The internet is ever-changing, thus its attractiveness to advertisers as a productive source to reach potential customers. In its most common use, the term online advertising comprises all sorts of banner/email/in-game/keyword advertising and so on (see below) on platforms such as Facebook, Twitter, Myspace, and others. Online advertising also allows for the customization of advertisements including content on posted websites such as AdWords, Yahoo! Search Marketing and Google’s AdSense that enable ads to be shown on relevant web pages or alongside search results. What’s more, online advertising can be targeted based on a user's online behavior. Known as behavioral targeting, if a user is known to have recently visited a number of automotive shopping sites it is possible to use clickstream analysis enabled by cookies stored on the user's computer to serve the user auto-related ads when they visit non-automotive sites. Research has proven that online advertising delivers results, and for the year 2012, Jupiter Research predicts a $34.5 Billion spend in the U.S. for online advertising. Bottom line, it's been proven time and again that consumers use the Web for research and rely on online information before making a purchase decision whether online or offline.
There are many types of online advertisements:
- Floating ad: an ad that moves across the user's screen or floats above the content.
- Expanding ad: an ad which changes size and which may alter the contents of the webpage.