Today, digital advertising expands beyond banner ads with basic targeting. It’s now possible to zero in on prospects based on specific demographics, intent, their stage in the sales funnel, and engagement patterns. These insights can then be used across display, search engine marketing and search engine optimization social media, native ads, pay-per-click, retargeting, affiliate, mobile marketing, and more.Despite these conveniences, digital advertising is no quick win for businesses. Every brand is vying for attention on the internet, competing with not only other ads, but also entertainment content as well.

Digital advertising has created a world in which you can and must develop a holistic plan to find and engage with your next customer, then keep in touch with them until they’re ready to buy. In 2019, eMarketer projects that U.S. advertisers will spend 54.2% of their ad budgets on digital ads, and by  that figure will reach 66.8%. That’s a lot of competition, so you need to know how to make your media spend count. Digital advertising is the distribution of promotional content through online channels. In simpler terms, it’s advertising for the internet. Though often included as part of a brand’s overall online advertising is its own separate practice.