Online advertising, also referred to as digital advertising or web advertising, is a powerful marketing tool that leverages the Internet to promote products and services to a wide audience. It encompasses various strategies such as email marketing, search engine marketing, social media marketing, display advertising, and mobile advertising. Utilizing automated software systems known as programmatic advertising, advertisements are seamlessly delivered across multiple websites, media services, and platforms.
In the world of online advertising, there are key players involved. The publisher integrates the advertisements into their online content, while the advertiser provides the ads to be displayed. Advertising agencies assist in creating and placing the ad copy, while an ad server ensures efficient delivery and tracks important statistics. Additionally, advertising affiliates contribute by engaging in independent promotional work for the advertiser.
The impact of online advertising is undeniable. In the United States, Internet advertising revenues have surpassed those of cable television and broadcast television. In 2017 alone, it amounted to a staggering $83.0 billion, a 14% increase from the previous year. Experts predict that online advertising spending in 2019 will reach a remarkable $125.2 billion in the United States, surpassing television spending by $54.8 billion.
In the ever-evolving world of marketing, online advertising remains a dominant force, offering immense potential for businesses to reach their target audiences effectively.