2023 Trends in Online Advertising

As Internet Advertising Turns 30, We Take a Look at How It's Aging & How It's Life Expectancy May Be Shaping Up


Online Advertising Turns 30 Years Old

Hard to believe it’s been 3 decades since the first banner ad (widely acknowledged as the first example of online advertising) appeared on a website for AT&T in 1994.

We’ve come a long way since then.  Haven’t we?  Yes, actually…

2023 Trends That Tell Us On-Line Advertising is Being Reborn

We’ve never fallen out of love with on-line advertising, no matter how routine it may seem to have become.  And there are huge trends here in 2023 that give us confidence Internet advertising is experience a rebirth for the next 30 years.

Our basic marketing formula grounds all of the strategy we develop for our clients:


So we’ll show you our perspective on how Internet advertising is evolving to be better on all these fronts.


Targeting is Becoming More Relevant

Who do you want to talk to?  That’s targeting.  And targeting of online advertising is experiencing some great advancements.  The end of third-party cookies has made it difficult for many bad actors, and cleared the decks for smarter, more relevant on-line advertising to dominate.  We think this will also improve public opinion of ads.

More about Targeting here.

Messaging is Improving with Richer Ad Formats

What are we going to say to our targets?  That messaging.  New, richer online advertising formats are allowing advertisers to make higher-quality impressions on prospective customers, tell a more well-rounded brand story, and create a lot of value for users who engage the ads.

These new formats also achieve between 3 and 5 times greater rates of engagement, which change the game for evaluating marketing ROI.

Contextual Reach is Improving Performance

Where and when are we going to talk to our prospects so they can best absorb the message and engage with our call to action?  That’s reach.

The explosion of new choices for determining reach allows us to talk to the right people when they’re most likely to be able to:

    • Be open to our message
    • Absorb our message
    • Respond to our call to action

And, again, smarter reach improves the end results and helps grow results.

Get Help with Internet Advertising

Our experts are available for a free consultation about on-line advertising.  What’s working for you?  What’s not?  What challenges do you face?  We’ll discuss them and give you our honest feedback.  Then we’ll share ideas at no obligation to you.

Not ready for that step yet?  That’s OK.  Sign up for our free e-mail newsletter about Local marketing so you don’t miss out on more articles this like one, and you know where to find us later!

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Steven Ludwig
After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


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