- Internet technology aligns advertising with people who want to see it. Advertising online helps ensure marketing money is spent on those who will provide a return on the investment. Few off-line mediums can provide such quality targeting.
- One main reason people surf the Internet is to research and purchase products. Online advertising reaches people who are in a buying mindset. This is rarely the case with off-line advertising, where so many ads are just forgotten.
- There are immediate ways to track the performance of online advertising. Measuring mouse-overs, click-through rates, and completion of a call-to-action makes it easy to know quickly how effective ads are. It's far more difficult to evaluate ad performance with off-line marketing.
- An off-line ad can be costly to produce, and once it's been released, a commitment has been made. Advertising on the Internet, however, can be easily modified or even pulled whenever necessary.
- Rates for off-line advertising are constantly on the rise. Print publications in particular are steadily raising prices, while others are simply folding. Advertising on the Internet keeps getting cheaper, and rates are exponentially lower on many online ad venues than any available off-line.
