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The Evolution of Web based Advertising

There is no doubt left as to whether the web will remain as a powerful channel for sending out advertising messages to the masses. Usage of the web continues to grow and more new internet users come online every day. And the state of the art of the technology that lies underneath web ads continues to become more sophisticated, making the use of the web increasingly effective and efficient in driving marketing results.

What was one thought of as completely inappropriate space to put advertising has been perhaps the most successful development in the ad world since the development of the printing press and the invention of the television. The growth in web-based ads is accounted for by several developments, but the most important two are that web ads are more targeted and they are today more cost effective than most any other types of mass market ad spending.

As a result, web ads more and more advertisers are jumping on the bandwagon, and not just the traditional large budget ad spenders. As the web has helped to level the playing field in so many areas of life, it has also helped to make the process of getting attention for products and services more attainable to the small businesses and low budget ad spenders out there as well.

The ads are particularly attractive for small budget folks because they tend to drive short-term action. They are in other words perfect for the purpose of direct response ads. Direct response advertising has been the mainstay of companies with limited marketing budgets. The alternative form of marketing, branding, is typically unaffordable for small companies, and the returns on it are typically longer term. They must make their ads spends work in a direct fashion and typically over the very short term.

This trend toward increased use of the web as an ad vehicle has plenty of momentum and that is not likely to change. However, what is becoming increasingly questioned is not just how far ads can go in taking over the attention spaces of the viewers and the content zones of the pages they are trying to view. Ads are becoming increasingly intrusive and there is a question about where the point of diminished returns exists. In other words, how far can you go before viewers start tuning out the messages altogether. There are limits to everything, including how much information we can productively absorb; it could be we are approaching those limits today.

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