John Wannamaker once said: “Half the money I spend on advertising is wasted; the trouble is I don't know which half."
Although John’s sentiment is still applicable to advertising delivered through traditional channels, the same cannot be said for the digital environment.
Unlike advertising through traditional channels, online advertising allows businesses to serve highly targeted and measurable adverts to their intended market. Through analysis, marketers have the opportunity to optimize their advertising effort in order to maximize their return on investment, and increase conversion rates.
A finely tuned advertising campaign can be created in order to achieve a variety of objectives, including increased sales, brand awareness, or brand reinforcement.