Online advertising is a widely used marketing approach by using the internet as one of the key media for attaining traffic and delivering marketing messages to the right and all the targeted consumers.
Online advertising is also properly known as digital advertising. The advertising or such brand promotion based activities is said to be one of the key functional element for the successful marketing based strategy. The use of online advertising based strategy further assists the vendors in promoting the products & services over various geographies & demographics. The promotions activities are largely being carried out in print media, such as newspapers and magazines among others. The promotion activities consist of high costs associated with uncertainty associated with the message which will be delivered to the right audience or not. Some of the key benefits associated with the overuse of online advertising include measurability, targeting, speed, coverage and formatting, and many others.
Some of the key companies that are currently being operating in the online advertising market segment are Amazon.Com, Inc., Quora Inc., Facebook Inc., Aol, Inc., Google LLC, Baidu Inc., IAC/InterActiveCorp., Microsoft Corp., Linkedin Corp., Yahoo Inc., Twitter Inc.IBM Corp., Oracle Corp., SAP AG, Salesforce.com Inc., Ebay GSI Commerce, Demandware Inc., LongJump CRM, Attensity Corp., OpenText Corp., Percussion Software Inc., StrongMail Systems Inc., Zoho CRM Inc., Netsuite Inc.,SugarCRM Inc., Sitecore Inc., Adobe Systems Inc., Aplicor LLC, ComScore Networks Inc., Lithium Technologies Inc., Moreover, there are numerous vendors and data scientist technologies that collect the data thereby initiating the personalized, targeted advertisements based on their choice, such as interest. In addition, In today’s scenario, online advertising activities entertain consumers with innovative graphical content strategies, consumers are interested in give attention or the preference for the particular product.
Based on the format, the online advertising is segmented into display advertising, mobile advertising, lead generation, in-app advertising, classifieds advertising, rich media, digital video advertising and others. Based on delivery methods, the market is segmented and analyzed into interstitial, email advertising, display advertising, The use of new techniques including the paid search or the pay-per-click advertising is the most widely used over type. The use of the paid search activities have further enabled in finding the relevant terms & phrases that form the basis of advertisement type. The online advertisement market based on compensation methods such as CPM (cost per mile), CPE (cost per engagement), CPC (cost per click), CPV (cost per view), attribution of ad value, CPI (cost per install) and other fixed costs. Based on the vertical, the market is further segmented education, banking, financial services & insurance (BFSI), automotive, healthcare, industrial, retail, media & entertainment, Consumer Packaged Goods (CPG), transport & tourism, telecommunication & Information Technology-Enabled Services (ITES) and others.
The widespread development of the online advertising market is primarily driven by the shift from print media to online advertising, with time spent online and the evolution of communication technology. However, there have been some of the key challenges associated such as flexibility, lack of communication between publisher & advertiser. The online advertising market is expected in providing new opportunities associated with to use of mobile applications, video advertising, and social media. Additionally, technical advancement coupled with ascending digital spending is further anticipated to drive the market.
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Online Advertising Market Growth
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