Emerging new communication technologies and the changes they create lead to changes in the field of communication and advertising, as we mentioned above.. After the rapid rise and incredible power of social media, many experts have argued that traditional advertising will gradually disappear.. However, advertising still has an important place in the promotion mix of brands.. However, due to the characteristics, structures and differences of these new environments and technologies compared to traditional media, it has become necessary to consider advertising from a new paradigm. We can summarize as follows (Tuten, 2008);
Traditional advertising is largely dependent on mass media and makes it possible to reach a large number of audiences.. On the other hand, when online environments are examined, it can be seen that the number of sites similar to traditional mass media (such as Google, Yahoo) is limited.. The Internet makes it possible to advertise more focused on many small sites.. Online advertising can be one-on-one using permission marketing, as well as targeted emailing or display-based advertising on a large site.. In other words, it gives the opportunity to advertise in a wide range from personalized messages to mass-focused messages that can be used in traditional mass media.. Therefore, the size of the audience in online advertising is no longer a defining factor.
In online advertising, the variety of advertising also differs from traditional environments.. Traditional advertising relies heavily on print and radio/television broadcasting. Online advertising may also use direct response methods such as consent-based email, search engine advertising targeting based on a specific keyword or behavior, or user-generated contextual social media.. Therefore, online advertising offers much richer options than traditional advertising.. However, Web 2.0 and social media applications in the new media also revealed a content created by users.. Therefore, it is now possible to advertise on user-created content or on social networks without paying any price (as in viral ads).
Traditional advertising is based on one-way communication.. Here, the marketer tries to convey his message to his audience or target audience by using certain intermediaries.. However, thanks to Web 2.0 applications and social media platforms, passive audiences or consumers of the past are becoming more active players.. The consumer’s ability to freely express himself, control the flow of information, and be willing to engage in dialogue on social media makes new media an increasingly interactive space.. Therefore, the one-sided communication (messages) of the past leaves its place to a two-way communication or interaction between consumers and brands, and even a multilateral communication or interaction in which other consumers participate.. In the traditional advertising world, the consumer has consented to some degree of advertising exposure in order to get content cheaper or for free.. For example, viewers who do not pay a fee for broadcast television have accepted advertisements as a side element of this free content.. This situation has caused large publishers and media organizations to have a significant power over the content selection on the mass media.. However, with the new media, the creation and control of the content passes to the user/consumers.. Consumers now decide for themselves the content they will be exposed to.. Therefore, which content will be published and which will be popular is no longer determined by the big publishers, but by the tastes of the masses.
To sum up, today’s digital advertising offers a diversity and richness far beyond traditional advertising.. The advantages of digital technologies against the limitations of traditional advertising and the change of consumers make digital advertising a very attractive field.. Indeed, starting in the 1990s, online advertising has grown quite rapidly.. In 2014, digital advertising expenditures worldwide reached 137.53 billion dollars.. Its share in total advertising expenditures has reached 25%.. In 2018, total digital spending is expected to reach 204 billion dollars, and its share in total advertising spending is expected to increase to 31% (eMarketer, 2014). Digital advertising is growing at a similar pace in Turkey.. In 2014, digital advertising expenditures increased by 20.5% compared to the previous year and reached 1,409 million TL (IAB Turkey, 2014).
INFORMATION : Three important reasons for the rapid growth of digital ads exists; measurability and accountability; easy access to the target audience and enriching opportunities provided by technology.
There are three important reasons for this rapid growth of digital advertisements (Tuten, 2008);
- Measurability and accountability: Compared to traditional advertising digital ads offer a multitude of measurement tools. While in the past there were limited measurement tools such as the number of views or click-through rate of banner ads, today there are many measurement tools to track the online behavior of the consumer.. Thanks to these tools, it is possible to reach many details such as which pages a consumer visits and how often, how long he stays on these pages, which products or details he examines.. In this way, businesses obtain the necessary data to design their digital advertisements in the most accurate way, based on the behavior of the consumer.. Digital advertisements also have an important advantage in terms of accountability for the effectiveness of the advertisement.. In particular, search engine ads that are offered at cost-per-click attract great attention because businesses see exactly what they’re paying for.. The size of the share of such advertisements in digital advertisements is also an indicator of this situation.. Businesses have become able to find and target audiences from different income groups and demographic characteristics on the Internet.. Therefore, digital advertising is in greater demand on the Internet and the web, where it becomes easier to reach the consumer.
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- The possibilities provided by technology: Technology creates important opportunities in the creation of advertisements, determining the target audience and transferring the advertisement to these targets.. One of the most important advantages of digital advertising is that it has different types of advertisements.. Therefore, there are different technologies and formats that can be used to create an ad.. On the other hand, tracking consumer behavior and detecting consumer preferences from these behaviors are among the factors that make targeting easier.. It becomes easier to find and target customers who exhibit certain behaviors. Finally, technology provides a significant advantage in terms of advertising distribution.. Advertising on social networks is increasing.. Or mobile devices are becoming more and more used tools for the distribution of advertising.. These opportunities provided by technology enable businesses to prefer digital advertisements.