How digital advertising has changed the world? It fact it did already change it but it continues to do so, the process has not stopped and there are no prospects it will ever stop. If we try to summarize the impact of digital advertising on the world of user experience and marketing, then there is only one thing to be said: the digital advertising did revolutionize the advertising world.
And it happened because the digital advertising had at its disposal all the advantages that the IT had. If before only the rich companies could afford reaching so many people in a particular country by paying enormous sums, now even small companies can advertise in so many digital platforms very cheap or even altogether for free and at the same time reach millions of people globally.
Digital advertising brought closer both the users and marketers at a global stage…
Digital Advertising – The Initial Level
If at the very initial primitive level digital advertising meant placing pre-made banner ads at fixed location in the website, now there are special programs, which will determine which ads go where, in what quantity, in what form, at what time, at what rates, etc.
This is how programmatic advertising appeared. And that’s not all, special software will analyze how the ads are doing, how is their performance, what to change and tune up.
Digital Advertising – Target Advertising
Another revolutionary invention is the targeted advertising. Over time users understood that the web actually gathers information from them: every time we visit a website, navigate through its pages, click on links, make purchases, fill registration forms, put likes or post comments on social media, all is taken and analyzed correspondingly through small software called cookies.
Thus we are shown such ads on a specific website, which we may be interested in to follow. If for example two people visit the same website at the same time in different locations, they may see completely different advertising content.
At the same time it should be noted that such a profound spreading of total advertising campaigns in all platforms and in all available forms has brought a negative side to it. In fact, it gave birth to what is called ad blindness, where the users do not see or just ignore ads. The appearing of ad blockers has seriously damaged the digital ad business and is now a major concern.
Such giants as Google and Apple are doing serious research over it and how the ads will perform in the future. The issue of user privacy versus user experience is at stake. It was obvious from the beginning but now is more than evident that the users or consumers or web people, whatever we call them, cannot simply stand intrusion into their personal domains.
And so these two companies are now leading the digital marketing world step by step into another revolutionary change, which will first of all respect the user, his choice and his experience. And this brings hopes that digital advertising will not die, but will be transformed into a new form, a new experience, something, which we may now not even imagine.