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Internet Advertising is going through a phase where it has to encounter quite a few stymies. The most crucial events that block an Internet Advertisement from attaining its purpose include low visibility due to the increase in competitor ads and clicks that do not get converted to buying. The mantras that would help Internet Advertising rise up from this challenge are targeting the appropriate group and accurately timing the delivery of ads depending on the behavior of the user. There was a time when Internet Advertising was looked at with suspicion by the trade pundits. The situation has turned towards the favor of Internet Ads in such a big way that we often find ads competing for space on the same page. The rate of pushing ads on various websites further increased with the digitalization of the markets. As online stores gained popularity and the consumers began preferring them over the traditional drive-in stores, Internet Advertising Agencies became a busy lot. As a result of the thoughtless pushing of ads on website pages, the pages became overcrowded and the ads lost their visibility. The user also trained his eye to ignore the spots where ads were usually placed. It was with the integration of segmentation that the Internet Ads were properly targeted at potential consumers. With the use of internet on the mobile phones gaining grounds and Google’s personalized services, group targeting took on unprecedented dimensions. The use of additional services like GPS increased the accuracy of targeting. It is not an uncommon practice among Online Advertising Agencies to make extensive use of group targeting in order to ensure better returns. However, apart from better targeting, a new technique has evolved which not only increases the impact of the ads but also ensures better buying conversions and lower bounce rates. The traditional role of an Online Ad ends with the user reaching the landing page. However, this new technique extends its role to ensure conversions too. It focuses on sending out the appropriate ad at the users who land on the designated pages, and disappear just before hitting the pay tab. This phenomenon, known as shopping cart abandonment in online sales, has been studied and one of the primary reasons for this behavior have been found with users who plan to buy later or who are looking at other available deals. Studies have shown that 72% of the visitors who abandoned their carts buy within the next 12 to 24 hours. Internet Advertising Agencies have realized the importance of targeting such users as soon as they abandon their carts. For example a user is searching for the best deals on a particular book. He is unsure about the comparison sites as they often do not show the taxes and other hidden costs. Thus, he adds the book to the cart and checks the total cost. If he leaves without hitting the pay button, it is better for the Internet Advertising Agencies to assume that he is looking at other sites. If an ad with an offer on the book is displayed to him immediately, the chances of him buying the book increases by leaps and bounds. Thus, along with the already established need to target the consumers accurately, Ads on the Internet are also being used to improve the actual sales. The latest technique in Internet Advertising increases the scope of the medium beyond the traditional boundaries of advertising.
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