Gains in digital advertising

Everything that we do have its benefits for us and digital marketing have theirs too and these are:

1. Cost - the lower costs of electronic communications decrease the amount of displaying online ads when compared to the offline advertisements. Online advertising, and to be specifically social media, gives that low-cost way for advertisers take on with the large established communities. The advertisement online gives a lot better returns than with the other media.

2. Coverage – the online advertisement may reach nearly each of the global market, and the digital advertising effect offline sales.

3. Formatting – the advertisers have the wide array of means of presenting their endorsement messages, with the ability to suggest images, links, video, and audio. Unlike many offline advertisements, online advertisement can also be interactive. One example is that some ads let the users input queries and also allow the users to follow the advertisers on social media. The online ads will even incorporate games.

4. Measurability – the digital advertisers will gather the data on the advertisement effectiveness, like the size of the possible audience or the actual audience reply, how the visitors are reaching their advertisement, and whether the advertisements resulted in the sale, and also whether the ad really loaded within the visitor's view. It will help online advertisers to improve their advertisement campaigns in due time.

5. Speed – the moment that the ad design has been completed, the digital advertisement will be immediately deployed. The delivery of the online advertisement does not require to be connected to the publication schedule of the publisher. Moreover, the digital advertisers will replace or modify the ad copy even faster than the offline counterparts.

6. Targeting – the publishers can tender to the advertisers the capability to attain narrow and customizable market segments of the targeted advertising. The digital advertising can use Geo-targeting in displaying the relevant ads to the geography of the users. Advertisers will customize each individual advertisement to an exclusive user from the previous preferences of the user. Advertisers may also track whether the visitor had already seen that particular ads in order to decrease the unwanted repetitive exposures and to give adequate time gaps in between the exposures.

Concerns of Digital Advertising

1. Security concerns – based on the US investigation, the present state of digital advertising endangers the privacy and the security of the users.

2. Banner blindness – the eye-tracking studies had illustrated that the internet users usually ignore web pages zone likely to have the display ads and at times named as "banner blindness", and it is the problem that is even worse online when compared with the offline media. Alternatively, the studies suggested that even the ads "ignored" with the users will influence the subconscious mind of the user.

Heterogeneous Clients

Because the users have distinctive operating systems, computer hardware and web browsers (including the mobile devices and the different screen sizes), the digital ads will appear to the users in another way from how an advertiser intended, or also the ads cannot properly display at all. The rich media advertisements make even greater compatibility troubles since some developers will use competing and selected software to give the ads.