buying online advertising is not so simple In 2016, nearly half of all advertising in Australia was digital. As a result of the 12.1% per annum growth rate in online advertising in 2016, expenditure by business and government rose to $6 billion. This growth rate was in no small way impacted by the 50% growth […]

buying online advertising is not so simple In 2016, nearly half of all advertising in Australia was digital. As a result of the 12.1% per annum growth rate in online advertising in 2016, expenditure by business and government rose to $6 billion. This growth rate was in no small way impacted by the 50% growth in mobile advertising expenditure. Online advertising, and particularly mobile advertising, is all the rage in Australia today. But is online advertising all that it is cracked up to be? A study in the United States looked at the impact of different modes of communication at different stages in the purchase cycle. Here are the numbers for online display advertising: Considering options – 7% Making a final decision – 7% Cross selling – 7% Retention – 6% Preferred Option – 8% Making a final decision – 8% These are sad numbers, indeed, and clearly suggest that…