The Online Advertising Advantages:

* Targetability

Online advertisers can focus on users from specific companies, SIC codes, or geographical regions and nations, as well as by time of time, computer platform and browser. They can even target based on a person’s personal preferences and actual behaviour.

* Tracking

Marketers can track how users interact with their brands and learn what is of interest to their current and prospective customers.

* Deliverability and Flexibility

Online, an ad is delivered in real time 24 hours a day, 7 days a week, 365 days a year. Furthermore, an ad campaign can be launched, updated, or cancelled immediately.

* Interactivity

An advertiser’s goal is to engage the prospect with a brand or product. This can be done more effectively online, where consumers can interact with the product, test the product, and, if they choose, buy the product.

Source: Robbin Zeff and Brad Aronson. 1999, Advertising on the Internet; page 13 - 14