Internet is a medium that meets a variety of needs. Thus, it can be used to increase brand awareness, increase customer loyalty, generate online sales, and much more.
The strategies implemented have to be tailored to your specific needs. For example, some advertisers will aim at generating maximum online sales at the lowest cost per conversion possible, while others aim instead at increasing their brand awareness by focusing in particular on the reach and frequency and by partnering with strong targeted media brands. In many cases, an advertiser can invest in many campaigns simultaneously with different objectives.
In terms of advertising expenses, Internet generated, already in 2014, more than $3.8 billion in Canada, making it the largest medium, before TV, newspapers, radio, and all others. It is also the media with the largest growth: 11% increase in 2014, while the average growth of other media was -0.3%. Mobile Advertising is experiencing significant growth (111% increase in 2014, for a total of $903 million in Canada).
Internet advertising can take different forms and it is important to analyze across which forms these investments are spread on the Internet.
Paid search (PPC) alone accounts for no less than 54.1% of the total (more than $2 billion in 2014 in Canada), followed by display advertising (which many people refer to as “banners”) at 33.6%, while video advertising accounts for 7%, and investments within directories and classifieds sites account for 4.5%.