How online advertising impacts sales
Once the internet began to take over, it was inevitable that advertisers would flock to your phone and computer screens. It was also inevitable that it would see great dividends on a financial scale. However, how much has it taken over print advertising? Is the newspaper industry going extinct right in front of our eyes?
Blacksburg, VA - Feb 24, 2024: A phone showcasing six different social media apps. Over the last decade or so, social media has taken over the internet, and advertisers have taken full advantage. Photo: John Anderson
However, it's not to say that print advertising has disappeared. The value may be down, but the emotional appeal is at a max. 75% of people in a study said they felt "special" when receiving a print advertisement. Online advertising is so common that the public seem numb to it. It's to the point where some may scoff at it in comparison to receiving print advertising, such as their local newspaper, or a mailed letter. Print advertising may be getting more outdated, but in doing so, it's acquired a sort of authentic feel. Virginia Tech student Cole Jackson gave some insight as to why some may avoid digital advertisement.
"I actually have not purchased a product from seeing online ads. And I say that honestly, sometimes when I even just for fun, go to the link itself to look at it, I just think it's a bunch of crap, if that makes sense."
It was only 20-25 years ago when the internet was in its infant stages. Businesses barely knew how to even use it, much less thrive off of it. Now, in 2024, it seems inconceivable that these very businesses could go without it. The use of online advertisements has skyrocketed since the turn of the millenium, and the benefits have been apparent. Revenue from advertisements online sat at a staggering $209.7 billion in 2022, and that number has increased every year since 2010.
Cole Jackson, Interviewee #1.
Jian Ni, Interviewee #2.
Various students hard at work on their computers. These computers will showcase hundreds of ads to these students each day.
Cole Jackson, Interviewee #1.
However, no matter how many individuals are turned off by this, money talks, and if the first chart tells you anything, it's that the internet is king, and the stranglehold is only getting greater. You thought $209 billion was a ton of money? Well, online advertising spending is projected to blow that amount out of the water by 2026, hitting $723.6 billion. The influence digital advertisement has on the public can't be overstated. Associate Marketing Professor Jian Ni discusses how much more viable online promotion has become in recent years.
"I believe before the pandemic, the digital advertising spendage already surpassed the traditional media advertising spending. In the last couple of years, I could see the trend becoming more. So from that perspective, I'm not surprised that companies invest a lot in terms of digital advertising. And also from a profitable perspective, if the company didn't see returning investment, why would they keep investing in these type of things? Money talks, right?"
Countless pop-up ads on social media might annoy you to no end, but they aren't going away any time soon. It's able to reach almost any demographic, and it makes so much money. Who knows, maybe your next favorite product will be discovered via an internet influencer or pop-up ad?