Internet advertising offers a myriad of possible formats, including pertinent ads displayed with search engine results, banner ads and pop-ups, ads including audio and video, classified advertising and e-mail marketing. Although there can be frustration about the lack of response to Internet advertising, conversion to actual business from people who do respond is very high, according to the All Business website from Dun & Bradstreet.
Internet advertising has the potential to reach a targeted audience because of the numerous niche websites and the option to run ads with search engine results, according to a study by the Interactive Advertising Bureau in 2006.
The IAB also found that business owners like being able to measure the effectiveness of an ad by reviewing click-through data, such as how many people looked at it and how many times it was viewed.
Increasing the reach of an Internet ad campaign is less expensive than print media and does not involve printing or sending direct mail items.
An ad on the Internet is usually the beginning rather than the end message. When the reader clicks on an ad, this potential customer is directed to a website where the marketer can present any number of informative pages.
Actual Purchasing Data
According to the Search Engine Watch website, a 2007 study showed that consumers who browse online for products spend up to 41 percent more when they come to the store. In addition, 61 percent of the people who follow up on their online query offline actually make purchases.