Internet advertising: advantages of the method
Given the role of the online space in people’s lives, online advertising has become an indispensable tool for attracting customers. The proliferation of mobile devices and the ubiquity of the Internet continue to increase advertising effectiveness through digital channels.
It is predicted that global spending on online advertising will reach around US$500 billion by 2026. In addition, this type of advertising will account for 60% of total marketing spend. All this points to the need to strengthen the Internet orientation to attract customers.
In terms of specific advertising channels and formats, the current data is as follows:
– spending on social networks increased by 20% in 2024 compared to 2023;
– Facebook, TikTok and Instagram are the most popular platforms;
– contextual advertising accounted for the largest share of spend;
– global spend on search engine campaigns exceeded US$150bn in 2024;
– video advertising already accounts for 30% of total online advertising spend;
– spending on programmatic advertising has reached over US$100 billion.
One of the key trends in recent years has been the growth of the video advertising sector. The growing popularity of platforms such as TikTok, YouTube and Instagram has driven this. The short video format is highly effective in attracting and retaining users’ attention.
Online advertising benefits
One of the main benefits of online advertising is its broad reach. It can introduce a company or its product to consumers all over the world. And thanks to the ever-increasing number of Internet users, the flow of potential customers is almost inexhaustible.
The Internet provides accessibility in the broadest sense. It facilitates 24/7 interaction with users regardless of location through publications, comments, and reviews, which increases audience engagement.
Targeting is one of the most effective online advertising tools. It gives you the ability to show ads to people who have already shown an interest in a product or service. It works by analysing information such as age, browsing history, geography and other factors. This approach increases the effectiveness of advertising and contributes to a quick return on investment.
Artificial intelligence also plays a vital role in online advertising. This technology is responsible for data collection, audience segmentation and analysis. AI makes it possible to increase advertising effectiveness and automate some of the processes.
The economic advantages of online advertising should also be noted. A wide range of formats, digital channels and pricing models means that businesses can choose the right option for their budget. According to Seriously Simple Marketing, online advertising is three times cheaper than offline advertising.
Despite the many benefits of online advertising, the format does have its limitations. It is important to understand that no form of advertising can guarantee 100% results. The success of a campaign depends on many factors. It is necessary to take into account audience characteristics, the market niche, and the digital channel. Any advertising method requires a clear understanding of the business objectives and a thorough analysis of all components. Otherwise, the investment will not pay off.
