{"id":2137,"date":"2020-09-20T17:52:27","date_gmt":"2020-09-20T16:52:27","guid":{"rendered":"https:\/\/exafutures.com\/?p=2137"},"modified":"2024-07-24T11:51:47","modified_gmt":"2024-07-24T10:51:47","slug":"digital-advertising-what-is-it-different-types","status":"publish","type":"post","link":"https:\/\/exafutures.com\/en\/digital-advertising-what-is-it-different-types","title":{"rendered":"Digital Advertising: What Is It and What are the Different Types Available"},"content":{"rendered":"\n

According to a 2019 report by the IAB<\/a> (Interactive Adverting Bureau), the European digital advertising market is growing up to 12,3%<\/strong> compared to last year (source: https:\/\/iabeurope.eu\/wp-content\/uploads\/2020\/08\/IAB-Europe_AdEx-Benchmark_2019-Report_FINAL.pdf<\/a>).<\/p>\n\n\n\n

The global spending on digital advertising in Europe<\/strong> was 64,8 billion (i.e. 50,4% of the grand total spending on advertising), of which 86% are concentrated in 10 countries: UK, Germany, France, Russia, Italy, Spain, Sweden, the Netherlands, Switzerland and Norway.<\/p>\n\n\n\n

Recent studies show that 64% of people have been influenced in the purchasing decision<\/strong> by watching an online video, while 52% of such decisions are related to Facebook <\/strong>(source: https:\/\/www.studiosamo.it\/il-nuovo-report-di-facebook-sullevoluzione-del-percorso-di-acquisto\/<\/a>).<\/p>\n\n\n\n

People spend so much time online, that it would be unavailing not taking into account the digital world while designing an advertising strategy<\/strong>.<\/p>\n\n\n\n

In fact, online<\/strong> is where people are: if you want to reach them, you must be there, talk to them<\/strong>, generate brand awareness<\/strong>, increase the number of leads, make sales<\/strong> effective.<\/p>\n\n\n\n

This is why digital advertising is so important.<\/p>\n\n\n\n

In this introductory article about digital advertising, we will go through the following topics<\/strong>:<\/p>\n\n\n\n

    \n
  1. What is<\/strong> Digital Advertising<\/li>\n\n\n\n
  2. What Makes Digital Advertisements effective<\/strong><\/li>\n\n\n\n
  3. Differences<\/strong> with Traditional Advertising<\/li>\n\n\n\n
  4. Benefits<\/strong> of Digital Advertising<\/li>\n\n\n\n
  5. Types<\/strong> of Advertisements<\/li>\n<\/ol>\n\n\n\n
    \"digital
    Business photo created by rawpixel.com – www.freepik.com<\/a><\/figcaption><\/figure>\n\n\n\n

    What is Digital Advertising?<\/h2>\n\n\n\n

    To be concise, it is the process of publishing advertising content on online platforms<\/strong> such as social media, search engines, websites and any other program which you can access online.<\/p>\n\n\n\n

    Precisely because people, i.e. consumers, spend a lot of time on the Internet, digital advertising can help you bring your business right where your audience is<\/strong>.<\/p>\n\n\n\n

    What Makes Digital Advertising Unique?<\/h2>\n\n\n\n

    The answer is easy: the power to exploit reliable websites such as Google, Facebook, Instagram, YouTube, TikTok, LinkedIn and many more.<\/p>\n\n\n\n

    In fact, in order to provide their customers with services, these platforms make their advertising space available<\/strong> for a fee.<\/p>\n\n\n\n

    To get an idea of how powerful such platforms are, here are some statistics<\/strong>:<\/p>\n\n\n\n

      \n
    1. The global spending <\/strong>on digital advertising could exceed 345.000 billion dollars by 2020.
      The broader section of this market is Search Advertising (which we will tackle on later) with an expected market volume of 148.488 million dollars by as early as 2020 (source:       https:\/\/www.statista.com\/outlook\/216\/100\/digital-advertising\/worldwide<\/a>);<\/li>\n\n\n\n
    2. According to Google, users perform 3,5 billion searches per day<\/strong> (source: https:\/\/www.internetlivestats.com\/google-search-statistics\/);\u00a0<\/li>\n\n\n\n
    3. The search volume<\/strong> on Google increases by a 10% every year (source: https:\/\/www.teamsystem.com\/store\/blog\/news\/google-un-anno-di-ricerche\/<\/a>);<\/li>\n\n\n\n
    4. The return on digital advertising in the United States<\/strong> reached a record 54,9 billion dollars in the first six months of 2019 (source: https:\/\/iab.it\/mercato-pubblicitario-usa-digital-2019-549-miliardi-di-dollari-nel-primo-semestre\/<\/a>);<\/li>\n\n\n\n
    5. 35% of searches are about products<\/strong>, while 34% of local searches including the keywords \u201cnear me\u201d<\/strong> make the users visit the related physical stores.<\/li>\n<\/ol>\n\n\n\n

      Digital Advertising Can Help You Reach the Right Audience Thanks to the Right Message<\/h3>\n\n\n\n

      Why is digital advertising so useful? Because it allows to reach the right people, with the right message, at the right time.<\/p>\n\n\n\n

