The impact of the Internet on the field of advertising Essay

The impact of the Internet on the field of advertising - Essay Example This work "The impact of the Internet on the field of advertising" outlines how the increasing usage of the Internet affected advertising industry and tools that it uses. Advertising through internet has made it possible for advertising agencies to measure the impact of their adverts on the potential viewers. This has been done through the development of methods of assessment based on measuring the number of times that individuals either visit a website or the number of clicks that have been made on a particular advert (Lee & Ahn, 2012). In this way, advertising agencies have come to have sound knowledge concerning not only the effectiveness, but also the means of developing improvement to adverts so that they can be more attractive to customers. Furthermore, internet advertising has made it possible for advertising agencies to only pay for those adverts that are performing. A method where payments are made based on the number of times that individuals click on an advert rather than on the impressions of the adverts themselves. This method of payment has attracted a large number of advertisers to the internet because they are able to have value for their money. Advertisers no longer have to worry about paying for nonperforming adverts because the internet has mechanisms to determine whether the adverts that they have posted are worth paying for or not, thus making the internet more efficient. The internet has had an impact on the manner through which investments are conducted by advertisers.