Digital advertising refers to marketing through online channels, such as websites, streaming content, and more. Digital ads span media formats, including text, image, audio, and video.
Digital advertising is the action of calling public attention to an offering through online and digital paid channels by an identified sponsor.
There are many reasons digital advertising is a crucial part of any business’s marketing strategy. Maybe the most important one is that consumers are spending more and more time connected to the Internet through their computers, smartphones, and smart home devices. Digital advertising allows you to meet audiences where they are.
People make decisions about the goods and services they buy at all times of the day, during all kinds of activities. With digital advertising, you can reach audiences when they are browsing online for products to buy. Or you might reach them when they’re streaming a TV show, visiting a favorite website, or using social media. Even if they don’t choose to purchase from you in that moment, reaching them in these different contexts can help them remember your brand later on, when they’re ready to purchase.
The Benefits of Digital Advertising to Business
Precisely, digital advertising is any form of advertising that appears online or on digital channels like websites, search engines, social media platforms, mobile apps, and other channels that can be accessed digitally. Here are some of the benefits:
1. Digital advertising gives you access to numerous tools
Digital advertising gives you access to numerous tools that can track and analyze your business performance. And this give you advantage to target many audience and reached it in a cost-effective and measurable way.
Examples of Digital advertising tools include software, digital images, digital video, video games, web pages and websites, social media, digital data and databases, digital audio such as MP3, electronic documents and electronic books
2. Digital advertising gives you unlimited options
Digital advertising gives you unlimited options for targeting the right clients at the right time. You can develop and refine strategies such as retargeting, audience lists, surveys, reviews, backlinks, landing pages, Google analytics and others to determine if you are hitting the mark and how well your campaign is performing.
3. Digital advertising enable customer reach anywhere in the purchasing journey
If digital advertising didn’t give birth to customer journey mapping, it made it more tangible and definable. You can now identify your brand touchpoints, choose your customer persona, understand your customers’ goals, map out your interactions and update your customer journey map instantly as needed.
4. Digital advertising tools give you more opportunities to interact
Think about all the ways that digital advertising can put you in touch with your customers: email, instant messaging, website content, videos, images, social media posts, SMS, widgets and banners. Digital advertising tools give you more opportunities to interact with your crowd and build customer loyalty. It also helps you to reach different people in different segments of your market. While some people still only check their email, others use the latest apps to see ads or banners.
5. Greater Brand Credibility
With digital advertising, your company can establish brand credibility across a larger market. You can deliver valuable advice through blogs or opinion columns, lean on influencers to promote your brand, trade guest posts with other companies, create case studies and convert consumer engagement into content. Best of all, you can make your mark without spending too much time, energy, money or resources.
How Does Digital Advertising Works
Digital advertising come with their own unique strategies. How does it work?
- 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.
- Measurable: Digital ads are highly measurable in terms of how many people view them and how many people interact with them. Often, advertisers are even able to calculate accurate ROI of these ads.
- Goal-oriented: These ads are always backed by goals – to promote, sell, increase exposure, etc.
- 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. Data forms the backbone of digital ads.
- Personal or non-personal: Ads on digital media can be highly personalized based on user activity over the internet or non-personal with a motive to enhance brand awareness.
What is Programmatic Advertising
Programmatic advertising is the use of Artificial Intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices.
Programmatic advertising is a way to automatically buy and optimize digital campaigns, rather than buying directly from publishers.
It’s designed to replace human negotiations with machine learning and AI-optimization. The goal is to increase efficiency and transparency for both the advertiser and the publisher. This is done through real-time auctions where ads are bought at the same as a visitor loads a website.
Programmatic advertising is the process of automatically buying and selling digital advertising space. Before programmatic advertising was introduced, ordering, setting up, and reporting on ads was a completely manual process.
Any formats and channels can be accessed programmatically, thanks to programmatic platforms that organize and auction publishers’ ad inventory.
