Unlike traditional advertising, consumers can click on online ads if they're specifically interested in the product being advertised. Advertising moves from being a purely brand building vehicle to being one that allows people to react to and express an interest in a product.
Online advertising creates the opportunity for immediate response from consumers.
Cut wastage by making sure that only relevant people see your ads. Targeting can go well beyond the socio-demographics. You can accurately measure return on investment and adjust the creative treatments to optimise that return in real time. Speed of implementation on the Internet makes it an ideal tactical medium, matching ad content to events or occasions. The low production costs also allow for more test marketing opportunities than traditional media.