New technologies and advertising: how digital is revolutionizing the world of advertising
Posted: Mon Feb 17, 2025 8:32 am
The digital transformation we are experiencing affects the way we live, buy and interact and, inevitably, also has significant repercussions in the advertising sector .
One of the determining factors in this process of evolution of advertising is, without a doubt, the increasing use of mobile devices (smartphones and tablets), social networks , sharing and interaction platforms .
These have broken down the barriers between content users and promoters: today people move in an increasingly multi-screen and multi-device scenario , the hyper web fragments the audience and companies are faced with the problem of how to reach their targets with increasingly cross-media and engaging communication .
The evolution of advertising has not only seen the shift from traditional offline media to hong kong cell phone number list online digital media, but we are experiencing the gradual transformation from invasive advertising to advertising that is perfectly coherent and integrated into the context in which it is applied ( native advertising ) and increasingly personalized .
If in the past, in the planning and implementation of campaigns, the target was the master, today they are the buyer personas .
Advertising follows the evolution of marketing with a view to personalizing the customer experience and from generalist it becomes behavioral . That is why it is no longer enough to know the gender, age, profession of your target audience, but it is essential to deepen the analysis, collecting data on browsing, purchasing behavior and searches.
This leads to the creation of personalized messages , capable of involving the user, anticipating their desires and needs, creating unique and valuable experiences from the first click.
In an increasingly crowded digital marketplace, the boundaries between users and content creators as well as between players are blurring.
New realities are emerging, including media giants with huge budgets, which, by undermining the balance between supply and demand, inevitably lead to a significant increase in costs.
Since 2017, there has been a continuous increase in CPC and CPM costs of ads on major channels such as Google AD and Facebook ADS.
Various factors, such as the increase in the number of participants in the auction, with very high spending limits (in Google), or changes in the ad selection algorithm (in Facebook), have contributed and continue to influence costs, leading to a steady increase over time.
The increasing increase in costs is certainly an important aspect that companies have to face and that inevitably shifts the focus to the need to optimize investments in the best possible way .
One of the determining factors in this process of evolution of advertising is, without a doubt, the increasing use of mobile devices (smartphones and tablets), social networks , sharing and interaction platforms .
These have broken down the barriers between content users and promoters: today people move in an increasingly multi-screen and multi-device scenario , the hyper web fragments the audience and companies are faced with the problem of how to reach their targets with increasingly cross-media and engaging communication .
The evolution of advertising has not only seen the shift from traditional offline media to hong kong cell phone number list online digital media, but we are experiencing the gradual transformation from invasive advertising to advertising that is perfectly coherent and integrated into the context in which it is applied ( native advertising ) and increasingly personalized .
If in the past, in the planning and implementation of campaigns, the target was the master, today they are the buyer personas .
Advertising follows the evolution of marketing with a view to personalizing the customer experience and from generalist it becomes behavioral . That is why it is no longer enough to know the gender, age, profession of your target audience, but it is essential to deepen the analysis, collecting data on browsing, purchasing behavior and searches.
This leads to the creation of personalized messages , capable of involving the user, anticipating their desires and needs, creating unique and valuable experiences from the first click.
In an increasingly crowded digital marketplace, the boundaries between users and content creators as well as between players are blurring.
New realities are emerging, including media giants with huge budgets, which, by undermining the balance between supply and demand, inevitably lead to a significant increase in costs.
Since 2017, there has been a continuous increase in CPC and CPM costs of ads on major channels such as Google AD and Facebook ADS.
Various factors, such as the increase in the number of participants in the auction, with very high spending limits (in Google), or changes in the ad selection algorithm (in Facebook), have contributed and continue to influence costs, leading to a steady increase over time.
The increasing increase in costs is certainly an important aspect that companies have to face and that inevitably shifts the focus to the need to optimize investments in the best possible way .