Understanding the two tasks of online advertising

Elana Morris and Stephen Whiteside

Online advertising has two main roles which, if fully understood, can help marketers optimise their strategies more effectively.

Online advertising has two essential tasks: increasing general brand visibility to help drive sales and serving as a “signpost” which directs a consumer to a brand’s preferred digital destination.

That was the perspective outlined by Grace Kite, the founder of marketing econometrics consultancy Magic Numbers, during a webinar held by Meta, the tech company and owner of Facebook, the social network.

Kite argued the most effective marketing plans allocate between 40% and 50% of their budgetsto online channels. More specifically, analysis by Magic Numbers has shown that marketers dedicating this level of their budget to digital media typically...

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