The Changing Landscape of Online Advertising

Advertising, the term that sets “jingles” ringing in the ears; stirs the mind with imagery of scantily dressed models flaunting their curves; reminds of rhymes, taglines, and of course, the unpleasant breaks that mar the essence of a quiz show or a thriller sequence in a film, has now expanded its realms beyond print, radio and television media. The ubiquitous Internet is that new powerful medium that’s disseminating information quickly, effectively, and in the manner, not offensive to the target market. Online advertising today forms the backbone of web-based businesses, and contributes a lion-share in revenue generation, something very important to keep any entity afloat in the competitive world. Over the years, this form of advertising, like other counterparts, has adapted and evolved to stay in tune with the changing requirements of web-based businesses. The following section takes you through the same track that online advertising, has traversed to acquire its current form.

The Origin & Evolution of Online Advertising

In the year 1994, HotWired, a web magazine prepared the first banner ad to be displayed on web page. At that time, when online advertising was in its nascent stage, the methods of cost-estimation for an ad too, were limited. This first online ad was sold depending on the number of individuals who saw it. Later, the practice was replaced by a better mechanism, called Cost-Per-Click that involved payment to the advertising agency only when a viewer clicked on the advertisement. Even today, new approaches for pricing the ads are being experimented with. It’s an ongoing process courtesy the demands of advertisers for economical solutions.

Coming Out of the Shadow of Traditional Advertising

An observation of the several transition phases of the online advertising in the past three decades, suggests that traditional advertisements dominated this new-age tool for quite long. The reference here is to the content presentation and the selection of modality. For example, majority of online ads were web versions of either business directories or newspaper classifieds. The shadow of traditional ads is still visible in the virtual world but not makes the same fraction as it used to five to ten years back. This is a significant change, and one that has garnered huge appreciation from all stakeholders.

Online Advertisements in 2014: A Complete Metamorphosis

The shape and form of online advertisements have undergone radical transformation while entering into the year 2014. Not only there is unanimous recognition for their potential as a powerful tool of promoting brands/products/services, but also a great degree of acceptance, which eventually drives the demand for more and more digital advertising agencies. Interactive banner ads, auctioned spaces on web pages and many more ad formats have just presented a sea of opportunities to the advertisers and at the same time given more freedom to advertising agencies to express on creative front.

What we have witnessed so far is just an evolution over three decades; the online advertising ecosystem promises much more. In future, we can expect this discipline to attract even bigger investments and consequently, results beyond expectations.