Internet Market Power

Usually, when a pop up appears on your screen the only thing you look for is the little ‘x’ button in the corner. However, these pop up ads are usually not legitimate ads for legitimate products. Whether the ad is legitimate or not, our reaction to the intrusive clutter just about sums up most people’s feelings about the abundance of advertising on the web. Since its creation, advertisers have been taking advantage of all the World Wide Web has to offer. However, the internet has proved to elicit both good and bad results for advertisers and consumers alike. On the bright side, the internet provides consumers with the ability to search for specific products and turn up immediate results. This gives advertisers the opportunity to narrow their target market and advertise to only those looking for their product or idea. Furthermore, pay-per-click ads, banner ads, and other forms of online advertisements make it easy for advertisers to track their progress.The downside to online advertising is the pure volume of material out there. It is virtually impossible to access a website without being bombarded with flashy ads and annoying pop ups. Most advertisers realize this, and it is important to remember respectable agencies and products are not behind the mayhem associated with pop up ads or annoying banner ads.On a separate note, the internet has opened the door for a whole new genre of advertising. Today’s advertising industry is experiencing a sensation referred to as the ‘viral video,’ part of the larger concept of viral marketing. Don’t let the name fool you, these videos are perfectly harmlessthe only thing they spread is laughter and entertainment. Marketers and advertisers are leaping on the opportunity to catch the public’s attention through free word of mouth publicity. Examples of wildly successful viral videos that have garnered millions of views and increased the sales of their featured products include: Will it Blend?, The Coca-Cola Happiness Machine, Duckbill masks, and Extreme Ironing. While some aspects of internet advertising may be annoying and unavoidable, it is doubtful that the web will be free of ad clutter anytime soon.