      Digital ads work thanks to web advertising tools<\/strong> to search, manage, monitor, analyze<\/strong> and improve<\/strong> online advertising campaigns.<\/p>\n\n\n\n

      Not only can digital advertising publish your ads fast on different platforms, but, if well designed, it also perfectly integrates in the user-experience, taking the user to your website and to your business, in a natural and non-intrusive way.<\/p>\n\n\n\n

      Digital advertisements<\/strong> can be customized<\/strong> in order to optimize the relevance to your target user, and, as a consequence, maximize the conversion rate.<\/p>\n\n\n\n

      Since it is a digital process, it is possible to monitor and track basically any step<\/strong> made by the user in relation to your advertisement.<\/p>\n\n\n\n

      It Depends on Where and How You Do It<\/h3>\n\n\n\n

      Digital advertising is no automated or repeated action: on the contrary, it can lead to very different effects, depending on the chosen platform and process<\/strong>.<\/p>\n\n\n\n

      Given the variety<\/strong> and diversification<\/strong> of digital advertisements<\/strong>, some businesses will benefit more from Google Ads, while LinkedIn ads will be the most fitting type of advertising for some others, or, again, Facebook or Instagram ads will be the perfect choice for those who wish to obtain more visibility or increase their sales.<\/p>\n\n\n\n

      Every platform has pros and cons<\/strong>, its own target and the most suitable strategies: those who will prefer Google Ads, for example, could experience some difficulties with Facebook advertising and the other way around.<\/p>\n\n\n\n

      \"traditional-advertising\"
      Photo by Jose Francisco Fernandez Saura<\/a> on Pexels<\/a><\/figcaption><\/figure>\n\n\n\n

      Digital Advertising Is Nothing Like Traditional Advertising<\/h2>\n\n\n\n

      With traditional advertising<\/strong>, monitoring how people actually react to your ad is quite difficult: in fact, it is not possible to relate a conversion to a specific advertisement or campaign.<\/p>\n\n\n\n

      That given, here’s another definition of digital advertising<\/strong>: advertising which you can monitor the performance of, as you can measure results, sometimes even in real-time.<\/p>\n\n\n\n

      Moreover, being advertising digital, you also have the chance to monitor which advertisements are performing better and adjust the ones which are not.<\/p>\n\n\n\n

      The Great Migration<\/h3>\n\n\n\n

      A 2019 study by the Pew Research Institute (source: https:\/\/www.pewresearch.org\/)<\/a>  noticed that about 90% of American people use Internet on a regular basis<\/strong>, while in early 2000s they were 50% (source: https:\/\/www.pewresearch.org\/internet\/fact-sheet\/internet-broadband\/<\/a>).<\/p>\n\n\n\n

      The study showed insignificant gaps based on ethnicity, nationality or gender. A single 17% variation was observed on income basis.<\/p>\n\n\n\n

      The wider gap in the matter of Internet use is based on age. However, 66% of people aged +65 also surf the Internet regularly.<\/p>\n\n\n\n

      Therefore, it is quite likely for this trend to increase<\/strong> even more in the next future.<\/p>\n\n\n\n

      That is why exploiting the huge possibilities offered by digital advertising can prove so profitable for any business.<\/p>\n\n\n\n

      Why Digital Advertising Is So Successful<\/h3>\n\n\n\n

      Let us borrow from Forbes the adjectives used to describe digital advertising: it’s affordable<\/strong>, specific<\/strong> and easy to use<\/strong>. That sums it all up.<\/p>\n\n\n\n

      It’s affordable, scalable, targeted<\/h3>\n\n\n\n

      Digital advertising is affordable<\/strong>. You can easily start advertise online with a few dollars per day. And, as you grow, you can increase the allocated budget. The process is as follows: analyze, test, optimize and maximize the ROI.<\/strong><\/p>\n\n\n\n

      The convenience does not only rely on saving economic resources<\/strong>: thanks to the auction system it applies, in fact, regardless of total spending, you can compete for the same advertising space as other, bigger, advertisers.<\/p>\n\n\n\n

      Another distinctive feature of digital advertising is the ease of use<\/strong> as well as the opportunities it offers: using data collected from your business or from social media, for instance, you can reach a very specific target. That means you could publish 5 different ads addressing to 5 different types of customer: each customer will have display the most relevant advertisement for them.<\/p>\n\n\n\n

      Is Digital Advertising Suitable for Small Businesses?<\/h3>\n\n\n\n

      In addition to the benefits we already described, digital advertising is small businesses’ greater ally<\/strong>, since you do not need to allocate a huge marketing budget to advertise online.<\/p>\n\n\n\n

      With the right strategies<\/strong>, you can get great results and satisfaction and, who knows, maybe try to beat a bigger business!<\/p>\n\n\n\n

      \"digital-advertising-formats\"
      https:\/\/www.piqsels.com\/<\/a><\/figcaption><\/figure>\n\n\n\n

      Digital Advertising: Ads Variety<\/h2>\n\n\n\n

      Here are the main types<\/strong> of digital advertisement:<\/p>\n\n\n\n