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Web advertising and the future of avertising

The Internet and World Wide Web are constantly evolving with enormous speed, both in population and in technology( high-speed cable modems, much cheaper processing and data storage and improvements in compression ). Due to digitalisation, images, sound and text can easily be transferred via computers from one place to another and services can be performed all over the world, depending on the place of their best value. As a result, the Internet has become a global medium with a great potential of advertising, commerce, and also to link communications More and more companies are discovering Internet as a new media to promote their products and services. Advertisers who are always looking for an audience to show their wares to come to the Internet as more people congregate there.

Television audiences are migrating to the internet. Just about 40 years ago television was considered new media and so was cable 15 years ago. During their respective early days, each of these new media had to prove their value to earn a spot on the media plan. This is the same position that the Internet finds itself in today. Now, media planners are adapting their plans to account for the ever-growing numbers of people spending increasing amounts of time online at the expense of other media.

The Net is the fastest growing medium in history . Regular users are likely to spend at least an hour online at a time. Another reason for advertisers to rush in is the fact that the Internet audience represents that hard-to-reach, well-educated, high income population most coveted by marketers. Every major research organization has studied the demographic composition of the Internet. While methodologies and approaches vary, the findings are consistent Net users are young, well-educated and earn high incomes. And, increasingly, research shows that both men and women are using the Internet.The Internet is the only medium where we have interactivity instead of passive consumption of commercial messages. Interactivity means greater viewer involvement Individual users can access services according to their taste and timetable, request and receive specialized product information, make an instant purchase and save time and expense. The consumers are not only receivers of commercial messages but have to become active and to take the initiative themselves to look at commercials. This means that commercial messages have to raise interest or be entertaining, or incentives have to attract the consumers attention. Some advertising techniques, for example constant interruption of broadcast programmes, telephoning homes at inconvenient times, fax advertising, are considered intrusive. Some consumers also have specific aversions to some forms of advertising - issues such as nudity, the waste of paper (unaddressed mail). The consumers option to avoid a reactive advertisement on-line makes it even more important to get the message right and to deliver innovative high quality advertising messages. And while television has the advantage of being more intrusive (through the combination of sight, sound and motion), it is still a passive medium where the viewer is not required to be actively engaged and attentive to the medium in order to consume it.

Custom Essays on Web advertising and the future of advertising

To some degree, growth of the Internet has been held back because many people are intimidated and confused by the technology. But were at a different stage now. In the interactive future, consumers will be able to navigate simply, so matters of intimidation, fear and lack of training will be largely irrelevant. Interacting with technology will be as simple as using kitchen appliances is today. Soon, interactive will be mainstream marketing and it is very important for marketers to integrate interactive programs regardless of media platforms across their marketing and advertising The future impact of new media on advertising is a vital concern to advertising agencies. Technology will open up new opportunities for marketers. Bandwidth needed for interactive TV and PCs is fast moving into homes. Wireless phones and Internet appliances are rapidly expanding. Advertisers will have the tools to narrow their targets and even address Web ads to individuals and not to a demographic or psychographic group. They will not have to show a commercial to million people, most of whom dont care, when they can show it to 0,000 and get their names and addresses because they do care. This will reduce the probability of a feminine hygiene product ad, for example, showing up on a man's TV screen.

The future is wireless. Its a mobile device which will just call up the information source, and the source will return digital information. Simple advertising messages will be sent to our mobile device, based on a preference we input and our agreement with the service provider. Those revenues will help subsidize the cost of the service. This looks like science fiction but third-generation cellular technology, expected to be widely available by 005, will offer download speeds up to Mbps. This means that by the year 005, we will be able to do some Web browsing on cellular phones and we will be able to do things such as MP downloads of music. Some mobile phone companies already have an MP attachment for their phones.

The future of advertising is interactive and right now the Internet is the only truly interactive medium with a potential not only of advertising but also of commerce. Market researchers, futurists and company executives predict that interactivity through multiple technologies and devices will change how consumers interact with marketers. Technology will open up new opportunities for marketers but also for consumers to be able to escape from their chase.

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