Digital advertising refers to marketing media that is digitally displayed. Digital advertising technology exists on the Internet, on smart phone and hand-held media devices, and even on automobiles and billboards. Businesses and product manufacturers use digital advertising to build or maintain a brand image and market products and services to consumers.
Electronic billboards are the digital version of traditional billboard advertisements. These billboards display a variety of digital advertising messages. They are targeted because they provide advertisers with the opportunity to change advertising messages throughout the day. Digital billboards are cost-effective because several advertisers share the expense with rotating advertisements. They are flexible because new designs and advertising messages can be changed within a day or two.
Another example of digital advertising is web-based marketing. This form of advertising targets Internet users while they visit websites. Pop-up advertisements appear as a new window and display an advertising message for a product or service usually related to the original website. Video advertisements are another form of digital web-based advertising that plays brief "commercials" before the video loads, during a break in the video or at the conclusion of the video. Major search engines offer video media options to advertisers.
Viral marketing is a form of digital advertising businesses use to spread the word about their brand. Advertising messages are spread digitally through email and other online media. This form of advertising encourages existing customers to tell others about a product, service or company. The intent is for word to spread like a "virus" to others within a social group or network.
Audio advertising is a form of digital advertising that targets consumers through Podcasts, Internet radio and live streaming digital radio. Podcasts are digital audio files such as an MP3 that users download to a computer or personal media player. Internet radio and live streaming digital radio play "sponsor" messages that advertise products and services to consumers while they listen to the radio online.
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