In a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking perhaps is an essential for advertisers to engage with as social media has been heavily using among young consumers. Second of all, the concept of “over the top” has upended the traditional television advertising by delivering video content via the internet and without a multiple system operator being involved. Third of all, search advertising can be an alternative method to approach consumer as consumer often use the search engine to identify or compare purchasing items, it offers a great opportunity for advertisement to kick in. Fourth of all, while mobile’s growth for the past five years is extraordinary, as mobile is an interactive media that similar to the internet, advertiser should take it into consideration when it comes to using viral advertising methods to engage with audience. This essay also will be addressing the concept of spending advertising expenditure in the digital age and the long-term return on investment of digital advertising in a digital world.
In the first place, social media advertising perhaps has became an essential method to approach targeted consumer in the digital advertising industry. According to Andrew (2010), social media networking are provided by platforms such as Facebook, YouTube, Instagram and variety of others are a ways of building online communities where users share information about themselves including images, photos, preferences with people who have the same interests. Not only because of It is crucial to advertiser to interact with social media users, but also it is extremely accessible, Andrew (2010) states that one of the considerable benefits of social media advertising can be that advertisers can take advantage of user’s demographic information, such as gender, location, age, interest, advertisers then can use those provided information to target their advertisements appropriately by utilizing greatly targeted advertising programmes. For instance, Facebook is designated to provide elements include location, age, gender, interests. In addition, Facebook also offers a content integration called “Hi5” where presents rich media placement and targeted display banners in order to reach their young audiences. A study was conducted by Martin (2012) shown that by 2015, Facebook will generate approximately 1.5 millions of active user accounts, it also becomes a social standard of young age categories, also, while brand advertisers cumulatively look to expand more effective advertising strategy, Nielsen's survey (2012) proves that the continued proliferation of media messages probably will impacting how well advertisers resonate with their target audiences on different social media platforms by creating the contents that young people desire to share. consumers have started to avoid traditional ads and increasingly connect to their social networks to guide buying decisions. Therefore, advertisers might consider prioritizing social media as an advertising strategy to reach potential consumers as 74% of consumers rely on social media to inform their purchasing decisions. Perhaps a case from McDonald Taiwan have illustrated how advertisers can connect with the audience in an effective way by creating appropriate content on social media. The brand wanted to connect with people on an emotion and encourage the consumer to link McDonald's with feelings of love and togetherness. The brand took advantage of Mother’s day. It has decided to surprise three employees who cannot make it home for the mother’s day with a visit from their mom. They captured on the film the mother's journey and the employee emotional reaction as they found their moms walking into restaurants. As the result, it has generated 7 million views and 170,000 shares in 2 weeks. More importantly, it has reached 13 million potential customers as Martin (2012) suggests that the increased awareness leads to potentially greater sales and markets share in the future. In this advertising campaign, Facebook played a crucial role in term of auto-playing feature, not to mention, Facebook has significant popularity and considerable mobile peroration in Taiwan to enabled advertisers to connect with accurate audience on a massive scale (Facebook 2015).

Second of all, the internet is fundamentally changing the way how people watch television in the society. perhaps In the world where people intentionally avoid advertisements, it can be difficult for advertisers to connect with targeted audiences. However, recently, there has been an emerging digital technology named “OTT”, an abbreviation for “Over The Top”. It is defined as broadband that video contents are delivered straight to the consumer through the internet. (Andrew 2010). It has significantly modified how people access video content, especially when it comes to television viewership. for advertising practitioner, move to OTT is clever, because digital disruption and mobile adoption have upended traditional advertising models, especially when it comes to TV viewership. OTT is a rich place of revenue, for example, the U.S. audience for digital video will probably pass 200 million by 2015. (IAB 2014). According to Interactive advertising bureau (2014), OTT devices grew 93% and 236% year over year. Moreover, OTT tends to get much longer duration than other devices as 70% people use OTT 20 minutes or longer. Although, traditional Television advertising have not been taken entirely by platforms that implement OOT, however, future hold great potential for the advertising industry. However, OTT requires that media marketers be capable of pulling together consumer data across platforms and pointing out differences in consumer composition and behavior. For example, Nielsen and Adobe have already been working on delivering a comprehensive, cross-platform system for measuring online TV, video, and other digital content across the website and application to make measurement much easier.

