series. As consumers consistently turn to virtual platforms like Google for information, entertainments and more, the digital advertisement world continues to gain notoriety– Google makes over $100 million a day on ad revenue alone.

Other popular sites are following suit, earning and investing more money each year on digital advertisements. In fact, for the first time ever, digital ad spend is predicted to top traditional ad spend in 2019! Domains we know and love like YouTube, Facebook and Amazon are the top key players in this milestone. Retail sites like Amazon can further take advantage of digital resources by targeting ads specific to the consumer based on their behavioral and purchasing data. The real-time tracking and personalization of advertisements gives the online marketplace a deeper look into what will appeal to the consumer. Platforms can compile search histories, previous purchases made and frequently visited websites to create ads that are perfectly tailored to the consumers’ history; a form of behavioral targeting that traditional ads alone can’t accomplish.

With the rise of digital marketing comes caveats. The burst of popularity in the past 5 years alone has led to an over saturation of online marketing strategies that can seem overwhelming for users. If you’ve ever opened a website to a stampede of advertisements and/or videos, you experienced these occasionally overbearing marketing trends firsthand. It’s important now more than ever to create user-friendly, engaging and strategic content to develop a successful marketing campaign. One of the best ways to accomplish this is to take an integrated approach to marketing, strategically combining traditional and digital tactics.

Marketers can combine a variety of tactics to develop a strong integrated campaign, including print ads, social campaigns, out of home installations and more. Simple steps can be taken to transform a traditional campaign into an integrated one, like incorporating hashtags into a print ad that prompts viewers to share an experience tied to your brand on their social platforms. This kind of approach allows a wider audience to be reached regardless of a user’s media preference, whether it be a classic newspaper or an online streaming service.

It’s no secret that there’s been a digital revolution in the marketing world over the past decade, and the growth isn’t forecasted to slow anytime soon. Aspects like behavioral targeting allow digital ads to more efficiently reach audiences and improve the results of integrated campaigns. The cyber-world plays a huge role in the personal lives of users as well as the marketing field — if you don’t believe me, Google it!

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