Internet Advertising: Definition, Examples, Best Practices in 2024

Internet advertising has become something indispensable for any kind of business in 2024. According to Statista, more than $650 billion is spent on digital ads globally, which already means that companies continue to shift from traditional channels to online ones. In this article, we will discuss Internet advertising with examples and best practices in 2024.

What is Internet Advertising?

Internet advertising, otherwise known as online and digital advertising, is a promotional activity conducted through the internet. What really differentiates Internet advertising from more conventional methods, such as print or TV ads, is the fact that users can be targeted based on very specific behaviors, interests, and demographics.

Key Statistics of Internet Advertising in 2024

Knowing all the important statistics is necessary to keep in touch with the latest trends. We have gathered for you 4 facts with stats that show where Internet advertising moves:

• Mobile advertising growth. According to Statista, 70% of total ad spending will be generated through mobile in 2028. As mobile use of the internet continues to rise, so does the focus of businesses on making their advertisements mobile-friendly.

• Social media ad revenue. According to Statista, in the social media advertising market, the number of users is expected to amount to 6,054.0m users by 2028. Platforms like Facebook, Instagram, and TikTok stand tall here.

• Video content leads the way. According to VideoWeek, in Europe, video ad spending was up by 26.7%, reaching €11.6 billion. For example, the average user on YouTube watches over 40 minutes of video each day, making it an excellent format in advertising.

• Search engine advertising. According to Statista, in 2023, Google accounted for an estimated 26.8% of the total digital advertising revenue generated in the United States and was the largest digital ad publisher in the country. In 2024, investments through advertising on search engines are expected to grow as it remains one of the most effective mediums for capturing intent-driven traffic.

As you can see, everything changes and grows. Some Internet ad tools lose their popularity, and others become leaders. Knowing these trends helps you avoid draining your budget and maintain high ROI.

Examples of Internet Advertising

Each Internet ad type has its strong points. Often, the best results are achieved using a mixture of these approaches.

Search Engine Advertising - Google Ads

Search ads are text-based ads at the top of search engine results pages. For example, Google Ads allows businesses to bid on keywords related to their products or services. When people search those keywords, relevant ads appear. Already, these ads have the advantage of reaching users who are actively seeking something and have proven highly effective. According to WordStream, the average click-through rate in Google Ads across all industries is 3.17% for search and 0.46% for display.

Social Media Advertising (Facebook, Instagram, TikTok)

Social media platforms have become some of the most profitable spaces for digital ads. For example, Facebook and Instagram Ads allow targeting users based on their behaviors and likes, even purchasing habits. TikTok, one of the top sites with many Gen Z and Millennials users, falls into yet another category where brands can creatively reach out to younger audiences. Facebook alone counts more than 3.07 billion monthly active users.

Social media platforms have become some of the most profitable spaces for digital ads. For example, Facebook and Instagram Ads allow targeting users based on their behaviors and likes, even purchasing habits. TikTok, one of the top sites with many Gen Z and Millennials users, falls into yet another category where brands can creatively reach out to younger audiences. Facebook alone counts more than 3.07 billion monthly active users.

Display Advertising (Banner Ads)

Display ads are, of course, image-based and placed on websites that users visit. They are great for brand awareness, but too often are suffering from "banner blindness", whereby users subconsciously ignore them. When done correctly, though, the results from display ads can greatly improve brand recognition. 

Throughout 2024, programmatic advertising with an effective ad server continues to evolve, allowing advertisers to place these ads strategically per audience insights and site performance more easily.

Source: https://epom.com/blog/digital-advertising/programmatic-advertising-example

Video Ads (YouTube, TikTok, Facebook)

As attention spans shrink, short-form video ads on YouTube and TikTok have become extremely popular. Video made up 82% of all internet traffic in 2022. On YouTube, TrueView ads, offering users the chance to skip videos after five seconds, are popular owing to the fact that non-skippable video ads have a variety reaching as high as a 92% completion rate. For platforms like TikTok, the brand needs to create bite-sized ads that are highly engaging and native to the usual consumption of content by users.

Native Advertising

Native ads are designed to look like the platform in which they appear, making them less intrusive. They appear as promoted content and show up integrated within news articles or social media feeds. Consumers are 25% more likely to engage with a native ad when compared to a traditional banner advertisement. 

Best Practices for Internet Advertising in 2024

Here are top 3 best practices you must have in mind.

Ads Must Be Personalized, Not Creepy

Today's consumers expect personalized ads, but the line between relevance and intrusion is razor-thin. Ads that are too personalized are bad for your ad campaign. We mean those invasive ones that follow the target audience from platform to platform. Use personalization judiciously, targeting broad interest groups rather than relying on overly specific behavioral data.

Feel Free to Use AI, But Keep Human Oversight

AI has turned advertising buying, placement, and optimization on its head. Programmatic advertising, or AI buying ad space in real time based on user behavior, accounted for 72% of all digital advertising spend in 2021. Yet, while AI may be automated, human judgment continues to be required to make sure a campaign meets wider business goals and ethical considerations.

Test, Measure, and Adapt

The digital advertising space moves really fast. What works today may not work tomorrow. Continuous testing is, therefore, the key. A/B testing of ad copies, visuals, and targeting strategies gives an effective way of determining what attracts your audience. Google Analytics, Facebook Insights, and other analytics tools will help navigate and keep track of CTR, conversion rates, and cost-per-click. Consequently, informed adjustments should be made toward the maximization of ROI on your campaign.

In 2025, video ad spend will be more crucial than ever. But with the attention span getting shorter, the15-30 seconds videos will bring the highest effectiveness. Try storytelling, humor, or interaction. TikTok and Instagram Reels are great places for that.

Conclusion

In 2024, digital advertising offers unequaled opportunities to reach desired audiences, increase brand awareness, and convert. At the changing shape of the digital landscape, it is time for businesses to forge ahead: embrace mobile-first design, ethically program data, and adorn with engaging formats such as video. Rather, success can be achieved hand-in-hand with consumer trust by paying attention to personalized strategies and being user-centric.