Third of all, search advertising can be an alternative way to approach consumer in digital age of advertising as Andrew (2010) suggests that search advertising now dominates digital media market with approximately 40 per cent of all expenditure have spent on search advertising. When it comes to approaching consumers, understanding consumer’s behavior holds the key to successful advertising results. Consumer tends to use the search engine to identify or compare purchasing items, it provides a great chance for advertisement to kick in. The primary function for search advertising is to generate potential consumers for advertisers through search and to translate user’s information needs into consumption needs (Andrew 2010). For example, MySpace is already working out self-serving advertising banners by using a search-based system that draw profoundly on personal data. The key component for search adverting includes “Paid search advertising” which means advertisers only when users click on an advertisement. Marketers have greater control over which keywords are most relevant with their brands, products or services in paid search. Furthermore, the digital development also has resulted in another key way of actuating consumers and users to a specific website is through Search Engine Optimization (SEO). SEO optimizes rankings on search engine listings through the understanding that users are more willing to click on that closer on the top. A study was conducted by eMarketer (2009) has shown that Perhaps SEO is greater than paid search advertising as SEO process tends to improve a marketer’s rankings across all the search engines, one process comes out many results (Andrew 2010).

Moreover, Advertising is tailored to and delivered via mobile devices such as smartphones. Andrew (2010) suggests that Mobile is representing a range of opportunity for advertisers and marketers as As the Internet is renovated on mobile devices—more personalized and personal, it is ubiquitously accessible— established forms of interactive advertising will also develop as they shift from personal computers to mobile devices. Mobile advertising is typically using the form of rich media, such as text messaging ads, audio/video spots, such advertising usually appears with mobile websites and mobile applications for smartphones that running IOS, Android or windows. (IAB 2008). According to IAB internet advertising revenue (2015), Mobile revenues amounted 28% of Q4 2014 revenues, or $3.9 billion, up 73% from the $2.3 billion (19% of total), mobile grows rapidest catching up banner advertisement. (IAB 2008). Perhaps there is no other device as highly personal as Mobile is. It provides the opportunity for advertisers to create a consumer’s path to purchase, mobile devices have the potential to be an enormous enabler. 75% of the people in worldwide now has a mobile phone offering access to developed markets. Mobile will truly enable advertisers to connect at the right time, in the right place, with the right individual in a digital age (IAB 2008).

For advertisers, getting the brand message across is crucial. On the other hand, advertisers also seek out the return on investment. ROI is the ratio of net profit to advertising expenditure. It is typically the most crucial measurement for advertises, because it is based om particular advertising goals and objective, it will shows the real impact that advertising efforts have had on the companies. However, in order to help measure ROI, advertiser need to track conversions, actions that advertiser want targeted customers to take on website after clicking your ad such as purchases or sign-up, or download. Advertisers should look for long term return on investment, rather than short term(IAB 2015)

In conclusion, in a digital age where technology is rapidly evolving, digital development has fundamentally modified the advertising industry. For advertiser practitioners, they should keep up with technology development in order to connect with target audiences in the right place with the right individual. Social media is the greatest concept in digital advertising age, it is ubiquitously accessible, one of the considerable benefits of social media advertising can be that advertisers can take advantage of user’s demographic information, such as interest, age, gender. Advertisers then can use those provided information to target their advertisements accurately by utilizing advertising programs that have offered on social media. Not to mention, over the top service is changing people access video content, it have shifted massive audiences from traditional television to the internet. On the other hand, search advertising has taken place when consumer search items on the internet, the SEO process tends to improve a marketer’s rankings across all the search engines, it is effective as one process comes out many results. Lastly, mobile advertising also is absolutely necessary method to implement as it is more personalized and personal, ubiquitously accessible, it has established forms of interactive advertising will evolve as consumer migrate from personal computer to smartphones device. Although, Traditional advertising have not been taken by digital advertising entirely, but future holds the potentials

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