Revenue from online or digital advertising continues to improve according to a new report from IAB that states it has set a record high for the first quarter of 2013.
Interactive Media Equals More Revenue
No longer is advertising and marketing only based around an eye-catching image and text in newspapers and magazines or TV commercials. Within the online environment impact of an ad is measured by how interactive and social it can be, which in turn, drives more customer engagement leading to a better customer experience and higher revenue and conversion rates. One recent measure of this success shows digital adverting revenues have closed US$ 9.6 billion for the first quarter of 2013, according to the IAB Internet Advertising Revenue Report. This is up 15.6 percent from the first quarter of 2012 which came in at US$ 8.3 billion.
This is an accomplishment that can be attributed to growing recognition by marketers that digital advertising is a critical part of all marketing in today's world,” said Sherrill Mane, Senior Vice President, Research, Analytics & Measurement at IAB.
Advertising is Changing
Social media, mobile, video ads, infographics and interactive photos have all contributed to the changing nature of advertising and building it into a more formidable machine.
Now, through digital means advertising have a wide range of tools and guidelines (such as the most recent update from the FTC) at their disposal to reach, engage and connect with customers. Even the smallest business, can make an impact if they use these tools properly.
As social media sites have become the place for many internet users to keep up to date on news and trends, advertisers have wisely infiltrated this market. Many social media sites, such as Pinterest, LinkedIn, Twitter and Facebook have their own advertising platform complete with analytics and ad tools, as well as giving businesses the ability to create their own social media pages.
Recently, Linkedin has added a video platform to its advertising tool set, an idea that Facebook is said to be mimicking this summer. Other sites, prefer a more content specific type of promotion. Twitter has adopted a promoted tweets feature which regulates a company’s tweet to the top of a person’s news feed.
Other advertisers prefer to use external tools to advertise. Examples include Viewbix, an video platform which allows users to an interactive directly into the video, Chute a tool that users real-time, user generated photos in ads and search-engine based contributions from Google and Bing.
No matter what tools they use, businesses are able to connect to customers throughout the entire customer journey, which in part contributes to how successful digital advertising and marketing has and will become.