The Internet takes the guesswork out of measuring campaign results.

Unlike traditional media, just about any aspect of an online ad can be tracked, from number of ad impressions to intricate consumer interactions with the creative. Even branding impact can be assessed.

All of this makes for tangible evidence of ROI when it comes time to measure campaign results. 

"What gets measured can be improved and what gets inspected gets done"

An array of technologies is now available for advertisers to test and optimize online ads in real time during a campaign run.

Not sure which creative will appeal to which market segment?

Want proof of an ad placement's performance before it's too late?

Online ad optimization can make it happen!!!

When people visit your website they can access your product or service immediately. This is not possible with print and television advertising.  The great thing about the internet is that it is not only a marketing medium; it is also a call to action.  You can receive a visitor from a pay per click search engine who can instantly make a purchasing decision.

Whether your business is ecommerce based or not, you can turn these visitors into sales a lot easier than in normal advertising where the viewer is not able to empower themselves and make the buying decision.

Probably the most appealing feature of websites and online marketing is that it is an interactive medium, unlike television and print advertising. As mentioned above, there is the chance to make the purchasing decision then and there. There is a call to action.

But, what makes online advertising more appealing than offline advertising is that your potential customer can access the information they seek, at their own pace. They can browse your website at their own pace. This empowers them and helps them feel more informed and confident to make a purchase.

Television and magazine/newspaper ads can be very expensive. Not only do you need to pay for the actual advertising space, but you also need to pay the production costs such as producers, designers etc. With pay per click advertising, there is no need for this. Just bid on keywords and receive visitors to your website!

It is a lot simpler and cheaper.

Rich media ads, advertorials, and product reviews are becoming standard offerings of Web publishers, giving online advertisers the ability to feature more information in ads, thus making messages more relevant to target audiences. 

Web advertisers have the capability to pinpoint consumers in ways that traditional media could only dream about. 

The online advertiser can isolate target markets by DMA or City, by demographics and personal interests, by the context of site content, by the time of day, or past online behaviors on our network or beyond. 

I bet you can name at least ten website addresses. But, I doubt you can tell me 10 business phone numbers. This is because it is easier to remember words (or combination of words) than it is to remember a combination of numbers (which is what a phone number is).

Therefore, using online advertising, you will get better brand recognition and your marketing will be more effective.

The easier it is for your customers to remember you the better.

The Web enables advertisers to determine reach and frequency of their ads to achieve specific campaign goals more strategically than offline ever could.

Advertisers can increase frequency through surround sessions, limit it through frequency caps, and better control reach through the refined targeting capabilities offered online. 

Online ads enable direct response like never before.

Consumers can immediately click to learn more about a product, register for information, or even buy it right there on the spot. 

It's Open 24/7

People can access your website anytime - day or night.

This means you can effectively make sales/leads while you sleep!

Money doesn’t sleep!!!