PPB April 2018

Here’s how the online advertising lead funnel used to work: Advertising platforms were a later development on social media sites as shown above. This chart depicts the sea change of when and where people began to access information and entertainment online. In time, social media, internet browser and ecommerce owners realized that if they were getting eyeballs on their sites, they could create a platform and sell ads too. Later, platform owners also understood they could further monetize their communities by giving advertisers specific information on the return on their advertising spend. This was a novel concept at the time, especially when compared to print, TV and radio, where an advertiser could only track ROI by using coupons, offer codes and customer recall. Another change caused advertisers to rethink their strategy: the Balkanization of audiences. Instead of having a small andmanageable number of national publications and TVnetworks, therewere amultitude of cable channels and internet-based entertainment options. Advertisers began shifting their dollars away from traditional media to online platforms because of the newfound ability to tightly target specific audiences and deliver detailed metrics. When Facebook and LinkedIn created their lead generation ad formats in 2015 and 2017 respectively, advertisers gained the capability to collect leads directly from the ad platforms, avoided traffic loss when visitors were sent to websites, and had the leads sent directly into their CRM systems. ONLINE AD WEBSITE MENU INTERESTING CONTENT CONTACT US SUBMIT FORM Development Of Advertising Platforms On Social Media Amazon LAUNCH DATE 1994 2017 ADVERTISING PLATFORM LAUNCHED 300 MILLION LAUNCH DATE 1995 2009 ADVERTISING PLATFORM LAUNCHED 120 MILLION LAUNCH DATE 1998 2000 ADVERTISING PLATFORM LAUNCHED 120 MILLION LAUNCH DATE 2003 2012 ADVERTISING PLATFORM LAUNCHED 470 MILLION LAUNCH DATE 2004 2013 ADVERTISING PLATFORM LAUNCHED 220 BILLION LAUNCH DATE 2005 2007 ADVERTISING PLATFORM LAUNCHED 150 BILLION LAUNCH DATE 2006 2010 ADVERTISING PLATFORM LAUNCHED 330 MILLION LAUNCH DATE 2010 2013 ADVERTISING PLATFORM LAUNCHED 220 MILLION LAUNCH DATE 2010 2015 ADVERTISING PLATFORM LAUNCHED 880 MILLION MSN/Bing Google LinkedIn Facebook YouTube Twitter Pinterest Instagram/ Facebook YEARS BETWEEN LAUNCH & AD PLATFORM MONTHLY USAGE SOCIAL MEDIA/ BROWSER PLATFORM 23 YEARS 14 YEARS 2 YEARS 9 YEARS 9 YEARS 2 YEARS 4 YEARS 3 YEARS 5 YEARS | APRIL 2018 | 57 GROW